People born between (and including) 1946 and 1964. After American soldiers returned home from World War II in1946, the United States experienced an explosion of births (hence the name baby boom) that continued for the next 18 years, when the birth rate began to drop. In 1964, baby boomers represented 40% of the population, which means that more than one third of the population was under 19 years of age. In the 1990s, approximately 76 million people in the United States were born in the baby boom years, representing approximately 29% of the country's population. Since baby boomers make up such a sizable portion of the consuming public, their spending habits and lifestyles have a powerful influence on the economy.

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