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: