Even if middle-aged consumers are spending more than younger ones in
department stores, the argument ignores the possibility that the trend may change within
the next decade. Younger consumers might prefer to shop in department stores than in
other types of stores, and middle-aged consumers might turn to other types of stores, too.
This will lead to a higher expenditure of younger consumers in department stores than
that of middle-aged consumers.
Besides, the argument never addresses the population difference between middle-
aged consumers and younger ones. Suppose there are more younger consumers than the
middle-aged ones now, the total population base of younger consumers will be bigger
than that of the middle-aged ones if both of them grow at the same rate in the next
decade. Thus there will be a bigger younger consumer base.
Based on the reasons I listed above, the argument is not completely sound. The
evidence in support of the conclusion does little to prove the conclusion since it does
not address the assumptions I have already raised. Ultimately, the argument might have
been more convincing by making it clear that the absolute population of middle-aged
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