Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Sources
- Consumer survey data
- Consumer Expenditure Survey
- Abbreviations and terms
- Abbreviations
- Generations
Executive Summary
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- Black purchasing power
- The recession and Black expenditures
- Medical expenses
- Personal care products and services
- Savings
- Spending
- Transportation
- Food and beverage
- Apparel and footwear
Insights and Opportunities
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- Is share of wallet an indicator of loyalty?
- Demand is perishable
- New shopping channels including online
- Black Aspirationals
- More home cooking
- Layaway a “born-again” option
- Other growth segments and product categories
- Home décor and furnishings
- Lower income shoppers
- Concentrated retail demand
Inspire Insights
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- Trend: Reviewing and Re-evaluating
- What’s it about?
- What we’ve seen
- Specifics
- Implications
- Trend: Life After Debt
- What’s it about?
- What we've seen
- Specifics
- Implications
Black Purchasing Power
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- Key points
- Household income distribution
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- Figure 1: Median household income, by race and Hispanic origin of householder, 2008
- Black income
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- Figure 2: Household income distribution for all households and Black households, 2008
- Income of Black households versus total U.S. households
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- Figure 3: Increase in percentage of Black households with incomes of $50K or more versus total U.S. households, 2003 and 2007
- Black purchasing power
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- Figure 4: Purchasing power, by race/Hispanic origin, 2008
- Figure 5: Top 10 states with the largest share of Black buying power, 2008
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- Figure 6: Top 10 states, by rate of growth of Black buying power, 1990-2008
- Black households
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- Figure 7: Average household size, by Hispanic origin/race of householder, 2001 and 2008
- Figure 8: Black households and all households, by size, 2009
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- Figure 9: Black households and all households, by presence and ages of children, 2009
- Black household earners
- Household income distribution by race
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- Figure 10: Household income distribution, by race and Hispanic origin of householder, 2008
- Household earners by income
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- Figure 11: Number of household earners, by household income, November 2009
- Household earners by age
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- Figure 12: Number of household earners, by age, November 2009
- Income changes in the household
- Those earning less have seen a decline in household income
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- Figure 13: Changes in household income, by household income, November 2009
- College educated Blacks are less likely to see their income decrease
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- Figure 14: Changes in household income, by educational attainment, November 2009
- Spending and savings habits
- Men are less likely to change spending habits
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- Figure 15: Changes in spending habits, by gender, November 2009
- High income earners are also spending less in this economy
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- Figure 16: Changes in spending habits, by household income, 2009
- Regardless of gender, saving is not a priority
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- Figure 17: Changes in saving habits, by gender, November 2009
- The Black middle class is saving less than a year ago
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- Figure 18: Changes in saving habits, by household income, November 2009
- Men seem to be better savers
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- Figure 19: Monthly saving habits, by gender, November 2009
- Amount saved is reflective of income level
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- Figure 20: Monthly saving habits, by household income, November 2009
- Households with children save more than those without children
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- Figure 21: Monthly saving habits, by number of children in the household, November 2009
Category Expenditures
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- Key points
- Category expenditures
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- Figure 22: Average annual expenditures, Black CUs, by expenditure category, 2002-10
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- Figure 23: Average annual expenditures, non-Black CUs, by expenditure category, 2002-10
- Distribution of expenditures
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- Figure 24: Average annual expenditures of Black and non-Black CUs, indexed to all CUs, 2008
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- Figure 25: Average annual distribution of expenditures, by categories, by Black and non-Black CUs, 2008
- Household expenses
- Younger Blacks are learning to save
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- Figure 26: Attitudes towards monthly expenses, by age, November 2009
- Monthly household expenses—lack of perspective or overextended financially
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- Figure 27: Attitudes towards monthly expenses, by household income, November 2009
- Changes in household spending
- Those aged 35-44 are the least likely to reduce expenditures in discretionary categories
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- Figure 28: Changes in household spending, by age, November 2009
- Household expenses
- Top three household expenses, lifestage is a factor
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- Figure 29: Top three household expenses, by age, by highest expense, 2009
- Household income has little impact on household expenses
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- Figure 30: Top three household expenses, by household income, 2009
- Shopping
- Frequently purchased items
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- Figure 31: Frequently purchased items, by age, November 2009
- Frequently purchased items by income
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- Figure 32: Frequently purchased items, by household income, November 2009
- Seldom-purchased items vary by age
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- Figure 33: Infrequently purchased items, by age, November 2009
- Low income respondents tend to purchase technology more frequently
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- Figure 34: Infrequently purchased items, by household income, November 2009
- Shopping outlets for food items
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- Figure 35: Preferred shopping outlets for food items, by household income, November 2009
- Shopping outlets for non-food items
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- Figure 36: Preferred shopping outlets for non-food items, by household income, November 2009
Larger Expenditure Increases
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- Key points
- Expenditures 2003 versus 2008
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- Figure 37: Distribution of expenditures, Black versus total U.S., 2003 and 2008
- Personal insurance/pensions
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- Figure 38: Distribution of average annual personal insurance and pensions expenditures, by Black and other races, 2008
- Figure 39: Average annual Black expenditures on personal insurance and pensions, 2002-10
- Healthcare
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- Figure 40: Distribution of average annual healthcare expenditures, by Black and other races, 2008
- Changes in healthcare expenditures
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- Figure 41: Average annual Black household expenditures on healthcare, 2002-10
- Figure 42: Changes in household spending for medical expenses, by household income, November 2009
- Medical insurance
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- Figure 43: Ownership of health insurance, by race/Hispanic origin, April 2008-June 2009
- Health insurance by household income
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- Figure 44: Black ownership of health insurance, by household income, April 2008-June 2009
- Education
- Education expenditures
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- Figure 45: Distribution of average annual expenditures education across categories, by Black and other races, 2008
- Education expenditure increases
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- Figure 46: Average annual Black expenditures on education, 2002-10
- Education expenditures are affected by household income
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- Figure 47: Changes in household spending for education, by household income, November 2009
- Education expenditures decrease the most by those with more than two children
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- Figure 48: Changes in household spending for education, by number of children in the home, November 2009
- Housing
- Average annual housing expenditures
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- Figure 49: Distribution of average annual shelter expenditures, by Black and other races, 2008
- Changes in housing expenditures
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- Figure 50: Average annual Black expenditures on housing, 2002-10
- Those with lower household income are spending more on housing
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- Figure 51: Changes in household spending on mortgage or rent, by household income, November 2009
- Increases in housing expenditure affect even the most educated Blacks
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- Figure 52: Changes in household spending on mortgage or rent, by education level, November 2009
Smaller Expenditure Increases
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- Key points
- Food and beverages
- Food and beverage expenditures
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- Figure 53: Average annual expenditures on food and beverages, by Black and non-Black CUs, 2002-10
- Black adults under-index on alcoholic beverage expenditure
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- Figure 54: Average annual expenditures of food and beverage, by Black and other reaces, indexed to all CUs, 2008
- Figure 55: Average annual distribution of food and beverage expenditures, by Black and other races, 2008
- Lower income Blacks spend more on groceries
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- Figure 56: Changes in household spending on groceries, by household income, November 2009
- Decision-maker by gender
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- Figure 57: Major influencer in regular purchasing decisions, by gender, November 2009
- Food away from home
- Weekday dinner purchases
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- Figure 58: Weekday dinner purchased in past 30 days, by type of establishment and household income, November 2009
- Weekend dinner purchases
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- Figure 59: Weekend dinner purchased in past 30 days, by type of establishment and household income, November 2009
- Apparel
- Average annual expenditure
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- Figure 60: Average annual expenditures on apparel, by Black and other races, 2008
- Changes in clothing and footwear expenditures
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- Figure 61: Average annual Black expenditures on Apparel and services, 2002-10
- Regardless of household income, clothing and footwear expenditure is down
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- Figure 62: Changes in household spending on clothing and footwear, by household income, November 2009
- Apparel purchasing frequency
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- Figure 63: Frequency of Black household spending on clothing and footwear, by household income, November 2009
- Apparel purchasing frequency is not always impacted by children in the home
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- Figure 64: Purchase frequency of clothing and footwear, by number of children in the home, November 2009
- Personal care
- Personal care expenditures
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- Figure 65: Average annual expenditures on personal care products and services, Black CUs, 2002-10
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- Figure 66: Distribution of average annual personal care expenditures, by Black and other races, 2008
- Personal care product expenditures
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- Figure 67: Changes in household spending on personal care products, by household income, November 2009
- Black women are cutting back on personal care expenditures
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- Figure 68: Changes in household spending on personal care products, by gender, November 2009
- Personal care services
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- Figure 69: Changes in household spending on personal care services, by household income, November 2009
- Black women are cutting back significantly on personal care services
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- Figure 70: Changes in household spending on personal care services, by gender, November 2009
Cluster Analysis
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- Infrequent shoppers and diners (ISD)
- Declining income, food-discounters (DIFD)
- Frequent diners, constant spenders (FDCS)
- Cluster characteristics
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- Figure 71: Sample size, Black share of wallet clusters, November 2009
- Figure 72: Preferred shopping outlets for food and non-food items, by Black share of wallet clusters, November 2009
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- Figure 73: Weekend and weekday dinner purchases, by Black share of wallet clusters, November 2009
- Figure 74: Distribution of expenditures (larger share of wallet), by Black share of wallet clusters, November 2009
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- Figure 75: Distribution of expenditures (smaller share of wallet), by Black share of wallet clusters, November 2009
- Figure 76: Banking products owned, by Black share of wallet clusters, November 2009
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- Figure 77: Attitudes towards spending and saving, by Black share of wallet clusters, November 2009
- Figure 78: Changes in household spending, by Black share of wallet clusters, November 2009
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- Figure 79: Changes in spending due to economy, by Black share of wallet clusters, November 2009
- Figure 80: Changes in savings habits, by Black share of wallet clusters, November 2009
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- Figure 81: Changes in household size, by Black share of wallet clusters, November 2009
- Demographic tables
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- Figure 82: Black share of wallet clusters, by gender, November 2009
- Figure 83: Black share of wallet clusters, by age, November 2009
- Figure 84: Black share of wallet clusters, by household income, November 2009
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- Figure 85: Black share of wallet clusters, by education groups, November 2009
- Figure 86: Black share of wallet clusters, by number of people in household who are working, November 2009
- Cluster methodology
U.S. Black Population
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- Key points
- U.S. population by race/Hispanic origin
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- Figure 87: Population, by race and Hispanic origin, 2004-14
- Figure 88: Population, by race/Hispanic origin, 1970-2020
- Figure 89: Asian, Black, and Hispanic populations, 1970-2020
- U.S. Black population
- Black population by age
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- Figure 90: U.S. Black population, by age, 2004-14
- U.S. Black geographic concentration
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- Figure 91: Black geographic concentration, by region, 2007
- Black population by state
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- Figure 92: States with largest black population, 2008
- Figure 93: States with the highest share of black residents, 2008
- Black metros
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- Figure 94: Metropolitan status of black households, 2001 and 2007
- Figure 95: Top 10 metropolitan areas with the largest number of Black residents, 2006-08
- Average household size
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- Figure 96: Average household size, by Hispanic origin/race of householder, 2001 and 2008
- Figure 97: Households with children, by race and Hispanic origin of householder, 2007
Appendix: Additional Consumer Expenditure Tables
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- Black and non-Black households
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- Figure 98: Average annual expenditures, Black and other race households, by expenditure category, 2008
- Figure 99: Changes in household spending, by household income, November 2009
- Household expenses
- Top three household expenses by age
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- Figure 100: Top three household expenses, by age, by highest expense, 2009
- Household expenses by income
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- Figure 101: Top three household expenses, by household income, 2009
- Insurances
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- Figure 102: Average annual expenditures on personal insurance, by Black and other races, 2008
- Healthcare
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- Figure 103: Average annual expenditures on healthcare, by Black and other races, 2008
- Education
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- Figure 104: Changes in household spending for education, by age, November 2009
- Figure 105: Average annual expenditures on education, by Black and other races, 2008
- At home
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- Figure 106: Changes in household spending on mortgage or rent, by age, November 2009
- Figure 107: Changes in household spending on groceries, by age, November 2009
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- Figure 108: Average annual expenditures on shelter, by Black and other races, 2008
- Figure 109: Average annual expenditures on food and beverage, by Black and other races, 2008
- Apparel and footwear
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- Figure 110: Changes in household spending on clothing and footwear, by age, November 2009
- Figure 111: Average annual apparel expenditures indexed to all CUs, by Black and other races, 2008
- Personal care expenditures
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- Figure 112: Average annual expenditures on personal care products and services, by Black and other races, 2008
- Figure 113: Average annual personal care products and services expenditures indexed to all CUs, by Black and other races, 2008
- Entertainment
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- Figure 114: Average annual expenditures in entertainmet, by Black and other races, 2008
- Figure 115: Distribution of average annual entertainment expenditures, by Black and other races, 2008
- Home furnishings
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- Figure 116: Average annual expenditures on household furnishings and equipment, by Black and other races, 2008
- Figure 117: Average annual household furnishings and equipment expenditures indexed, by Black and other races, 2008
- Telecommunications
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- Figure 118: Average annual expenditures on telephone services, by Black and other races, 2008
- Figure 119: Average annual telephone services expenditures indexed, by Black and other races, 2008
Appendix: Trade Associations
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