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The Shopping Experience of Black Consumers - US - April 2014

“Black consumers shop a wide variety of stores – from Walmart to Barney’s New York. This is not a one-size-fits-all consumer. Marketers need to better understand the different consumer segments within the Black community and how each segment is unique and has different expectations when it comes to the shopping experience. While they are all on a hunt for the best bargain, the actual experience and the store’s understanding of cultural nuances is what keeps them coming back.”

– Tonya Roberts, Multicultural Analyst

Some questions answered in this report include:

  • What are their general attitudes toward shopping and spending?
  • What are some of the types of stores they shop at for certain types of products?
  • Aside from rational shopping triggers, what are some of the emotional reasons that compel Black consumers to buy what they buy?
  • How receptive are Black consumers to shopping online? What are some of the things that appeal to them when they shop in-store?
  • What are some promotions that are most effective at generating sales?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Consumer survey data
          • Expenditure data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                    • The market
                      • Figure 1: Average annual expenditures of black households, by select categories, at current prices, 2007 and 2012
                    • The consumer
                      • Attitudes toward shopping
                        • Figure 2: Attitudes toward shopping and spending, by gender, February 2014
                      • Attitudes toward shopping
                        • Figure 3: Shopping enjoyment, by Black versus all, by gender, November 2012-December 2013
                        • Figure 4: Black consumers’ attitudes toward store staff, by gender, February 2014
                      • Shopping triggers
                        • Figure 5: Emotional shopping triggers and motivations, by gender, February 2014
                      • Shopping brick and mortar stores
                        • Figure 6: Types of stores shopped – in-store, by gender, February 2014
                      • Decision factors for choosing stores
                        • Online shopping
                          • Effective sales promotions
                            • Black shopping clusters
                                • Figure 7: Black shopping clusters, February 2014
                              • What we think
                              • Issues and Insights

                                  • Given their passion for shopping in-store, what can marketers do to lure Black consumers to shop online?
                                    • Lacking plastic and safety concerns with online transactions
                                      • The issues
                                        • The implications
                                          • Finding the right fit
                                            • The issues
                                              • The implications
                                                • Service and sensitivity
                                                  • The issues
                                                    • The implications
                                                    • Trend Applications

                                                        • Inspire trend: Return to the Experts
                                                          • Inspire trend: Guiding Choice
                                                            • Mintel futures: Access Anything Anywhere
                                                            • Consumer Expenditures

                                                              • Key points
                                                                • Overall expenditures among Blacks rose by 18% from 2007-12
                                                                    • Figure 8: Average annual expenditures of Black households, by category, at current prices, 2007-12
                                                                • Attitudes Toward Spending

                                                                  • Key points
                                                                    • Black consumers buy what they want with little regret
                                                                      • Figure 9: Attitudes toward shopping and spending, February 2014
                                                                    • Women admit they sometimes can’t control spending
                                                                      • Figure 10: Attitudes toward shopping and spending, by gender, February 2014
                                                                    • Younger Blacks splurge and less likely to feel remorse
                                                                      • Figure 11: Attitudes toward shopping and spending, by age, February 2014
                                                                    • Higher income Blacks splurge so that they stand out from others
                                                                      • Figure 12: Attitudes toward shopping and spending, by household income, February 2014
                                                                  • Attitudes Toward Shopping

                                                                    • Key points
                                                                      • Blacks LOVE to shop, they shop more frequently and spend more time in stores
                                                                        • Figure 13: Shopping enjoyment, by Blacks versus all, by gender, November 2012-December 2013
                                                                        • Figure 14: Shopping enjoyment and engagement, by race/Hispanic origin, November 2012-December 2013
                                                                      • Black men are much more engaged than other men in shopping
                                                                        • Figure 15: Shopping enjoyment and engagement, by gender, November 2012-December 2013
                                                                        • Figure 16: Shopping enjoyment and engagement, by gender, November 2012-December 2013
                                                                      • Low pricing attracts women to stores, but selection will likely draw men in
                                                                        • Figure 17: Impact of price and promotions on where Blacks shop, by gender, November 2012-December 2013
                                                                      • Getting the best price is important to Blacks, but less so when compared to others
                                                                        • Figure 18: Attitudes toward price promotions, by race/Hispanic origin, November 2012-December 2013
                                                                      • Blacks shop around for best deal, kids weigh heavy in decisions
                                                                        • Figure 19: Impact of sales and promotions on shopping, by race/Hispanic origin, November 2012-December 2013
                                                                      • Great service and good environment motivates Blacks to shop at certain stores
                                                                        • Figure 20: Importance of store experience when shopping among Black consumers, by gender, November 2012-December 2013
                                                                      • Blacks shop stores with convenient locations, but they will travel if they have to
                                                                        • Figure 21: Black consumers’ attitudes toward store distance when deciding where to shop, by gender, November 2012-December 2013
                                                                      • Blacks are more willing than others to travel farther to shop
                                                                        • Figure 22: Attitudes toward the proximity of stores consumers shop, by race/Hispanic origin, November 2012-December 2013
                                                                      • Shopping is a social outing, Blacks like to shop with others
                                                                        • Figure 23: Black consumers’ attitudes toward shopping alone or with others, by gender, November 2012-December 2013
                                                                      • Word of mouth is key for building awareness, not necessarily sales
                                                                        • Figure 24: Black consumers’ attitudes toward influencing others’ shopping behaviors, by gender, February 2014
                                                                      • Knowledgeable and helpful staff set stores apart, win over Blacks
                                                                        • Figure 25: Black consumers’ attitudes toward store staff, by gender, February 2014
                                                                      • Blacks open to trying new products, brand names matter
                                                                        • Figure 26: Black consumers’ attitudes toward brands, by gender, February 2014
                                                                    • Shopping Triggers

                                                                      • Key points
                                                                        • Triggers for Blacks to buy are often emotionally charged, a feeling of entitlement
                                                                          • Figure 27: Black consumers’ shopping triggers and motivations, February 2014
                                                                        • Sales play a vital role in feeding shopping triggers, especially percentage-off sales
                                                                          • Figure 28: Impact sales promotions have on shopping triggers, by type of sale, February 2014
                                                                        • Free shipping, no sales tax type of incentives work if sales clerk or friend tells them about it
                                                                          • Figure 29: Impact other types of incentives have on shopping triggers, by type of incentive, February 2014
                                                                        • Coupons complement emotional triggers, BOGO doesn’t make them feel like smart shoppers
                                                                          • Figure 30: Impact coupons and BOGO free/discount offers have on shopping triggers, by type of offer, February 2014
                                                                      • Shopping at Brick and Mortar Stores

                                                                        • Key points
                                                                          • Blacks shop a variety of stores, receptivity to visiting new stores is higher than others
                                                                            • Figure 31: Attitudes toward where consumers shop, by race/Hispanic origin, November 2012-December 2013
                                                                          • One quarter of Blacks shop high-end department stores
                                                                            • Figure 32: Types of stores shopped online and in person – in-store, by gender, February 2014
                                                                          • Blacks more likely to shop four or more of the same type of store
                                                                            • Figure 33: Types of stores shopped online and in person – in-store, by count of brick and mortar stores shopped, February 2014
                                                                        • Decision Factors for Choosing Stores

                                                                          • Key points
                                                                            • Styling and design are important factors in deciding where to shop
                                                                              • Figure 34: Decision factors for shopping stores – any important, by gender, February 2014
                                                                            • Quality is equally as important as price
                                                                              • Figure 35: Importance of quality, price, durability, and convenience in where Blacks shop, by types of stores shopped online and in person – any purchase, February 2014
                                                                            • Brand names are more important for children stores and high-end department stores
                                                                              • Figure 36: Importance of brands, familiarity, and service in where Blacks shop, by types of stores shopped online and in person – any purchase, February 2014
                                                                            • High-end, specialty, children’s, resale shops should be trendy, fun, exciting
                                                                              • Figure 37: Importance of the store’s aesthetics on where Blacks shop, by types of stores shopped online and in person – any purchase, February 2014
                                                                          • Online Shopping

                                                                            • Key points
                                                                              • Compared to the average, Blacks less likely to be shopping online
                                                                                • Figure 38: Attitudes about shopping online – any agree, by race/Hispanic origin, November 2012-December 2013
                                                                              • Nine in 10 have purchased at least one item online
                                                                                • Figure 39: Black consumers’ attitudes toward time spent shopping online, by gender, February 2014
                                                                                • Figure 40: Online shopping behaviors and receptivity (nets), February 2014
                                                                              • Clothing, electronics, footwear, and toys are top items purchased online
                                                                                • Figure 41: Black consumer receptivity toward shopping online – positive to online shopping, February 2014
                                                                                • Figure 42: Black consumer receptivity to shopping online – negative to online shopping, February 2014
                                                                              • Women more likely to shop mid-tier stores online, men shop electronic stores
                                                                                • Figure 43: Types of stores shopped online, by gender, February 2014
                                                                            • Effective Sales Promotions

                                                                              • Key points
                                                                                • Women are more cost conscious and take advantage of sales
                                                                                  • Figure 44: Black consumers’ attitudes toward deals, by gender, February 2014
                                                                                • Circulars are effective at driving sales, especially among women
                                                                                  • Figure 45: In store support materials influence, by gender, November 2012-December 2013
                                                                                • Incentives that are most effective vary based on size of item purchased
                                                                                  • Figure 46: Effective promotions, by size of item, February 2014
                                                                              • Cluster Analysis

                                                                                  • Figure 47: Black shopper segments, February 2014
                                                                                • Savvy Pro Femmes
                                                                                  • Demographics
                                                                                    • Characteristics
                                                                                      • Opportunity
                                                                                        • Risk-Averse Followers
                                                                                          • Demographics
                                                                                            • Characteristics
                                                                                              • Opportunity
                                                                                                • Mature Experience Seekers
                                                                                                  • Demographics
                                                                                                    • Characteristics
                                                                                                      • Opportunity
                                                                                                        • Cluster characteristic tables
                                                                                                          • Figure 48: Shopping attitudes and behaviors, by Black shopping clusters, February 2014
                                                                                                          • Figure 49: Attitudes toward shopping and spending, by Black shopping clusters, February 2014
                                                                                                          • Figure 50: Black consumers’ shopping triggers and motivations, by Black shopping clusters, February 2014
                                                                                                          • Figure 51: Types of stores shopped online and in person – any purchase, by Black shopping clusters, February 2014
                                                                                                          • Figure 52: Decision factors for shopping stores - any important, by Black shopping clusters, February 2014
                                                                                                          • Figure 53: Online shopping behaviors and receptivity, by Black shopping clusters, February 2014
                                                                                                        • Cluster demographic tables
                                                                                                          • Figure 54: Demographics, by Black shopping clusters, February 2014
                                                                                                      • Marketing Strategies

                                                                                                        • Key points
                                                                                                          • Overview of the brand landscape
                                                                                                            • Brand analysis: Walmart
                                                                                                              • Figure 55: Walmart, “I Knew That” TV ad, 2013
                                                                                                              • Figure 56: Walmart, “Short Talk” TV ad, 2013
                                                                                                            • Brand analysis: Ashley Stewart, K&G, and Burlington Coat Factory
                                                                                                              • Figure 57: Ashley Stewart, “Why do YOU love Ashley” video, 2011
                                                                                                          • Demographic Profile of US Black Population

                                                                                                              • Key points
                                                                                                                • Buying power
                                                                                                                  • Figure 58: Buying power trends among Black consumers, 1990-2018 (projections)
                                                                                                                • Black buying power is growing at a faster rate than that of White consumers
                                                                                                                  • Figure 59: Changes in buying power, by race, June 2013
                                                                                                                • Black buying power over $1 trillion
                                                                                                                  • Figure 60: Top 10 states ranked by share of Black buying power, 2012
                                                                                                                • Top 10 states with highest buying power represent two thirds of buying power
                                                                                                                  • Figure 61: Top 10 states ranked by value of Black buying power, 2012
                                                                                                                • Population statistics
                                                                                                                  • Black population growing at a faster rate than Whites
                                                                                                                    • Figure 62: Population by race and Hispanic origin, 2009-19
                                                                                                                  • Black population growth slows
                                                                                                                    • Figure 63: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                  • Children under 18 years old account for 27% of Black population
                                                                                                                    • Figure 64: Black population, by age, 2009-19
                                                                                                                  • Geographic concentration
                                                                                                                    • Majority of Blacks reside in South, a different marketing approach may be needed
                                                                                                                      • Figure 65: Black geographic concentration, by region, 2010
                                                                                                                    • Population grows in the South, reverse migration may be occurring
                                                                                                                      • Figure 66: Top 20 states with highest Black population and percent change from 2000-10
                                                                                                                    • NY, Chicago, Philadelphia, Detroit, and Houston top Black metros
                                                                                                                      • Figure 67: Top 10 cities with the largest number of Blacks, 2010
                                                                                                                    • More than 80% of Detroit and Jackson’s population is Black
                                                                                                                      • Figure 68: Top 10 cities with the highest percentage of Blacks, 2010
                                                                                                                    • Gender
                                                                                                                      • Figure 69: Men by race and Hispanic origin, 2009-19
                                                                                                                      • Figure 70: Women by race and Hispanic origin, 2009-19
                                                                                                                    • Generations
                                                                                                                      • iGeneration and Millennials represent nearly half of Black population
                                                                                                                        • Figure 71: Population of generations, by race/Hispanic origin, 2014
                                                                                                                        • Figure 72: Distribution of population by race and generation, 2014
                                                                                                                      • Education
                                                                                                                        • Majority of Blacks seek college, while others may be relying on entrepreneurship
                                                                                                                          • Figure 73: Educational attainment of Blacks aged 25 or older, by age, 2012
                                                                                                                        • Marital status
                                                                                                                          • Only one third of Blacks are married, compared to 50% or more of others
                                                                                                                            • Figure 74: Percentage of married and not married people aged 18 or older, by race and Hispanic origin, 2013
                                                                                                                          • Blacks twice as likely never to marry, may trace back to history in America
                                                                                                                            • Figure 75: Marital status of adults aged 18 or older, by race/Hispanic origin, 2013
                                                                                                                            • Figure 76: Marital status of Blacks, by age, 2013
                                                                                                                            • Figure 77: Marital status of Black adults, by gender, 2013
                                                                                                                          • Employment
                                                                                                                            • Black employment rate is lower than for others, rebounding slowly after recession
                                                                                                                              • Figure 78: Labor-force participation rate of people aged 16 or older, by race and Hispanic origin, 2002-12
                                                                                                                            • Teens and seniors are working too, marketers may be missing the mark by ignoring them
                                                                                                                              • Figure 79: Labor-force participation rate of Blacks aged 16 or older, by age and gender, 2012
                                                                                                                            • Income
                                                                                                                              • Blacks have lower household incomes, attributed to several factors besides occupation
                                                                                                                                • Figure 80: Median household income, by race and Hispanic origin of householder, 2012
                                                                                                                                • Figure 81: Household income distribution by race and Hispanic origin of householder, 2012
                                                                                                                              • Parental status
                                                                                                                                • One third of Black households are headed by women
                                                                                                                                  • Figure 82: Households type, by race of householder, 2013
                                                                                                                                • More Black children born to unmarried women in 2012
                                                                                                                                  • Figure 83: Fertility rate, by race and Hispanic origin of mother, 2002-12
                                                                                                                                  • Figure 84: Percent of births to unmarried mothers, by race and Hispanic origin of mother, 2002 and 2012
                                                                                                                                  • Figure 85: Households with own children, by race and Hispanic origin of householder, 2013
                                                                                                                                  • Figure 86: Who children live with, by race and Hispanic origin, 2012
                                                                                                                                  • Figure 87: Black households, by presence and ages of own children, 2013
                                                                                                                                • Home ownership
                                                                                                                                  • Four out of 10 Blacks are homeowners
                                                                                                                                    • Figure 88: Homeownership rate, by race of householder, 2001-11
                                                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                                                  • Attitudes toward spending
                                                                                                                                    • Figure 89: Attitudes toward shopping, by gender, February 2014
                                                                                                                                    • Figure 90: Attitudes toward spending, by age, February 2014
                                                                                                                                    • Figure 91: Attitudes toward shopping and spending, by household income, February 2014
                                                                                                                                    • Figure 92: Attitudes toward shopping and spending, by generations, February 2014
                                                                                                                                    • Figure 93: Attitudes toward shopping and spending, by repertoire of brick and mortar stores shopped, February 2014
                                                                                                                                    • Figure 94: Attitudes toward shopping and spending, by repertoire of online shopped, February 2014
                                                                                                                                  • Attitudes toward shopping
                                                                                                                                    • Figure 95: Attitudes price promotions, by gender, November 2012-December 2013
                                                                                                                                    • Figure 96: Attitudes toward store experience, by race/Hispanic origin, November 2012-December 2013
                                                                                                                                    • Figure 97: Attitudes toward shopping companions, by race/Hispanic origin, November 2012-December 2013
                                                                                                                                    • Figure 98: Shopping attitudes and behaviors (nets), February 2014
                                                                                                                                    • Figure 99: Shopping attitudes and behaviors (nets), by age, February 2014
                                                                                                                                    • Figure 100: Shopping attitudes and behaviors (nets), by generations, February 2014
                                                                                                                                  • Shopping triggers
                                                                                                                                    • Figure 101: Black consumers’ shopping triggers and motivations, by gender, February 2014
                                                                                                                                    • Figure 102: Black consumers’ shopping triggers and motivations, by age, February 2014
                                                                                                                                    • Figure 103: Black consumers’ shopping triggers and motivations, by household income, February 2014
                                                                                                                                    • Figure 104: Black consumers’ shopping triggers and motivations, by generations, February 2014
                                                                                                                                    • Figure 105: Effective promotions – any purchase, by Black consumers’ shopping triggers and motivations, February 2014
                                                                                                                                    • Figure 106: Effective promotions – any purchase, by Black consumers’ shopping triggers and motivations, February 2014 (continued)
                                                                                                                                    • Figure 107: Effective promotions – any purchase, by Black consumers’ shopping triggers and motivations, February 2014 (continued)
                                                                                                                                    • Figure 108: Effective promotions – any purchase, by types of stores shopped online and in person – any purchase, February 2014
                                                                                                                                    • Figure 109: Effective promotions – any purchase, by types of stores shopped online and in person – any purchase, February 2014
                                                                                                                                    • Figure 110: Effective promotions – any purchase, by attitudes toward shopping and spending, February 2014
                                                                                                                                    • Figure 111: Effective promotions – any purchase, by attitudes toward shopping and spending, February 2014
                                                                                                                                    • Figure 112: Effective promotions – any purchase, by attitudes toward shopping and spending, February 2014
                                                                                                                                    • Figure 113: Effective promotions – any purchase, by shopping triggers and motivations, February 2014
                                                                                                                                    • Figure 114: Effective promotions – any purchase, by shopping triggers and motivations, February 2014
                                                                                                                                    • Figure 115: Effective promotions – any purchase, by shopping triggers and motivations, February 2014
                                                                                                                                    • Figure 116: Effective promotions – any purchase, by types of stores shopped online and in person – any purchase, February 2014
                                                                                                                                  • Brick and mortar stores shopped
                                                                                                                                    • Figure 117: Attitudes toward where Black consumers shop, by gender, November 2012-December 2013
                                                                                                                                    • Figure 118: Types of stores shopped online and in person – any purchase, by age, February 2014
                                                                                                                                    • Figure 119: Types of stores shopped online and in person – any purchase, by household income, February 2014
                                                                                                                                    • Figure 120: Types of stores shopped online and in person – any purchase, by generations, February 2014
                                                                                                                                    • Figure 121: Types of stores shopped online and IN PERSON – in-store, by age, February 2014
                                                                                                                                    • Figure 122: Types of stores shopped online and IN PERSON – in-store, by household income, February 2014
                                                                                                                                    • Figure 123: Types of stores shopped online and IN PERSON – in-store, by generations, February 2014
                                                                                                                                  • Ideal store ambiance
                                                                                                                                    • Figure 124: Decision factors for shopping stores – any important, by age, February 2014
                                                                                                                                    • Figure 125: Decision factors for shopping stores – any important, by household income, February 2014
                                                                                                                                    • Figure 126: Decision factors for shopping stores – any important, by generations, February 2014
                                                                                                                                    • Figure 127: Decision factors for shopping stores – any important, by repertoire of brick and mortar stores shopped, February 2014
                                                                                                                                    • Figure 128: Decision factors for shopping stores – any important, by repertoire of online shopped, February 2014
                                                                                                                                  • Online stores shopped
                                                                                                                                    • Figure 129: Types of stores shopped online and in person – online, by age, February 2014
                                                                                                                                    • Figure 130: Types of stores shopped online and in person – online, by household income, February 2014
                                                                                                                                    • Figure 131: Types of stores shopped online and in person – online, by generations, February 2014
                                                                                                                                    • Figure 132: Online shopping behaviors and receptivity – have bought online and would do so again, by gender, February 2014
                                                                                                                                    • Figure 133: Online shopping behaviors and receptivity – have bought online and would do so again, by age, February 2014
                                                                                                                                    • Figure 134: Online shopping behaviors and receptivity – have bought online and would do so again, by household income, February 2014
                                                                                                                                    • Figure 135: Online shopping behaviors and receptivity, by generations, February 2014
                                                                                                                                    • Figure 136: Online shopping behaviors and receptivity, by repertoire of brick and mortar stores shopped, February 2014
                                                                                                                                    • Figure 137: Online shopping behaviors and receptivity, by repertoire of online shopped, February 2014
                                                                                                                                    • Figure 138: Types of stores shopped online and in person – online, by repertoire of brick and mortar stores shopped, February 2014
                                                                                                                                    • Figure 139: Types of stores shopped online and in person – online, by repertoire of online shopped, February 2014
                                                                                                                                  • Effective store promotions
                                                                                                                                    • Any purchase
                                                                                                                                      • Figure 140: Effective promotions – any purchase, by types of stores shopped online and in person – any purchase, February 2014
                                                                                                                                      • Figure 141: Effective promotions – any purchase, by attitudes toward shopping and spending, February 2014
                                                                                                                                      • Figure 142: Effective promotions – any purchase, by attitudes toward shopping and spending, February 2014
                                                                                                                                      • Figure 143: Effective promotions – any purchase, by attitudes toward shopping and spending, February 2014
                                                                                                                                      • Figure 144: Effective promotions – any purchase, by types of stores shopped online and in person – any purchase, February 2014
                                                                                                                                      • Figure 145: Effective promotions – any purchase, by attitudes toward shopping and spending, February 2014
                                                                                                                                      • Figure 146: Effective promotions – any purchase, by attitudes toward shopping and spending, February 2014
                                                                                                                                      • Figure 147: Effective promotions – any purchase, by attitudes toward shopping and spending, February 2014
                                                                                                                                    • Small ticket
                                                                                                                                      • Figure 148: Effective promotions – small-ticket items, by gender, February 2014
                                                                                                                                      • Figure 149: Effective promotions – small-ticket items, by age, February 2014
                                                                                                                                      • Figure 150: Effective promotions – small-ticket items, by household income, February 2014
                                                                                                                                      • Figure 151: Effective promotions – small-ticket items, by generations, February 2014
                                                                                                                                      • Figure 152: Effective promotions – small-ticket items, by repertoire of brick and mortar stores shopped, February 2014
                                                                                                                                      • Figure 153: Effective promotions – small-ticket items, by repertoire of online shopped, February 2014
                                                                                                                                    • Medium ticket
                                                                                                                                      • Figure 154: Effective promotions – medium-ticket items, by gender, February 2014
                                                                                                                                      • Figure 155: Effective promotions – medium-ticket items, by age, February 2014
                                                                                                                                      • Figure 156: Effective promotions – medium-ticket items, by household income, February 2014
                                                                                                                                      • Figure 157: Effective promotions – medium-ticket items, by generations, February 2014
                                                                                                                                      • Figure 158: Effective promotions – medium-ticket items, by repertoire of brick and mortar stores shopped, February 2014
                                                                                                                                      • Figure 159: Effective promotions – medium-ticket items, by repertoire of online shopped, February 2014
                                                                                                                                    • Large ticket
                                                                                                                                      • Figure 160: Effective promotions – large-ticket items, by gender, February 2014
                                                                                                                                      • Figure 161: Effective promotions – large-ticket items, by age, February 2014
                                                                                                                                      • Figure 162: Effective promotions – large-ticket items, by household income, February 2014
                                                                                                                                      • Figure 163: Effective promotions – large-ticket items, by generations, February 2014
                                                                                                                                      • Figure 164: Effective promotions – large-ticket items, by repertoire of brick and mortar stores shopped, February 2014
                                                                                                                                      • Figure 165: Effective promotions – large-ticket items, by repertoire of online shopped, February 2014
                                                                                                                                    • Cluster analysis
                                                                                                                                      • Figure 166: Online shopping behaviors and receptivity – have bought online and would do so again, by Black shopping clusters, February 2014
                                                                                                                                      • Figure 167: Types of stores shopped online and in person – in-store, by Black shopping clusters, February 2014
                                                                                                                                      • Figure 168: Types of stores shopped online and in person – online, by Black shopping clusters, February 2014
                                                                                                                                      • Figure 169: Effective promotions – small-ticket items, by Black shopping clusters, February 2014
                                                                                                                                      • Figure 170: Effective promotions – medium-ticket items, by Black shopping clusters, February 2014
                                                                                                                                      • Figure 171: Effective promotions – large-ticket items, by Black shopping clusters, February 2014
                                                                                                                                  • Appendix – Trade Associations

                                                                                                                                    Companies Covered

                                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                                    The Shopping Experience of Black Consumers - US - April 2014

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