American Buyers: Demographics of Shopping

New Strategist Publications, Inc.
December 1, 2010
396 Pages - SKU: NW2874561
License type:
Countries covered: United States

Welcome to the first edition of American Buyers: Demographics of Shopping, a new companion for New Strategist’s 15th edition of Household Spending: Who Spends How Much on What. This is your exclusive guide to shoppers. The raw spending data presented here are not available on any government web site. They were obtained by special request from the Bureau of Labor Statistics and provide a unique look at household shopping behavior in the United States.

American Buyers provides the data businesses need to manage expectations (how many will walk through the door?) and set prices (how much do buyers typically spend?). Along with Household Spending, which reveals the demographic drivers behind household spending patterns, it provides a complete picture of the American consumer in 2008, in the midst of the Great Recession. All spending categories are included in this analysis, from white bread and bananas to cell phone service and prescription drugs.

Consumer spending is the result of a complex mix of wants and needs, hopes and fears. This mix determines the success of individual businesses and the health of our economy. Knowing how many are buying a product or service and how much those buyers spend is the key to inventory management and effective pricing. While most businesses have a feel for what is happening in their own establishment, American Buyers lets them see the big picture beyond their walls or web site. It tells them how many buy the products and services they sell and how much those buyers typically spend, all broken down by the demographics that count—age, household income, household type, race and Hispanic origin, region of residence, and education.

American Buyers is based on unpublished data collected by the Bureau of Labor Statistics’ Consumer Expenditure Survey, an ongoing, nationwide survey of household spending. In this reference book, New Strategist presents the raw figures showing the percentage of households that buy individual products and services during the average quarter or week. Also presented are calculations done by New Strategist of how much buyers spend on items during the average quarter or week. These data are presented for hundreds of spending categories.


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