As technological change in retailing continues to develop, it becomes important for retailers to examine the reaction of older shoppers to such changes so that innovations can be marketed to meet the needs of this large and growing market segment. Using a national sample of elderly consumers, this study found that 30 percent of households headed by someone 65 or older were willing to use personalized interactive home video ordering (HVO) systems for buying groceries. The study also investigated potential users' perceptions of this innovation's attributes that influence the rate of adoption such as compatibility, complexity, trialability, and observability. A profile of potential users' shopping orientation is provided along with managerial implications.