A Silver Cross business works primarily within two product groups: elevating devices and mobility products. They do not carry the small products such as canes, incontinent products etc. Their focus is on the larger items. Elevating devices include stair lifts, porch lifts, home elevators, scooter lifts, incline lifts and van lifts. Mobility products include scooters, power wheelchairs and walkers. These products are in demand by the rapidly increasing elderly population. Retail products are often purchased by the end user. Often, a family member will assist in the decision. The key influence may also be a health care professional.