This research paper examines the variations in purchasing behavior among generations they are Baby Boomers, Generation X, Millennials, and Generation Z. Through the analysis of trends in shopping behavior, brand loyalty, buying platforms, and driving factors such as technology and social media, the study seeks to determine the distinctive consumer characteristics of each generation. The study's findings indicate that marketing efforts need to be adjusted according to generational preferences in order to optimize engagement and conversion. The article ends with some suggestions for companies to target each generational segment effectively.