Affluent Market Tracking Study #20, Fall 2011 Survey of the Wealthiest 10% of US Households

Since our spring 2011 report, there have been significant and substantial changes in the mood of the affluent, their outlook for the economy and their personal wealth, and their spending plans as a result of the disappointing news about current economic conditions and the stock market volatility in recent months

The good news is that there is a sizeable segment of the wealthiest 10% of U.S. households that plan to continue spending for certain products and services.

The new, expanded report format with graphs and charts will help you to identify and understand the differences between the affluent consumers and the true luxury consumers. These graphic elements, plus the executive summary and highlights sections, will facilitate a quick read of a report rich with data that includes:

• Purchase intentions for 8 major expenditures including autos, primary residences and vacation homes, cruises, and major home remodeling
• Expected changes in spending for 17 products and services including vacation travel, dining out and recreational and entertainment activities, various durables for the home, apparel, and fine jewelry and watches
• Top 2 items on December holiday “gift wish list”
• Amount to be spent on December holiday gifts and where purchases will be made
• And much more that explains the mood and spending plans of the affluent

This is report #20 in the original and only twice-yearly tracking study of the mood and spending plans of the wealthiest 10% of U.S. households, which account for almost half of all consumer spending. These surveys are designed to provide information critical for effective marketing to the affluent and luxury consumers.

With this new report, you will learn:

• Spending plans over the next 12 months of both the luxury and affluent consumers (and they are often different)
• Which of 8 major expenditures show the most sales potential and among which segments
• Which of 17 product categories show the most sales potential and among which market segments
• Which segments of the affluent are generally reducing expenditures and which are not
• What changes the affluent expect of the stock market, business conditions, and their personal income and net worth
• Which segments are “under water” with their mortgage and how much equity the affluent have in their homes