Make waves! Baby boomers buy 245% MORE string bikinis while Gen Z lags behind

Bikinis may once have been reserved for those under 40 – but thanks to Sharon Stone, Demi Moore and Liz Hurley, more and more middle-aged women are fully embracing their beach bodies.

New data from Stockholm-based company ClearPay has revealed that baby boomers are now buying thong bikinis at a higher rate than any other generation.

In the past year, the Buy Now, Pay Later business found that there was a 245 percent increase in the number of women aged 79 to 59 buying the skimpy swimwear online.

While the thong styles are often modeled on Instagram by stars like Kendall Jenner and Hailey Bieber, the company noted there was only a 21 percent increase among Gen Z shoppers.

In addition, the company’s research found that there was a 59 percent increase in the number of baby boomers buying bikinis.

Martha Stewart (pictured) became the oldest woman to appear on the cover of Sports Illustrated in May 2023

In contrast, Generation Z bought eight percent fewer bikinis than last year – and there was a six percent increase in the number of swimsuits purchased.

In addition, the company also noted that sales were impacted by the Sports Illustrated cover of 81-year-old Martha Stewart in May.

The businesswoman – who called posing for the magazine “historic” at her age – showed off her amazing physique during the shoot by donning 10 different bathing suits that showed off her body in full.

Following this, Clearpay saw a 17 percent increase in one-piece swimsuit sales.

Baby Boomers again saw the biggest jump with 48 percent.

Commenting on the survey, Shakaila Forbes-Bell, Clearpay’s in-house fashion psychologist, said Baby Boomer’s online shopping reflects their increasingly body-positive image.

She explained: ‘Qualitative studies have shown that baby boomers reported experiencing radical acceptance regarding their body image as they got older, and some research indicated that 46 is the age at which we officially stop caring what others think.

“Martha Stewart’s breathtaking swim photo acts as a beacon, showing this generation that beauty standards are evolving and expanding and that baby boomers are part of this more inclusive norm.”

Demi Moore, 60, posed in a black black bikini last summer. The star inspires other baby boomers to embrace their bikini bodies

Pictured: Liz Hurley in a yellow bikini. She was previously the MailOnline in 2021: ‘I love modeling my collections and actually think feeling comfortable and confident comes with age’

Demi Moore, 60, set hearts racing in April when she shared photos of herself enjoying a beach day with her dog in a leopard print thong bikini

In addition, ClearPay noted a huge increase in the number of low-rise bikinis purchased over the past year – reflecting the revival of 1990s trends.

While baby boomers bought 188 percent more than the previous year, Gen Z pushed them to the post with a 244 percent increase.

But of the six swimwear styles the company surveyed, the “Stringkini” saw the biggest increase in sales among baby boomers.

It comes as Sharon Stone, 65, posed for a selfie in her Dolce & Gabanna bikini in May.

The mother-of-three posed in the living room of her Beverly Hills mansion while wearing black Ray-Ban sunglasses.

Pictured: Hailey Bieber, 26, pictured on a recent vacation in a pink thong bikini on the back of a boat

Pictured: Kendall Jenner, 27, pictured last month in a blue-and-yellow plaid thong bikini on vacation

Meanwhile, 60-year-old Demi Moore made hearts beat faster when she shared photos of herself enjoying a day at the beach with her dog in a leopard-print string bikini in April.

The GI Jane actress wore her signature dark brown hair parted in the center and was long and loose.

She had pilot style sunglasses on her face.

Her daughter Tallulah Willis, 29, commented, “Beautiful,” while actress Amy Landecker, 53, wrote, “How are you both really?!”

Plus, Elizbeth Hurley looked sensational as she modeled her latest collection of beachwear back in February.

She previously made the MailOnline in 2021: ‘I love modeling my collections and actually think feeling comfortable and confident comes with age.

“There may come a time when I don’t want to wear swimwear anymore and go to voluminous caftans, but for now I still enjoy it.”