African American Shopping Behavior, September 2012 [TABLE]
African-American consumers make more shopping trips per year than other households (162.5 vs. 151.5), but spend less per trip ($38.2 vs. $45.7), according to a September 2012 report from Nielsen. This suggests that African-American shoppers make quicker and smaller purchases based on short-term needs rather than on deal availability. In fact, African-American consumers report spending 20.8% of their shopping dollars on deals, versus 27% among other consumers. Overall, the annual “basket ring” dollars per household is $6,207.10 for African-American households and $6,922.40 for other households (11.5% more).
Younger African-American consumers spend more per trip than the $38 average. Generation Y (18-34) spends an average of $45 per trip, though this group makes the fewest trips per year (128). The Greatest Generation (65+) makes the most trips per year (185) but spends the least per trip, at $32. Baby Boomers (45-64) spend the most annually, at $6,475 (175 shopping trips; $37 per trip). Read the rest at MarketingCharts.