The Consumer Council on Thursday urged businesses to overhaul their practices to better serve older shoppers, pointing to the contrast between the substantial spending power of the city’s ageing population and the widespread frustrations they encounter.

With seniors emerging as a major consumer force in healthcare, leisure and entertainment, the watchdog said businesses should tap the potential of the silver market.

Despite their economic clout, the council said older residents regularly face unfriendly service, confusing technology, opaque contracts and high-pressure sales tactics.

“Among the 9,206 complainants received in the past three years, the majority concern [is] price and charge disputes, totalling 1,837 cases accounting [for] about 20 percent of all complainants,” said Alaina Shum, the council’s chief executive.

“In one case a merchant operated two shopping apps, one for general consumers and another for elderly consumers, claiming the latter was simpler and offered better prices.

“The complainant, an elderly consumer, purchased goods via the elderly app, but later discovered the same item was cheaper on general app and thus lodged a complaint alleging misleading conduct.”

Other recent complaints include one case, where a woman in her 70s was pressured by beauty salon staff into purchasing over 550 treatments for more than HK$300,000 — far more than could be used before expiry.

The salon only agreed to cancel a portion of the charges.

Another involved an octogenarian who bought a smart TV after being promised an in-home tutorial, only to have the installer leave without offering guidance.

Following council intervention, the company provided a free lesson.

In response, the council called on traders to implement age-friendly policies, such as providing clear, patient product demonstrations, using enlarged fonts and plain language in contracts and recommending suitable products without resorting to pressure.

For older consumers, advice includes purchasing services strictly according to need, verifying whether quotes are for single items or pairs and enlisting family help to review contracts and statements.

The council also reminded seniors to always consider their actual needs, understand the terms before paying and raise questions immediately to prevent disputes.