Research is needed on the family purchase process of retirement-age couples, because 78 million baby boomers are rapidly approaching retirement age. Both boomers and the retirement-age couples in this study present special opportunities to marketers through new roles adopted in retirement. This study reports on perceptions of family purchase process participation among retirement-age couples. Results indicate that transition retirees' family purchase process participation differs from that of post-transition retirees. This finding has managerial implications for marketers wishing to serve desirable segments of current and future retirement-age consumers. © 2007 Wiley Periodicals, Inc.