This isn’t just about one retail chain going bankrupt, or about one store closing; it shows a big change in retail. Some might not worry much, but it’s actually making Baby Boomers rethink their home renovation plans and even how they manage their retirement money. But don’t worry about that 401(k) just yet!
At Home’s Big Step: Bankruptcy
On June 16, 2025, Home Group Inc. formally filed for Chapter 11 bankruptcy. After a pandemic sales boom, the financial distress proved too much. The company wants to grow in an orderly way, which means a significant change in how things are done.
Why Things Went South
Several factors harmed At Home. The pandemic opened supply chain issues and rising shipping costs, resulting in higher prices. Because of inflation and a slow housing market, the demand for home products collapsed in 2022. The old store model couldn’t compete with big-box and online stores, as store visits declined by 24%
Beyond the “Big Box” Idea
At Home’s problems are part of a bigger trend. Today’s shoppers appreciate the convenience of online shopping and the personalized experiences it offers. The “treasure hunt” feeling has gone chiefly to online stores and niche shops.
A Go-To Spot Vanishes
At Home addressed a need for many people, especially senior buyers. It was a simple place to find a good range of household goods with reasonable pricing. Its extensive selection made it easy to browse and find unusual items.
Why At Home Clicked with Boomers
At Home was popular with Baby Boomers who cared about quality and value. They could see, touch, and compare things in person since the stores were huge. They grew trust in the business, which they certainly can’t find in online stores.
Fewer Furniture Options
Boomers now have fewer choices for home furnishings due to At Home’s closure. The shift of businesses to the Internet and specialty stores has left a void for people seeking practical, affordable, and easily accessible designs.
Navigating New Ways to Shop
Many Boomers have trouble getting around today’s fast-changing retail world. Even if they spend more money online, they still like shopping in stores because they can see the products in person and interact with people.
The Convenience Factor Dips
It’s getting harder to find everything for the house at one big retailer. This means that Boomers now have to work harder to find what they need, either by using other online platforms or by visiting smaller, less complete establishments.
Meeting Unique Needs
Baby Boomers usually prefer home designs that focus on comfort, durability, and practicality. Since there are fewer big stores with a wide selection now, it’s harder for them to find what they want without doing a lot of research. This makes shopping for their home needs more challenging.
The Search for Alternatives
Boomers seeking alternative options may face a more challenging time now that At Home has undergone changes. They might need to look more closely at online stores or other in-person stores.
More Effort, Less Choice
For many consumers, store closures like At Home mean they have fewer choices that are easy to find. Furnishing their homes now requires more time and effort, which is something that Boomers value.
Your Retirement Funds? Relax!
The good news is that At Home’s bankruptcy won’t have much effect on Boomers’ money in most typical retirement accounts. Most retirement savings are protected, and your accounts are safe from the government up to $1.7 million (as of April 1, 2025). So long as you don’t directly own At Home shares, your diversified portfolio should be good.
Economic Alarm Bells
At Home and other stores such as Rite Aid, Express, and Macy’s going bankrupt or experiencing trouble lately suggests that the retail market is challenging. This shows that there are broader economic issues, such as inflation or shifting consumer preferences, that may have an indirect impact on the stock market.
Job Security for Older Workers
Working Boomers, especially those in At Home or other struggling businesses, could lose their jobs if the stores go bankrupt or close. This has a direct effect on saving for retirement and paying for everyday things.
Retirement Readiness Check
Many Boomers are already having trouble saving for retirement. Since they don’t have enough money, their debts are mounting (credit card and medical), and their health care bills are going up. At Home’s problems make the economy less stable, which could make things worse for retirees who have challenges in making ends meet.
How Spending Habits Are Shifting
At Home going bankrupt means people are spending their money differently, especially on home décor. These changes can impact industries’ profitability, which also affects investments.
Boomers’ Evolving Shopping Style
The old “browse and buy” approach that many Boomers like is changing. Retailers who want to sell to this generation must now combine online and in-store experiences, offer individualized service, and keep their trust and quality.
What’s Next After At Home?
Buyers will likely use both old and new methods to purchase home products in the future. Older people should have an easier time finding furniture through different methods: online shopping or tailored services.
Getting Used to the “New Normal”
This is the new normal for shopping, and customers need to adjust, whether that means buying online or going to different stores. At the same time, retailers have to keep up and respond to these changes.
Boomers’ Money Plans
Boomers face many things when it comes to money: retirement, fixed incomes, and costs that keep going up. For their comfort and health, it’s still crucial for them to get reasonable household items.