It is a multidisciplinary study where marketing and social work intersect. This quantitative study examines the purchasing behaviour of Turkish consumers aged 60+. It is a known fact that the elderly in our country are afraid of spending money due to the economic deprivation they have experienced in the past and that they accumulate goods / money permanently in order to keep their future safe. As a matter of fact, similar results were encountered in the research. The findings show that basic needs (food, health, dues/bills, fuel, etc.) are at the forefront and luxury consumption (holiday/travel, culture/art, durable consumer goods, etc.) remain in the background. In fact, the majority of the participants find their income insufficient and keep their purchasing behaviour in an extremely vicious cycle. In summary, the purchasing behaviours of elderly consumers are found to be related to their income levels, and qualities (price, usefulness, quality, etc.) are considered important.