LGBT Households Shop More, Spend More Than Non-LGBT

Marketers love to highlight the legendary vast disposable income of LGBT consumers in pitches and campaigns. But is our reputation as ideal consumers right? Nielsen set out to answer this question and more related to gays and shopping in its latest report. 

Some key findings:

  • LGBT households make 10 percent more shopping trips than non-LGBT; spent an average of $4,135 at retail in 2014 (7 percent more than non-LGBT)
  • LGBT more likely to shop at specialty stores; for example, LGBT households are 72 percent more likely to shop at bookstores than the average U.S. household
  • LGBT are more likely to spend on pets, alcohol and grooming care than non-LGBT
  • LGBT households are 13 percent LESS likely to shop at Dollar Stores than the average household

Nielsen's infographics help explain the findings:

For more on Neilsen's findings, head here!

 

 

 

Comments

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I would like to know the breakdown of LGBT. These numbers seem skewed to me. 

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Yes indeed  it's true that the LGBT community have more disposable income, the fact that more LGBT people have fewer children compare to their straight counterpart and other factors .

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I'm not a cash cow
Would love to have money, to shop
And no, I don't like the dollar store
Lesbian, veteran, athlete

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This is not a shock to me in the least. It is also why politicians are often the first to pander to the LGBT community because we have more disposable income. So gays are essentially cash cows. However, I don't think these surveys are really representative of the majority of LGBT people. I would almost bet this survey was aimed at LGBT people in metropolitan areas. Because I've known too many gays who were hit hard by the Great Recession to believe that the results of this survey are able to be generalized nationally.

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