Wealthiest Americans Embrace Online Shopping: Unity Marketing

STEVENS, Pa.-The nation's "ultra-affluents"--those making $250,000 and more--are increasingly drawn to shopping online, according to a new survey from Unity Marketing, the consulting firm.

The data from the survey also show that the shopping sites favored by the wealthiest Americans include those geared toward bargains. eBay.com, groupon.com and craigslist.com were three of the top eight sites visited by this demographic group. Ultra-affluents are also drawn toward "flash" sale sites such as shopittome.com, gilt.com, hautelook.com, beyondtherack.com and myhabit.com.

Hands down, the site favored by ultra-affluents is amazon.com. Pam Danziger, president of Unity Marketing, said the megasite (which recently launched myhabit.com) regularly attracts 45 percent of wealthy shoppers.

"It is important for marketers to realize that their wealthiest shoppers are keenly interested in value and bargains, particularly online," Danziger said. "These deal-oriented sites attract even those at the highest income levels."

HFN Staff | News & Commentary

HFN provides detailed information on the key home classifications: Housewares, Tabletop, Floor Covering & Rugs, Furniture, Home Textiles, Lighting, Home Decor, Mattresses & Bedding, Gifts, Major Appliances and Consumer Electronics as well as Business, Finance and Retail.


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