Growing up, I have fond memories of both sets of grandparents. Images of diabetic hard candy, restaurant doggy bags, head scarves and polyester wardrobes, ace bandages, Old Spice aftershave and those weird, oval rubber coin holders, are among the most familiar images that come to mind.

These visuals are in direct contrast to those of my mom and dad, who, from my calculations are the same age today as my grandparents were when they started toting the above contraband. In their mid sixties and early seventies respectively, my parents dispel the majority of perceptions I would have expected from a “couple their age”. Some might say they are on the young side of the senior set and I would agree, but is it possible my parents are cooler than their son, creative director for a branding agency?

Here are some interesting observations. They vacation in San Francisco and Toronto, and shop like a couple decades younger (their favorite places to shop are The Gap, J. Jill, and Whole Foods). As you might expect, their brand loyalty is stronger than mine, perhaps in part because they have been buying the same names for decades longer than I’ve been on this earth. This doesn’t assume, however, that they won’t try new brands, in fact, they regularly shop new products, especially in the food arena.

They know all the American Idol contestants, and love to watch What Not To Wear, The Little Couple and The Discovery Channel’s Deadliest Catch (which reminds me, they also love sushi and raw seafood).

From a retailer perspective, one opportunity I see from their shopping habits is that they do research things a lot more before buying them. They shop more competitors, do more research online, and much like teenage girls, talk about purchases to TONS of friends and family. Maybe it’s the discretionary time they have (dad’s retired), but it might also be that they value their hard-earned cash. In any event, a retailer that provides robust support and education online and supports this message via internet advertising, through infomercials, in-store signage and knowledgeable sales reps are all elements folks like my parents, appreciate.

There is one “tell” that reveals their true age. When discussing some bigger ticket items they have their sights set on, I’ve heard them follow up their conversations with the phrase “because it’s the last one we might ever buy.” Yikes.

Yet, who can argue with their determination that for them, durability-beyond-a-lifetime is an essential product benefit? I can’t really say I’d be disappointed if my car, furnace, or say, my iPhone ever lasted that long.

Know any seniors who live like juniors? Please share.