Tuesday, February 07, 2006

The shopping patterns of African-Americans, Hispanics and whites

Marcia Mogelonsky:

According to the PwC/ICIC study, African-American inner-city shoppers are 35 percent more likely than the population as a whole to buy women's dress shoes. They're also 54 percent more likely to purchase teen boys' clothing, and 64 percent more likely than average to buy fine jewelry. Other categories in which they are significantly more likely to make purchases: costume jewelry, teen girls' clothing, women's athletic wear, and children's dress or casual shoes.

Inner-city Hispanics follow a similar pattern. They are 20 percent more likely than average to buy women's dress shoes and 40 percent more likely than average to buy children's athletic shoes. Other top items on their shopping list: infants' and toddlers' clothes, boys' clothes, and men's dress shoes. White inner-city consumers indexed lower than average in all apparel categories.

African Americans and Hispanics in the inner-city also share an enthusiasm for shopping. Seven in ten African American inner-city shoppers say they enjoy shopping for clothes, a sentiment seconded by an equal number of Hispanics. Only half of Americans in general agree with this statement. And while 44 percent of U.S. shoppers in general buy clothes only when they need to replace an item, just 29 percent of inner-city African Americans do the same.

Indeed, inner-city shoppers often wish they had more time to browse the racks. Half of African Americans and 54 percent of Hispanics in the inner city said they'd like more time to window shop. Looking often triggers buying-while American households in general spend an average of $1,069 annually on apparel, inner-city African Americans spend $1,502. Inner-city Hispanics ring up $957 a year; their white counterparts spend the least-just $759.

Nod and blink

If black men like to be seen as big spenders, why are they notoriously bad tippers?

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