Table of Contents
Executive Summary
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- The market
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- Figure 1: Average annual expenditures of black households, by select categories, at current prices, 2007 and 2012
- The consumer
- Attitudes toward shopping
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- Figure 2: Attitudes toward shopping and spending, by gender, February 2014
- Attitudes toward shopping
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- Figure 3: Shopping enjoyment, by Black versus all, by gender, November 2012-December 2013
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- Figure 4: Black consumers’ attitudes toward store staff, by gender, February 2014
- Shopping triggers
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- Figure 5: Emotional shopping triggers and motivations, by gender, February 2014
- Shopping brick and mortar stores
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- 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
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- Figure 7: Black shopping clusters, February 2014
- What we think
Issues and Insights
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- 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
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- Inspire trend: Return to the Experts
- Inspire trend: Guiding Choice
- Mintel futures: Access Anything Anywhere
Consumer Expenditures
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- Key points
- Overall expenditures among Blacks rose by 18% from 2007-12
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- Figure 8: Average annual expenditures of Black households, by category, at current prices, 2007-12
Attitudes Toward Spending
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- Key points
- Black consumers buy what they want with little regret
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- Figure 9: Attitudes toward shopping and spending, February 2014
- Women admit they sometimes can’t control spending
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- Figure 10: Attitudes toward shopping and spending, by gender, February 2014
- Younger Blacks splurge and less likely to feel remorse
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- Figure 11: Attitudes toward shopping and spending, by age, February 2014
- Higher income Blacks splurge so that they stand out from others
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- Figure 12: Attitudes toward shopping and spending, by household income, February 2014
Attitudes Toward Shopping
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- Key points
- Blacks LOVE to shop, they shop more frequently and spend more time in stores
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 24: Black consumers’ attitudes toward influencing others’ shopping behaviors, by gender, February 2014
- Knowledgeable and helpful staff set stores apart, win over Blacks
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- Figure 25: Black consumers’ attitudes toward store staff, by gender, February 2014
- Blacks open to trying new products, brand names matter
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- Figure 26: Black consumers’ attitudes toward brands, by gender, February 2014
Shopping Triggers
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- Key points
- Triggers for Blacks to buy are often emotionally charged, a feeling of entitlement
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- Figure 27: Black consumers’ shopping triggers and motivations, February 2014
- Sales play a vital role in feeding shopping triggers, especially percentage-off sales
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- 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
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- 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
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- 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
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- Key points
- Blacks shop a variety of stores, receptivity to visiting new stores is higher than others
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- Figure 31: Attitudes toward where consumers shop, by race/Hispanic origin, November 2012-December 2013
- One quarter of Blacks shop high-end department stores
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- 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
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- 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
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- Key points
- Styling and design are important factors in deciding where to shop
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- Figure 34: Decision factors for shopping stores – any important, by gender, February 2014
- Quality is equally as important as price
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- 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
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- 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
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- 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
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- Key points
- Compared to the average, Blacks less likely to be shopping online
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- 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
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- 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
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- Figure 41: Black consumer receptivity toward shopping online – positive to online shopping, February 2014
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- 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
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- Figure 43: Types of stores shopped online, by gender, February 2014
Effective Sales Promotions
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- Key points
- Women are more cost conscious and take advantage of sales
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- Figure 44: Black consumers’ attitudes toward deals, by gender, February 2014
- Circulars are effective at driving sales, especially among women
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- 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
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- Figure 46: Effective promotions, by size of item, February 2014
Cluster Analysis
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- 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
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- 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
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- 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
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- Figure 53: Online shopping behaviors and receptivity, by Black shopping clusters, February 2014
- Cluster demographic tables
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- Figure 54: Demographics, by Black shopping clusters, February 2014
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Marketing Strategies
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- Key points
- Overview of the brand landscape
- Brand analysis: Walmart
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- 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
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- Figure 57: Ashley Stewart, “Why do YOU love Ashley” video, 2011
Demographic Profile of US Black Population
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- Key points
- Buying power
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- 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
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- Figure 59: Changes in buying power, by race, June 2013
- Black buying power over $1 trillion
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- 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
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- Figure 61: Top 10 states ranked by value of Black buying power, 2012
- Population statistics
- Black population growing at a faster rate than Whites
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- Figure 62: Population by race and Hispanic origin, 2009-19
- Black population growth slows
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- Figure 63: Asian, Black, and Hispanic populations, 1970-2020
- Children under 18 years old account for 27% of Black population
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- Figure 64: Black population, by age, 2009-19
- Geographic concentration
- Majority of Blacks reside in South, a different marketing approach may be needed
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- Figure 65: Black geographic concentration, by region, 2010
- Population grows in the South, reverse migration may be occurring
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- Figure 66: Top 20 states with highest Black population and percent change from 2000-10
- NY, Chicago, Philadelphia, Detroit, and Houston top Black metros
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- Figure 67: Top 10 cities with the largest number of Blacks, 2010
- More than 80% of Detroit and Jackson’s population is Black
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- Figure 68: Top 10 cities with the highest percentage of Blacks, 2010
- Gender
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- 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
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- Figure 71: Population of generations, by race/Hispanic origin, 2014
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- Figure 72: Distribution of population by race and generation, 2014
- Education
- Majority of Blacks seek college, while others may be relying on entrepreneurship
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- 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
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- 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
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- Figure 75: Marital status of adults aged 18 or older, by race/Hispanic origin, 2013
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- 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
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- 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
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- 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
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- 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
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- Figure 82: Households type, by race of householder, 2013
- More Black children born to unmarried women in 2012
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- 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
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- 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
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- Figure 87: Black households, by presence and ages of own children, 2013
- Home ownership
- Four out of 10 Blacks are homeowners
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- Figure 88: Homeownership rate, by race of householder, 2001-11
Appendix – Other Useful Consumer Tables
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- Attitudes toward spending
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- Figure 89: Attitudes toward shopping, by gender, February 2014
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- Figure 90: Attitudes toward spending, by age, February 2014
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- Figure 91: Attitudes toward shopping and spending, by household income, February 2014
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- Figure 92: Attitudes toward shopping and spending, by generations, February 2014
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- Figure 93: Attitudes toward shopping and spending, by repertoire of brick and mortar stores shopped, February 2014
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- Figure 94: Attitudes toward shopping and spending, by repertoire of online shopped, February 2014
- Attitudes toward shopping
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- Figure 95: Attitudes price promotions, by gender, November 2012-December 2013
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- Figure 96: Attitudes toward store experience, by race/Hispanic origin, November 2012-December 2013
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- Figure 97: Attitudes toward shopping companions, by race/Hispanic origin, November 2012-December 2013
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- Figure 98: Shopping attitudes and behaviors (nets), February 2014
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- Figure 99: Shopping attitudes and behaviors (nets), by age, February 2014
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- Figure 100: Shopping attitudes and behaviors (nets), by generations, February 2014
- Shopping triggers
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- Figure 101: Black consumers’ shopping triggers and motivations, by gender, February 2014
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- Figure 102: Black consumers’ shopping triggers and motivations, by age, February 2014
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- Figure 103: Black consumers’ shopping triggers and motivations, by household income, February 2014
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- Figure 104: Black consumers’ shopping triggers and motivations, by generations, February 2014
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- Figure 105: Effective promotions – any purchase, by Black consumers’ shopping triggers and motivations, February 2014
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- Figure 106: Effective promotions – any purchase, by Black consumers’ shopping triggers and motivations, February 2014 (continued)
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- Figure 107: Effective promotions – any purchase, by Black consumers’ shopping triggers and motivations, February 2014 (continued)
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- Figure 108: Effective promotions – any purchase, by types of stores shopped online and in person – any purchase, February 2014
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- Figure 109: Effective promotions – any purchase, by types of stores shopped online and in person – any purchase, February 2014
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- Figure 110: Effective promotions – any purchase, by attitudes toward shopping and spending, February 2014
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- Figure 111: Effective promotions – any purchase, by attitudes toward shopping and spending, February 2014
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- Figure 112: Effective promotions – any purchase, by attitudes toward shopping and spending, February 2014
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- Figure 113: Effective promotions – any purchase, by shopping triggers and motivations, February 2014
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- Figure 114: Effective promotions – any purchase, by shopping triggers and motivations, February 2014
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- Figure 115: Effective promotions – any purchase, by shopping triggers and motivations, February 2014
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- Figure 116: Effective promotions – any purchase, by types of stores shopped online and in person – any purchase, February 2014
- Brick and mortar stores shopped
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- Figure 117: Attitudes toward where Black consumers shop, by gender, November 2012-December 2013
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- Figure 118: Types of stores shopped online and in person – any purchase, by age, February 2014
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- Figure 119: Types of stores shopped online and in person – any purchase, by household income, February 2014
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- Figure 120: Types of stores shopped online and in person – any purchase, by generations, February 2014
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- Figure 121: Types of stores shopped online and IN PERSON – in-store, by age, February 2014
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- Figure 122: Types of stores shopped online and IN PERSON – in-store, by household income, February 2014
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- Figure 123: Types of stores shopped online and IN PERSON – in-store, by generations, February 2014
- Ideal store ambiance
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- Figure 124: Decision factors for shopping stores – any important, by age, February 2014
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- Figure 125: Decision factors for shopping stores – any important, by household income, February 2014
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- Figure 126: Decision factors for shopping stores – any important, by generations, February 2014
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- Figure 127: Decision factors for shopping stores – any important, by repertoire of brick and mortar stores shopped, February 2014
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- Figure 128: Decision factors for shopping stores – any important, by repertoire of online shopped, February 2014
- Online stores shopped
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- Figure 129: Types of stores shopped online and in person – online, by age, February 2014
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- Figure 130: Types of stores shopped online and in person – online, by household income, February 2014
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- Figure 131: Types of stores shopped online and in person – online, by generations, February 2014
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- Figure 132: Online shopping behaviors and receptivity – have bought online and would do so again, by gender, February 2014
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- Figure 133: Online shopping behaviors and receptivity – have bought online and would do so again, by age, February 2014
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- Figure 134: Online shopping behaviors and receptivity – have bought online and would do so again, by household income, February 2014
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- Figure 135: Online shopping behaviors and receptivity, by generations, February 2014
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- Figure 136: Online shopping behaviors and receptivity, by repertoire of brick and mortar stores shopped, February 2014
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- Figure 137: Online shopping behaviors and receptivity, by repertoire of online shopped, February 2014
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- Figure 138: Types of stores shopped online and in person – online, by repertoire of brick and mortar stores shopped, February 2014
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- Figure 139: Types of stores shopped online and in person – online, by repertoire of online shopped, February 2014
- Effective store promotions
- Any purchase
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- Figure 140: Effective promotions – any purchase, by types of stores shopped online and in person – any purchase, February 2014
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- Figure 141: Effective promotions – any purchase, by attitudes toward shopping and spending, February 2014
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- Figure 142: Effective promotions – any purchase, by attitudes toward shopping and spending, February 2014
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- Figure 143: Effective promotions – any purchase, by attitudes toward shopping and spending, February 2014
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- Figure 144: Effective promotions – any purchase, by types of stores shopped online and in person – any purchase, February 2014
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- Figure 145: Effective promotions – any purchase, by attitudes toward shopping and spending, February 2014
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- Figure 146: Effective promotions – any purchase, by attitudes toward shopping and spending, February 2014
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- Figure 147: Effective promotions – any purchase, by attitudes toward shopping and spending, February 2014
- Small ticket
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- Figure 148: Effective promotions – small-ticket items, by gender, February 2014
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- Figure 149: Effective promotions – small-ticket items, by age, February 2014
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- Figure 150: Effective promotions – small-ticket items, by household income, February 2014
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- Figure 151: Effective promotions – small-ticket items, by generations, February 2014
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- Figure 152: Effective promotions – small-ticket items, by repertoire of brick and mortar stores shopped, February 2014
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- Figure 153: Effective promotions – small-ticket items, by repertoire of online shopped, February 2014
- Medium ticket
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- Figure 154: Effective promotions – medium-ticket items, by gender, February 2014
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- Figure 155: Effective promotions – medium-ticket items, by age, February 2014
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- Figure 156: Effective promotions – medium-ticket items, by household income, February 2014
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- Figure 157: Effective promotions – medium-ticket items, by generations, February 2014
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- Figure 158: Effective promotions – medium-ticket items, by repertoire of brick and mortar stores shopped, February 2014
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- Figure 159: Effective promotions – medium-ticket items, by repertoire of online shopped, February 2014
- Large ticket
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- Figure 160: Effective promotions – large-ticket items, by gender, February 2014
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- Figure 161: Effective promotions – large-ticket items, by age, February 2014
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- Figure 162: Effective promotions – large-ticket items, by household income, February 2014
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- Figure 163: Effective promotions – large-ticket items, by generations, February 2014
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- Figure 164: Effective promotions – large-ticket items, by repertoire of brick and mortar stores shopped, February 2014
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- Figure 165: Effective promotions – large-ticket items, by repertoire of online shopped, February 2014
- Cluster analysis
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- Figure 166: Online shopping behaviors and receptivity – have bought online and would do so again, by Black shopping clusters, February 2014
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- Figure 167: Types of stores shopped online and in person – in-store, by Black shopping clusters, February 2014
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- Figure 168: Types of stores shopped online and in person – online, by Black shopping clusters, February 2014
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- Figure 169: Effective promotions – small-ticket items, by Black shopping clusters, February 2014
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- Figure 170: Effective promotions – medium-ticket items, by Black shopping clusters, February 2014
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- Figure 171: Effective promotions – large-ticket items, by Black shopping clusters, February 2014
Appendix – Trade Associations
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