Who's Buying by Race and Hispanic Origin

THE WHO’S BUYING SERIES BY THE NEW STRATEGIST EDITORS by Race and Hispanic Origin 6th EDITION 6th EDITION W New St...

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THE WHO’S BUYING SERIES BY THE NEW STRATEGIST EDITORS

by Race and Hispanic Origin 6th EDITION

6th EDITION

W

New Strategist Publications, Inc. P.O. Box 242, Ithaca, New York 14851 800/848-0842; 607/273-0913 www.newstrategist.com

Copyright 2010. NEW STRATEGIST PUBLICATIONS, INC.

All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, microﬁlming, recording, or otherwise without written permission from the Publisher.

ISBN 978-1-935775-00-3

Printed in the United States of America

Contents About the Data in Who’s Buying by Race and Hispanic Origin ...................................................................................................................... 5 Household Spending Trends: 2000 to 2008 ........................................................................................................................................... 8 1. Household spending trends, 2000 to 2008 ............................................................................................................... 9 Spending Overview, 2008 ............................................................................................................................................................. 11 2. Average spending by race and Hispanic origin of householder, 2008 ................................................................... 12 3. Indexed spending by race and Hispanic origin of householder, 2008 .................................................................... 14 4. Total spending by race and Hispanic origin of householder, 2008 ........................................................................ 16 5. Market shares by race and Hispanic origin of householder, 2008 ......................................................................... 18 Spending on Apparel, 2008 ........................................................................................................................................................... 20 6. Apparel: Average spending by race and Hispanic origin, 2008 ............................................................................. 21 7. Apparel: Indexed spending by race and Hispanic origin, 2008 ............................................................................. 23 8. Apparel: Total spending by race and Hispanic origin, 2008 .................................................................................. 25 9. Apparel: Market shares by race and Hispanic origin, 2008 ................................................................................... 27 Spending on Entertainment, 2008 ................................................................................................................................................... 29 10. Entertainment: Average spending by race and Hispanic origin, 2008 ................................................................... 30 11. Entertainment: Indexed spending by race and Hispanic origin, 2008 .................................................................... 32 12. Entertainment: Total spending by race and Hispanic origin, 2008 ........................................................................ 34 13. Entertainment: Market shares by race and Hispanic origin, , 2008 ....................................................................... 36 Spending on Financial Products and Services, 2008 .............................................................................................................................. 38 14. Financial Products and Services: Average spending by race and Hispanic origin, 2008 ....................................... 39 15. Financial Products and Services: Indexed spending by race and Hispanic origin, 2008 ....................................... 40 16. Financial Products and Services: Total spending by race and Hispanic origin, 2008 ............................................ 41 17. Financial Products and Services: Market shares by race and Hispanic origin, 2008 ............................................. 42 Spending on Food and Alcoholic Beverages, 2008 ................................................................................................................................. 43 18. Food and Alcoholic Beverages: Average spending by race and Hispanic origin, 2008 ......................................... 44 19. Food and Alcoholic Beverages: Indexed spending by race and Hispanic origin, 2008 ......................................... 48 20. Food and Alcoholic Beverages: Total spending by race and Hispanic origin, 2008 .............................................. 52 21. Food and Alcoholic Beverages: Market shares by race and Hispanic origin, 2008 ............................................... 56 Spending on Gifts for People in Other Households, 2008 ......................................................................................................................... 60 22. Gifts for People in Other Households: Average spending by race and Hispanic origin, 2008 .............................. 61 23. Gifts for People in Other Households: Indexed spending by race and Hispanic origin, 2008 ............................... 62 24. Gifts for People in Other Households: Total spending by race and Hispanic origin, 2008 ................................... 63 25. Gifts for People in Other Households: Market shares by race and Hispanic origin, 2008 .................................... 64 Spending on Health Care (Out-of-Pocket Expenses), 2008 ...................................................................................................................... 65 26. Health Care: Average spending by race and Hispanic origin, 2008 ....................................................................... 66 27. Health Care: Indexed spending by race and Hispanic origin, 2008 ....................................................................... 67 28. Health Care: Total spending by race and Hispanic origin, 2008 ............................................................................ 68 29. Health Care: Market shares by race and Hispanic origin, 2008 ............................................................................. 69

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 3

Spending on Housing: Household Operations, 2008 ............................................................................................................................... 70 30. Household Operations: Average spending by race and Hispanic origin, 2008 ...................................................... 71 31. Household Operations: Indexed spending by race and Hispanic origin, 2008 ...................................................... 73 32. Household Operations: Total spending by race and Hispanic origin, 2008 ........................................................... 75 33. Household Operations: Market shares by race and Hispanic origin, 2008 ............................................................ 77 Spending on Housing: Shelter and Utilities, 2008 .................................................................................................................................. 79 34. Shelter and Utilities: Average spending by race and Hispanic origin, 2008 .......................................................... 80 35. Shelter and Utilities: Indexed spending by race and Hispanic origin, 2008 .......................................................... 82 36. Shelter and Utilities: Total spending by race and Hispanic origin, 2008 ............................................................... 84 37. Shelter and Utilities: Market shares by race and Hispanic origin, 2008 ................................................................ 86 Spending on Personal Care, Reading, Education, and Tobacco, 2008 ........................................................................................................... 88 38. Personal Care, Reading, Education, Tobacco: Average spending by race and Hispanic origin, 2008 ................... 89 39. Personal Care, Reading, Education, Tobacco: Indexed spending by race and Hispanic origin, 2008 ................... 90 40. Personal Care, Reading, Education, Tobacco: Total spending by race and Hispanic origin, 2008 ........................ 91 41. Personal Care, Reading, Education, and Tobacco: Market shares by race and Hispanic origin, 2008 .................. 92 Spending on Transportation, 2008 ................................................................................................................................................... 93 42. Transportation: Average spending by race and Hispanic origin, 2008 ................................................................... 94 43. Transportation: Indexed spending by race and Hispanic origin, 2008 ................................................................... 96 44. Transportation: Total spending by race and Hispanic origin, 2008 ........................................................................ 98 45. Transportation: Market shares by race and Hispanic origin, 2008 ....................................................................... 100 Appendix A: About the Consumer Expenditure Survey .......................................................................................................................... 102 Appendix B: Spending on Mortgage Principal and Capital Improvements, 2008 .............................................................................................. 104 Appendix C: Percent Reporting Expenditure and Amount Spent, Average Quarter, 2008 .................................................................................. 105 Appendix D: Spending by Product and Service, Ranked by Amount Spent, 2008 ............................................................................................. 114 Glossary ............................................................................................................................................................................... 121

4 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

About the Data in Who’s Buying by Race and Hispanic Origin The spending data in Who’s Buying by Race and Hispanic Origin are based on the Bureau of Labor Statistics’ Consumer Expenditure Survey, an ongoing, nationwide survey of household spending. The Consumer Expenditure Survey is a complete accounting of household expenditures. It includes everything from bigticket items such as homes and cars, to small purchases like laundry detergent and videos. The survey does not include expenditures by government, business, or institutions. The lag time between data collection and dissemination is about two years. The data in this report are from the 2008 Consumer Expenditure Survey, unless otherwise noted. To produce this report, New Strategist Publications analyzed the Consumer Expenditure Survey’s household spending data by race and Hispanic origin, calculating household spending indexes, aggregate (or total) household spending, and market shares. This report presents detailed spending data by race and Hispanic origin for the 10 major product and service categories: Apparel; Entertainment; Financial Products and Services; Food and Alcoholic Beverages; Gifts for People in Other Households; Health Care; Housing: Household Operations; Housing: Shelter; Personal Care, Reading, Education, and Tobacco; and Transportation.

Race and Hispanic origin deﬁnitions When examining the data in Who’s Buying by Race and Hispanic Origin, keep in mind the deﬁnitions of the race and Hispanic origin categories used in the Consumer Expenditure Survey. Asians include both Hispanics and non-Hispanics who identify themselves as being Asian alone and no other race. Blacks include both Hispanics and non-Hispanics who identify themselves as being black alone and no other race. Hispanics include people of any race (they could be Asian, black, or white) who identify themselves as Hispanic. The Non-Hispanic white and other group includes people who identify themselves as non-Hispanic and white and/or any other race except black. Thus, the non-Hispanic white and other group includes Alaska Natives, American Indians, Asians (who are also counted in the Asian column), Native Hawaiians and other Paciﬁc Islanders, and the multiracial. Because of these overlapping deﬁnitions, numbers by race and Hispanic origin do not sum to the total in the Total Spending and Market Share tables of this report. Asians are counted twice (in the Asian group and in the Non-Hispanic white and other group). Hispanic blacks are counted twice (in the Black group and in the Hispanic group). Hispanic Asians are counted twice (in the Asian group and in the Hispanic group). Despite these overlaps, the Consumer Expenditure Survey’s race and Hispanic origin categories succeed in revealing the unique spending patterns of Asians, blacks, Hispanics, and non-Hispanic whites.

How to use the tables in this report The starting point for all calculations in this report are the unpublished, detailed average household spending data collected by the Consumer Expenditure Survey. (Note: The Consumer Expenditure Survey uses the consumer unit rather than the household as the sampling unit. This report uses the term household interchangeably with consumer unit for convenience, although they are not exactly the same. For the deﬁnitions, see Appendix A.) The Consumer Expenditure Survey’s average spending data are shown in this report’s average spending tables. New Strategist’s editors calculated the ﬁgures in the other tables of this report based on the average ﬁgures. The indexed spending tables reveal whether households in a given segment spend more or less than the average household and by how much. The total (or aggregate) spending tables show the overall size of the household market. The market share tables reveal how much spending each household segment controls. These analyses are described in detail below. • Average Spending The average spending ﬁgures show the average annual spending of households in 2008. The Consumer Expenditure Survey produces average spending data for all households in a segment, e.g., all households with a black householder, not just for those that purchased an item. When examining spending data, it is important to remember that by including both purchasers and nonpurchasers in the calculation, the average is less than the amount spent on the item by buyers. (See Appendix C for the percentage of households that spent on products and services in the average quarter of 2008, and how much purchasers spent.)

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 5

Because average spending ﬁgures include both buyers and nonbuyers, they reveal spending patterns by demographic characteristic. By knowing who is most likely to spend on an item, marketers can target their advertising and promotions more efﬁciently, and businesses can determine the market potential of a product or service in a city or neighborhood. By multiplying the average amount Hispanics spend on groceries by the number of Hispanic households in a local area, for example, a supermarket chain can determine the importance of Hispanics to its market and how much to emphasize the foods preferred by Hispanics in its advertising. • Indexed Spending (Best Customers) The indexed spending ﬁgures compare the spending of each household segment with that of the average household. To compute the indexes, New Strategist divides the average amount each household segment spends on an item by average household spending and multiplies the resulting ﬁgure by 100. An index of 100 is the average for all households. An index of 125 means the spending of a household segment is 25 percent above average (100 plus 25). An index of 75 indicates spending that is 25 percent below the average for all households (100 minus 25). Indexed spending ﬁgures identify the best customers for a product or service. Asian households spend 41 percent more than the average household on full-service restaurant dinners (with an index of 141), for example, indicating their status as a strong market for this service. In contrast, black households spend 48 percent less than average on full-service restaurant dinners (with an index of 52), indicating their status as a weak or underserved market. Spending indexes can reveal hidden markets—household segments with a high propensity to buy a particular product or service but which are overshadowed by other segments that account for a larger share of the market. Indexes are a particularly important tool when examining minority markets. Because Asians, blacks, and Hispanics account for a relatively small proportion of the U.S. population, the non-Hispanic white share of the market will almost always surpass the minority share. Spending indexes overcome this problem by revealing the household segments with a high propensity to buy a product or service. Black households, for example, control 20 percent of the girls’ footwear market, although the black population accounts for just 12 percent of the nation’s households. Consequently the spending index shows that blacks are more likely to spend on girls’ footwear than any other racial or ethnic group. The average black household devotes 67 percent more than the average household to shoes for girls. This kind of information should be of vital importance to the footwear industry, keeping it focused not just on its biggest customers but also its best customers. Note that because of sampling errors, small differences in index values may be insigniﬁcant. But the broader patterns revealed by indexes can guide marketers to the best customers. • Total (Aggregate) Spending To produce the total (aggregate) spending ﬁgures, New Strategist multiplies average spending by the number of households in a segment. The result is the dollar size of the total household market and of each market segment. All totals are shown in thousands of dollars. To convert the numbers in the total spending tables to dollars, you must append 000 to the number. For example, households headed by Hispanics spent over $2.5 billion ($2,566,788,000) on laundry and cleaning supplies in 2008. When comparing the total spending ﬁgures in this report with total spending estimates from the Bureau of Economic Analysis, other government agencies, or trade associations, keep in mind that the Consumer Expenditure Survey includes only household spending, not spending by businesses or institutions. Sales data also differ from household spending totals because sales ﬁgures for consumer products include the value of goods sold to industries, government, and foreign markets, which can be a signiﬁcant proportion of sales. • Market Shares (Biggest Customers) New Strategist produces market share ﬁgures by converting total (aggregate) spending data into percentages. To calculate the percentage of total spending on an item that is controlled by each racial and ethnic group—i.e., its market share—each segment’s total spending on an item is divided by aggregate household spending on the item. Market shares reveal the biggest customers—the demographic segments that account for the largest share of spending on a particular product or service. This report examines the spending of minorities, but

6 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

naturally minority market shares are relatively small. For many products and services, however, Asians, blacks, and Hispanics account for a disproportionate share of the market. The three groups together (with some overlap, because Hispanics may be of any race) account for a substantial share of household spending on many products and services. With competition for customers more heated than ever, and with minority populations growing rapidly, business prosperity increasingly depends on successfully targeting Asian, black, and Hispanic consumers.

For more information To ﬁnd out more about the Consumer Expenditure Survey, contact the specialists at the Bureau of Labor Statistics at (202) 691-6900, or visit the Consumer Expenditure Survey home page at http://www.bls.gov/cex/. The web site includes news releases, technical documentation, and current and historical summary-level data. The detailed average spending data shown in this report are available from the Bureau of Labor Statistics only by special request. For a comprehensive look at detailed household spending data for other demographic characteristics such as age, income, and household type, see the 15th edition of Household Spending: Who Spends How Much on What. New Strategist’s books are available in hardcopy or as downloads with links to the Excel version of each table. Find out more by visiting http://www.newstrategist.com/ or by calling 1-800-848-0842.

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 7

Household Spending Trends: 2000 to 2008 Household spending has diminished because of the Great Recession. In 2008, the average household spent $50,486—6 percent more than in 2000, after adjusting for inﬂation. According to data collected annually by the Bureau of Labor Statistics’ Consumer Expenditure Survey, household spending reached an all-time high of $51,688 in 2006 not only because of the easy money of the housing bubble, but also because the cost of necessities was climbing. Then the recession took hold. Between 2006 and 2008, spending by the average household fell 2 percent—down $1,202—as the hard times hit. Although overall household spending was rising between 2000 and 2006, an examination of spending trends during those years reveals two opposing forces at work. On the one hand, the numbers show that some households were awash in the easy money that resulted from surging housing prices and the abuse of home equity loans. On the other hand, the cost of necessities was rising, forcing many households to trim their spending on discretionary items well before the ofﬁcial start of the recession. Average household spending on housing increased by 13 percent between 2000 and 2006, after adjusting inﬂation. That ﬁgure includes a 24 percent rise in property taxes as well as a 21 percent rise in spending on mortgage interest as the rate of homeownership reached a record high and some families bought larger homes than they could afford. Spending on audio and visual equipment and services grew 24 percent as some spent their home equity on big-screen TVs and other electronic toys. Average household spending on household services also grew substantially during those years. Ominously, however, the cost of necessities was climbing sharply. The average household spent 47 percent more on gasoline in 2006 than in 2000, after adjusting for inﬂation. Spending on utilities and heating fuels rose 17 percent during those years. Health insurance spending climbed 27 percent, and education spending increased 20 percent. The middle class was being squeezed, and consumers were cutting back. Spending on used vehicles plummeted 24 percent between 2000 and 2006, while spending on new vehicles fell 4 percent. Spending on women’s clothes declined 11 percent, and spending on footwear diminished 24 percent. Despite the record high homeownership rate, spending on household furnishings and equipment fell 6 percent between 2000 and 2006. Those who track the government’s Consumer Expenditure Survey could not have been surprised by these declines or the even deeper cuts that followed. For years, spending trends have suggested that American households were struggling. Between 2006 and 2008, spending on mortgage interest fell nearly 5 percent. Cash contributions declined 13 percent. Spending on clothing and vehicles continued to plummet. Households also cut their spending on alcoholic beverages, food away from home, and furniture. American consumers are proving to be cautious spenders, with enormous consequences for our economy.

Households are being squeezed by the rising cost of necessities (percent change in spending by the average household on selected products and services, 2000–06 and 2006–08; in 2008 dollars)

45

oh-six

34% 30

30%

15

15%

0

0%

14% 8%

–5% -15 –15% -30

oh-eight

24%

21%

–6% –13%

–16% –23% mortgage mortgage interest

8 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

food away food

from home

alcoholic alcohol beverages

household textiles textiles

cash cash contributions

2000–06 2006–08

Household spending trends, 2000 to 2008 (average annual spending of consumer units, 2000 to 2008; percent change, 2000–06, 2006–08, and 2000–08; in 2008 dollars) percent change 2008

2006

2000

Number of consumer units (in 000s)

120,770

118,843

109,367

8.7%

Average annual spending of consumer units

$50,486

$51,688

$47,568

8.7

–2.3

6.1

FOOD Food at home Cereals and bakery products Cereals and cereal products Bakery products Meats, poultry, ﬁsh, and eggs Beef Pork Other meats Poultry Fish and seafood Eggs Dairy products Fresh milk and cream Other dairy products Fruits and vegetables Fresh fruits Fresh vegetables Processed fruits Processed vegetables Other food at home Sugar and other sweets Fats and oils Miscellaneous foods Nonalcoholic beverages Food prepared by consumer unit on trips

6,443 3,744 507 170 337 846 239 163 106 159 128 51 430 168 261 657 222 212 116 107 1,305 129 104 680 342 49

6,526 3,649 476 153 325 851 252 168 112 151 130 40 393 150 243 632 208 206 116 101 1,294 133 92 670 355 46

6,449 3,777 566 195 371 994 298 209 126 181 138 43 406 164 241 651 204 199 144 105 1,159 146 104 546 313 50

1.2 –3.4 –15.9 –21.7 –12.6 –14.4 –15.3 –19.7 –11.2 –16.9 –5.3 –7.0 –3.3 –8.7 0.9 –2.9 2.2 3.7 –19.0 –3.4 11.7 –8.7 –11.5 22.6 13.4 –8.2

–1.3 2.6 6.4 11.3 3.8 –0.6 –5.2 –2.8 –5.5 5.6 –1.8 29.1 9.4 12.4 7.2 3.9 6.6 2.9 –0.4 5.5 0.8 –3.4 13.2 1.6 –3.5 6.7

–0.1 –0.9 –10.5 –12.8 –9.2 –14.9 –19.7 –21.9 –16.1 –12.3 –6.9 20.0 5.8 2.6 8.2 0.9 8.9 6.6 –19.3 1.9 12.6 –11.8 0.2 24.5 9.4 –2.0

Food away from home

2,698

2,877

2,672

7.7

–6.2

1.0

444

531

465

14.1

–16.3

–4.5

17,109 10,183 6,760 3,826 1,758 1,176 2,724 698

17,478 10,330 6,959 4,008 1,761 1,191 2,766 606

15,403 8,895 5,754 3,300 1,424 1,032 2,543 598

13.5 16.1 20.9 21.5 23.7 15.4 8.8 1.3

–2.1 –1.4 –2.9 –4.5 –0.2 –1.2 –1.5 15.3

11.1 14.5 17.5 16.0 23.4 14.0 7.1 16.8

3,649 531 1,353 192 1,127 446

3,628 544 1,352 147 1,161 424

3,112 384 1,139 121 1,097 370

16.6 41.6 18.7 21.5 5.9 14.6

0.6 –2.3 0.1 30.3 –2.9 5.2

17.3 38.3 18.8 58.3 2.8 20.5

Household services Personal services Other household services

998 383 614

1,012 420 593

855 408 448

18.4 3.0 32.4

–1.4 –8.7 3.6

16.7 –6.0 37.2

Housekeeping supplies Laundry and cleaning supplies Other household products Postage and stationery

654 148 350 156

684 161 352 170

603 164 283 158

13.4 –1.5 24.7 7.8

–4.3 –8.2 –0.7 –8.1

8.5 –9.6 23.9 –1.0

1,624 126

1,824 164

1,937 133

–5.8 24.1

–11.0 –23.4

–16.1 –4.9

ALCOHOLIC BEVERAGES HOUSING Shelter Owned dwellings Mortgage interest and charges Property taxes Maintenance, repair, insurance, other expenses Rented dwellings Other lodging Utilities, fuels, and public services Natural gas Electricity Fuel oil and other fuels Telephone services Water and other public services

Household furnishings and equipment Household textiles

2000–06

2006–08 1.6%

2000–08 10.4%

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 9

percent change 2008

2006

2000

2000–06

2006–08

2000–08

Furniture Floor coverings Major appliances Small appliances and miscellaneous housewares Miscellaneous household equipment

$388 45 204 113 749

$494 51 257 116 740

$489 55 236 109 914

1.1% –6.8 8.9 7.0 –19.0

–21.5% –12.2 –20.7 –2.9 1.2

–20.6% –18.2 –13.7 3.9 –18.1

APPAREL AND RELATED SERVICES

1,801

2,001

2,321

–13.8

–10.0

–22.4

Men and boys Men, aged 16 or older Boys, aged 2 to 15

427 344 83

474 377 97

550 430 120

–13.8 –12.3 –19.0

–9.9 –8.8 –14.6

–22.4 –20.0 –30.9

Women and girls Women, aged 16 or older Girls, aged 2 to 15

718 597 121

802 672 130

906 759 148

–11.5 –11.5 –11.7

–10.5 –11.1 –7.1

–20.8 –21.3 –18.0

93

103

103

0.0

–9.3

–9.3

314

325

429

–24.3

–3.3

–26.8

Children under age 2 Footwear Other apparel products and services

248

299

333

–10.1

–17.1

–25.4

TRANSPORTATION Vehicle purchases Cars and trucks, new Cars and trucks, used Other vehicles

8,604 2,755 1,305 1,315 134

9,086 3,654 1,920 1,675 58

9,274 4,274 2,007 2,213 54

–2.0 –14.5 –4.3 –24.3 7.3

–5.3 –24.6 –32.0 –21.5 132.4

–7.2 –35.5 –35.0 –40.6 149.2

Gasoline and motor oil

2,715

2,378

1,614

47.3

14.2

68.2

Other vehicle expenses Vehicle ﬁnance charges Maintenance and repairs Vehicle insurance Vehicle rentals, leases, licenses, other charges

2,621 312 731 1,113 465

2,515 318 735 946 515

2,852 410 780 973 689

–11.8 –22.4 –5.8 –2.7 –25.3

4.2 –2.0 –0.5 17.6 –9.7

–8.1 –23.9 –6.3 14.4 –32.5

513

539

534

1.0

–4.9

–3.9

HEALTH CARE Health insurance Medical services Drugs Medical supplies

2,976 1,653 727 482 114

2,954 1,565 716 549 125

2,583 1,229 710 520 124

14.4 27.3 0.8 5.5 0.9

0.7 5.7 1.6 –12.2 –8.8

15.2 34.5 2.4 –7.3 –7.9

ENTERTAINMENT Fees and admissions Audio and visual equipment and services Pets, toys, and playground equipment Other entertainment products and services

2,835 616 1,036 704 479

2,537 647 968 440 482

2,329 644 778 418 491

8.9 0.5 24.4 5.4 –2.0

11.7 –4.8 7.1 60.0 –0.6

21.7 –4.3 33.2 68.6 –2.5

PERSONAL CARE PRODUCTS AND SERVICES

616

625

705

–11.4

–1.4

–12.6

READING

116

125

183

–31.5

–7.2

–36.5

1,046

948

790

20.0

10.3

32.4

317

349

399

–12.4

–9.2

–20.5

Public transportation

EDUCATION TOBACCO PRODUCTS AND SMOKING SUPPLIES MISCELLANEOUS

840

904

970

–6.9

–7.0

–13.4

CASH CONTRIBUTIONS

1,737

1,996

1,490

33.9

–13.0

16.5

PERSONAL INSURANCE AND PENSIONS Life and other personal insurance Pensions and Social Security

5,605 317 5,288

5,628 344 5,284

4,207 499 –

33.8 –31.1 –

–0.4 –7.8 –

33.2 –36.5 –

PERSONAL TAXES Federal income taxes 2008 tax stimulus State and local income taxes Other taxes

1,789 1,817 –784 542 213

2,597 1,827 – 554 216

3,897 3,012 – 703 183

–33.4 –39.3 – –21.1 18.2

–31.1 –0.6 – –2.2 –1.3

–54.1 –39.7 – –22.9 16.7

GIFTS FOR PEOPLE IN OTHER HOUSEHOLDS

1,209

1,232

1,354

–9.0

–1.9

–10.7

Note: Spending by category does not add to total spending because gift spending is also included in the preceding product and service categories and personal taxes are not included in the total. “–” means data are unavailable. Source: Bureau of Labor Statistics, 2000, 2006, and 2008 Consumer Expenditure Surveys, Internet site http://www.bls.gov/cex/; calculations by New Strategist

10 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Spending Overview, 2008 The economic clout of the nation’s minority populations is growing. In 2008, households headed by Asians, blacks, and Hispanics spent nearly $1.4 trillion on food, clothing, housing, transportation, entertainment, and other products and services. This information comes from the Bureau of Labor Statistics’ Consumer Expenditure Survey, a data collection effort that reveals the unique spending patterns of households headed by these consumers. This report presents the Consumer Expenditure Survey data by race and Hispanic origin, as well as analyses of the data that tell a compelling story about the growing importance of Asian, black, and Hispanic consumers. In 2008, the $55,430 spent by the average Asian household surpassed the average spending of every other racial or ethnic group—including non-Hispanic whites—and exceeded the spending of the average household by 10 percent. The average black household spent $36,721 in 2008, or 27 percent less than average. Hispanic spending, at $43,052, was 15 percent below average. Non-Hispanic whites and others spent $53,773 on average in 2008, 7 percent more than the average household. Cultural and lifestyle differences shape the unique spending patterns of each racial and ethnic group. Because Asians, blacks, and Hispanics have larger-than-average households, they are important consumers of children’s products and services. Asians spend much more on education than other racial and ethnic groups. Hispanics are the biggest spenders on laundry and cleaning supplies and children’s clothes, while blacks spend the most on footwear. This report details the spending of each racial and ethnic group, shows how much each group spends relative to the average household, and reveals how much of the spending on individual product and service categories each group controls. Together, Asians, blacks, and Hispanics account for 23 percent of household spending—but there is some overlap among the groups because Hispanics may be of any race. For many products and services, the minority share of spending is even larger. Asians, blacks, and Hispanics account for 41 percent of the rental housing market, for example. They account for 37 percent of the market for ﬁsh and seafood, and they control 34 percent of spending on infants’ clothes. As minority populations expand, their spending power is growing in every product and service category. Asians, blacks, and Hispanics are no longer niche markets, but important segments of customers in these economically troubled times.

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 11

Table 2. Average spending by race and Hispanic origin of householder, 2008 (average annual spending of consumer units by product and service category and by race and Hispanic origin of consumer unit reference person, 2008)

Number of consumer units (in 000s) Average number of persons per consumer unit Average before-tax income of consumer units Average annual spending of consumer units FOOD Food at home Cereals and bakery products Cereals and cereal products Bakery products Meats, poultry, ﬁsh, and eggs Beef Pork Other meats Poultry Fish and seafood Eggs Dairy products Fresh milk and cream Other dairy products Fruits and vegetables Fresh fruits Fresh vegetables Processed fruits Processed vegetables Other food at home Sugar and other sweets Fats and oils Miscellaneous foods Nonalcoholic beverages Food prepared by consumer unit on trips Food away from home ALCOHOLIC BEVERAGES HOUSING Shelter Owned dwellings Mortgage interest and charges Property taxes Maintenance, repair, insurance, other expenses Rented dwellings Other lodging Utilities, fuels, and public services Natural gas Electricity Fuel oil and other fuels Telephone Water and other public services Household services Personal services Other household services Housekeeping supplies Laundry and cleaning supplies Other household products Postage and stationery

12 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

total consumer units 120,770 2.5 $63,563 50,486

Asian 4,609 2.7 $75,917 55,430

black 14,832 2.5 $43,722 36,721

Hispanic 13,975 3.2 $49,317 43,052

non-Hispanic white and other 92,214 2.4 $68,842 53,773

6,443 3,744 507 170 337 846 239 163 106 159 128 51 430 168 261 657 222 212 116 107 1,305 129 104 680 342 49 2,698

7,089 3,943 562 256 306 1,010 200 193 72 187 304 54 326 172 153 852 306 369 94 83 1,193 126 104 598 316 49 3,147

4,594 2,825 382 148 234 848 208 174 85 190 144 47 263 116 147 447 128 130 98 91 886 80 82 449 261 14 1,768

6,596 4,039 509 191 318 1,039 307 190 100 214 152 76 429 194 235 789 284 246 138 120 1,274 121 125 608 384 36 2,556

6,706 3,842 526 170 356 818 234 157 111 146 122 48 455 172 283 670 227 219 116 107 1,373 138 105 726 349 56 2,864

444 17,109 10,183 6,760 3,826 1,758 1,176 2,724 698 3,649 531 1,353 192 1,127 446 998 383 614 654 148 350 156

300 20,138 13,703 8,471 5,479 2,168 824 4,680 552 3,275 536 1,119 55 1,118 447 931 417 514 494 131 240 123

205 13,770 7,985 3,940 2,463 896 581 3,762 282 3,598 533 1,439 58 1,168 400 610 279 331 461 153 226 81

297 15,582 9,688 5,334 3,525 1,217 592 4,065 289 3,457 424 1,305 51 1,231 446 797 402 395 542 184 252 107

502 17,868 10,611 7,425 4,090 1,977 1,358 2,360 826 3,685 547 1,346 234 1,104 453 1,090 398 692 700 142 383 175

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

$1,624 126 388 45 204 113 749

$1,735 107 393 14 225 129 866

$1,116 116 339 21 121 61 458

$1,098 93 266 15 164 91 468

$1,782 133 414 53 223 124 835

APPAREL AND RELATED SERVICES Men and boys Men, aged 16 or older Boys, aged 2 to 15 Women and girls Women, aged 16 or older Girls, aged 2 to 15 Children under age 2 Footwear Other apparel products and services

1,801 427 344 83 718 597 121 93 314 248

1,997 513 451 62 828 746 82 67 313 277

1,983 413 304 109 778 646 132 100 478 214

2,119 468 357 111 878 717 161 146 395 231

1,728 424 349 75 686 572 114 84 278 256

TRANSPORTATION Vehicle purchases Cars and trucks, new Cars and trucks, used Other vehicles Gasoline and motor oil Other vehicle expenses Vehicle ﬁnance charges Maintenance and repairs Vehicle insurance Vehicle rentals, leases, licenses, other charges Public transportation

8,604 2,755 1,305 1,315 134 2,715 2,621 312 731 1,113 465 513

9,049 2,414 1,480 905 30 2,539 2,815 250 628 1,384 553 1,280

6,520 1,969 783 1,088 97 2,257 2,033 285 476 1,036 237 261

7,986 2,554 802 1,679 74 2,717 2,335 316 564 1,078 378 380

9,025 2,911 1,462 1,300 149 2,787 2,755 316 796 1,130 514 573

HEALTH CARE Health insurance Medical services Drugs Medical supplies

2,976 1,653 727 482 114

2,233 1,425 412 298 97

1,595 1,015 292 252 36

1,571 816 407 274 75

3,406 1,881 843 550 132

ENTERTAINMENT Fees and admissions Television, radio, and sound equipment Pets, toys, and playground equipment Other entertainment products and services

2,835 616 1,036 704 479

3,447 680 863 1,709 195

1,478 210 894 242 133

1,787 364 851 380 192

3,203 717 1,086 822 577

PERSONAL CARE PRODUCTS AND SERVICES

616

584

528

545

641

READING

116

90

47

38

139

1,046

1,676

508

669

1,186

TOBACCO PRODUCTS AND SMOKING SUPPLIES

317

166

223

143

357

MISCELLANEOUS

840

736

565

586

921

CASH CONTRIBUTIONS

1,737

1,165

1,171

1,010

1,935

PERSONAL INSURANCE AND PENSIONS Life and other personal insurance Pensions and Social Security

5,605 317 5,288

6,760 332 6,428

3,532 254 3,278

4,124 116 4,007

6,156 357 5,799

PERSONAL TAXES Federal income taxes 2008 tax stimulus State and local income taxes Other taxes

1,789 1,817 -784 542 213

2,389 2,202 -691 689 188

240 539 -638 234 106

362 731 -715 247 99

2,252 2,185 -816 637 248

GIFTS FOR PEOPLE IN OTHER HOUSEHOLDS

1,209

1,100

651

699

1,372

Household furnishings and equipment Household textiles Furniture Floor coverings Major appliances Small appliances and miscellaneous housewares Miscellaneous household equipment

EDUCATION

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Spending by category does not add to total spending because gift spending is also included in the preceding product and service categories and personal taxes are not included in the total. Source: Bureau of Labor Statistics, 2008 Consumer Expenditure Survey, Internet site http://www.bls.gov/cex/

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 13

Table 3. Indexed spending by race and Hispanic origin of householder, 2008 (indexed average annual spending of consumer units by product and service category and by race and Hispanic origin of consumer unit reference person, 2008; index deﬁnition: an index of 100 is the average for all consumer units; an index of 132 means that spending by consumer units in that group is 32 percent above the average for all consumer units; an index of 68 indicates spending that is 32 percent below the average for all consumer units) total consumer units $50,486 100

Asian $55,430 110

black $36,721 73

Hispanic $43,052 85

non-Hispanic white and other $53,773 107

FOOD Food at home Cereals and bakery products Cereals and cereal products Bakery products Meats, poultry, ﬁsh, and eggs Beef Pork Other meats Poultry Fish and seafood Eggs Dairy products Fresh milk and cream Other dairy products Fruits and vegetables Fresh fruits Fresh vegetables Processed fruits Processed vegetables Other food at home Sugar and other sweets Fats and oils Miscellaneous foods Nonalcoholic beverages Food prepared by consumer unit on trips

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

110 105 111 151 91 119 84 118 68 118 238 106 76 102 59 130 138 174 81 78 91 98 100 88 92 100

71 75 75 87 69 100 87 107 80 119 113 92 61 69 56 68 58 61 84 85 68 62 79 66 76 29

102 108 100 112 94 123 128 117 94 135 119 149 100 115 90 120 128 116 119 112 98 94 120 89 112 73

104 103 104 100 106 97 98 96 105 92 95 94 106 102 108 102 102 103 100 100 105 107 101 107 102 114

Food away from home

100

117

66

95

106

ALCOHOLIC BEVERAGES

100

68

46

67

113

HOUSING Shelter Owned dwellings Mortgage interest and charges Property taxes Maintenance, repair, insurance, other expenses Rented dwellings Other lodging

100 100 100 100 100 100 100 100

118 135 125 143 123 70 172 79

80 78 58 64 51 49 138 40

91 95 79 92 69 50 149 41

104 104 110 107 112 115 87 118

Utilities, fuels, and public services Natural gas Electricity Fuel oil and other fuels Telephone Water and other public services

100 100 100 100 100 100

90 101 83 29 99 100

99 100 106 30 104 90

95 80 96 27 109 100

101 103 99 122 98 102

Household services Personal services Other household services

100 100 100

93 109 84

61 73 54

80 105 64

109 104 113

Housekeeping supplies Laundry and cleaning supplies Other household products Postage and stationery

100 100 100 100

76 89 69 79

70 103 65 52

83 124 72 69

107 96 109 112

Average spending of consumer units, total Average spending of consumer units, index

14 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

total consumer units 100 100 100 100 100 100 100

Asian 107 85 101 31 110 114 116

black 69 92 87 47 59 54 61

Hispanic 68 74 69 33 80 81 62

non-Hispanic white and other 110 106 107 118 109 110 111

APPAREL AND RELATED SERVICES Men and boys Men, aged 16 or older Boys, aged 2 to 15

100 100 100 100

111 120 131 75

110 97 88 131

118 110 104 134

96 99 101 90

Women and girls Women, aged 16 or older Girls, aged 2 to 15

100 100 100

115 125 68

108 108 109

122 120 133

96 96 94

Children under age 2 Footwear Other apparel products and services

100 100 100

72 100 112

108 152 86

157 126 93

90 89 103

TRANSPORTATION Vehicle purchases Cars and trucks, new Cars and trucks, used Other vehicles

100 100 100 100 100

105 88 113 69 22

76 71 60 83 72

93 93 61 128 55

105 106 112 99 111

Gasoline and motor oil

100

94

83

100

103

Other vehicle expenses Vehicle ﬁnance charges Maintenance and repairs Vehicle insurance Vehicle rentals, leases, licenses, other charges

100 100 100 100 100

107 80 86 124 119

78 91 65 93 51

89 101 77 97 81

105 101 109 102 111

Public transportation

100

250

51

74

112

HEALTH CARE Health insurance Medical services Drugs Medical supplies

100 100 100 100 100

75 86 57 62 85

54 61 40 52 32

53 49 56 57 66

114 114 116 114 116

ENTERTAINMENT Fees and admissions Television, radio, and sound equipment Pets, toys, and playground equipment Other entertainment products and services

100 100 100 100 100

122 110 83 243 41

52 34 86 34 28

63 59 82 54 40

113 116 105 117 120

PERSONAL CARE PRODUCTS AND SERVICES

100

95

86

88

104

READING

100

78

41

33

120

EDUCATION

100

160

49

64

113

TOBACCO PRODUCTS AND SMOKING SUPPLIES

100

52

70

45

113

MISCELLANEOUS

100

88

67

70

110

CASH CONTRIBUTIONS

100

67

67

58

111

PERSONAL INSURANCE AND PENSIONS Life and other personal insurance Pensions and Social Security

100 100 100

121 105 122

63 80 62

74 37 76

110 113 110

PERSONAL TAXES Federal income taxes 2008 tax stimulus State and local income taxes Other taxes

100 100 100 100 100

134 121 88 127 88

13 30 81 43 50

20 40 91 46 46

126 120 104 118 116

GIFTS FOR PEOPLE IN OTHER HOUSEHOLDS

100

91

54

58

113

Household furnishings and equipment Household textiles Furniture Floor coverings Major appliances Small appliances and miscellaneous housewares Miscellaneous household equipment

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 15

Table 4. Total spending by race and Hispanic origin of householder, 2008 (total annual spending by race and Hispanic origin groups, 2008; consumer units and dollars in thousands) total consumer units Number of consumer units

Asian

black

Hispanic

non-Hispanic white and other

120,770

4,609

14,832

13,975

92,214

$6,097,194,220

$255,476,870

$544,645,872

$601,651,700

$4,958,623,422

FOOD

778,121,110

32,673,201

68,138,208

92,179,100

618,387,084

Food at home Cereals and bakery products

452,162,880 61,230,390

18,173,287 2,590,258

41,900,400 5,665,824

56,445,025 7,113,275

354,286,188 48,504,564

Cereals and cereal products

20,530,900

1,179,904

2,195,136

2,669,225

15,676,380

Bakery products Meats, poultry, ﬁsh, and eggs

40,699,490 102,171,420

1,410,354 4,655,090

3,470,688 12,577,536

4,444,050 14,520,025

32,828,184 75,431,052

Beef

28,864,030

921,800

3,085,056

4,290,325

21,578,076

Pork

19,685,510

889,537

2,580,768

2,655,250

14,477,598

Other meats

12,801,620

331,848

1,260,720

1,397,500

10,235,754

Poultry

19,202,430

861,883

2,818,080

2,990,650

13,463,244

Fish and seafood

15,458,560

1,401,136

2,135,808

2,124,200

11,250,108

6,159,270 51,931,100

248,886 1,502,534

697,104 3,900,816

1,062,100 5,995,275

4,426,272 41,957,370

20,289,360

792,748

1,720,512

2,711,150

15,860,808

31,520,970 79,345,890

705,177 3,926,868

2,180,304 6,629,904

3,284,125 11,026,275

26,096,562 61,783,380

Fresh fruits

26,810,940

1,410,354

1,898,496

3,968,900

20,932,578

Fresh vegetables

25,603,240

1,700,721

1,928,160

3,437,850

20,194,866

Processed fruits

14,009,320

433,246

1,453,536

1,928,550

10,696,824

12,922,390 157,604,850

382,547 5,498,537

1,349,712 13,141,152

1,677,000 17,804,150

9,866,898 126,609,822

Sugar and other sweets

15,579,330

580,734

1,186,560

1,690,975

12,725,532

Fats and oils

12,560,080

479,336

1,216,224

1,746,875

9,682,470

Miscellaneous foods

82,123,600

2,756,182

6,659,568

8,496,800

66,947,364

Nonalcoholic beverages

41,303,340

1,456,444

3,871,152

5,366,400

32,182,686

5,917,730

225,841

207,648

503,100

5,163,984

325,837,460

14,504,523

26,222,976

35,720,100

264,100,896

Total spending of all consumer units

Eggs Dairy products Fresh milk and cream Other dairy products Fruits and vegetables

Processed vegetables Other food at home

Food prepared by consumer unit on trips Food away from home ALCOHOLIC BEVERAGES

53,621,880

1,382,700

3,040,560

4,150,575

46,291,428

HOUSING

2,066,253,930

92,816,042

204,236,640

217,758,450

1,647,679,752

Shelter Owned dwellings

1,229,800,910 816,405,200

63,157,127 39,042,839

118,433,520 58,438,080

135,389,800 74,542,650

978,482,754 684,688,950

Mortgage interest and charges

462,066,020

25,252,711

36,531,216

49,261,875

377,155,260

Property taxes

212,313,660

9,992,312

13,289,472

17,007,575

182,307,078

Maintenance, repair, insurance, other expenses Rented dwellings Other lodging

142,025,520 328,977,480 84,297,460

3,797,816 21,570,120 2,544,168

8,617,392 55,797,984 4,182,624

8,273,200 56,808,375 4,038,775

125,226,612 217,625,040 76,168,764

Utilities, fuels, and public services Natural gas Electricity Fuel oil and other fuels Telephone Water and other public services

440,689,730 64,128,870 163,401,810 23,187,840 136,107,790 53,863,420

15,094,475 2,470,424 5,157,471 253,495 5,152,862 2,060,223

53,365,536 7,905,456 21,343,248 860,256 17,323,776 5,932,800

48,311,575 5,925,400 18,237,375 712,725 17,203,225 6,232,850

339,808,590 50,441,058 124,120,044 21,578,076 101,804,256 41,772,942

Household services Personal services Other household services

120,528,460 46,254,910 74,152,780

4,290,979 1,921,953 2,369,026

9,047,520 4,138,128 4,909,392

11,138,075 5,617,950 5,520,125

100,513,260 36,701,172 63,812,088

78,983,580 17,873,960 42,269,500 18,840,120

2,276,846 603,779 1,106,160 566,907

6,837,552 2,269,296 3,352,032 1,201,392

7,574,450 2,571,400 3,521,700 1,495,325

64,549,800 13,094,388 35,317,962 16,137,450

Housekeeping supplies Laundry and cleaning supplies Other household products Postage and stationery

16 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Household furnishings and equipment Household textiles Furniture Floor coverings Major appliances Small appliances and miscellaneous housewares Miscellaneous household equipment APPAREL AND RELATED SERVICES

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

$196,130,480 15,217,020 46,858,760 5,434,650 24,637,080 13,647,010 90,456,730

$7,996,615 493,163 1,811,337 64,526 1,037,025 594,561 3,991,394

$16,552,512 1,720,512 5,028,048 311,472 1,794,672 904,752 6,793,056

$15,344,550 1,299,675 3,717,350 209,625 2,291,900 1,271,725 6,540,300

$164,325,348 12,264,462 38,176,596 4,887,342 20,563,722 11,434,536 76,998,690

217,506,770

9,204,173

29,411,856

29,613,025

159,345,792

Men and boys Men, aged 16 or older Boys, aged 2 to 15

51,568,790 41,544,880 10,023,910

2,364,417 2,078,659 285,758

6,125,616 4,508,928 1,616,688

6,540,300 4,989,075 1,551,225

39,098,736 32,182,686 6,916,050

Women and girls Women, aged 16 or older Girls, aged 2 to 15

86,712,860 72,099,690 14,613,170

3,816,252 3,438,314 377,938

11,539,296 9,581,472 1,957,824

12,270,050 10,020,075 2,249,975

63,258,804 52,746,408 10,512,396

Children under age 2

11,231,610

308,803

1,483,200

2,040,350

7,745,976

Footwear

37,921,780

1,442,617

7,089,696

5,520,125

25,635,492

Other apparel products and services

29,950,960

1,276,693

3,174,048

3,228,225

23,606,784

TRANSPORTATION

1,039,105,080

41,706,841

96,704,640

111,604,350

832,231,350

Vehicle purchases Cars and trucks, new Cars and trucks, used Other vehicles

332,721,350 157,604,850 158,812,550 16,183,180

11,126,126 6,821,320 4,171,145 138,270

29,204,208 11,613,456 16,137,216 1,438,704

35,692,150 11,207,950 23,464,025 1,034,150

268,434,954 134,816,868 119,878,200 13,739,886

Gasoline and motor oil

327,890,550

11,702,251

33,475,824

37,970,075

257,000,418

Other vehicle expenses Vehicle ﬁnance charges Maintenance and repairs Vehicle insurance Vehicle rentals, leases, licenses, other charges

316,538,170 37,680,240 88,282,870 134,417,010 56,158,050

12,974,335 1,152,250 2,894,452 6,378,856 2,548,777

30,153,456 4,227,120 7,060,032 15,365,952 3,515,184

32,631,625 4,416,100 7,881,900 15,065,050 5,282,550

254,049,570 29,139,624 73,402,344 104,201,820 47,397,996

Public transportation

61,955,010

5,899,520

3,871,152

5,310,500

52,838,622

HEALTH CARE Health insurance Medical services Drugs Medical supplies

359,411,520 199,632,810 87,799,790 58,211,140 13,767,780

10,291,897 6,567,825 1,898,908 1,373,482 447,073

23,657,040 15,054,480 4,330,944 3,737,664 533,952

21,954,725 11,403,600 5,687,825 3,829,150 1,048,125

314,080,884 173,454,534 77,736,402 50,717,700 12,172,248

ENTERTAINMENT Fees and admissions Television, radio, and sound equipment Pets, toys, and playground equipment Other entertainment products and services

342,382,950 74,394,320 125,117,720 85,022,080 57,848,830

15,887,223 3,134,120 3,977,567 7,876,781 898,755

21,921,696 3,114,720 13,259,808 3,589,344 1,972,656

24,973,325 5,086,900 11,892,725 5,310,500 2,683,200

295,361,442 66,117,438 100,144,404 75,799,908 53,207,478

PERSONAL CARE PRODUCTS AND SERVICES

74,394,320

2,691,656

7,831,296

7,616,375

59,109,174

READING

14,009,320

414,810

697,104

531,050

12,817,746

126,325,420

7,724,684

7,534,656

9,349,275

109,365,804 32,920,398

EDUCATION TOBACCO PRODUCTS AND SMOKING SUPPLIES

38,284,090

765,094

3,307,536

1,998,425

MISCELLANEOUS

101,446,800

3,392,224

8,380,080

8,189,350

84,929,094

CASH CONTRIBUTIONS

209,777,490

5,369,485

17,368,272

14,114,750

178,434,090

PERSONAL INSURANCE AND PENSIONS Life and other personal insurance Pensions and Social Security

676,915,850 38,284,090 638,631,760

31,156,840 1,530,188 29,626,652

52,386,624 3,767,328 48,619,296

57,632,900 1,621,100 55,997,825

567,669,384 32,920,398 534,748,986

PERSONAL TAXES Federal income taxes 2008 tax stimulus State and local income taxes Other taxes

216,057,530 219,439,090 -94,683,680 65,457,340 25,724,010

11,010,901 10,149,018 -3,184,819 3,175,601 866,492

3,559,680 7,994,448 -9,462,816 3,470,688 1,572,192

5,058,950 10,215,725 -9,992,125 3,451,825 1,383,525

207,665,928 201,487,590 -75,246,624 58,740,318 22,869,072

GIFTS FOR PEOPLE IN OTHER HOUSEHOLDS

146,010,930

5,069,900

9,655,632

9,768,525

126,517,608

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 17

Table 5. Market shares by race and Hispanic origin, 2008 (percentage of total annual spending accounted for by race and Hispanic origin groups, 2008) total consumer units

Asian

black

Hispanic

non-Hispanic white and other

Share of total consumer units

100.0%

3.8%

12.3%

11.6%

Share of total before-tax income

100.0

4.6

8.4

9.0

82.7

Share of total spending

100.0

4.2

8.9

9.9

81.3

FOOD

100.0

4.2

8.8

11.8

79.5

Food at home Cereals and bakery products

100.0 100.0

4.0 4.2

9.3 9.3

12.5 11.6

78.4 79.2

Cereals and cereal products

100.0

5.7

10.7

13.0

76.4

Bakery products Meats, poultry, ﬁsh, and eggs

100.0 100.0

3.5 4.6

8.5 12.3

10.9 14.2

80.7 73.8

Beef

100.0

3.2

10.7

14.9

74.8

Pork

100.0

4.5

13.1

13.5

73.5

Other meats

100.0

2.6

9.8

10.9

80.0

Poultry

100.0

4.5

14.7

15.6

70.1

Fish and seafood

100.0

9.1

13.8

13.7

72.8

100.0 100.0

4.0 2.9

11.3 7.5

17.2 11.5

71.9 80.8

100.0

3.9

8.5

13.4

78.2

100.0 100.0

2.2 4.9

6.9 8.4

10.4 13.9

82.8 77.9

Fresh fruits

100.0

5.3

7.1

14.8

78.1

Fresh vegetables

100.0

6.6

7.5

13.4

78.9

Processed fruits

100.0

3.1

10.4

13.8

76.4

100.0 100.0

3.0 3.5

10.4 8.3

13.0 11.3

76.4 80.3

Sugar and other sweets

100.0

3.7

7.6

10.9

81.7

Fats and oils

100.0

3.8

9.7

13.9

77.1

Miscellaneous foods

100.0

3.4

8.1

10.3

81.5

Nonalcoholic beverages

100.0

3.5

9.4

13.0

77.9

Food prepared by consumer unit on trips

100.0

3.8

3.5

8.5

87.3

Food away from home

100.0

4.5

8.0

11.0

81.1

ALCOHOLIC BEVERAGES

100.0

2.6

5.7

7.7

86.3

HOUSING

100.0

4.5

9.9

10.5

79.7

Shelter Owned dwellings

100.0 100.0

5.1 4.8

9.6 7.2

11.0 9.1

79.6 83.9

Mortgage interest and charges

100.0

5.5

7.9

10.7

81.6

Property taxes

100.0

4.7

6.3

8.0

85.9

Maintenance, repair, insurance, other expenses Rented dwellings Other lodging

100.0 100.0 100.0

2.7 6.6 3.0

6.1 17.0 5.0

5.8 17.3 4.8

88.2 66.2 90.4

Utilities, fuels, and public services Natural gas Electricity Fuel oil and other fuels Telephone Water and other public services

100.0 100.0 100.0 100.0 100.0 100.0

3.4 3.9 3.2 1.1 3.8 3.8

12.1 12.3 13.1 3.7 12.7 11.0

11.0 9.2 11.2 3.1 12.6 11.6

77.1 78.7 76.0 93.1 74.8 77.6

Household services Personal services Other household services

100.0 100.0 100.0

3.6 4.2 3.2

7.5 8.9 6.6

9.2 12.1 7.4

83.4 79.3 86.1

Housekeeping supplies Laundry and cleaning supplies Other household products Postage and stationery

100.0 100.0 100.0 100.0

2.9 3.4 2.6 3.0

8.7 12.7 7.9 6.4

9.6 14.4 8.3 7.9

81.7 73.3 83.6 85.7

Eggs Dairy products Fresh milk and cream Other dairy products Fruits and vegetables

Processed vegetables Other food at home

18 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

76.4%

total consumer units

Asian

black

Hispanic 7.8% 8.5 7.9 3.9 9.3 9.3 7.2

non-Hispanic white and other

Household furnishings and equipment Household textiles Furniture Floor coverings Major appliances Small appliances and miscellaneous housewares Miscellaneous household equipment

100.0% 100.0 100.0 100.0 100.0 100.0 100.0

4.1% 3.2 3.9 1.2 4.2 4.4 4.4

8.4% 11.3 10.7 5.7 7.3 6.6 7.5

83.8% 80.6 81.5 89.9 83.5 83.8 85.1

APPAREL AND RELATED SERVICES

100.0

4.2

13.5

13.6

73.3

Men and boys Men, aged 16 or older Boys, aged 2 to 15

100.0 100.0 100.0

4.6 5.0 2.9

11.9 10.9 16.1

12.7 12.0 15.5

75.8 77.5 69.0

Women and girls Women, aged 16 or older Girls, aged 2 to 15

100.0 100.0 100.0

4.4 4.8 2.6

13.3 13.3 13.4

14.2 13.9 15.4

73.0 73.2 71.9

Children under age 2

100.0

2.7

13.2

18.2

69.0

Footwear

100.0

3.8

18.7

14.6

67.6

Other apparel products and services

100.0

4.3

10.6

10.8

78.8

TRANSPORTATION

100.0

4.0

9.3

10.7

80.1

Vehicle purchases Cars and trucks, new Cars and trucks, used Other vehicles

100.0 100.0 100.0 100.0

3.3 4.3 2.6 0.9

8.8 7.4 10.2 8.9

10.7 7.1 14.8 6.4

80.7 85.5 75.5 84.9

Gasoline and motor oil

100.0

3.6

10.2

11.6

78.4

Other vehicle expenses Vehicle ﬁnance charges Maintenance and repairs Vehicle insurance Vehicle rentals, leases, licenses, other charges

100.0 100.0 100.0 100.0 100.0

4.1 3.1 3.3 4.7 4.5

9.5 11.2 8.0 11.4 6.3

10.3 11.7 8.9 11.2 9.4

80.3 77.3 83.1 77.5 84.4

Public transportation

100.0

9.5

6.2

8.6

85.3

HEALTH CARE Health insurance Medical services Drugs Medical supplies

100.0 100.0 100.0 100.0 100.0

2.9 3.3 2.2 2.4 3.2

6.6 7.5 4.9 6.4 3.9

6.1 5.7 6.5 6.6 7.6

87.4 86.9 88.5 87.1 88.4

ENTERTAINMENT Fees and admissions Television, radio, and sound equipment Pets, toys, and playground equipment Other entertainment products and services

100.0 100.0 100.0 100.0 100.0

4.6 4.2 3.2 9.3 1.6

6.4 4.2 10.6 4.2 3.4

7.3 6.8 9.5 6.2 4.6

86.3 88.9 80.0 89.2 92.0

PERSONAL CARE PRODUCTS AND SERVICES

100.0

3.6

10.5

10.2

79.5

READING

100.0

3.0

5.0

3.8

91.5

EDUCATION

100.0

6.1

6.0

7.4

86.6

TOBACCO PRODUCTS AND SMOKING SUPPLIES

100.0

2.0

8.6

5.2

86.0

MISCELLANEOUS

100.0

3.3

8.3

8.1

83.7

CASH CONTRIBUTIONS

100.0

2.6

8.3

6.7

85.1

PERSONAL INSURANCE AND PENSIONS Life and other personal insurance Pensions and Social Security

100.0 100.0 100.0

4.6 4.0 4.6

7.7 9.8 7.6

8.5 4.2 8.8

83.9 86.0 83.7

PERSONAL TAXES Federal income taxes 2008 tax stimulus State and local income taxes Other taxes

100.0 100.0 100.0 100.0 100.0

5.1 4.6 3.4 4.9 3.4

1.6 3.6 10.0 5.3 6.1

2.3 4.7 10.6 5.3 5.4

96.1 91.8 79.5 89.7 88.9

GIFTS FOR PEOPLE IN OTHER HOUSEHOLDS

100.0

3.5

6.6

6.7

86.6

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 19

Spending on Apparel, 2008 Americans are spending ever less on apparel. In 2008, the average household spent $1,801 on clothes, shoes, and related items and services. This ﬁgure is 22 percent below the inﬂation-adjusted $2,321 spent by the average household on apparel in 2000. The average household cut spending on all apparel categories during the time period. Spending on women’s clothing fell 21 percent, and spending on footwear declined 27 percent. Overall, Americans devoted 3.6 percent of their spending to clothes, shoes, and related products and services in 2008, down from 4.9 percent in 2000. Hispanic households are the biggest spenders on apparel. In 2008, they spent 18 percent more than the average household on this category and devoted $2,119 to apparel. Asians and blacks also spend more than average on clothes, their apparel spending being at, respectively, 11 and 10 percent above average. Asians, blacks, and Hispanics outspend the average household on a number of apparel categories. Blacks and Hispanics spend well more than average on footwear and boys’ clothes, for example. Hispanics spend one-third more than average on girls’ clothes and 58 percent more than the average amount on infant clothes. Together, blacks and Hispanics control 33 percent of the footwear market. Blacks spend 32 percent more than average on boys’ clothes and 72 percent more than average of women’s dresses. Asians spend 31 percent more than average on men’s clothes and 25 percent more than average on women’s clothes. Asians, blacks, and Hispanics dominate the market for coin-operated laundries and account for 58 percent of household spending on this service.

20 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Table 6. Apparel: Average spending by race and Hispanic origin, 2008 (average annual spending of consumer units on apparel, accessories, and related services, by race and Hispanic origin of consumer unit reference person, 2008) total consumer units

Asian

black

Hispanic

non-Hispanic white and other

120,770

4,609

14,832

13,975

92,214

2.5

2.7

2.5

3.2

2.4

$63,563.00

$75,917.00

$43,722.00

$49,317.00

$68,842.00

50,485.67

55,430.23

36,721.21

43,052.49

53,772.69

1,800.70

1,996.77

1,983.41

2,118.66

1,728.06

344.17

450.93

304.27

356.85

349.11

23.89

37.92

25.40

23.88

23.63

8.62

11.69

7.10

7.54

9.00

Coats and jackets

32.73

91.97

41.93

24.80

32.40

Underwear

16.58

24.52

17.29

13.69

16.99

Hosiery

15.00

20.58

14.15

16.85

14.95

Nightwear

1.63

1.49

0.95

1.04

1.83

Accessories

33.11

45.47

20.08

47.16

33.77

Sweaters and vests

14.41

11.11

9.73

15.37

14.95

Active sportswear

15.93

15.04

8.62

10.06

17.88

Shirts

96.36

121.47

80.27

98.01

98.59

Pants and shorts

81.23

66.22

72.76

94.45

80.56

Uniforms

3.70

3.36

4.99

3.53

3.50

Costumes

0.98

0.10

1.01

0.47

1.05

Number of consumer units (in 000s) Average number of persons per consumer unit Average before-tax income of consumer units Average spending of consumer units, total Apparel, average spending MEN’S APPAREL Suits Sport coats and tailored jackets

BOYS’ (AGED 2 TO 15) APPAREL

82.71

62.00

108.93

111.08

74.65

Coats and jackets

4.64

5.32

6.43

4.77

4.34

Sweaters

1.78

2.72

1.96

1.82

1.76

23.41

6.62

38.35

36.89

19.20

Shirts Underwear

6.21

–

9.26

6.03

5.75

Nightwear

1.39

0.65

0.76

1.33

1.50

Hosiery

5.90

6.77

7.39

7.77

5.44

Accessories

4.91

4.21

5.87

3.09

5.06

Suits, sport coats, and vests

0.94

0.80

2.15

1.56

0.65

27.86

30.04

31.95

39.73

25.50

Uniforms

3.03

1.44

3.80

5.81

2.49

Active sportswear

1.73

3.05

0.62

1.59

1.92

Costumes

0.91

0.37

0.38

0.69

1.03

596.83

746.32

645.70

716.99

572.10

Coats and jackets

59.14

60.51

152.08

53.76

46.06

Dresses

72.31

79.91

124.42

116.57

57.68

5.69

6.32

3.05

6.33

6.01

39.52

41.51

24.03

44.49

41.07

123.29

177.34

95.86

151.23

123.27

11.46

18.62

16.20

9.85

10.94

102.73

119.26

89.60

113.92

102.97

Active sportswear

27.96

32.90

12.06

23.63

30.97

Nightwear

25.43

16.22

22.51

30.81

25.39

Undergarments

36.32

35.87

16.09

37.77

39.48

Hosiery

16.56

28.86

19.74

14.76

16.41

Suits

13.03

14.43

19.18

8.07

12.76

Accessories

56.29

108.83

43.12

99.52

51.98

Uniforms

4.93

1.75

6.19

3.81

4.89

Costumes

2.18

4.00

1.56

2.48

2.23

Pants and shorts

WOMEN’S APPAREL

Sport coats and tailored jackets Sweaters and vests Shirts, blouses, and tops Skirts Pants and shorts

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 21

GIRLS’ (AGED 2 TO 15) APPAREL

total consumer units

Asian

black

Hispanic

non-Hispanic white and other $113.88

$121.33

$81.75

$132.23

$161.16

Coats and jackets

8.28

1.24

22.50

12.25

5.49

Dresses and suits

13.54

13.07

6.85

25.89

12.72

Shirts, blouses, and sweaters

32.33

24.62

39.44

36.04

30.62

Skirts, pants, and shorts

29.45

21.66

30.18

40.27

27.67

Active sportswear

10.40

7.31

5.47

10.69

11.47

Underwear and nightwear

8.89

4.07

8.57

11.89

8.48

Hosiery

5.23

5.98

5.83

6.82

4.93

Accessories

8.57

0.59

5.53

9.54

8.87

Uniforms

2.79

1.45

4.31

6.78

1.94

Costumes

1.84

1.78

3.55

0.99

1.69

92.72

66.50

100.16

146.38

83.84

CHILDREN’S (UNDER AGE 2) APPAREL Coats, jackets, and snowsuits

2.76

1.23

2.77

3.19

2.69

Outerwear including dresses

23.17

20.94

29.23

27.36

21.55

Underwear

49.65

38.54

33.92

86.13

46.95

4.07

3.68

4.81

4.53

3.89

13.07

2.11

29.43

25.16

8.75

FOOTWEAR

314.44

312.58

478.00

394.88

278.07

Men’s

101.38

77.52

152.03

146.38

86.77

Boys’

41.00

27.17

89.32

68.42

29.66

138.70

179.54

181.04

134.78

132.79

Nightwear and loungewear Accessories

Women’s Girls’

33.36

28.36

55.61

45.30

28.85

248.49

276.68

214.13

231.31

256.41

Material for making clothes

7.29

0.52

2.47

1.98

8.79

Sewing patterns and notions

5.81

8.79

1.78

2.49

6.92

Watches

17.43

12.47

13.65

22.29

17.38

Jewelry

105.23

131.94

56.45

39.15

122.81

1.27

0.67

0.45

1.43

1.38

Coin-operated apparel laundry and dry cleaning

42.03

64.52

72.16

114.55

26.45

Apparel alteration, repair, and tailoring services

6.39

6.79

4.82

3.55

7.07

Clothing rental

2.22

2.94

0.93

1.96

2.46

Watch and jewelry repair

5.15

1.68

1.94

2.00

6.13

54.24

46.07

56.72

41.91

55.58

1.44

0.29

2.75

–

1.44

OTHER APPAREL PRODUCTS AND SERVICES

Shoe repair and other shoe services

Professional laundry, dry cleaning Clothing storage

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Subcategories may not add to total because some are not shown. “–” means sample is too small to make a reliable estimate. Source: Bureau of Labor Statistics, unpublished data from the 2008 Consumer Expenditure Survey

22 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Table 7. Apparel: Indexed spending by race and Hispanic origin, 2008 (indexed average annual spending of consumer units on apparel, accessories, and related services, by race and Hispanic origin of consumer unit reference person, 2008; index deﬁnition: an index of 100 is the average for all consumer units; an index of 132 means that spending by consumer units in that group is 32 percent above the average for all consumer units; an index of 68 indicates spending that is 32 percent below the average for all consumer units)

Average spending of consumer units, total

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

$50,486

$55,430

$36,721

$43,052

$53,773

Average spending of consumer units, index

100

110

73

85

107

Apparel, spending index

100

111

110

118

96

MEN’S APPAREL

100

131

88

104

101

Suits

100

159

106

100

99

Sport coats and tailored jackets

100

136

82

87

104

Coats and jackets

100

281

128

76

99

Underwear

100

148

104

83

102

Hosiery

100

137

94

112

100

Nightwear

100

91

58

64

112

Accessories

100

137

61

142

102

Sweaters and vests

100

77

68

107

104

Active sportswear

100

94

54

63

112

Shirts

100

126

83

102

102

Pants and shorts

100

82

90

116

99

Uniforms

100

91

135

95

95

Costumes

100

10

103

48

107

BOYS’ (AGED 2 TO 15) APPAREL

100

75

132

134

90

Coats and jackets

100

115

139

103

94

Sweaters

100

153

110

102

99

Shirts

100

28

164

158

82

Underwear

100

–

149

97

93

Nightwear

100

47

55

96

108

Hosiery

100

115

125

132

92

Accessories

100

86

120

63

103

Suits, sport coats, and vests

100

85

229

166

69

Pants and shorts

100

108

115

143

92

Uniforms

100

48

125

192

82

Active sportswear

100

176

36

92

111

Costumes

100

41

42

76

113

WOMEN’S APPAREL

100

125

108

120

96

Coats and jackets

100

102

257

91

78

Dresses

100

111

172

161

80

Sport coats and tailored jackets

100

111

54

111

106

Sweaters and vests

100

105

61

113

104

Shirts, blouses, and tops

100

144

78

123

100

Skirts

100

162

141

86

95

Pants and shorts

100

116

87

111

100

Active sportswear

100

118

43

85

111

Nightwear

100

64

89

121

100

Undergarments

100

99

44

104

109

Hosiery

100

174

119

89

99

Suits

100

111

147

62

98

Accessories

100

193

77

177

92

Uniforms

100

35

126

77

99

Costumes

100

183

72

114

102

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 23

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

GIRLS’ (AGED 2 TO 15) APPAREL

100

67

109

133

94

Coats and jackets

100

15

272

148

66

Dresses and suits

100

97

51

191

94

Shirts, blouses, and sweaters

100

76

122

111

95

Skirts, pants, and shorts

100

74

102

137

94

Active sportswear

100

70

53

103

110

Underwear and nightwear

100

46

96

134

95

Hosiery

100

114

111

130

94

Accessories

100

7

65

111

104

Uniforms

100

52

154

243

70

Costumes

100

97

193

54

92

CHILDREN’S (UNDER AGE 2) APPAREL

100

72

108

158

90

Coats, jackets, and snowsuits

100

45

100

116

97

Outerwear including dresses

100

90

126

118

93

Underwear

100

78

68

173

95

Nightwear and loungewear

100

90

118

111

96

Accessories

100

16

225

193

67

FOOTWEAR

100

99

152

126

88

Men’s

100

76

150

144

86

Boys’

100

66

218

167

72

Women’s

100

129

131

97

96

Girls’

100

85

167

136

86

OTHER APPAREL PRODUCTS AND SERVICES

100

111

86

93

103

Material for making clothes

100

7

34

27

121

Sewing patterns and notions

100

151

31

43

119

Watches

100

72

78

128

100

Jewelry

100

125

54

37

117

Shoe repair and other shoe services

100

53

35

113

109

Coin-operated apparel laundry and dry cleaning

100

154

172

273

63

Apparel alteration, repair, and tailoring services

100

106

75

56

111

Clothing rental

100

132

42

88

111

Watch and jewelry repair

100

33

38

39

119

Professional laundry, dry cleaning

100

85

105

77

102

Clothing storage

100

20

191

–

100

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

24 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Table 8. Apparel: Total spending by race and Hispanic origin, 2008 (total annual spending on apparel, accessories, and related services, by race and Hispanic origin groups, 2008; consumer units and dollars in thousands) total consumer units Number of consumer units Total spending of all consumer units Apparel, total spending MEN’S APPAREL

Asian

black

Hispanic

non-Hispanic white and other

120,770

4,609

14,832

13,975

92,214

$6,097,154,366

$255,477,930

$544,648,987

$601,658,548

$4,958,594,836

217,470,539

9,203,113

29,417,937

29,608,274

159,351,325

41,565,411

2,078,336

4,512,933

4,986,979

32,192,830

Suits

2,885,195

174,773

376,733

333,723

2,179,017

Sport coats and tailored jackets

1,041,037

53,879

105,307

105,372

829,926

Coats and jackets

3,952,802

423,890

621,906

346,580

2,987,734

Underwear

2,002,367

113,013

256,445

191,318

1,566,716

Hosiery

1,811,550

94,853

209,873

235,479

1,378,599

196,855

6,867

14,090

14,534

168,752

Accessories

3,998,695

209,571

297,827

659,061

3,114,067

Sweaters and vests

1,740,296

51,206

144,315

214,796

1,378,599

Active sportswear

1,923,866

69,319

127,852

140,589

1,648,786

11,637,397

559,855

1,190,565

1,369,690

9,091,378

9,810,147

305,208

1,079,176

1,319,939

7,428,760

Uniforms

446,849

15,486

74,012

49,332

322,749

Costumes

118,355

461

14,980

6,568

96,825

9,988,887

285,758

1,615,650

1,552,343

6,883,775

Coats and jackets

560,373

24,520

95,370

66,661

400,209

Sweaters

214,971

12,536

29,071

25,435

162,297

2,827,226

30,512

568,807

515,538

1,770,509

Nightwear

Shirts Pants and shorts

BOYS’ (AGED 2 TO 15) APPAREL

Shirts Underwear

749,982

–

137,344

84,269

530,231

Nightwear

167,870

2,996

11,272

18,587

138,321

Hosiery

712,543

31,203

109,608

108,586

501,644

Accessories

592,981

19,404

87,064

43,183

466,603

Suits, sport coats, and vests

113,524

3,687

31,889

21,801

59,939

3,364,652

138,454

473,882

555,227

2,351,457

Pants and shorts Uniforms

365,933

6,637

56,362

81,195

229,613

Active sportswear

208,932

14,057

9,196

22,220

177,051

Costumes

109,901

1,705

5,636

9,643

94,980

72,079,159

3,439,789

9,577,022

10,019,935

52,755,629

Coats and jackets

7,142,338

278,891

2,255,651

751,296

4,247,377

Dresses

8,732,879

368,305

1,845,397

1,629,066

5,318,904

687,181

29,129

45,238

88,462

554,206

4,772,830

191,320

356,413

621,748

3,787,229

14,889,733

817,360

1,421,796

2,113,439

11,367,220

1,384,024

85,820

240,278

137,654

1,008,821

12,406,702

549,669

1,328,947

1,592,032

9,495,276

Active sportswear

3,376,729

151,636

178,874

330,229

2,855,868

Nightwear

3,071,181

74,758

333,868

430,570

2,341,313

Undergarments

4,386,366

165,325

238,647

527,836

3,640,609

Hosiery

1,999,951

133,016

292,784

206,271

1,513,232

Suits

1,573,633

66,508

284,478

112,778

1,176,651

Accessories

6,798,143

501,597

639,556

1,390,792

4,793,284

Uniforms

595,396

8,066

91,810

53,245

450,926

Costumes

263,279

18,436

23,138

34,658

205,637

WOMEN’S APPAREL

Sport coats and tailored jackets Sweaters and vests Shirts, blouses, and tops Skirts Pants and shorts

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 25

GIRLS’ (AGED 2 TO 15) APPAREL

total consumer units

Asian

black

Hispanic

non-Hispanic white and other $10,501,330

$14,653,024

$376,786

$1,961,235

$2,252,211

Coats and jackets

999,976

5,715

333,720

171,194

506,255

Dresses and suits

1,635,226

60,240

101,599

361,813

1,172,962

Shirts, blouses, and sweaters

3,904,494

113,474

584,974

503,659

2,823,593

Skirts, pants, and shorts

3,556,677

99,831

447,630

562,773

2,551,561

Active sportswear

1,256,008

33,692

81,131

149,393

1,057,695

Underwear and nightwear

1,073,645

18,759

127,110

166,163

781,975

631,627

27,562

86,471

95,310

454,615

1,034,999

2,719

82,021

133,322

817,938

Uniforms

336,948

6,683

63,926

94,751

178,895

Costumes

222,217

8,204

52,654

13,835

155,842

11,197,794

306,499

1,485,573

2,045,661

7,731,222

Hosiery Accessories

CHILDREN’S (UNDER AGE 2) APPAREL Coats, jackets, and snowsuits

333,325

5,669

41,085

44,580

248,056

Outerwear including dresses

2,798,241

96,512

433,539

382,356

1,987,212

Underwear

5,996,231

177,631

503,101

1,203,667

4,329,447

491,534

16,961

71,342

63,307

358,712

1,578,464

9,725

436,506

351,611

806,873

FOOTWEAR

37,974,919

1,440,681

7,089,696

5,518,448

25,641,947

Men’s

12,243,663

357,290

2,254,909

2,045,661

8,001,409

Boys’

4,951,570

125,227

1,324,794

956,170

2,735,067

16,750,799

827,500

2,685,185

1,883,551

12,245,097

Nightwear and loungewear Accessories

Women’s Girls’ OTHER APPAREL PRODUCTS AND SERVICES

4,028,887

130,711

824,808

633,068

2,660,374

30,010,137

1,275,218

3,175,976

3,232,557

23,644,592 810,561

Material for making clothes

880,413

2,397

36,635

27,671

Sewing patterns and notions

701,674

40,513

26,401

34,798

638,121

Watches

2,105,021

57,474

202,457

311,503

1,602,679

Jewelry

12,708,627

608,111

837,266

547,121

11,324,801

153,378

3,088

6,674

19,984

127,255

Coin-operated apparel laundry and dry cleaning

5,075,963

297,373

1,070,277

1,600,836

2,439,060

Apparel alteration, repair, and tailoring services

771,720

31,295

71,490

49,611

651,953

Clothing rental

268,109

13,550

13,794

27,391

226,846

Watch and jewelry repair

621,966

7,743

28,774

27,950

565,272

6,550,565

212,337

841,271

585,692

5,125,254

173,909

1,337

40,788

–

132,788

Shoe repair and other shoe services

Professional laundry, dry cleaning Clothing storage

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Numbers may not add to total because of rounding and missing subcategories. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

26 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Table 9. Apparel: Market shares by race and Hispanic origin, 2008 (percentage of total annual spending on apparel, accessories, and related services accounted for by race and Hispanic origin groups, 2008) total consumer units

Asian

black

Hispanic

non-Hispanic white and other

Share of total consumer units

100.0%

3.8%

12.3%

11.6%

Share of total before-tax income

100.0

4.6

8.4

9.0

76.4% 82.7

Share of total spending

100.0

4.2

8.9

9.9

81.3

Share of apparel spending

100.0

4.2

13.5

13.6

73.3

MEN’S APPAREL

100.0

5.0

10.9

12.0

77.5

Suits

100.0

6.1

13.1

11.6

75.5

Sport coats and tailored jackets

100.0

5.2

10.1

10.1

79.7

Coats and jackets

100.0

10.7

15.7

8.8

75.6

Underwear

100.0

5.6

12.8

9.6

78.2

Hosiery

100.0

5.2

11.6

13.0

76.1

Nightwear

100.0

3.5

7.2

7.4

85.7

Accessories

100.0

5.2

7.4

16.5

77.9

Sweaters and vests

100.0

2.9

8.3

12.3

79.2

Active sportswear

100.0

3.6

6.6

7.3

85.7

Shirts

100.0

4.8

10.2

11.8

78.1

Pants and shorts

100.0

3.1

11.0

13.5

75.7

Uniforms

100.0

3.5

16.6

11.0

72.2

Costumes

100.0

0.4

12.7

5.5

81.8

BOYS’ (AGED 2 TO 15) APPAREL

100.0

2.9

16.2

15.5

68.9

Coats and jackets

100.0

4.4

17.0

11.9

71.4

Sweaters

100.0

5.8

13.5

11.8

75.5

Shirts

100.0

1.1

20.1

18.2

62.6

Underwear

100.0

–

18.3

11.2

70.7

Nightwear

100.0

1.8

6.7

11.1

82.4

Hosiery

100.0

4.4

15.4

15.2

70.4

Accessories

100.0

3.3

14.7

7.3

78.7

Suits, sport coats, and vests

100.0

3.2

28.1

19.2

52.8

Pants and shorts

100.0

4.1

14.1

16.5

69.9

Uniforms

100.0

1.8

15.4

22.2

62.7

Active sportswear

100.0

6.7

4.4

10.6

84.7

Costumes

100.0

1.6

5.1

8.8

86.4

WOMEN’S APPAREL

100.0

4.8

13.3

13.9

73.2

Coats and jackets

100.0

3.9

31.6

10.5

59.5

Dresses

100.0

4.2

21.1

18.7

60.9

Sport coats and tailored jackets

100.0

4.2

6.6

12.9

80.6

Sweaters and vests

100.0

4.0

7.5

13.0

79.3

Shirts, blouses, and tops

100.0

5.5

9.5

14.2

76.3

Skirts

100.0

6.2

17.4

9.9

72.9

Pants and shorts

100.0

4.4

10.7

12.8

76.5

Active sportswear

100.0

4.5

5.3

9.8

84.6

Nightwear

100.0

2.4

10.9

14.0

76.2

Undergarments

100.0

3.8

5.4

12.0

83.0

Hosiery

100.0

6.7

14.6

10.3

75.7

Suits

100.0

4.2

18.1

7.2

74.8

Accessories

100.0

7.4

9.4

20.5

70.5

Uniforms

100.0

1.4

15.4

8.9

75.7

Costumes

100.0

7.0

8.8

13.2

78.1

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 27

total consumer units

Asian

black

non-Hispanic white and other

Hispanic

GIRLS’ (AGED 2 TO 15) APPAREL

100.0%

2.6%

13.4%

15.4%

71.7%

Coats and jackets

100.0

0.6

33.4

17.1

50.6

Dresses and suits

100.0

3.7

6.2

22.1

71.7

Shirts, blouses, and sweaters

100.0

2.9

15.0

12.9

72.3

Skirts, pants, and shorts

100.0

2.8

12.6

15.8

71.7

Active sportswear

100.0

2.7

6.5

11.9

84.2

Underwear and nightwear

100.0

1.7

11.8

15.5

72.8

Hosiery

100.0

4.4

13.7

15.1

72.0

Accessories

100.0

0.3

7.9

12.9

79.0

Uniforms

100.0

2.0

19.0

28.1

53.1

Costumes

100.0

3.7

23.7

6.2

70.1

CHILDREN’S (UNDER AGE 2) APPAREL

100.0

2.7

13.3

18.3

69.0

Coats, jackets, and snowsuits

100.0

1.7

12.3

13.4

74.4

Outerwear including dresses

100.0

3.4

15.5

13.7

71.0

Underwear

100.0

3.0

8.4

20.1

72.2

Nightwear and loungewear

100.0

3.5

14.5

12.9

73.0

Accessories

100.0

0.6

27.7

22.3

51.1

FOOTWEAR

100.0

3.8

18.7

14.5

67.5

Men’s

100.0

2.9

18.4

16.7

65.4

Boys’

100.0

2.5

26.8

19.3

55.2

Women’s

100.0

4.9

16.0

11.2

73.1

Girls’

100.0

3.2

20.5

15.7

66.0

OTHER APPAREL PRODUCTS AND SERVICES

100.0

4.2

10.6

10.8

78.8

Material for making clothes

100.0

0.3

4.2

3.1

92.1

Sewing patterns and notions

100.0

5.8

3.8

5.0

90.9

Watches

100.0

2.7

9.6

14.8

76.1

Jewelry

100.0

4.8

6.6

4.3

89.1

Shoe repair and other shoe services

100.0

2.0

4.4

13.0

83.0

Coin-operated apparel laundry and dry cleaning

100.0

5.9

21.1

31.5

48.1

Apparel alteration, repair, and tailoring services

100.0

4.1

9.3

6.4

84.5

Clothing rental

100.0

5.1

5.1

10.2

84.6

Watch and jewelry repair

100.0

1.2

4.6

4.5

90.9

Professional laundry, dry cleaning

100.0

3.2

12.8

8.9

78.2

Clothing storage

100.0

0.8

23.5

–

76.4

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

28 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Spending on Entertainment, 2008 Entertainment spending has grown since 2000, despite the volatility of the economy. The average household spent $2,835 on entertainment in 2008, up from an inﬂation-adjusted $2,329 in 2000—a 22 percent rise. Overall, Americans devoted 5.6 percent of their spending to entertainment in 2008; the percentage was 4.9 in 2000. The average American household now spends substantially more on entertainment than it does on clothes. Blacks and Hispanics spend far less than the average household on entertainment, while Asians spend signiﬁcantly more than average. Asian households devoted an average of $3,447 to entertainment in 2008, or 22 percent more than the average household. Hispanics spent $1,787 on entertainment, fully 37 percent less than average. Blacks spend the least on entertainment—only $1,478 in 2008, about half the average. Behind the below-average spending of blacks and Hispanics are their lower incomes. In some entertainment categories, blacks and Hispanics spend considerably more than the average household. Blacks spend 31 percent more than average on video game hardware and software, and Hispanics spend 67 percent more than the average household on rental of party supplies for catered affairs. Blacks and Hispanics spend far less than the average household on pets.

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 29

Table 10. Entertainment: Average spending by race and Hispanic origin, 2008 (average annual spending of consumer units on entertainment, by race and Hispanic origin of consumer unit reference person, 2008)

Number of consumer units (in 000s) Average number of persons per consumer unit Average before-tax income of consumer units Average spending of consumer units, total Entertainment, average spending FEES AND ADMISSIONS Recreation expenses on trips Social, recreation, civic club membership Fees for participant sports Participant sports on trips Movie, theater, amusement park, and other admissions Movie, other admissions on trips Admission to sports events Admission to sports events on trips Fees for recreational lessons Other entertainment services on trips AUDIO AND VISUAL EQUIPMENT AND SERVICES Radios Television sets Tape recorders and players Cable and satellite television services Miscellaneous video equipment Satellite radio service Sound equipment accessories Online gaming services VCRs and video disc players Video game hardware and software Video cassettes, tapes, and discs Streamed and downloaded video Repair of TV, radio, and sound equipment Rental of television sets Personal digital audio players Sound components and component systems Satellite dishes Compact discs, records, and audio tapes Streamed and downloaded audio Rental of VCR, radio, and sound equipment Musical instruments and accessories Rental and repair of musical instruments Rental of video cassettes, tapes, discs, ﬁlms Rental of computer and video game hardware and software Installation of television sets PETS, TOYS, HOBBIES, PLAYGROUND EQUIPMENT Pets Pet food Pet purchase, supplies, and medicines Pet services Veterinarian services Toys, games, hobbies, and tricycles Stamp and coin collecting Playground equipment

30 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

total consumer units 120,770 2.5 $63,563.00 50,485.67

Asian 4,609 2.7 $75,917.00 55,430.23

black 14,832 2.5 $43,722.00 36,721.21

Hispanic 13,975 3.2 $49,317.00 43,052.49

non-Hispanic white and other 92,214 2.4 $68,842.00 53,772.69

2,834.81

3,446.77

1,478.34

1,787.41

3,202.78

615.68 23.55 127.49 90.00 27.48 118.36 44.85 46.00 14.95 99.44 23.55

679.65 28.03 95.35 28.19 27.80 108.68 66.43 39.51 22.14 235.48 28.03

209.74 6.10 39.92 24.99 3.41 57.77 12.45 22.59 4.14 32.26 6.10

364.30 21.75 39.86 38.08 17.40 95.08 32.19 20.36 10.73 67.09 21.75

717.44 26.57 154.68 107.74 32.81 131.47 51.87 53.53 17.29 114.91 26.57

1,036.12 2.81 164.48 3.63 583.58 4.90 14.74 9.11 2.02 12.35 85.99 34.19 1.12 3.78 0.62 13.56 7.81 1.48 22.67 5.47 0.39 30.12 1.67 27.31 0.20 1.03

862.68 1.46 145.64 3.71 434.43 13.79 13.64 7.60 1.26 20.11 115.40 18.71 1.24 2.53 – 20.31 8.42 0.45 16.73 3.05 – 9.07 0.85 22.23 0.47 1.22

894.15 1.37 113.82 – 562.23 1.23 6.83 3.16 0.49 9.02 112.62 23.79 0.59 2.60 0.49 8.26 2.31 0.90 19.96 1.79 – 6.71 0.13 14.51 0.08 0.92

851.37 1.87 153.54 3.58 463.19 1.39 13.85 7.27 1.22 8.53 96.96 23.93 0.61 2.72 0.65 12.95 7.54 0.93 18.30 2.94 0.11 5.51 0.38 22.03 0.02 0.77

1,086.15 3.19 173.95 4.19 605.08 5.96 16.18 10.27 2.39 13.46 80.09 37.36 1.30 4.14 0.64 14.47 8.72 1.70 23.74 6.47 0.50 37.55 2.10 30.11 0.25 1.08

703.61 570.88 163.13 164.01 36.77 206.96 122.55 4.74 5.44

1,708.97 – – – – – 73.11 9.43 0.22

241.70 152.58 63.11 52.12 4.39 32.97 86.25 1.00 1.87

379.59 261.82 83.13 105.78 10.20 62.71 113.48 0.65 3.65

822.03 680.64 189.91 190.51 45.90 254.32 129.16 5.95 6.28

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

OTHER ENTERTAINMENT SUPPLIES, EQUIPMENT, SERVICES

479.40

195.47

132.75

192.15

577.16

Recreational vehicles (boats, campers, trailers)

218.05

–

27.79

47.23

273.94

Rental of recreational vehicles

5.01

12.44

2.12

2.36

5.86

Docking and landing fees

6.46

–

2.05

0.18

8.10

148.53

101.34

67.38

82.27

171.17

Athletic gear, game tables, exercise equipment

56.41

22.91

33.69

38.43

63.01

Bicycles

14.25

6.97

4.86

12.85

15.94

Camping equipment

16.66

8.03

17.94

14.54

16.73

Hunting and ﬁshing equipment

32.70

23.65

7.97

6.64

40.24

Winter sports equipment

2.62

1.59

0.04

1.21

3.24

Water sports equipment

3.32

0.99

1.32

0.55

4.05

Other sports equipment

6.61

4.11

1.38

6.84

7.40

13.05

32.97

–

–

16.94

Sports, recreation, exercise equipment

Global positioning system devices Rental and repair of miscellaneous sports equipment

2.90

0.11

0.17

1.20

3.61

78.23

74.06

29.22

36.38

92.13

Film

2.99

2.15

1.64

1.57

3.41

Other photographic supplies

2.19

1.20

4.11

0.98

2.06

13.93

8.66

6.02

6.91

16.25

Photographic equipment and supplies

Photo processing Repair and rental of photographic equipment

0.74

0.16

0.92

0.85

0.70

Photographic equipment

27.93

51.21

7.09

17.97

32.72

Photographer fees

30.45

10.67

9.44

8.10

36.99

Fireworks

1.55

–

0.60

–

1.91

Pinball, electronic video games

1.50

–

0.40

–

1.89

Live entertainment for catered affairs

7.33

0.30

1.38

7.10

8.31

Rental of party supplies for catered affairs

8.39

3.57

1.32

14.00

8.65

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Subcategories may not add to total because some are not shown. “–” means sample is too small to make a reliable estimate. Source: Bureau of Labor Statistics, unpublished data from the 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 31

Table 11. Entertainment: Indexed spending by race and Hispanic origin, 2008 (indexed average annual spending of consumer units on entertainment by race and Hispanic origin of consumer unit reference person, 2008; index deﬁnition: an index of 100 is the average for all consumer units; an index of 132 means that spending by consumer units in that group is 32 percent above the average for all consumer units; an index of 68 indicates spending that is 32 percent below the average for all consumer units)

Average spending of consumer units, total

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

$50,486

$55,430

$36,721

$43,052

$53,773

Average spending of consumer units, index

100

110

73

85

107

Entertainment, spending index

100

122

52

63

113

FEES AND ADMISSIONS Recreation expenses on trips Social, recreation, civic club membership Fees for participant sports Participant sports on trips Movie, theater, amusement park, and other admissions Movie, other admissions on trips Admission to sports events Admission to sports events on trips Fees for recreational lessons Other entertainment services on trips

100 100 100 100 100 100 100 100 100 100 100

110 119 75 31 101 92 148 86 148 237 119

34 26 31 28 12 49 28 49 28 32 26

59 92 31 42 63 80 72 44 72 67 92

117 113 121 120 119 111 116 116 116 116 113

AUDIO AND VISUAL EQUIPMENT AND SERVICES Radios Television sets Tape recorders and players Cable and satellite television services Miscellaneous video equipment Satellite radio service Sound equipment accessories Online gaming services VCRs and video disc players Video game hardware and software Video cassettes, tapes, and discs Streamed and downloaded video Repair of TV, radio, and sound equipment Rental of television sets Personal digital audio players Sound components and component systems Satellite dishes Compact discs, records, and audio tapes Streamed and downloaded audio Rental of VCR, radio, and sound equipment Musical instruments and accessories Rental and repair of musical instruments Rental of video cassettes, tapes, discs, ﬁlms Rental of computer and video game hardware and software Installation of television sets

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

83 52 89 102 74 281 93 83 62 163 134 55 111 67 – 150 108 30 74 56 – 30 51 81 235 118

86 49 69 – 96 25 46 35 24 73 131 70 53 69 79 61 30 61 88 33 – 22 8 53 40 89

82 67 93 99 79 28 94 80 60 69 113 70 54 72 105 96 97 63 81 54 28 18 23 81 10 75

105 114 106 115 104 122 110 113 118 109 93 109 116 110 103 107 112 115 105 118 128 125 126 110 125 105

PETS, TOYS, HOBBIES, AND PLAYGROUND EQUIPMENT

100

243

34

54

117

Pets Pet food Pet purchase, supplies, and medicines Pet services Veterinarian services

100 100 100 100 100

– – – – –

27 39 32 12 16

46 51 64 28 30

119 116 116 125 123

Toys, games, hobbies, and tricycles

100

60

70

93

105

Stamp and coin collecting

100

199

21

14

126

Playground equipment

100

4

34

67

115

32 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

OTHER ENTERTAINMENT SUPPLIES, EQUIPMENT, SERVICES

100

41

28

40

120

Recreational vehicles (boats, campers, trailers)

100

–

13

22

126

Rental of recreational vehicles

100

248

42

47

117

Docking and landing fees

100

–

32

3

125

Sports, recreation, exercise equipment

100

68

45

55

115

Athletic gear, game tables, exercise equipment

100

41

60

68

112

Bicycles

100

49

34

90

112

Camping equipment

100

48

108

87

100

Hunting and ﬁshing equipment

100

72

24

20

123

Winter sports equipment

100

61

2

46

124

Water sports equipment

100

30

40

17

122

Other sports equipment

100

62

21

103

112

Global positioning system devices

100

253

–

–

130

Rental and repair of miscellaneous sports equipment

100

4

6

41

124

Photographic equipment and supplies

100

95

37

47

118

Film

100

72

55

53

114

Other photographic supplies

100

55

188

45

94

Photo processing

100

62

43

50

117

Repair and rental of photographic equipment

100

22

124

115

95

Photographic equipment

100

183

25

64

117

Photographer fees

100

35

31

27

121

Fireworks

100

–

39

–

123

Pinball, electronic video games

100

–

27

–

126

Live entertainment for catered affairs

100

4

19

97

113

Rental of party supplies for catered affairs

100

43

16

167

103

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 33

Table 12. Entertainment: Total spending by race and Hispanic origin, 2008 (total annual spending on entertainment, by consumer unit race and Hispanic origin groups, 2008; consumer units and dollars in thousands) total consumer units 120,770 $6,097,154,366

Asian 4,609 $255,477,930

black 14,832 $544,648,987

Hispanic 13,975 $601,658,548

non-Hispanic white and other 92,214 $4,958,594,836

342,360,004

15,886,163

21,926,739

24,979,055

295,341,155

74,355,674 2,844,134 15,396,967 10,869,300 3,318,760 14,294,337 5,416,535 5,555,420 1,805,512 12,009,369 2,844,134

3,132,507 129,190 439,468 129,928 128,130 500,906 306,176 182,102 102,043 1,085,327 129,190

3,110,864 90,475 592,093 370,652 50,577 856,845 184,658 335,055 61,404 478,480 90,475

5,091,093 303,956 557,044 532,168 243,165 1,328,743 449,855 284,531 149,952 937,583 303,956

66,158,012 2,450,126 14,263,662 9,935,136 3,025,541 12,123,375 4,783,140 4,936,215 1,594,380 10,596,311 2,450,126

125,132,212 339,364 19,864,250 438,395 70,478,957 591,773 1,780,150 1,100,215 243,955 1,491,510 10,385,012 4,129,126 135,262 456,511 74,877 1,637,641 943,214 178,740 2,737,856 660,612 47,100 3,637,592 201,686 3,298,229 24,154 124,393

3,976,092 6,729 671,255 17,099 2,002,288 63,558 62,867 35,028 5,807 92,687 531,879 86,234 5,715 11,661 – 93,609 38,808 2,074 77,109 14,057 – 41,804 3,918 102,458 2,166 5,623

13,262,033 20,320 1,688,178 – 8,338,995 18,243 101,303 46,869 7,268 133,785 1,670,380 352,853 8,751 38,563 7,268 122,512 34,262 13,349 296,047 26,549 – 99,523 1,928 215,212 1,187 13,645

11,897,896 26,133 2,145,722 50,031 6,473,080 19,425 193,554 101,598 17,050 119,207 1,355,016 334,422 8,525 38,012 9,084 180,976 105,372 12,997 255,743 41,087 1,537 77,002 5,311 307,869 280 10,761

100,158,236 294,163 16,040,625 386,377 55,796,847 549,595 1,492,023 947,038 220,391 1,241,200 7,385,419 3,445,115 119,878 381,766 59,017 1,334,337 804,106 156,764 2,189,160 596,625 46,107 3,462,636 193,649 2,776,564 23,054 99,591

PETS, TOYS, HOBBIES, PLAYGROUND EQUIPMENT

84,974,980

7,876,643

3,584,894

5,304,770

75,802,674

Pets Pet food Pet purchase, supplies, and medicines Pet services Veterinarian services

68,945,178 19,701,210 19,807,488 4,440,713 24,994,559

– – – – –

2,263,067 936,048 773,044 65,112 489,011

3,658,935 1,161,742 1,478,276 142,545 876,372

62,764,537 17,512,361 17,567,689 4,232,623 23,451,864

Toys, games, hobbies, and tricycles

Number of consumer units Total spending of all consumer units Entertainment, total spending FEES AND ADMISSIONS Recreation expenses on trips Social, recreation, civic club membership Fees for participant sports Participant sports on trips Movie, theater, amusement park, and other admissions Movie, other admissions on trips Admission to sports events Admission to sports events on trips Fees for recreational lessons Other entertainment services on trips AUDIO AND VISUAL EQUIPMENT AND SERVICES Radios Television sets Tape recorders and players Cable and satellite television services Miscellaneous video equipment Satellite radio service Sound equipment accessories Online gaming services VCRs and video disc players Video game hardware and software Video cassettes, tapes, and discs Streamed and downloaded video Repair of TV, radio, and sound equipment Rental of television sets Personal digital audio players Sound components and component systems Satellite dishes Compact discs, records, and audio tapes Streamed and downloaded audio Rental of VCR, radio, and sound equipment Musical instruments and accessories Rental and repair of musical instruments Rental of video cassettes, tapes, discs, ﬁlms Rental of computer and video game hardware and software Installation of television sets

14,800,364

336,964

1,279,260

1,585,883

11,910,360

Stamp and coin collecting

572,450

43,463

14,832

9,084

548,673

Playground equipment

656,989

1,014

27,736

51,009

579,104

34 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

$57,897,138

$900,921

$1,968,948

$2,685,296

$53,222,232

26,333,899

–

412,181

660,039

25,261,103

Rental of recreational vehicles

605,058

57,336

31,444

32,981

540,374

Docking and landing fees

780,174

–

30,406

2,516

746,933

17,937,968

467,076

999,380

1,149,723

15,784,270

Athletic gear, game tables, exercise equipment

6,812,636

105,592

499,690

537,059

5,810,404

Bicycles

1,720,973

32,125

72,084

179,579

1,469,891

Camping equipment

2,012,028

37,010

266,086

203,197

1,542,740

Hunting and ﬁshing equipment

3,949,179

109,003

118,211

92,794

3,710,691

Winter sports equipment

316,417

7,328

593

16,910

298,773

Water sports equipment

400,956

4,563

19,578

7,686

373,467

Other sports equipment

798,290

18,943

20,468

95,589

682,384

1,576,049

151,959

–

–

1,562,105

OTHER ENTERTAINMENT SUPPLIES, EQUIPMENT, SERVICES Recreational vehicles (boats, campers, trailers)

Sports, recreation, exercise equipment

Global positioning system devices Rental and repair of miscellaneous sports equipment

350,233

507

2,521

16,770

332,893

9,447,837

341,343

433,391

508,411

8,495,676

Film

361,102

9,909

24,324

21,941

314,450

Other photographic supplies

264,486

5,531

60,960

13,696

189,961

1,682,326

39,914

89,289

96,567

1,498,478

Photographic equipment and supplies

Photo processing Repair and rental of photographic equipment

89,370

737

13,645

11,879

64,550

Photographic equipment

3,373,106

236,027

105,159

251,131

3,017,242

Photographer fees

3,677,447

49,178

140,014

113,198

3,410,996

Fireworks

187,194

–

8,899

–

176,129

Pinball, electronic video games

181,155

–

5,933

–

174,284

Live entertainment for catered affairs

885,244

1,383

20,468

99,223

766,298

1,013,260

16,454

19,578

195,650

797,651

Rental of party supplies for catered affairs

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Numbers may not add to total because of rounding and missing subcategories. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 35

Table 13. Entertainment: Market shares by race and Hispanic origin, 2008 (percentage of total annual spending on entertainment accounted for by consumer unit race and Hispanic origin groups, 2008) total consumer units

Asian

black

Hispanic

non-Hispanic white and other

Share of total consumer units

100.0%

3.8%

12.3%

11.6%

Share of total before-tax income

100.0

4.6

8.4

9.0

82.7

Share of total spending

100.0

4.2

8.9

9.9

81.3

Share of entertainment spending

100.0

4.6

6.4

7.3

86.3

FEES AND ADMISSIONS Recreation expenses on trips Social, recreation, civic club membership Fees for participant sports Participant sports on trips Movie, theater, amusement park, and other admissions Movie, other admissions on trips Admission to sports events Admission to sports events on trips Fees for recreational lessons Other entertainment services on trips

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

4.2 4.5 2.9 1.2 3.9 3.5 5.7 3.3 5.7 9.0 4.5

4.2 3.2 3.8 3.4 1.5 6.0 3.4 6.0 3.4 4.0 3.2

6.8 10.7 3.6 4.9 7.3 9.3 8.3 5.1 8.3 7.8 10.7

89.0 86.1 92.6 91.4 91.2 84.8 88.3 88.9 88.3 88.2 86.1

AUDIO AND VISUAL EQUIPMENT AND SERVICES Radios Television sets Tape recorders and players Cable and satellite television services Miscellaneous video equipment Satellite radio service Sound equipment accessories Online gaming services VCRs and video disc players Video game hardware and software Video cassettes, tapes, and discs Streamed and downloaded video Repair of TV, radio, and sound equipment Rental of television sets Personal digital audio players Sound components and component systems Satellite dishes Compact discs, records, and audio tapes Streamed and downloaded audio Rental of VCR, radio, and sound equipment Musical instruments and accessories Rental and repair of musical instruments Rental of video cassettes, tapes, discs, ﬁlms Rental of computer and video game hardware and software Installation of television sets

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

3.2 2.0 3.4 3.9 2.8 10.7 3.5 3.2 2.4 6.2 5.1 2.1 4.2 2.6 – 5.7 4.1 1.2 2.8 2.1 – 1.1 1.9 3.1 9.0 4.5

10.6 6.0 8.5 – 11.8 3.1 5.7 4.3 3.0 9.0 16.1 8.5 6.5 8.4 9.7 7.5 3.6 7.5 10.8 4.0 – 2.7 1.0 6.5 4.9 11.0

9.5 7.7 10.8 11.4 9.2 3.3 10.9 9.2 7.0 8.0 13.0 8.1 6.3 8.3 12.1 11.1 11.2 7.3 9.3 6.2 3.3 2.1 2.6 9.3 1.2 8.7

80.0 86.7 80.8 88.1 79.2 92.9 83.8 86.1 90.3 83.2 71.1 83.4 88.6 83.6 78.8 81.5 85.3 87.7 80.0 90.3 97.9 95.2 96.0 84.2 95.4 80.1

PETS, TOYS, HOBBIES, PLAYGROUND EQUIPMENT

100.0

9.3

4.2

6.2

89.2

Pets Pet food Pet purchase, supplies, and medicines Pet services Veterinarian services

100.0 100.0 100.0 100.0 100.0

– – – – –

3.3 4.8 3.9 1.5 2.0

5.3 5.9 7.5 3.2 3.5

91.0 88.9 88.7 95.3 93.8

Toys, games, hobbies, and tricycles

100.0

2.3

8.6

10.7

80.5

Stamp and coin collecting

100.0

7.6

2.6

1.6

95.8

Playground equipment

100.0

0.2

4.2

7.8

88.1

36 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

76.4%

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

OTHER ENTERTAINMENT SUPPLIES, EQUIPMENT, SERVICES

100.0%

3.4%

4.6%

91.9%

Recreational vehicles (boats, campers, trailers)

100.0

1.6% –

1.6

2.5

95.9

Rental of recreational vehicles

100.0

9.5

5.2

5.5

89.3

Docking and landing fees

100.0

–

3.9

0.3

95.7

Sports, recreation, exercise equipment

100.0

2.6

5.6

6.4

88.0

Athletic gear, game tables, exercise equipment

100.0

1.5

7.3

7.9

85.3

Bicycles

100.0

1.9

4.2

10.4

85.4

Camping equipment

100.0

1.8

13.2

10.1

76.7

Hunting and ﬁshing equipment

100.0

2.8

3.0

2.3

94.0

Winter sports equipment

100.0

2.3

0.2

5.3

94.4

Water sports equipment

100.0

1.1

4.9

1.9

93.1

Other sports equipment

100.0

2.4

2.6

12.0

85.5

Global positioning system devices

100.0

9.6

–

–

99.1

Rental and repair of miscellaneous sports equipment

100.0

0.1

0.7

4.8

95.0

Photographic equipment and supplies

100.0

3.6

4.6

5.4

89.9

Film

100.0

2.7

6.7

6.1

87.1

Other photographic supplies

100.0

2.1

23.0

5.2

71.8

Photo processing

100.0

2.4

5.3

5.7

89.1

Repair and rental of photographic equipment

100.0

0.8

15.3

13.3

72.2

Photographic equipment

100.0

7.0

3.1

7.4

89.4

Photographer fees

100.0

1.3

3.8

3.1

92.8

Fireworks

100.0

–

4.8

–

94.1

Pinball, electronic video games

100.0

–

3.3

–

96.2

Live entertainment for catered affairs

100.0

0.2

2.3

11.2

86.6

Rental of party supplies for catered affairs

100.0

1.6

1.9

19.3

78.7

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 37

Spending on Financial Products and Services, 2008 Trends in spending on ﬁnancial products and services have been mixed since 2000. Spending on cash contributions (a category that includes child support as well as gifts to charities) rose 17 percent between 2000 and 2008, after adjusting for inﬂation, but that includes an 13 percent drop in contributions from 2006 to 2008 as the Great Recession reigned in discretionary spending. Spending on life and other personal insurance fell 36 percent between 2000 and 2008. Households spent considerably less on federal and state income taxes, but other taxes rose 17 percent. Minority households spend less than average on ﬁnancial products and services and cash contributions, but exceed average spending in some categories. Asians spend more than three times the average on cash contributions to educational institutions. Hispanics spend 13 percent more than the average household on child support. Along with funeral expenses, child support is the only ﬁnancial item on which black households spend more than average and non-Hispanic whites spend less. Asians, who have the highest incomes, spend 21 percent above average on personal insurance and pensions and 34 percent more than average on personal taxes.Blacks and Hispanics spend less than average on those categories because many work in low-paying, entry-level jobs.

38 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Table 14. Financial: Average spending by race and Hispanic origin, 2008 (average annual spending of consumer units on ﬁnancial products and services, cash contributions, and miscellaneous items, by race and Hispanic origin of consumer unit reference person, 2008) total consumer units 120,770 2.5 $63,563.00 50,485.67

Asian 4,609 2.7 $75,917.00 55,430.23

black 14,832 2.5 $43,722.00 36,721.21

Hispanic 13,975 3.2 $49,317.00 43,052.49

non-Hispanic white and other 92,214 2.4 $68,842.00 53,772.69

839.59 3.89 61.46 143.26 56.55 3.73 21.32 20.14 62.08 46.20 0.26 179.99 50.65 171.78 1.70 7.56 7.28

736.43 – 140.65 160.11 28.08 5.48 11.23 2.63 44.97 11.15 – 128.61 55.52 134.79 1.46 11.76 –

565.28 – 35.28 69.87 58.40 0.91 19.77 1.71 32.97 40.87 – 183.60 30.11 82.82 0.92 5.26 2.19

585.67 – 30.59 63.75 59.31 1.01 15.07 15.55 33.50 38.43 0.01 165.44 33.80 119.41 0.89 6.14 1.37

920.64 5.04 69.86 166.80 55.68 4.59 22.53 23.77 70.99 48.04 0.34 181.96 56.44 193.58 1.94 8.13 8.98

CASH CONTRIBUTIONS Support for college students Alimony expenditures Child support expenditures Gifts of stocks, bonds, and mutual funds to members of other households Cash contributions to charities Cash contributions to church, religious organizations Cash contributions to educational institutions Cash contributions to political organizations Cash gifts to members of other households

1,736.53 104.95 39.15 185.12

1,165.15 112.04 15.65 44.25

1,171.19 50.37 7.24 222.10

1,009.98 37.61 22.82 208.65

1,934.99 123.64 46.66 175.33

21.42 168.83 744.52 45.52 17.89 409.13

– 1 6.04 361.67 151.18 14.53 349.79

5.50 44.09 683.44 14.60 10.82 133.03

0.18 54.84 213.65 – 4.51 377.63

27.14 205.75 833.59 43.62 21.11 458.15

PERSONAL INSURANCE AND PENSIONS Life and other personal insurance Life, endowment, annuity, other personal insurance Other nonhealth insurance Pensions and Social Security Deductions for government retirement Deductions for railroad retirement Deductions for private pensions Nonpayroll deposit to retirement plans Deductions for Social Security

5,605.05 316.83 303.40 13.44 5,288.21 91.33 8.55 605.00 524.48 4,058.85

6,759.58 331.71 326.39 5.33 6,427.87 108.30 – 729.15 426.17 5,164.25

3,532.22 254.12 239.51 14.61 3,278.10 49.58 2.20 229.69 109.37 2,887.25

4,123.64 116.21 113.82 2.39 4,007.43 27.47 4.43 252.35 189.12 3,534.06

6,155.78 357.00 342.06 14.95 5,798.78 107.47 10.17 717.25 640.71 4,323.18

PERSONAL TAXES Federal income taxes Federal income tax deducted Additional federal income tax paid Federal income tax refunds 2008 tax stimulus State and local income taxes State and local income tax deducted Additional state and local income tax paid State and local income tax refunds

1,788.99 1,817.03 2,080.22 591.18 –854.38 –783.67 542.23 546.93 113.54 –118.24

2,388.92 2,202.43 2,518.31 321.91 –637.79 –690.61 688.77 711.85 83.22 –106.29

240.18 538.68 1,163.62 142.72 –767.67 –638.14 233.63 294.59 13.53 –74.49

361.77 730.75 1,560.85 128.42 –958.53 –715.11 247.36 314.75 16.76 –84.15

2,252.35 2,184.58 2,304.96 731.85 –852.24 816.32 636.56 622.80 143.99 –130.23

213.41

188.32

106.01

98.78

247.53

Number of consumer units (in 000s) Average number of persons per consumer unit Average before-tax income of consumer units Average spending of consumer units, total FINANCIAL PRODUCTS AND SERVICES Miscellaneous fees Lottery and gambling losses Legal fees Funeral expenses Safe deposit box rental Checking accounts, other bank service charges Cemetery lots, vaults, and maintenance fees Accounting fees Miscellaneous personal services Dating services Finance charges, except mortgage and vehicles Occupational expenses Expenses for other properties Credit card memberships Shopping club membership fees Vacation clubs

Other taxes

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Subcategories may not add to total because some are not shown. “–” means sample is too small to make a reliable estimate. Source: Bureau of Labor Statistics, unpublished tables from the 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 39

Table 15. Financial: Indexed spending by race and Hispanic origin, 2008 (indexed average annual spending of consumer units on ﬁnancial products and services, cash contributions, and miscellaneous items, by race and Hispanic origin of consumer unit reference person, 2008; index deﬁnition: an index of 100 is the average for all consumer units; an index of 132 means that spending by consumer units in that group is 32 percent above the average for all consumer units; an index of 68 indicates spending that is 32 percent below the average for all consumer units)

Average spending of consumer units, total

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

$50,486

$55,430

$36,721

$43,052

$53,773

Average spending of consumer units, index

100

110

73

85

107

FINANCIAL PRODUCTS AND SERVICES Miscellaneous fees Lottery and gambling losses Legal fees Funeral expenses Safe deposit box rental Checking accounts, other bank service charges Cemetery lots, vaults, and maintenance fees Accounting fees Miscellaneous personal services Dating services Finance charges, except mortgage and vehicles Occupational expenses Expenses for other properties Credit card memberships Shopping club membership fees Vacation clubs

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

88 – 229 112 50 147 53 13 72 24 – 71 110 78 86 156 –

67 – 57 49 103 24 93 8 53 88 – 102 59 48 54 70 30

70 – 50 44 105 27 71 77 54 83 4 92 67 70 52 81 19

110 130 114 116 98 123 106 118 114 104 131 101 111 113 114 108 123

CASH CONTRIBUTIONS Support for college students Alimony expenditures Child support expenditures Gifts of stocks, bonds, and mutual funds to members of other households Cash contributions to charities Cash contributions to church, religious organizations Cash contributions to educational institutions Cash contributions to political organizations Cash gifts to members of other households

100 100 100 100

67 107 40 24

67 48 18 120

58 36 58 113

111 118 119 95

100 100 100 100 100 100

– 69 49 332 81 85

26 26 92 32 60 33

1 32 29 – 25 92

127 122 112 96 118 112

PERSONAL INSURANCE AND PENSIONS

100

121

63

74

110

Life and other personal insurance Life, endowment, annuity, other personal insurance Other nonhealth insurance

100 100 100

105 108 40

80 79 109

37 38 18

113 113 111

Pensions and Social Security Deductions for government retirement Deductions for railroad retirement Deductions for private pensions Nonpayroll deposit to retirement plans Deductions for Social Security

100 100 100 100 100 100

122 119 – 121 81 127

62 54 26 38 21 71

76 30 52 42 36 87

110 118 119 119 122 107

PERSONAL TAXES

100

134

13

20

126

Federal income taxes Federal income tax deducted Additional federal income tax paid Federal income tax refunds

100 100 100 100

121 121 54 75

30 56 24 90

40 75 22 112

120 111 124 100

2008 tax stimulus

100

88

81

91

104

State and local income taxes State and local income tax deducted Additional state and local income tax paid State and local income tax refunds

100 100 100 100

127 130 73 90

43 54 12 63

46 58 15 71

117 114 127 110

Other taxes

100

88

50

46

116

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

40 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Table 16. Financial: Total spending by race and Hispanic origin, 2008 (total annual spending on ﬁnancial products and services, cash contributions, and miscellaneous items, by consumer unit race and Hispanic origin groups, 2008; consumer units and dollars in thousands) total consumer units Number of consumer units

Asian

black

Hispanic

non-Hispanic white and other

120,770

4,609

14,832

13,975

92,214

$6,097,154,366

$255,477,930

$544,648,987

$601,658,548

$4,958,594,836

FINANCIAL PRODUCTS AND SERVICES Miscellaneous fees Lottery and gambling losses Legal fees Funeral expenses Safe deposit box rental Checking accounts, other bank service charges Cemetery lots, vaults, and maintenance fees Accounting fees Miscellaneous personal services Dating services Finance charges, except mortgage and vehicles Occupational expenses Expenses for other properties Credit card memberships Shopping club membership fees Vacation clubs

101,397,284 469,795 7,422,524 17,301,510 6,829,544 450,472 2,574,816 2,432,308 7,497,402 5,579,574 31,400 21,737,392 6,117,001 20,745,871 205,309 913,021 879,206

3,394,206 – 648,256 737,947 129,421 25,257 51,759 12,122 207,267 51,390 – 592,763 255,892 621,247 6,729 54,202 –

8,384,233 – 523,273 1,036,312 866,189 13,497 293,229 25,363 489,011 606,184 – 2,723,155 446,592 1,228,386 13,645 78,016 32,482

8,184,738 – 427,495 890,906 828,857 14,115 210,603 217,311 468,163 537,059 140 2,312,024 472,355 1,668,755 12,438 85,807 19,146

84,895,897 464,759 6,442,070 15,381,295 5,134,476 423,262 2,077,581 2,191,927 6,546,272 4,429,961 31,353 16,779,259 5,204,558 17,850,786 178,895 749,700 828,082

CASH CONTRIBUTIONS Support for college students Alimony expenditures Child support expenditures Gifts of stocks, bonds, and mutual funds to members of other households Cash contributions to charities Cash contributions to church, religious organizations Cash contributions to educational institutions Cash contributions to political organizations Cash gifts to members of other households

209,720,728 12,674,812 4,728,146 22,356,942

5,370,176 516,392 72,131 203,948

17,371,090 747,088 107,384 3,294,187

14,114,471 525,600 318,910 2,915,884

178,433,168 11,401,339 4,302,705 16,167,881

2,586,893 20,389,599 89,915,680 5,497,450 2,160,575 49,410,630

– 534,828 1,666,937 696,789 66,969 1,612,182

81,576 653,943 10,136,782 216,547 160,482 1,973,101

2,516 766,389 2,985,759 – 63,027 5,277,379

2,502,688 18,973,031 76,868,668 4,022,375 1,946,638 42,247,844

PERSONAL INSURANCE AND PENSIONS

676,921,889

31,154,904

52,389,887

57,627,869

567,649,097

38,263,559 36,641,618 1,623,149

1,528,851 1,504,332 24,566

3,769,108 3,552,412 216,696

1,624,035 1,590,635 33,400

32,920,398 31,542,721 1,378,599

Pensions and Social Security Deductions for government retirement Deductions for railroad retirement Deductions for private pensions Nonpayroll deposit to retirement plans Deductions for Social Security

638,657,122 11,029,924 1,032,584 73,065,850 63,341,450 490,187,315

29,626,053 499,155 – 3,360,652 1,964,218 23,802,028

48,620,779 735,371 32,630 3,406,762 1,622,176 42,823,692

56,003,834 383,893 61,909 3,526,591 2,642,952 49,388,489

534,728,699 9,910,239 937,816 66,140,492 59,082,432 398,657,721

PERSONAL TAXES

216,056,322

11,010,532

3,562,350

5,055,736

207,698,203

Federal income taxes Federal income tax deducted Additional federal income tax paid Federal income tax refunds

219,442,713 251,228,169 71,396,809 -103,183,473

10,151,000 11,606,891 1,483,683 -2,939,574

7,989,702 17,258,812 2,116,823 -11,386,081

10,212,231 21,812,879 1,794,670 -13,395,457

201,448,860 212,549,581 67,486,816 -78,588,459

2008 tax stimulus

-94,643,826

-3,183,021

-9,464,892

-9,993,662

-75,276,132

State and local income taxes State and local income tax deducted Additional state and local income tax paid State and local income tax refunds

65,485,117 66,052,736 13,712,226 -14,279,845

3,174,541 3,280,917 383,561 -489,891

3,465,200 4,369,359 200,677 -1,104,836

3,456,856 4,398,631 234,221 -1,175,996

58,699,744 57,430,879 13,277,894 -12,009,029

25,773,526

867,967

1,572,340

1,380,451

22,825,731

Total spending of all consumer units

Life and other personal insurance Life, endowment, annuity, other personal insurance Other nonhealth insurance

Other taxes

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Numbers may not add to total because of rounding and missing subcategories. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 41

Table 17. Financial: Market shares by race and Hispanic origin, 2008 (percentage of total annual spending on ﬁnancial products and services, cash contributions, and miscellaneous items accounted for by consumer unit race and Hispanic origin groups, 2008) total consumer units

Asian

black

Hispanic

non-Hispanic white and other

Share of total consumer units

100.0%

3.8%

12.3%

11.6%

Share of total before-tax income

100.0

4.6

8.4

9.0

76.4% 82.7

Share of total spending

100.0

4.2

8.9

9.9

81.3

FINANCIAL PRODUCTS AND SERVICES Miscellaneous fees Lottery and gambling losses Legal fees Funeral expenses Safe deposit box rental Checking accounts, other bank service charges Cemetery lots, vaults, and maintenance fees Accounting fees Miscellaneous personal services Dating services Finance charges, except mortgage and vehicles Occupational expenses Expenses for other properties Credit card memberships Shopping club membership fees Vacation clubs

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

3.3 – 8.7 4.3 1.9 5.6 2.0 0.5 2.8 0.9 – 2.7 4.2 3.0 3.3 5.9 –

8.3 – 7.0 6.0 12.7 3.0 11.4 1.0 6.5 10.9 – 12.5 7.3 5.9 6.6 8.5 3.7

8.1 – 5.8 5.1 12.1 3.1 8.2 8.9 6.2 9.6 0.4 10.6 7.7 8.0 6.1 9.4 2.2

83.7 98.9 86.8 88.9 75.2 94.0 80.7 90.1 87.3 79.4 99.8 77.2 85.1 86.0 87.1 82.1 94.2

CASH CONTRIBUTIONS Support for college students Alimony expenditures Child support expenditures Gifts of stocks, bonds, and mutual funds to members of other households Cash contributions to charities Cash contributions to church, religious organizations Cash contributions to educational institutions Cash contributions to political organizations Cash gifts to members of other households

100.0 100.0 100.0 100.0

2.6 4.1 1.5 0.9

8.3 5.9 2.3 14.7

6.7 4.1 6.7 13.0

85.1 90.0 91.0 72.3

100.0 100.0 100.0 100.0 100.0 100.0

– 2.6 1.9 12.7 3.1 3.3

3.2 3.2 11.3 3.9 7.4 4.0

0.1 3.8 3.3 – 2.9 10.7

96.7 93.1 85.5 73.2 90.1 85.5

PERSONAL INSURANCE AND PENSIONS

100.0

4.6

7.7

8.5

83.9

Life and other personal insurance Life, endowment, annuity, other personal insurance Other nonhealth insurance

100.0 100.0 100.0

4.0 4.1 1.5

9.9 9.7 13.4

4.2 4.3 2.1

86.0 86.1 84.9

Pensions and Social Security Deductions for government retirement Deductions for railroad retirement Deductions for private pensions Nonpayroll deposit to retirement plans Deductions for Social Security

100.0 100.0 100.0 100.0 100.0 100.0

4.6 4.5 – 4.6 3.1 4.9

7.6 6.7 3.2 4.7 2.6 8.7

8.8 3.5 6.0 4.8 4.2 10.1

83.7 89.8 90.8 90.5 93.3 81.3

PERSONAL TAXES

100.0

5.1

1.6

2.3

96.1

Federal income taxes Federal income tax deducted Additional federal income tax paid Federal income tax refunds

100.0 100.0 100.0 100.0

4.6 4.6 2.1 2.8

3.6 6.9 3.0 11.0

4.7 8.7 2.5 13.0

91.8 84.6 94.5 76.2

2008 tax stimulus

100.0

3.4

10.0

10.6

79.5

State and local income taxes State and local income tax deducted Additional state and local income tax paid State and local income tax refunds

100.0 100.0 100.0 100.0

4.8 5.0 2.8 3.4

5.3 6.6 1.5 7.7

5.3 6.7 1.7 8.2

89.6 86.9 96.8 84.1

Other taxes

100.0

3.4

6.1

5.4

88.6

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

42 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Spending on Food and Alcoholic Beverages, 2008 The average household spent 1 percent more on food away from home (primarily sit-down meals and takeouts from restaurants) in 2008 than in 2000, after adjusting for inﬂation, but the ﬁgure fell 6 percent between 2006 and 2008 as the recession set in. Spending on food at home (groceries) held fairly steady between 2000 and 2008, but climbed nearly 3 percent between 2006 and 2008 as people stayed home rather than went out for meals. Overall, Americans devoted 12.8 percent of their expenditures to food in 2008, down from 13.6 percent in 2000. Spending on alcoholic beverages fell by nearly 5 percent between 2000 and 2008, after adjusting for inﬂation. Asians spend the most on food overall because they are the most-afﬂuent households. In 2008, Asian households devoted $7,089 to food, 10 percent more than the average household. Asian households spend 5 percent more than average on food at home (groceries) and 17 percent more on food away from home—primarily restaurant meals. Asians spend 74 percent more than average on fresh vegetables and more than ﬁve times the average on rice. Hispanic households are average spenders on food even though they have the largest households—an average of 3.2 persons per Hispanic household versus 2.5 people in the average household. Hispanics spend 5 percent less than average on food away from home—yet they spend well more than the average household on breakfast away from home. Blacks spend 29 percent less than the average household on food overall, but they spend more than the average household on a number of grocery categories including pork, poultry, fresh ﬁsh and shellﬁsh, sugar, noncarbonated fruit-ﬂavored drinks, and dinner at employer and school cafeterias. Asians, blacks, and Hispanics spend signiﬁcantly less than the average household on alcoholic beverages.

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 43

Table 18. Food and Alcohol: Average spending by race and Hispanic origin, 2008 (average annual spending of consumer units on food and alcoholic beverages, by race and Hispanic origin of consumer unit reference person, 2008) total consumer units 120,770 2.5 $63,563.00 50,485.67

Asian 4,609 2.7 $75,917.00 55,430.23

black 14,832 2.5 $43,722.00 36,721.21

Hispanic 13,975 3.2 $49,317.00 43,052.49

non-Hispanic white and other 92,214 2.4 $68,842.00 53,772.69

Food, average spending Alcoholic beverages, average spending

6,442.52 444.17

7,089.12 299.97

4,593.63 205.05

6,595.55 296.59

6,706.44 501.85

FOOD AT HOME Cereals and bakery products Cereals and cereal products Flour Prepared ﬂour mixes Ready-to-eat and cooked cereals Rice Pasta, cornmeal, and other cereal products Bakery products Bread White bread Bread, other than white Cookies and crackers Cookies Crackers Frozen and refrigerated bakery products Other bakery products Biscuits and rolls Cakes and cupcakes Bread and cracker products Sweetrolls, coffee cakes, doughnuts Pies, tarts, turnovers

3,744.50 506.95 169.60 7.92 11.88 93.88 25.32 30.59 337.35 98.60 36.96 61.64 81.83 46.85 34.99 26.10 130.81 49.28 40.13 4.71 21.98 14.71

3,942.58 562.16 256.44 11.29 6.77 62.67 133.48 42.24 305.72 100.16 36.64 63.52 60.34 36.98 23.36 17.65 127.58 42.42 53.61 3.37 16.17 12.00

2,825.26 381.98 147.99 6.71 8.01 86.88 24.18 22.21 233.99 74.50 34.77 39.72 55.01 35.25 19.76 17.30 87.19 26.32 32.74 3.09 14.39 10.65

4,039.38 508.84 190.53 11.36 8.14 99.20 44.37 27.46 318.31 108.44 46.21 62.23 70.07 42.44 27.62 19.61 120.19 37.77 45.14 4.20 22.94 10.14

3,842.49 525.91 169.97 7.61 13.02 94.22 22.75 32.37 355.94 100.79 35.91 64.88 87.65 49.27 38.38 28.34 139.16 54.48 40.68 5.02 23.01 15.97

846.32 238.87 89.99 39.10 10.04 6.25 22.80 87.41 13.19 22.90 51.32 22.38 162.98 29.18 31.94 33.37 32.83 0.54 28.32 40.17 106.48 20.51 73.61 18.40 55.22

1,010.33 199.79 62.57 29.44 7.82 4.27 17.35 76.81 12.22 21.38 43.22 30.97 192.71 20.32 38.64 31.62 30.23 1.38 20.70 81.44 72.43 16.12 50.10 12.83 37.27

848.09 208.16 92.59 29.93 9.85 2.95 17.13 59.37 9.78 13.18 36.41 26.27 173.78 30.20 42.61 24.30 24.03 0.26 35.67 41.01 85.47 17.02 50.07 13.68 36.39

1,038.60 306.76 100.11 45.26 12.98 8.67 23.62 119.79 25.36 28.30 66.12 41.60 190.17 28.50 40.85 44.01 43.12 0.90 28.87 47.94 99.85 23.28 62.45 16.85 45.61

818.43 233.99 88.19 39.65 9.71 6.45 23.50 87.15 11.94 23.62 51.59 19.00 157.42 29.10 29.19 33.21 32.68 0.53 27.07 38.86 110.66 20.61 78.92 19.35 59.57

12.35

6.21

18.39

14.12

11.14

Number of consumer units (in 000s) Average number of persons per consumer unit Average before-tax income of consumer units Average spending of consumer units, total

Meats, poultry, ﬁsh, and eggs Beef Ground beef Roast Chuck roast Round roast Other roast Steak Round steak Sirloin steak Other steak Other beef Pork Bacon Pork chops Ham Ham, not canned Canned ham Sausage Other pork Other meats Frankfurters Lunch meats (cold cuts) Bologna, liverwurst, salami Other lunch meats Lamb, organ meats, and others

44 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

$159.05

$187.24

$189.87

$213.94

$146.32

126.67

163.71

155.69

193.91

112.34

Fresh and frozen whole chicken

32.88

50.56

35.38

65.82

27.64

Fresh and frozen chicken parts

93.79

113.15

120.31

128.09

84.70

Other poultry

32.38

23.53

34.18

20.03

33.98

Fish and seafood

127.88

304.45

143.74

152.36

121.93

Poultry Fresh and frozen chicken

Canned ﬁsh and seafood

16.57

18.65

17.00

16.97

16.70

Fresh ﬁsh and shellﬁsh

67.45

185.64

77.50

87.10

62.86

Frozen ﬁsh and shellﬁsh

43.86

100.17

49.24

48.30

42.37

51.06

53.70

47.08

75.52

48.11

429.54

325.56

262.92

429.26

454.95

Eggs Dairy products Fresh milk and cream Fresh milk, all types Cream Other dairy products

168.12

172.29

116.23

194.50

172.05

149.86

161.29

108.27

178.69

151.88

18.26

11.00

7.96

15.81

20.16

261.42

153.27

146.69

234.76

282.90

Butter

21.28

11.33

14.17

13.47

23.50

Cheese

133.97

57.26

66.53

128.66

145.02

Ice cream and related products

60.50

47.58

37.65

47.84

65.91

Miscellaneous dairy products

45.67

37.10

28.34

44.79

48.48

Fruits and vegetables

656.88

851.77

446.68

788.51

669.73

Fresh fruits

221.93

306.35

128.35

283.74

227.14

Apples

40.08

56.72

24.99

40.76

42.27

Bananas

32.39

44.50

21.70

49.07

31.58

Oranges

25.07

46.08

13.77

33.35

25.59

Citrus fruits, excluding oranges

18.18

22.16

10.03

32.75

17.29

106.21

136.90

57.86

127.81

110.40

Other fresh fruits Fresh vegetables

211.86

368.85

129.99

246.29

219.30

Potatoes

37.83

38.65

28.34

41.03

38.84

Lettuce

26.28

50.16

15.77

27.04

27.80

Tomatoes

36.85

61.43

20.48

57.33

36.35

110.90

218.61

65.39

120.88

116.31

116.39

93.55

97.75

138.37

116.13

11.32

4.90

5.52

9.92

12.42

Frozen orange juice

4.03

3.31

2.49

4.06

4.27

Frozen fruits

5.64

1.13

2.10

4.41

6.35

Frozen fruit juices, excluding orange

1.65

0.46

0.94

1.45

1.80

20.55

11.61

15.47

16.79

21.92

Other fresh vegetables Processed fruits Frozen fruits and fruit juices

Canned fruits Dried fruits Fresh fruit juice Canned and bottled fruit juice

7.58

9.36

3.96

5.84

8.40

18.12

12.63

14.73

22.41

18.01

58.82

55.06

58.07

83.41

55.38

Processed vegetables

106.70

83.01

90.59

120.12

107.16

Frozen vegetables

34.26

20.69

32.54

25.30

35.77

Canned and dried vegetables and juices

72.45

62.33

58.05

94.81

71.39

14.55

11.77

13.04

19.25

14.07

Canned beans Canned corn

6.78

3.36

6.85

7.59

6.64

21.56

18.34

13.70

17.87

23.31

Dried peas

0.33

0.13

0.14

0.30

0.36

Dried beans

3.91

1.46

3.10

15.66

2.40

Dried miscellaneous vegetables

9.91

14.00

6.98

14.36

9.68

14.72

12.73

13.70

19.02

14.23

Sugar and other sweets

129.23

126.09

80.40

121.44

137.77

Candy and chewing gum

80.02

82.37

38.15

67.10

88.25

Sugar

17.68

17.46

23.16

26.83

15.52

6.48

5.76

4.36

5.85

6.91

25.05

20.50

14.73

21.66

27.09

Canned miscellaneous vegetables

Fresh and canned vegetable juices

Artiﬁcial sweeteners Jams, preserves, other sweets

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 45

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

$104.47

$103.67

$81.63

$124.65

$105.00

8.67

4.82

7.46

6.38

9.21

Fats and oils

39.57

66.61

41.17

63.98

35.72

Salad dressings

27.20

15.25

18.79

27.12

28.53

Nondairy cream and imitation milk

16.19

11.83

6.78

18.86

17.22

Peanut butter

12.83

5.15

7.42

8.32

14.31

Miscellaneous foods

679.84

598.18

448.83

607.87

725.76

Frozen prepared foods

140.59

101.02

97.29

105.39

152.40

Frozen meals

72.87

51.56

49.29

52.69

79.57

Other frozen prepared foods

67.72

49.46

48.00

52.69

72.82

45.81

37.12

27.65

31.77

50.63

140.49

127.45

90.70

110.82

152.35

103.09

84.97

72.37

86.66

110.11

37.40

42.49

18.33

24.15

42.24

123.08

126.30

88.00

107.68

130.83

Salt, spices, and other seasonings

29.28

50.72

21.87

34.64

29.71

Olives, pickles, relishes

13.53

7.90

7.29

10.71

14.87

Sauces and gravies

54.33

49.48

43.74

45.93

57.22

Baking needs and miscellaneous products

25.95

18.21

15.09

16.40

29.03

Other canned or packaged prepared foods

229.86

206.28

145.19

252.22

239.57

Prepared salads

36.31

24.05

21.45

20.83

40.88

Prepared desserts

13.03

8.75

5.24

13.36

14.16

Baby food

34.36

17.78

29.27

53.23

32.59

144.42

153.12

89.23

164.80

149.67

Fats and oils Margarine

Canned and packaged soups Potato chips, nuts, and other snacks Potato chips and other snacks Nuts Condiments and seasonings

Miscellaneous prepared foods Nonalcoholic beverages

342.47

316.02

260.82

384.33

348.62

Cola

82.87

54.02

59.98

90.33

85.21

Other carbonated drinks

50.81

29.68

38.35

58.19

51.62

Tea

32.13

39.08

24.13

32.30

33.30

Coffee

50.95

44.19

22.75

45.95

55.89

Roasted coffee

34.13

29.20

15.32

31.35

37.34

Instant and freeze-dried coffee

16.83

14.98

7.43

14.61

18.55

Noncarbonated fruit-ﬂavored drinks

27.98

18.29

35.45

36.77

25.55

Other noncarbonated beverages and ice

14.28

16.17

9.54

14.57

14.95

Bottled water

61.35

101.94

54.11

77.45

60.13

Sports drinks

21.60

12.66

16.42

28.05

21.45

Food prepared by consumer unit on trips

48.80

48.81

13.91

35.88

56.32

FOOD AWAY FROM HOME

2,698.03

3,146.53

1,768.37

2,556.18

2,863.95

Meals at restaurants, carry-outs, other

2,256.09

2,651.24

1,583.93

2,200.86

2,368.30

772.73

924.04

519.20

777.75

810.58

At fast-food restaurants*

388.05

482.50

315.18

428.93

392.73

At full-service restaurants

294.75

323.44

138.84

265.77

323.33

9.36

3.63

4.78

25.86

7.63

80.57

114.47

60.40

57.19

86.90

Lunch

At vending machines, mobile vendors At employer and school cafeterias Dinner

1,075.05

1,394.35

749.71

965.69

1,142.38

At fast-food restaurants*

342.18

367.67

364.14

377.99

333.94

At full-service restaurants

720.06

1,017.46

371.47

573.79

796.01

At vending machines, mobile vendors

3.28

6.95

0.29

9.81

2.77

At employer and school cafeterias

9.54

2.26

13.80

4.10

9.66

177.54

140.40

118.38

168.65

187.73

At fast-food restaurants*

111.01

88.77

62.97

99.09

119.93

At full-service restaurants

32.31

22.79

21.04

25.79

35.06

At vending machines, mobile vendors

27.49

20.77

28.71

34.58

26.23

6.73

8.07

5.66

9.19

6.51

Snacks and nonalcoholic beverages

At employer and school cafeterias

46 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Breakfast and brunch

total consumer units

Asian

black

Hispanic

non-Hispanic white and other $227.61

$230.76

$192.45

$196.64

$288.76

At fast-food restaurants*

115.45

94.58

97.34

154.96

112.37

At full-service restaurants

99.99

83.21

86.72

109.18

100.90

At vending machines, mobile vendors

3.80

6.18

3.33

11.25

2.77

11.52

8.49

9.24

13.38

11.57

Board (including at school)

35.03

18.58

6.55

44.24

38.14

Catered affairs

68.94

56.52

24.28

61.85

77.05

237.87

288.05

75.01

148.29

277.24

School lunches

70.84

67.53

64.15

55.64

74.09

Meals as pay

29.26

64.61

14.46

45.30

29.13

ALCOHOLIC BEVERAGES

444.17

299.97

205.05

296.59

501.85

At home

245.96

149.09

138.62

180.50

271.45

Beer and ale

122.12

97.33

84.99

120.45

127.77

Whiskey

11.44

1.10

10.69

10.02

11.73

Wine

87.56

40.89

27.14

32.33

104.72

At employer and school cafeterias

Food on trips

Other alcoholic beverages Away from home Beer and ale

24.84

9.77

15.80

17.69

27.22

198.21

150.88

66.43

116.09

230.40

71.98

35.77

19.51

48.20

83.39

At fast-food restaurants*

12.15

7.85

3.38

8.40

14.02

At full-service restaurants

58.72

27.91

15.68

39.41

68.06

1.06

–

0.38

0.40

1.25

35.87

32.82

13.13

11.90

42.79

At vending machines, mobile vendors Wine At fast-food restaurants*

1.74

2.84

2.39

1.01

1.75

At full-service restaurants

33.98

28.98

10.74

10.89

40.86 57.02

Other alcoholic beverages

50.30

54.46

24.57

31.01

At fast-food restaurants*

2.96

6.22

0.94

1.62

3.46

At full-service restaurants

47.07

48.13

23.63

29.28

53.22

40.05

27.83

9.22

24.99

47.21

Alcoholic beverages purchased on trips

* The category fast-food restaurants also includes take-out, delivery, concession stands, buffets, and cafeterias other than employer and school. Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Subcategories may not add to total because some are not shown. “–” means sample is too small to make a reliable estimate. Source: Bureau of Labor Statistics, unpublished tables from the 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 47

Table 19. Food and Alcohol: Indexed spending by race and Hispanic origin, 2008 (indexed average annual spending of consumer units on food and alcoholic beverages, by race and Hispanic origin of consumer unit reference person, 2008; index deﬁnition: an index of 100 is the average for all consumer units; an index of 132 means that spending by consumer units in that group is 32 percent above the average for all consumer units; an index of 68 indicates spending that is 32 percent below the average for all consumer units) total consumer units $50,486 100

Asian $55,430 110

black $36,721 73

Hispanic $43,052 85

non-Hispanic white and other $53,773 107

Food, spending index Alcoholic beverages, spending index

100 100

110 68

71 46

102 67

104 113

FOOD AT HOME Cereals and bakery products Cereals and cereal products Flour Prepared ﬂour mixes Ready-to-eat and cooked cereals Rice Pasta, cornmeal, and other cereal products Bakery products Bread White bread Bread, other than white Cookies and crackers Cookies Crackers Frozen and refrigerated bakery products Other bakery products Biscuits and rolls Cakes and cupcakes Bread and cracker products Sweetrolls, coffee cakes, doughnuts Pies, tarts, turnovers

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

105 111 151 143 57 67 527 138 91 102 99 103 74 79 67 68 98 86 134 72 74 82

75 75 87 85 67 93 95 73 69 76 94 64 67 75 56 66 67 53 82 66 65 72

108 100 112 143 69 106 175 90 94 110 125 101 86 91 79 75 92 77 112 89 104 69

103 104 100 96 110 100 90 106 106 102 97 105 107 105 110 109 106 111 101 107 105 109

Meats, poultry, ﬁsh, and eggs Beef Ground beef Roast Chuck roast Round roast Other roast Steak Round steak Sirloin steak Other steak Other beef Pork Bacon Pork chops Ham Ham, not canned Canned ham Sausage Other pork Other meats Frankfurters Lunch meats (cold cuts) Bologna, liverwurst, salami Other lunch meats

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

119 84 70 75 78 68 76 88 93 93 84 138 118 70 121 95 92 256 73 203 68 79 68 70 67

100 87 103 77 98 47 75 68 74 58 71 117 107 103 133 73 73 48 126 102 80 83 68 74 66

123 128 111 116 129 139 104 137 192 124 129 186 117 98 128 132 131 167 102 119 94 114 85 92 83

97 98 98 101 97 103 103 100 91 103 101 85 97 100 91 100 100 98 96 97 104 100 107 105 108

100

50

149

114

90

Average spending of consumer units, total Average spending of consumer units, index

Lamb, organ meats, and others

48 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

total consumer units Poultry

Asian

black

Hispanic

non-Hispanic white and other

100

118

119

135

92

100

129

123

153

89

Fresh and frozen whole chicken

100

154

108

200

84

Fresh and frozen chicken parts

100

121

128

137

90

Other poultry

100

73

106

62

105

Fish and seafood

100

238

112

119

95

100

113

103

102

101

Fresh and frozen chicken

Canned ﬁsh and seafood Fresh ﬁsh and shellﬁsh

100

275

115

129

93

Frozen ﬁsh and shellﬁsh

100

228

112

110

97

Eggs

100

105

92

148

94

Dairy products

100

76

61

100

106

Fresh milk and cream

100

102

69

116

102

Fresh milk, all types

100

108

72

119

101

Cream

100

60

44

87

110

100

59

56

90

108

Butter

100

53

67

63

110

Cheese

100

43

50

96

108

Ice cream and related products

100

79

62

79

109

Miscellaneous dairy products

100

81

62

98

106

Fruits and vegetables

100

130

68

120

102

Fresh fruits

100

138

58

128

102

Apples

100

142

62

102

105

Bananas

100

137

67

151

97

Oranges

100

184

55

133

102

Citrus fruits, excluding oranges

100

122

55

180

95

Other fresh fruits

100

129

54

120

104

Other dairy products

Fresh vegetables

100

174

61

116

104

Potatoes

100

102

75

108

103

Lettuce

100

191

60

103

106

Tomatoes

100

167

56

156

99

Other fresh vegetables

100

197

59

109

105

100

80

84

119

100

100

43

49

88

110

Frozen orange juice

100

82

62

101

106

Frozen fruits

100

20

37

78

113

Frozen fruit juices, excluding orange

100

28

57

88

109

Processed fruits Frozen fruits and fruit juices

Canned fruits

100

56

75

82

107

Dried fruits

100

123

52

77

111

Fresh fruit juice

100

70

81

124

99

Canned and bottled fruit juice

100

94

99

142

94

Processed vegetables

100

78

85

113

100

Frozen vegetables

100

60

95

74

104

Canned and dried vegetables and juices

100

86

80

131

99

Canned beans

100

81

90

132

97

Canned corn

100

50

101

112

98

Canned miscellaneous vegetables

100

85

64

83

108

Dried peas

100

39

42

91

109

Dried beans

100

37

79

401

61

Dried miscellaneous vegetables

100

141

70

145

98

Fresh and canned vegetable juices

100

86

93

129

97

Sugar and other sweets

100

98

62

94

107

Candy and chewing gum

100

103

48

84

110

Sugar

100

99

131

152

88

Artiﬁcial sweeteners

100

89

67

90

107

Jams, preserves, other sweets

100

82

59

86

108

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 49

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

Fats and oils

100

99

78

119

101

Margarine

100

56

86

74

106

Fats and oils

100

168

104

162

90

Salad dressings

100

56

69

100

105

Nondairy cream and imitation milk

100

73

42

116

106

Peanut butter

100

40

58

65

112

Miscellaneous foods

100

88

66

89

107

Frozen prepared foods

100

72

69

75

108

Frozen meals

100

71

68

72

109

Other frozen prepared foods

100

73

71

78

108

Canned and packaged soups

100

81

60

69

111

Potato chips, nuts, and other snacks

100

91

65

79

108 107

Potato chips and other snacks

100

82

70

84

Nuts

100

114

49

65

113

100

103

71

87

106

Salt, spices, and other seasonings

100

173

75

118

101

Olives, pickles, relishes

100

58

54

79

110

Sauces and gravies

100

91

81

85

105

Baking needs and miscellaneous products

100

70

58

63

112

Other canned or packaged prepared foods

100

90

63

110

104

Prepared salads

100

66

59

57

113

Prepared desserts

100

67

40

103

109

Baby food

100

52

85

155

95

Miscellaneous prepared foods

100

106

62

114

104

Nonalcoholic beverages

100

92

76

112

102

Cola

100

65

72

109

103

Other carbonated drinks

100

58

75

115

102

Tea

100

122

75

101

104

Coffee

100

87

45

90

110

Roasted coffee

100

86

45

92

109 110

Condiments and seasonings

Instant and freeze-dried coffee

100

89

44

87

Noncarbonated fruit-ﬂavored drinks

100

65

127

131

91

Other noncarbonated beverages and ice

100

113

67

102

105

Bottled water

100

166

88

126

98

Sports drinks

100

59

76

130

99

Food prepared by consumer unit on trips

100

100

29

74

115

FOOD AWAY FROM HOME

100

117

66

95

106

Meals at restaurants, carry-outs, other

100

118

70

98

105

Lunch

100

120

67

101

105

At fast-food restaurants*

100

124

81

111

101

At full-service restaurants

100

110

47

90

110

At vending machines, mobile vendors

100

39

51

276

82

At employer and school cafeterias

100

142

75

71

108 106

Dinner

100

130

70

90

At fast-food restaurants*

100

107

106

110

98

At full-service restaurants

100

141

52

80

111

At vending machines, mobile vendors

100

212

9

299

84

At employer and school cafeterias

100

24

145

43

101

Snacks and nonalcoholic beverages

100

79

67

95

106

At fast-food restaurants*

100

80

57

89

108

At full-service restaurants

100

71

65

80

109

At vending machines, mobile vendors

100

76

104

126

95

At employer and school cafeterias

100

120

84

137

97

50 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Breakfast and brunch

total consumer units

Asian

black

Hispanic

non-Hispanic white and other 99

100

83

85

125

At fast-food restaurants*

100

82

84

134

97

At full-service restaurants

100

83

87

109

101

At vending machines, mobile vendors

100

163

88

296

73

At employer and school cafeterias

100

74

80

116

100

Board (including at school)

100

53

19

126

109

Catered affairs

100

82

35

90

112

Food on trips

100

121

32

62

117

School lunches

100

95

91

79

105

Meals as pay

100

221

49

155

100

ALCOHOLIC BEVERAGES

100

68

46

67

113

At home

100

61

56

73

110

Beer and ale

100

80

70

99

105

Whiskey

100

10

93

88

103

Wine

100

47

31

37

120

Other alcoholic beverages

100

39

64

71

110

Away from home

100

76

34

59

116

Beer and ale

100

50

27

67

116

At fast-food restaurants*

100

65

28

69

115

At full-service restaurants

100

48

27

67

116

At vending machines, mobile vendors

100

–

36

38

118

100

91

37

33

119

At fast-food restaurants*

100

163

137

58

101

At full-service restaurants

100

85

32

32

120

100

108

49

62

113

At fast-food restaurants*

100

210

32

55

117

At full-service restaurants

100

102

50

62

113

100

69

23

62

118

Wine

Other alcoholic beverages

Alcoholic beverages purchased on trips

* The category fast-food restaurants also includes take-out, delivery, concession stands, buffets, and cafeterias other than employer and school. Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 51

Table 20. Food and Alcohol: Total spending by race and Hispanic origin, 2008 (total annual spending on food and alcoholic beverages, by consumer unit race and Hispanic origin groups, 2008; consumer units and dollars in thousands) total consumer units 120,770 $6,097,154,366

Asian 4,609 $255,477,930

black 14,832 $544,648,987

Hispanic 13,975 $601,658,548

non-Hispanic white and other 92,214 $4,958,594,836

Food, total spending Alcoholic beverages, total spending

778,063,140 53,642,411

32,673,754 1,382,562

68,132,720 3,041,302

92,172,811 4,144,845

618,427,658 46,277,596

FOOD AT HOME Cereals and bakery products Cereals and cereal products Flour Prepared ﬂour mixes Ready-to-eat and cooked cereals Rice Pasta, cornmeal, and other cereal products Bakery products Bread White bread Bread, other than white Cookies and crackers Cookies Crackers Frozen and refrigerated bakery products Other bakery products Biscuits and rolls Cakes and cupcakes Bread and cracker products Sweetrolls, coffee cakes, doughnuts Pies, tarts, turnovers

452,223,265 61,224,352 20,482,592 956,498 1,434,748 11,337,888 3,057,896 3,694,354 40,741,760 11,907,922 4,463,659 7,444,263 9,882,609 5,658,075 4,225,742 3,152,097 15,797,924 5,951,546 4,846,500 568,827 2,654,525 1,776,527

18,171,351 2,590,995 1,181,932 52,036 31,203 288,846 615,209 194,684 1,409,063 461,637 168,874 292,764 278,107 170,441 107,666 81,349 588,016 195,514 247,088 15,532 74,528 55,308

41,904,256 5,665,527 2,194,988 99,523 118,804 1,288,604 358,638 329,419 3,470,540 1,104,984 515,709 589,127 815,908 522,828 293,080 256,594 1,293,202 390,378 485,600 45,831 213,432 157,961

56,450,336 7,111,039 2,662,657 158,756 113,757 1,386,320 620,071 383,754 4,448,382 1,515,449 645,785 869,664 979,228 593,099 385,990 274,050 1,679,655 527,836 630,832 58,695 320,587 141,707

354,331,373 48,496,265 15,673,614 701,749 1,200,626 8,688,403 2,097,869 2,984,967 32,822,651 9,294,249 3,311,405 5,982,844 8,082,557 4,543,384 3,539,173 2,613,345 12,832,500 5,023,819 3,751,266 462,914 2,121,844 1,472,658

Meats, poultry, ﬁsh, and eggs Beef Ground beef Roast Chuck roast Round roast Other roast Steak Round steak Sirloin steak Other steak Other beef Pork Bacon Pork chops Ham Ham, not canned Canned ham Sausage Other pork Other meats Frankfurters Lunch meats (cold cuts) Bologna, liverwurst, salami Other lunch meats

102,210,066 28,848,330 10,868,092 4,722,107 1,212,531 754,813 2,753,556 10,556,506 1,592,956 2,765,633 6,197,916 2,702,833 19,683,095 3,524,069 3,857,394 4,030,095 3,964,879 65,216 3,420,206 4,851,331 12,859,590 2,476,993 8,889,880 2,222,168 6,668,919

4,656,611 920,832 288,385 135,689 36,042 19,680 79,966 354,017 56,322 98,540 199,201 142,741 888,200 93,655 178,092 145,737 139,330 6,360 95,406 375,357 333,830 74,297 230,911 59,133 171,777

12,578,871 3,087,429 1,373,295 443,922 146,095 43,754 254,072 880,576 145,057 195,486 540,033 389,637 2,577,505 447,926 631,992 360,418 356,413 3,856 529,057 608,260 1,267,691 252,441 742,638 202,902 539,736

14,514,435 4,286,971 1,399,037 632,509 181,396 121,163 330,090 1,674,065 354,406 395,493 924,027 581,360 2,657,626 398,288 570,879 615,040 602,602 12,578 403,458 669,962 1,395,404 325,338 872,739 235,479 637,400

75,470,704 21,577,154 8,132,353 3,656,285 895,398 594,780 2,167,029 8,036,450 1,101,035 2,178,095 4,757,320 1,752,066 14,516,328 2,683,427 2,691,727 3,062,427 3,013,554 48,873 2,496,233 3,583,436 10,204,401 1,900,531 7,277,529 1,784,341 5,493,188

1,491,510

28,622

272,760

197,327

1,027,264

Number of consumer units Total spending of all consumer units

Lamb, organ meats, and others

52 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

$19,208,469

$862,989

$2,816,152

$2,989,812

$13,492,752

15,297,936

754,539

2,309,194

2,709,892

10,359,321

Fresh and frozen whole chicken

3,970,918

233,031

524,756

919,835

2,548,795

Fresh and frozen chicken parts

11,327,018

521,508

1,784,438

1,790,058

7,810,526

Other poultry

3,910,533

108,450

506,958

279,919

3,133,432

Fish and seafood

15,444,068

1,403,210

2,131,952

2,129,231

11,243,653

Poultry Fresh and frozen chicken

Canned ﬁsh and seafood

2,001,159

85,958

252,144

237,156

1,539,974

Fresh ﬁsh and shellﬁsh

8,145,937

855,615

1,149,480

1,217,223

5,796,572

Frozen ﬁsh and shellﬁsh

5,296,972

461,684

730,328

674,993

3,907,107

6,166,516

247,503

698,291

1,055,392

4,436,416

Dairy products

51,875,546

1,500,506

3,899,629

5,998,909

41,952,759

Fresh milk and cream

20,303,852

794,085

1,723,923

2,718,138

15,865,419

18,098,592

743,386

1,605,861

2,497,193

14,005,462

2,205,260

50,699

118,063

220,945

1,859,034

31,571,693

706,421

2,175,706

3,280,771

26,087,341

Eggs

Fresh milk, all types Cream Other dairy products Butter

2,569,986

52,220

210,169

188,243

2,167,029

Cheese

16,179,557

263,911

986,773

1,798,024

13,372,874

Ice cream and related products

7,306,585

219,296

558,425

668,564

6,077,825

Miscellaneous dairy products

5,515,566

170,994

420,339

625,940

4,470,535

Fruits and vegetables

79,331,398

3,925,808

6,625,158

11,019,427

61,758,482

Fresh fruits

26,802,486

1,411,967

1,903,687

3,965,267

20,945,488

Apples

4,840,462

261,422

370,652

569,621

3,897,886

Bananas

3,911,740

205,101

321,854

685,753

2,912,118

Oranges

3,027,704

212,383

204,237

466,066

2,359,756

Citrus fruits, excluding oranges Other fresh fruits Fresh vegetables

2,195,599

102,135

148,765

457,681

1,594,380

12,826,982

630,972

858,180

1,786,145

10,180,426

25,586,332

1,700,030

1,928,012

3,441,903

20,222,530

Potatoes

4,568,729

178,138

420,339

573,394

3,581,592

Lettuce

3,173,836

231,187

233,901

377,884

2,563,549

Tomatoes

4,450,375

283,131

303,759

801,187

3,351,979

13,393,393

1,007,573

969,864

1,689,298

10,725,410

14,056,420

431,172

1,449,828

1,933,721

10,708,812

1,367,116

22,584

81,873

138,632

1,145,298

Frozen orange juice

486,703

15,256

36,932

56,739

393,754

Frozen fruits

681,143

5,208

31,147

61,630

585,559

Frozen fruit juices, excluding orange

199,271

2,120

13,942

20,264

165,985

2,481,824

53,510

229,451

234,640

2,021,331

Other fresh vegetables Processed fruits Frozen fruits and fruit juices

Canned fruits Dried fruits Fresh fruit juice Canned and bottled fruit juice

915,437

43,140

58,735

81,614

774,598

2,188,352

58,212

218,475

313,180

1,660,774

7,103,691

253,772

861,294

1,165,655

5,106,811

Processed vegetables

12,886,159

382,593

1,343,631

1,678,677

9,881,652

Frozen vegetables

4,137,580

95,360

482,633

353,568

3,298,495

Canned and dried vegetables and juices

8,749,787

287,279

860,998

1,324,970

6,583,157

1,757,204

54,248

193,409

269,019

1,297,451

818,821

15,486

101,599

106,070

612,301

2,603,801

84,529

203,198

249,733

2,149,508

Canned beans Canned corn Canned miscellaneous vegetables Dried peas

39,854

599

2,076

4,193

33,197

Dried beans

472,211

6,729

45,979

218,849

221,314

Dried miscellaneous vegetables

1,196,831

64,526

103,527

200,681

892,632

Fresh and canned vegetable juices

1,777,734

58,673

203,198

265,805

1,312,205

Sugar and other sweets

15,607,107

581,149

1,192,493

1,697,124

12,704,323

Candy and chewing gum

9,664,015

379,643

565,841

937,723

8,137,886

Sugar

2,135,214

80,473

343,509

374,949

1,431,161

782,590

26,548

64,668

81,754

637,199

3,025,289

94,485

218,475

302,699

2,498,077

Artiﬁcial sweeteners Jams, preserves, other sweets

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 53

Fats and oils

total consumer units

Asian

black

Hispanic

non-Hispanic white and other $9,682,470

$12,616,842

$477,815

$1,210,736

$1,741,984

Margarine

1,047,076

22,215

110,647

89,161

849,291

Fats and oils

4,778,869

307,005

610,633

894,121

3,293,884

Salad dressings

3,284,944

70,287

278,693

379,002

2,630,865

Nondairy cream and imitation milk

1,955,266

54,524

100,561

263,569

1,587,925

Peanut butter

1,549,479

23,736

110,053

116,272

1,319,582

Miscellaneous foods

82,104,277

2,757,012

6,657,047

8,494,983

66,925,233

Frozen prepared foods

16,979,054

465,601

1,443,005

1,472,825

14,053,414

Frozen meals

8,800,510

237,640

731,069

736,343

7,337,468

Other frozen prepared foods

8,178,544

227,961

711,936

736,343

6,715,023

5,532,474

171,086

410,105

443,986

4,668,795

16,966,977

587,417

1,345,262

1,548,710

14,048,803

12,450,179

391,627

1,073,392

1,211,074

10,153,684

4,516,798

195,836

271,871

337,496

3,895,119

14,864,372

582,117

1,305,216

1,504,828

12,064,358

Salt, spices, and other seasonings

3,536,146

233,768

324,376

484,094

2,739,678

Olives, pickles, relishes

1,634,018

36,411

108,125

149,672

1,371,222

Sauces and gravies

5,276,485

Canned and packaged soups Potato chips, nuts, and other snacks Potato chips and other snacks Nuts Condiments and seasonings

6,561,434

228,053

648,752

641,872

Baking needs and miscellaneous products

3,133,982

83,930

223,815

229,190

2,676,972

Other canned or packaged prepared foods

27,760,192

950,745

2,153,458

3,524,775

22,091,708

Prepared salads

4,385,159

110,846

318,146

291,099

3,769,708

Prepared desserts

1,573,633

40,329

77,720

186,706

1,305,750

Baby food

4,149,657

81,948

434,133

743,889

3,005,254

17,441,603

705,730

1,323,459

2,303,080

13,801,669

Nonalcoholic beverages

41,360,102

1,456,536

3,868,482

5,371,012

32,147,645

Cola

10,008,210

248,978

889,623

1,262,362

7,857,555

Other carbonated drinks

6,136,324

136,795

568,807

813,205

4,760,087

Tea

3,880,340

180,120

357,896

451,393

3,070,726

Coffee

6,153,232

203,672

337,428

642,151

5,153,840

Roasted coffee

4,121,880

134,583

227,226

438,116

3,443,271

Instant and freeze-dried coffee

2,032,559

69,043

110,202

204,175

1,710,570

Noncarbonated fruit-ﬂavored drinks

3,379,145

84,299

525,794

513,861

2,356,068

Other noncarbonated beverages and ice

1,724,596

74,528

141,497

203,616

1,378,599

Bottled water

7,409,240

469,841

802,560

1,082,364

5,544,828

Sports drinks

2,608,632

58,350

243,541

391,999

1,977,990

Food prepared by consumer unit on trips

5,893,576

224,965

206,313

501,423

5,193,492

FOOD AWAY FROM HOME

325,841,083

14,502,357

26,228,464

35,722,616

264,096,285

Meals at restaurants, carry-outs, other

272,467,989

12,219,565

23,492,850

30,757,019

218,390,416

93,322,602

4,258,900

7,700,774

10,869,056

74,746,824

At fast-food restaurants*

46,864,799

2,223,843

4,674,750

5,994,297

36,215,204

At full-service restaurants

35,596,958

1,490,735

2,059,275

3,714,136

29,815,553

At vending machines, mobile vendors

1,130,407

16,731

70,897

361,394

703,593

At employer and school cafeterias

9,730,439

527,592

895,853

799,230

8,013,397

Miscellaneous prepared foods

Lunch

Dinner

129,833,789

6,426,559

11,119,699

13,495,518

105,343,429

At fast-food restaurants*

41,325,079

1,694,591

5,400,924

5,282,410

30,793,943

At full-service restaurants

86,961,646

4,689,473

5,509,643

8,018,715

73,403,266

396,126

32,033

4,301

137,095

255,433

1,152,146

10,416

204,682

57,298

890,787

21,441,506

647,104

1,755,812

2,356,884

17,311,334

At fast-food restaurants*

13,406,678

409,141

933,971

1,384,783

11,059,225

At full-service restaurants

3,902,079

105,039

312,065

360,415

3,233,023

At vending machines, mobile vendors

3,319,967

95,729

425,827

483,256

2,418,773

812,782

37,195

83,949

128,430

600,313

At vending machines, mobile vendors At employer and school cafeterias Snacks and nonalcoholic beverages

At employer and school cafeterias

54 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Breakfast and brunch

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

$27,868,885

$887,002

$2,916,564

$4,035,421

$20,988,829

At fast-food restaurants*

13,942,897

435,919

1,443,747

2,165,566

10,362,087

At full-service restaurants

12,075,792

383,515

1,286,231

1,525,791

9,304,393

458,926

28,484

49,391

157,219

255,433

1,391,270

39,130

137,048

186,986

1,066,916 3,517,042

At vending machines, mobile vendors At employer and school cafeterias Board (including at school)

4,230,573

85,635

97,150

618,254

Catered affairs

8,325,884

260,501

360,121

864,354

7,105,089

28,727,560

1,327,622

1,112,548

2,072,353

25,565,409 6,832,135

Food on trips School lunches

8,555,347

311,246

951,473

777,569

Meals as pay

3,533,730

297,787

214,471

633,068

2,686,194

ALCOHOLIC BEVERAGES

53,642,411

1,382,562

3,041,302

4,144,845

46,277,596

At home

29,704,589

687,156

2,056,012

2,522,488

25,031,490

Beer and ale

14,748,432

448,594

1,260,572

1,683,289

11,782,183

1,381,609

5,070

158,554

140,030

1,081,670

10,574,621

188,462

402,540

451,812

9,656,650

2,999,927

45,030

234,346

247,218

2,510,065

23,937,822

695,406

985,290

1,622,358

21,246,106

Whiskey Wine Other alcoholic beverages Away from home Beer and ale

8,693,025

164,864

289,372

673,595

7,689,725

At fast-food restaurants*

1,467,356

36,181

50,132

117,390

1,292,840

At full-service restaurants

7,091,614

128,637

232,566

550,755

6,276,085

128,016

–

5,636

5,590

115,268

4,332,020

151,267

194,744

166,303

3,945,837

At vending machines, mobile vendors Wine At fast-food restaurants* At full-service restaurants Other alcoholic beverages At fast-food restaurants* At full-service restaurants Alcoholic beverages purchased on trips

210,140

13,090

35,448

14,115

161,375

4,103,765

133,569

159,296

152,188

3,767,864

6,074,731

251,006

364,422

433,365

5,258,042

357,479

28,668

13,942

22,640

319,060

5,684,644

221,831

350,480

409,188

4,907,629

4,836,839

128,268

136,751

349,235

4,353,423

* The category fast-food restaurants also includes take-out, delivery, concession stands, buffets, and cafeterias other than employer and school. Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Numbers may not add to total because of rounding and missing subcategories. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 55

Table 21. Food and Alcohol: Market shares by race and Hispanic origin, 2008 (percentage of total annual spending on food and alcoholic beverages accounted for by consumer unit race and Hispanic origin groups, 2008)

Share of total consumer units Share of total before-tax income Share of total spending

total consumer units 100.0% 100.0 100.0

Asian 3.8% 4.6 4.2

black 12.3% 8.4 8.9

Hispanic 11.6% 9.0 9.9

non-Hispanic white and other 76.4% 82.7 81.3

Share of food spending Share of alcoholic beverages spending

100.0 100.0

4.2 2.6

8.8 5.7

11.8 7.7

79.5 86.3

FOOD AT HOME Cereals and bakery products Cereals and cereal products Flour Prepared ﬂour mixes Ready-to-eat and cooked cereals Rice Pasta, cornmeal, and other cereal products Bakery products Bread White bread Bread, other than white Cookies and crackers Cookies Crackers Frozen and refrigerated bakery products Other bakery products Biscuits and rolls Cakes and cupcakes Bread and cracker products Sweetrolls, coffee cakes, doughnuts Pies, tarts, turnovers

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

4.0 4.2 5.8 5.4 2.2 2.5 20.1 5.3 3.5 3.9 3.8 3.9 2.8 3.0 2.5 2.6 3.7 3.3 5.1 2.7 2.8 3.1

9.3 9.3 10.7 10.4 8.3 11.4 11.7 8.9 8.5 9.3 11.6 7.9 8.3 9.2 6.9 8.1 8.2 6.6 10.0 8.1 8.0 8.9

12.5 11.6 13.0 16.6 7.9 12.2 20.3 10.4 10.9 12.7 14.5 11.7 9.9 10.5 9.1 8.7 10.6 8.9 13.0 10.3 12.1 8.0

78.4 79.2 76.5 73.4 83.7 76.6 68.6 80.8 80.6 78.1 74.2 80.4 81.8 80.3 83.8 82.9 81.2 84.4 77.4 81.4 79.9 82.9

Meats, poultry, ﬁsh, and eggs Beef Ground beef Roast Chuck roast Round roast Other roast Steak Round steak Sirloin steak Other steak Other beef Pork Bacon Pork chops Ham Ham, not canned Canned ham Sausage Other pork Other meats Frankfurters Lunch meats (cold cuts) Bologna, liverwurst, salami Other lunch meats

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

4.6 3.2 2.7 2.9 3.0 2.6 2.9 3.4 3.5 3.6 3.2 5.3 4.5 2.7 4.6 3.6 3.5 9.8 2.8 7.7 2.6 3.0 2.6 2.7 2.6

12.3 10.7 12.6 9.4 12.0 5.8 9.2 8.3 9.1 7.1 8.7 14.4 13.1 12.7 16.4 8.9 9.0 5.9 15.5 12.5 9.9 10.2 8.4 9.1 8.1

14.2 14.9 12.9 13.4 15.0 16.1 12.0 15.9 22.2 14.3 14.9 21.5 13.5 11.3 14.8 15.3 15.2 19.3 11.8 13.8 10.9 13.1 9.8 10.6 9.6

73.8 74.8 74.8 77.4 73.8 78.8 78.7 76.1 69.1 78.8 76.8 64.8 73.8 76.1 69.8 76.0 76.0 74.9 73.0 73.9 79.4 76.7 81.9 80.3 82.4

100.0

1.9

18.3

13.2

68.9

Lamb, organ meats, and others

56 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

total consumer units Poultry

Asian

black

Hispanic

non-Hispanic white and other

100.0%

4.5%

14.7%

15.6%

100.0

4.9

15.1

17.7

67.7

Fresh and frozen whole chicken

100.0

5.9

13.2

23.2

64.2

Fresh and frozen chicken parts

100.0

4.6

15.8

15.8

69.0

Other poultry

100.0

2.8

13.0

7.2

80.1

Fish and seafood

100.0

9.1

13.8

13.8

72.8

Canned ﬁsh and seafood

100.0

4.3

12.6

11.9

77.0

Fresh ﬁsh and shellﬁsh

100.0

10.5

14.1

14.9

71.2

Frozen ﬁsh and shellﬁsh

100.0

8.7

13.8

12.7

73.8

Eggs

100.0

4.0

11.3

17.1

71.9

Dairy products

100.0

2.9

7.5

11.6

80.9

Fresh milk and cream

100.0

3.9

8.5

13.4

78.1

Fresh milk, all types

100.0

4.1

8.9

13.8

77.4

Cream

100.0

2.3

5.4

10.0

84.3

100.0

2.2

6.9

10.4

82.6

Butter

100.0

2.0

8.2

7.3

84.3

Cheese

100.0

1.6

6.1

11.1

82.7

Ice cream and related products

100.0

3.0

7.6

9.2

83.2

Miscellaneous dairy products

100.0

3.1

7.6

11.3

81.1

Fruits and vegetables

100.0

4.9

8.4

13.9

77.8

Fresh fruits

100.0

5.3

7.1

14.8

78.1

Apples

100.0

5.4

7.7

11.8

80.5

Bananas

100.0

5.2

8.2

17.5

74.4

Oranges

100.0

7.0

6.7

15.4

77.9

Citrus fruits, excluding oranges

100.0

4.7

6.8

20.8

72.6

Other fresh fruits

100.0

4.9

6.7

13.9

79.4

100.0

6.6

7.5

13.5

79.0

Potatoes

100.0

3.9

9.2

12.6

78.4

Lettuce

100.0

7.3

7.4

11.9

80.8

Tomatoes

100.0

6.4

6.8

18.0

75.3

Other fresh vegetables

100.0

7.5

7.2

12.6

80.1

100.0

3.1

10.3

13.8

76.2

100.0

1.7

6.0

10.1

83.8

Frozen orange juice

100.0

3.1

7.6

11.7

80.9

Frozen fruits

100.0

0.8

4.6

9.0

86.0

Frozen fruit juices, excluding orange

100.0

1.1

7.0

10.2

83.3

Canned fruits

100.0

2.2

9.2

9.5

81.4

Dried fruits

100.0

4.7

6.4

8.9

84.6

Fresh fruit juice

100.0

2.7

10.0

14.3

75.9

Canned and bottled fruit juice

100.0

3.6

12.1

16.4

71.9

Processed vegetables

100.0

3.0

10.4

13.0

76.7

Frozen vegetables

100.0

2.3

11.7

8.5

79.7

Canned and dried vegetables and juices

100.0

3.3

9.8

15.1

75.2

Canned beans

100.0

3.1

11.0

15.3

73.8

Canned corn

100.0

1.9

12.4

13.0

74.8

Canned miscellaneous vegetables

100.0

3.2

7.8

9.6

82.6

Dried peas

100.0

1.5

5.2

10.5

83.3

Dried beans

100.0

1.4

9.7

46.3

46.9

Dried miscellaneous vegetables

100.0

5.4

8.7

16.8

74.6

Fresh and canned vegetable juices

100.0

3.3

11.4

15.0

73.8

Sugar and other sweets

100.0

3.7

7.6

10.9

81.4

Candy and chewing gum

100.0

3.9

5.9

9.7

84.2

Sugar

100.0

3.8

16.1

17.6

67.0

Artiﬁcial sweeteners

100.0

3.4

8.3

10.4

81.4

Jams, preserves, other sweets

100.0

3.1

7.2

10.0

82.6

Fresh and frozen chicken

Other dairy products

Fresh vegetables

Processed fruits Frozen fruits and fruit juices

70.2%

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 57

total consumer units

Asian

black

100.0%

3.8%

Margarine

100.0

2.1

10.6

8.5

81.1

Fats and oils

100.0

6.4

12.8

18.7

68.9

Salad dressings

100.0

2.1

8.5

11.5

80.1

Nondairy cream and imitation milk

100.0

2.8

5.1

13.5

81.2

Peanut butter

100.0

1.5

7.1

7.5

85.2

Miscellaneous foods

100.0

3.4

8.1

10.3

81.5

Frozen prepared foods

100.0

2.7

8.5

8.7

82.8

Frozen meals

100.0

2.7

8.3

8.4

83.4

Other frozen prepared foods

100.0

2.8

8.7

9.0

82.1

Canned and packaged soups

100.0

3.1

7.4

8.0

84.4

Potato chips, nuts, and other snacks

100.0

3.5

7.9

9.1

82.8

Potato chips and other snacks

100.0

3.1

8.6

9.7

81.6

Nuts

100.0

4.3

6.0

7.5

86.2

100.0

3.9

8.8

10.1

81.2

Salt, spices, and other seasonings

100.0

6.6

9.2

13.7

77.5

Olives, pickles, relishes

100.0

2.2

6.6

9.2

83.9

Sauces and gravies

100.0

3.5

9.9

9.8

80.4

Baking needs and miscellaneous products

100.0

2.7

7.1

7.3

85.4

Other canned or packaged prepared foods

100.0

3.4

7.8

12.7

79.6

Prepared salads

100.0

2.5

7.3

6.6

86.0

Prepared desserts

100.0

2.6

4.9

11.9

83.0

Baby food

100.0

2.0

10.5

17.9

72.4

Miscellaneous prepared foods

100.0

4.0

7.6

13.2

79.1

Nonalcoholic beverages

100.0

3.5

9.4

13.0

77.7

Cola

100.0

2.5

8.9

12.6

78.5

Other carbonated drinks

100.0

2.2

9.3

13.3

77.6

Tea

100.0

4.6

9.2

11.6

79.1

Coffee

100.0

3.3

5.5

10.4

83.8

Roasted coffee

100.0

3.3

5.5

10.6

83.5

Instant and freeze-dried coffee

100.0

3.4

5.4

10.0

84.2

Noncarbonated fruit-ﬂavored drinks

100.0

2.5

15.6

15.2

69.7

Other noncarbonated beverages and ice

100.0

4.3

8.2

11.8

79.9

Bottled water

100.0

6.3

10.8

14.6

74.8

Sports drinks

100.0

2.2

9.3

15.0

75.8

Food prepared by consumer unit on trips

100.0

3.8

3.5

8.5

88.1

FOOD AWAY FROM HOME

100.0

4.5

8.0

11.0

81.1

Meals at restaurants, carry-outs, other

100.0

4.5

8.6

11.3

80.2

Lunch

100.0

4.6

8.3

11.6

80.1

At fast-food restaurants*

100.0

4.7

10.0

12.8

77.3

At full-service restaurants

100.0

4.2

5.8

10.4

83.8

At vending machines, mobile vendors

100.0

1.5

6.3

32.0

62.2

At employer and school cafeterias

100.0

5.4

9.2

8.2

82.4

100.0

4.9

8.6

10.4

81.1

At fast-food restaurants*

100.0

4.1

13.1

12.8

74.5

At full-service restaurants

100.0

5.4

6.3

9.2

84.4

At vending machines, mobile vendors

100.0

8.1

1.1

34.6

64.5

At employer and school cafeterias

100.0

0.9

17.8

5.0

77.3

100.0

3.0

8.2

11.0

80.7

At fast-food restaurants*

100.0

3.1

7.0

10.3

82.5

At full-service restaurants

100.0

2.7

8.0

9.2

82.9

At vending machines, mobile vendors

100.0

2.9

12.8

14.6

72.9

At employer and school cafeterias

100.0

4.6

10.3

15.8

73.9

Dinner

Snacks and nonalcoholic beverages

58 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

13.8%

non-Hispanic white and other

Fats and oils

Condiments and seasonings

9.6%

Hispanic

76.7%

total consumer units Breakfast and brunch

Asian

black

Hispanic

non-Hispanic white and other

100.0%

3.2%

10.5%

14.5%

At fast-food restaurants*

100.0

3.1

10.4

15.5

74.3

At full-service restaurants

100.0

3.2

10.7

12.6

77.0

At vending machines, mobile vendors

100.0

6.2

10.8

34.3

55.7

At employer and school cafeterias

100.0

2.8

9.9

13.4

76.7

Board (including at school)

100.0

2.0

2.3

14.6

83.1

Catered affairs

100.0

3.1

4.3

10.4

85.3

Food on trips

100.0

4.6

3.9

7.2

89.0

School lunches

100.0

3.6

11.1

9.1

79.9

Meals as pay

100.0

8.4

6.1

17.9

76.0

ALCOHOLIC BEVERAGES

100.0

2.6

5.7

7.7

86.3

At home

100.0

2.3

6.9

8.5

84.3

Beer and ale

100.0

3.0

8.5

11.4

79.9

Whiskey

100.0

0.4

11.5

10.1

78.3

Wine

100.0

1.8

3.8

4.3

91.3

Other alcoholic beverages

100.0

1.5

7.8

8.2

83.7

Away from home

100.0

2.9

4.1

6.8

88.8

Beer and ale

100.0

1.9

3.3

7.7

88.5

At fast-food restaurants*

100.0

2.5

3.4

8.0

88.1

At full-service restaurants

100.0

1.8

3.3

7.8

88.5

At vending machines, mobile vendors

100.0

–

4.4

4.4

90.0

100.0

3.5

4.5

3.8

91.1

At fast-food restaurants*

100.0

6.2

16.9

6.7

76.8

At full-service restaurants

100.0

3.3

3.9

3.7

91.8

100.0

4.1

6.0

7.1

86.6

At fast-food restaurants*

100.0

8.0

3.9

6.3

89.3

At full-service restaurants

100.0

3.9

6.2

7.2

86.3

100.0

2.7

2.8

7.2

90.0

Wine

Other alcoholic beverages

Alcoholic beverages purchased on trips

75.3%

* The category fast-food restaurants also includes take-out, delivery, concession stands, buffets, and cafeterias other than employer and school. Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 59

Spending on Gifts for People in Other Households, 2008 The average household spent $1,209 in 2008 on gifts for people in other households, 11 percent less than in 2000 after adjusting for inﬂation. Asians, blacks, and Hispanics spend less overall than the average households on gifts for people in other households. Asians spend more than other racial or ethnic groups on some gifts, such as gifts of jewelry; airline, train, and ship fares; and cosmetics, perfume, and bath preparations. Hispanics spend two-thirds more than average on gifts of babysitting services and 80 percent more than average on gifts of infants’ equipment. Blacks spend nearly three times the average on gifts of natural gas for renters and 38 percent more than average on gifts of footwear.

60 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Table 22. Gifts for People in Other Households: Average spending by race and Hispanic origin, 2008 (average annual spending of consumer units on selected gifts of products and services for people in other households by race and Hispanic origin of consumer unit reference person, 2008) total consumer units 120,770 2.5 $63,563.00 50,485.67

Asian 4,609 2.7 $75,917.00 55,430.23

black 14,832 2.5 $43,722.00 36,721.21

Hispanic 13,975 3.2 $49,317.00 43,052.49

non-Hispanic white and other 92,214 2.4 $68,842.00 53,772.69

Gifts, average spending

1,209.34

1,099.79

650.90

698.71

1,371.71

Food Cakes and cupcakes Candy and chewing gum Food or board at school Catered affairs Food on trips

97.38 3.60 8.73 22.75 19.25 2.66

52.76 – 19.50 11.64 1.08 0.02

35.20 2.83 0.76 5.23 9.87 0.88

55.29 0.56 7.90 26.51 2.63 2.01

113.16 4.15 10.05 24.93 23.27 3.03

Number of consumer units (in 000s) Average number of persons per consumer unit Average before-tax income of consumer units Average spending of consumer units, total

Alcoholic beverages

14.36

7.26

2.55

4.91

17.53

Housing Housekeeping supplies Stationery, stationery supplies, giftwrap Postage Household textiles Major appliances Small appliances and miscellaneous housewares Infants’ equipment Household decorative items Indoor plants, fresh ﬂowers Computers and computer hardware for nonbusiness use Housing while attending school Lodging on trips Natural gas (renter) Electricity (renter) Babysitting Day care centers, nurseries, and preschools

228.81 31.47 15.29 4.65 13.16 6.42 14.34 5.54 18.63 7.76 9.29 41.35 4.45 2.65 9.90 5.68 3.07

169.08 14.99 4.98 0.44 2.67 2.03 16.82 – 6.63 5.85 8.71 62.12 1.54 2.82 5.40 1.50 –

119.57 9.27 2.06 5.50 2.62 1.41 1.29 0.41 7.66 0.83 3.15 18.11 1.21 7.82 17.92 2.95 0.31

101.35 17.19 4.68 6.40 1.04 4.28 10.58 9.95 8.65 1.43 2.28 7.16 0.73 2.04 9.01 9.45 1.24

264.25 36.90 18.84 4.25 16.53 7.53 16.88 5.66 21.73 9.73 11.32 50.15 5.53 1.91 8.72 5.52 3.79

Apparel and services Men and boys, aged 2 or older Women and girls, aged 2 or older Children under age 2 Watches Jewelry Footwear

222.76 47.22 78.52 49.87 2.89 15.43 26.83

132.07 21.40 32.79 34.83 3.22 33.96 4.03

203.01 32.14 64.06 56.26 0.36 12.65 37.05

210.31 35.05 76.32 49.14 2.53 7.36 39.21

227.31 51.25 80.90 48.96 3.33 17.06 23.42

Transportation Vehicle purchases Gasoline on trips Airline fares Intercity train fares Ship fares

99.18 49.66 19.34 12.70 2.82 5.85

164.63 87.88 8.33 30.81 7.40 19.20

28.63 13.22 6.73 4.48 0.83 0.96

24.94 2.06 9.91 4.28 0.58 2.71

121.58 62.61 22.77 15.27 3.47 7.13

Health care

22.26

16.38

5.55

6.98

27.18

Entertainment Toys, games, hobbies, and tricycles

88.54 29.14

114.99 20.05

40.97 16.97

53.74 17.50

100.92 32.64

Personal care products and services Cosmetics, perfume, bath preparations

12.12 8.50

17.23 11.44

2.99 1.23

9.99 6.34

13.81 9.91

Education College tuition

323.68 265.47

352.89 312.91

151.76 133.54

128.53 113.76

379.99 308.96

All other gifts

99.33

72.50

60.41

102.57

104.84

Gifts of out-of-town trip expenses

58.30

54.22

18.38

48.93

66.01

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Numbers may not add to total because not all categories are shown. Spending on gifts is also included in the product and service categories in other chapters. Source: Bureau of Labor Statistics, unpublished tables from the 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 61

Table 23. Gifts for People in Other Households: Indexed spending by race and Hispanic origin, 2008 (indexed average annual spending of consumer units on selected gifts of products and services for people in other households by race and Hispanic origin of consumer unit reference person, 2008; index deﬁnition: an index of 100 is the average for all consumer units; an index of 132 means that spending by consumer units in that group is 32 percent above the average for all consumer units; an index of 68 indicates spending that is 32 percent below the average for all consumer units) total consumer units $50,486 100

Asian $55,430 110

black $36,721 73

Hispanic $43,052 85

non-Hispanic white and other $53,773 107

Gifts, spending index

100

91

54

58

113

Food Cakes and cupcakes Candy and chewing gum Food or board at school Catered affairs Food on trips

100 100 100 100 100 100

54 – 223 51 6 1

36 79 9 23 51 33

57 16 90 117 14 76

116 115 115 110 121 114

Alcoholic beverages

100

51

18

34

122

Housing Housekeeping supplies Stationery, stationery supplies, giftwrap Postage Household textiles Major appliances Small appliances and miscellaneous housewares Infants’ equipment Household decorative items Indoor plants, fresh ﬂowers Computers and computer hardware for nonbusiness use Housing while attending school Lodging on trips Natural gas (renter) Electricity (renter) Babysitting Day care centers, nurseries, and preschools

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

74 48 33 9 20 32 117 – 36 75 94 150 35 106 55 26 –

52 29 13 118 20 22 9 7 41 11 34 44 27 295 181 52 10

44 55 31 138 8 67 74 180 46 18 25 17 16 77 91 166 40

115 117 123 91 126 117 118 102 117 125 122 121 124 72 88 97 123

Apparel and services Men and boys, aged 2 or older Women and girls, aged 2 or older Children under age 2 Watches Jewelry Footwear

100 100 100 100 100 100 100

59 45 42 70 111 220 15

91 68 82 113 12 82 138

94 74 97 99 88 48 146

102 109 103 98 115 111 87

Transportation Vehicle purchases Gasoline on trips Airline fares Intercity train fares Ship fares

100 100 100 100 100 100

166 177 43 243 262 328

29 27 35 35 29 16

25 4 51 34 21 46

123 126 118 120 123 122

Health care

100

74

25

31

122

Entertainment Toys, games, hobbies, and tricycles

100 100

130 69

46 58

61 60

114 112

Personal care products and services Cosmetics, perfume, bath preparations

100 100

142 135

25 14

82 75

114 117

Education College tuition

100 100

109 118

47 50

40 43

117 116

All other gifts

100

73

61

103

106

Gifts of out-of-town trip expenses

100

93

32

84

113

Average spending of consumer units, total Average spending of consumer units, index

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Spending on gifts is also included in the product and service categories in other chapters. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

62 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Table 24. Gifts for People in Other Households: Total spending by race and Hispanic origin, 2008 (total annual spending on selected gifts of products and services for people in other households by consumer unit race and Hispanic origin groups, 2008; consumer units and dollars in thousands)

Number of consumer units Total spending of all consumer units Gifts, total spending Food Cakes and cupcakes Candy and chewing gum Food or board at school Catered affairs Food on trips Alcoholic beverages

total consumer units 120,770 $6,097,154,366

Asian 4,609 $255,477,930

black 14,832 $544,648,987

Hispanic 13,975 $601,658,548

non-Hispanic white and other 92,214 $4,958,594,836

146,051,992

5,068,932

9,654,149

9,764,472

126,490,866

11,760,583 434,772 1,054,322 2,747,518 2,324,823 321,248

243,171 – 89,876 53,649 4,978 92

522,086 41,975 11,272 77,571 146,392 13,052

772,678 7,826 110,403 370,477 36,754 28,090

10,434,936 382,688 926,751 2,298,895 2,145,820 279,408

1,734,257

33,461

37,822

68,617

1,616,511

Housing Housekeeping supplies Stationery, stationery supplies, giftwrap Postage Household textiles Major appliances Small appliances and miscellaneous housewares Infants’ equipment Household decorative items Indoor plants, fresh ﬂowers Computers and computer hardware for nonbusiness use Housing while attending school Lodging on trips Natural gas (renter) Electricity (renter) Babysitting Day care centers, nurseries, and preschools

27,633,384 3,800,632 1,846,573 561,581 1,589,333 775,343 1,731,842 669,066 2,249,945 937,175 1,121,953 4,993,840 537,427 320,041 1,195,623 685,974 370,764

779,290 69,089 22,953 2,028 12,306 9,356 77,523 – 30,558 26,963 40,144 286,311 7,098 12,997 24,889 6,914 –

1,773,462 137,493 30,554 81,576 38,860 20,913 19,133 6,081 113,613 12,311 46,721 268,608 17,947 115,986 265,789 43,754 4,598

1,416,366 240,230 65,403 89,440 14,534 59,813 147,856 139,051 120,884 19,984 31,863 100,061 10,202 28,509 125,915 132,064 17,329

24,367,550 3,402,697 1,737,312 391,910 1,524,297 694,371 1,556,572 521,931 2,003,810 897,242 1,043,862 4,624,532 509,943 176,129 804,106 509,021 349,491

Apparel and services Men and boys, aged 2 or older Women and girls, aged 2 or older Children under age 2 Watches Jewelry Footwear

26,902,725 5,702,759 9,482,860 6,022,800 349,025 1,863,481 3,240,259

608,711 98,633 151,129 160,531 14,841 156,522 18,574

3,011,044 476,700 950,138 834,448 5,340 187,625 549,526

2,939,082 489,824 1,066,572 686,732 35,357 102,856 547,960

20,961,164 4,725,968 7,460,113 4,514,797 307,073 1,573,171 2,159,652

Transportation Vehicle purchases Gasoline on trips Airline fares Intercity train fares Ship fares

11,977,969 5,997,438 2,335,692 1,533,779 340,571 706,505

758,780 405,039 38,393 142,003 34,107 88,493

424,640 196,079 99,819 66,447 12,311 14,239

348,537 28,789 138,492 59,813 8,106 37,872

11,211,378 5,773,519 2,099,713 1,408,108 319,983 657,486

Health care

2,688,340

75,495

82,318

97,546

2,506,377

10,692,976 3,519,238

529,989 92,410

607,667 251,699

751,017 244,563

9,306,237 3,009,865

1,463,732 1,026,545

79,413 52,727

44,348 18,243

139,610 88,602

1,273,475 913,841

Education College tuition

39,090,834 32,060,812

1,626,470 1,442,202

2,250,904 1,980,665

1,796,207 1,589,796

35,040,398 28,490,437

All other gifts

11,996,084

334,153

896,001

1,433,416

9,667,716

7,040,891

249,900

272,612

683,797

6,087,046

Entertainment Toys, games, hobbies, and tricycles Personal care products and services Cosmetics, perfume, bath preparations

Gifts of out-of-town trip expenses

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Numbers may not add to total because of rounding. “–” means sample is too small to make a reliable estimate. Spending on gifts is also included in the product and service categories in other chapters. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 63

Table 25. Gifts for People in Other Households: Market shares by race and Hispanic origin, 2008 (percentage of total annual spending on selected gifts of products and services for people in other households accounted for by consumer unit race and Hispanic origin groups, 2008)

Share of total consumer units Share of total before-tax income Share of total spending

total consumer units 100.0% 100.0 100.0

Asian 3.8% 4.6 4.2

black 12.3% 8.4 8.9

Hispanic 11.6% 9.0 9.9

non-Hispanic white and other 76.4% 82.7 81.3

Share of gifts spending

100.0

3.5

6.6

6.7

86.6

Food Cakes and cupcakes Candy and chewing gum Food or board at school Catered affairs Food on trips

100.0 100.0 100.0 100.0 100.0 100.0

2.1 – 8.5 2.0 0.2 0.0

4.4 9.7 1.1 2.8 6.3 4.1

6.6 1.8 10.5 13.5 1.6 8.7

88.7 88.0 87.9 83.7 92.3 87.0

Alcoholic beverages

100.0

1.9

2.2

4.0

93.2

Housing Housekeeping supplies Stationery, stationery supplies, giftwrap Postage Household textiles Major appliances Small appliances and miscellaneous housewares Infants’ equipment Household decorative items Indoor plants, fresh ﬂowers Computers and computer hardware for nonbusiness use Housing while attending school Lodging on trips Natural gas (renter) Electricity (renter) Babysitting Day care centers, nurseries, and preschools

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

2.8 1.8 1.2 0.4 0.8 1.2 4.5 – 1.4 2.9 3.6 5.7 1.3 4.1 2.1 1.0 –

6.4 3.6 1.7 14.5 2.4 2.7 1.1 0.9 5.0 1.3 4.2 5.4 3.3 36.2 22.2 6.4 1.2

5.1 6.3 3.5 15.9 0.9 7.7 8.5 20.8 5.4 2.1 2.8 2.0 1.9 8.9 10.5 19.3 4.7

88.2 89.5 94.1 69.8 95.9 89.6 89.9 78.0 89.1 95.7 93.0 92.6 94.9 55.0 67.3 74.2 94.3

Apparel and services Men and boys, aged 2 or older Women and girls, aged 2 or older Children under age 2 Watches Jewelry Footwear

100.0 100.0 100.0 100.0 100.0 100.0 100.0

2.3 1.7 1.6 2.7 4.3 8.4 0.6

11.2 8.4 10.0 13.9 1.5 10.1 17.0

10.9 8.6 11.2 11.4 10.1 5.5 16.9

77.9 82.9 78.7 75.0 88.0 84.4 66.7

Transportation Vehicle purchases Gasoline on trips Airline fares Intercity train fares Ship fares

100.0 100.0 100.0 100.0 100.0 100.0

6.3 6.8 1.6 9.3 10.0 12.5

3.5 3.3 4.3 4.3 3.6 2.0

2.9 0.5 5.9 3.9 2.4 5.4

93.6 96.3 89.9 91.8 94.0 93.1

Health care

100.0

2.8

3.1

3.6

93.2

Entertainment Toys, games, hobbies, and tricycles

100.0 100.0

5.0 2.6

5.7 7.2

7.0 6.9

87.0 85.5

Personal care products and services Cosmetics, perfume, bath preparations

100.0 100.0

5.4 5.1

3.0 1.8

9.5 8.6

87.0 89.0

Education College tuition

100.0 100.0

4.2 4.5

5.8 6.2

4.6 5.0

89.6 88.9

All other gifts

100.0

2.8

7.5

11.9

80.6

Gifts of out-of-town trip expenses

100.0

3.5

3.9

9.7

86.5

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Numbers may not add to total because of rounding and because not all categories are shown. Spending on gifts is also included in the product and service categories in other chapters. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

64 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Spending on Health Care (Out-of-Pocket Expenses), 2008 The average American household spent $2,976 on out-of-pocket health care expenses in 2008, up 15 percent from the inﬂation-adjusted $2,583 it spent in 2000. Out-of-pocket spending on health insurance rose by a substantial 34 percent during those years, while prescription and nonprescription drug spending fell 7 percent. Out-of-pocket health care costs absorbed 5.9 percent of the household budget in 2008, up from 5.4 percent in 2000. Minority households spend less than the average household on out-of-pocket health care costs. Asians spend one-quarter less on health care than the average household. Hispanics spend an even larger 47 percent less than the average household on health care, and blacks spend 46 percent less. One reason for the lower out-of-pocket spending of Asians, blacks, and Hispanics is their younger age, which reduces the need for health care services. Non-Hispanic whites spend 14 percent more than the average household on out-of-pocket health care costs.

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 65

Table 26. Health Care: Average spending by race and Hispanic origin, 2008 (average annual out-of-pocket spending of consumer units on health care, by race and Hispanic origin of consumer unit reference person, 2008) total consumer units

Asian

black

Hispanic

non-Hispanic white and other

120,770

4,609

14,832

13,975

92,214

2.5

2.7

2.5

3.2

2.4

$63,563.00

$75,917.00

$43,722.00

$49,317.00

$68,842.00

50,485.67

55,430.23

36,721.21

43,052.49

53,772.69

Health care, average spending

2,975.88

2,232.56

1,595.25

1,571.32

3,406.13

HEALTH INSURANCE

1,653.37

1,425.45

1,015.05

816.08

1,881.48

319.36

273.12

203.67

154.79

362.52

87.61

60.17

61.04

49.07

97.49

Preferred-provider health plan (not BCBS)

231.75

212.95

142.63

105.72

265.03

Blue Cross, Blue Shield

476.60

414.40

286.10

174.65

552.24

79.97

56.51

57.01

17.16

93.06

Preferred-provider health plan

214.23

184.55

105.61

66.10

253.74

Health maintenance organization

142.09

127.38

107.92

83.20

156.13

33.47

33.76

11.34

7.21

41.18

6.84

12.21

4.21

0.98

8.14

Health maintenance plans (HMOs)

271.66

378.26

177.01

215.81

295.68

Medicare payments

338.12

211.47

231.78

178.35

378.98

57.87

25.97

47.28

29.22

64.11

Number of consumer units (in 000s) Average number of persons per consumer unit Average before-tax income of consumer units Average spending of consumer units, total

Commercial health insurance Traditional fee-for-service health plan (not BCBS)

Traditional fee-for-service health plan

Commercial Medicare supplement Other BCBS health insurance

Medicare prescription drug premium Commercial Medicare supplements and other health insurance

129.69

73.52

55.42

52.80

153.08

Commercial Medicare supplement (not BCBS)

89.28

49.62

40.55

30.87

105.87

Other health insurance (not BCBS)

40.41

23.90

14.87

21.93

47.20

Long-term care insurance

60.07

48.71

13.79

10.47

74.87

MEDICAL SERVICES

726.64

412.21

292.30

406.64

843.21

Physician’s services

182.11

150.81

68.62

101.18

212.26

Dental services

254.54

139.94

133.63

126.20

292.81

Eye care services

35.98

17.47

15.94

26.55

40.54

Service by professionals other than physician

56.51

36.34

16.49

28.96

66.97

Lab tests, X-rays

53.64

27.21

21.44

27.13

62.69

101.09

25.53

31.83

72.36

116.36 23.47

Hospital room and services Care in convalescent or nursing home

18.23

–

0.64

2.04

Other medical services

20.15

14.91

3.71

22.23

22.43

482.10

297.70

251.59

273.55

549.73

Nonprescription drugs

86.62

65.33

44.65

73.14

95.15

Nonprescription vitamins

39.75

55.45

15.64

23.37

45.76

Prescription drugs

355.73

176.92

191.30

177.04

408.82

MEDICAL SUPPLIES

DRUGS

113.78

97.19

36.31

75.05

131.71

Eyeglasses and contact lenses

59.90

47.88

23.01

44.23

68.12

Hearing aids

12.91

27.91

0.87

0.36

16.72

Topicals and dressings

30.88

20.78

9.35

25.86

34.85

Medical equipment for general use

4.22

0.05

0.88

0.72

5.27

Supportive and convalescent medical equipment

2.88

0.60

0.88

1.96

3.33

Rental of medical equipment

1.60

–0.03

1.07

1.84

1.65

Rental of supportive and convalescent medical equipment

1.39

–

0.26

0.08

1.76

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Subcategories may not add to total because some are not shown. “–” means sample is too small to make a reliable estimate. Source: Bureau of Labor Statistics, unpublished tables from the 2008 Consumer Expenditure Survey

66 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Table 27. Health Care: Indexed spending by race and Hispanic origin, 2008 (indexed average annual out-of-pocket spending of consumer units on health care, by race and Hispanic origin of consumer unit reference person, 2008; index deﬁnition: an index of 100 is the average for all consumer units; an index of 132 means that spending by consumer units in that group is 32 percent above the average for all consumer units; an index of 68 indicates spending that is 32 percent below the average for all consumer units)

Average spending of consumer units, total

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

$50,486

$55,430

$36,721

$43,052

$53,773

Average spending of consumer units, index

100

110

73

85

107

Health care, spending index

100

75

54

53

114

HEALTH INSURANCE

100

86

61

49

114

Commercial health insurance

100

86

64

48

114

Traditional fee-for-service health plan (not BCBS)

100

69

70

56

111

Preferred-provider health plan (not BCBS)

100

92

62

46

114

Blue Cross, Blue Shield

100

87

60

37

116

Traditional fee-for-service health plan

100

71

71

21

116

Preferred-provider health plan

100

86

49

31

118

Health maintenance organization

100

90

76

59

110

Commercial Medicare supplement

100

101

34

22

123

Other BCBS health insurance

100

179

62

14

119

Health maintenance plans (HMOs)

100

139

65

79

109

Medicare payments

100

63

69

53

112

Medicare prescription drug premium

100

45

82

50

111

Commercial Medicare supplements and other health insurance

100

57

43

41

118

Commercial Medicare supplement (not BCBS)

100

56

45

35

119

Other health insurance (not BCBS)

100

59

37

54

117

Long-term care insurance

100

81

23

17

125

MEDICAL SERVICES

100

57

40

56

116

Physician’s services

100

83

38

56

117

Dental services

100

55

52

50

115

Eye care services

100

49

44

74

113

Service by professionals other than physician

100

64

29

51

119

Lab tests, X-rays

100

51

40

51

117

Hospital room and services

100

25

31

72

115

Care in convalescent or nursing home

100

–

4

11

129

Other medical services

100

74

18

110

111

DRUGS

100

62

52

57

114

Nonprescription drugs

100

75

52

84

110

Nonprescription vitamins

100

139

39

59

115

Prescription drugs

100

50

54

50

115

MEDICAL SUPPLIES

100

85

32

66

116

Eyeglasses and contact lenses

100

80

38

74

114

Hearing aids

100

216

7

3

130

Topicals and dressings

100

67

30

84

113

Medical equipment for general use

100

1

21

17

125

Supportive and convalescent medical equipment

100

21

31

68

116

Rental of medical equipment

100

–2

67

115

103

Rental of supportive and convalescent medical equipment

100

–

19

6

127

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 67

Table 28. Health Care: Total spending by race and Hispanic origin, 2008 (total annual out-of-pocket spending on health care, by consumer unit race and Hispanic origin groups, 2008; consumer units and dollars in thousands) total consumer units Number of consumer units

Asian

black

Hispanic

non-Hispanic white and other

120,770

4,609

14,832

13,975

92,214

$6,097,154,366

$255,477,930

$544,648,987

$601,658,548

$4,958,594,836

Health care, total spending

359,397,028

10,289,869

23,660,748

21,959,197

314,092,872

HEALTH INSURANCE

Total spending of all consumer units

199,677,495

6,569,899

15,055,222

11,404,718

173,498,797

Commercial health insurance

38,569,107

1,258,810

3,020,833

2,163,190

33,429,419

Traditional fee-for-service health plan (not BCBS)

10,580,660

277,324

905,345

685,753

8,989,943

Preferred-provider health plan (not BCBS)

27,988,448

981,487

2,115,488

1,477,437

24,439,476

Blue Cross, Blue Shield

57,558,982

1,909,970

4,243,435

2,440,734

50,924,259

9,657,977

260,455

845,572

239,811

8,581,435

Preferred-provider health plan

25,872,557

850,591

1,566,408

923,748

23,398,380

Health maintenance organization

17,160,209

587,094

1,600,669

1,162,720

14,397,372

4,042,172

155,600

168,195

100,760

3,797,373

826,067

56,276

62,443

13,696

750,622

Health maintenance plans (HMOs)

32,808,378

1,743,400

2,625,412

3,015,945

27,265,836

Medicare payments

40,834,752

974,665

3,437,761

2,492,441

34,947,262

6,988,960

119,696

701,257

408,350

5,911,840

Commercial Medicare supplements and other health insurance

15,662,661

338,854

821,989

737,880

14,116,119

Commercial Medicare supplement (not BCBS)

10,782,346

228,699

601,438

431,408

9,762,696

Other health insurance (not BCBS)

4,880,316

110,155

220,552

306,472

4,352,501

Long-term care insurance

7,254,654

224,504

204,533

146,318

6,904,062

MEDICAL SERVICES

87,756,313

1,899,876

4,335,394

5,682,794

77,755,767

Physician’s services

21,993,425

695,083

1,017,772

1,413,991

19,573,344

Dental services

30,740,796

644,983

1,982,000

1,763,645

27,001,181

Eye care services

4,345,305

80,519

236,422

371,036

3,738,356

Service by professionals other than physician

6,824,713

167,491

244,580

404,716

6,175,572

Lab tests, X-rays

6,478,103

125,411

317,998

379,142

5,780,896

12,208,639

117,668

472,103

1,011,231

10,730,021 2,164,263

Traditional fee-for-service health plan

Commercial Medicare supplement Other BCBS health insurance

Medicare prescription drug premium

Hospital room and services Care in convalescent or nursing home

2,201,637

–

9,492

28,509

Other medical services

2,433,516

68,720

55,027

310,664

2,068,360

DRUGS

58,223,217

1,372,099

3,731,583

3,822,861

50,692,802

Nonprescription drugs

10,461,097

301,106

662,249

1,022,132

8,774,162

4,800,608

255,569

231,972

326,596

4,219,713

Prescription drugs

42,961,512

815,424

2,837,362

2,474,134

37,698,927

MEDICAL SUPPLIES

Nonprescription vitamins

13,741,211

447,949

538,550

1,048,824

12,145,506

Eyeglasses and contact lenses

7,234,123

220,679

341,284

618,114

6,281,618

Hearing aids

1,559,141

128,637

12,904

5,031

1,541,818

Topicals and dressings

3,729,378

95,775

138,679

361,394

3,213,658

Medical equipment for general use

509,649

230

13,052

10,062

485,968

Supportive and convalescent medical equipment

347,818

2,765

13,052

27,391

307,073

Rental of medical equipment

193,232

–138

15,870

25,714

152,153

Rental of supportive and convalescent medical equipment

167,870

–

3,856

1,118

162,297

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Numbers may not add to total because of rounding and missing subcategories. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

68 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Table 29. Health Care: Market shares by race and Hispanic origin, 2008 (percentage of total annual out-of-pocket spending on health care accounted for by consumer unit race and Hispanic origin groups, 2008) total consumer units

Asian

black

Hispanic

non-Hispanic white and other

Share of total consumer units

100.0%

3.8%

12.3%

11.6%

Share of total before-tax income

100.0

4.6

8.4

9.0

76.4% 82.7

Share of total spending

100.0

4.2

8.9

9.9

81.3

Share of health care spending

100.0

2.9

6.6

6.1

87.4

HEALTH INSURANCE

100.0

3.3

7.5

5.7

86.9

Commercial health insurance

100.0

3.3

7.8

5.6

86.7

Traditional fee-for-service health plan (not BCBS)

100.0

2.6

8.6

6.5

85.0

Preferred-provider health plan (not BCBS)

100.0

3.5

7.6

5.3

87.3

Blue Cross, Blue Shield

100.0

3.3

7.4

4.2

88.5

Traditional fee-for-service health plan

100.0

2.7

8.8

2.5

88.9

Preferred-provider health plan

100.0

3.3

6.1

3.6

90.4

Health maintenance organization

100.0

3.4

9.3

6.8

83.9

Commercial Medicare supplement

100.0

3.8

4.2

2.5

93.9

Other BCBS health insurance

100.0

6.8

7.6

1.7

90.9

Health maintenance plans (HMOs)

100.0

5.3

8.0

9.2

83.1

Medicare payments

100.0

2.4

8.4

6.1

85.6

Medicare prescription drug premium

100.0

1.7

10.0

5.8

84.6

Commercial Medicare supplements and other health insurance

100.0

2.2

5.2

4.7

90.1

Commercial Medicare supplement (not BCBS)

100.0

2.1

5.6

4.0

90.5

Other health insurance (not BCBS)

100.0

2.3

4.5

6.3

89.2

Long-term care insurance

100.0

3.1

2.8

2.0

95.2

MEDICAL SERVICES

100.0

2.2

4.9

6.5

88.6

Physician’s services

100.0

3.2

4.6

6.4

89.0

Dental services

100.0

2.1

6.4

5.7

87.8

Eye care services

100.0

1.9

5.4

8.5

86.0

Service by professionals other than physician

100.0

2.5

3.6

5.9

90.5

Lab tests, X-rays

100.0

1.9

4.9

5.9

89.2

Hospital room and services

100.0

1.0

3.9

8.3

87.9

Care in convalescent or nursing home

100.0

–

0.4

1.3

98.3

Other medical services

100.0

2.8

2.3

12.8

85.0

DRUGS

100.0

2.4

6.4

6.6

87.1

Nonprescription drugs

100.0

2.9

6.3

9.8

83.9

Nonprescription vitamins

100.0

5.3

4.8

6.8

87.9

Prescription drugs

100.0

1.9

6.6

5.8

87.8

MEDICAL SUPPLIES

100.0

3.3

3.9

7.6

88.4

Eyeglasses and contact lenses

100.0

3.1

4.7

8.5

86.8

Hearing aids

100.0

8.3

0.8

0.3

98.9

Topicals and dressings

100.0

2.6

3.7

9.7

86.2

Medical equipment for general use

100.0

0.0

2.6

2.0

95.4

Supportive and convalescent medical equipment

100.0

0.8

3.8

7.9

88.3

Rental of medical equipment

100.0

–0.1

8.2

13.3

78.7

Rental of supportive and convalescent medical equipment

100.0

–

2.3

0.7

96.7

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 69

Spending on Housing: Household Operations, 2008 For the average household, housing is the biggest expense. In 2008, housing costs—including shelter, utilities, and all household operations (household services, housekeeping supplies, furniture, and equipment)—absorbed 33.9 percent of average household expenditures. That ﬁgure has increased slightly from the 32.4 percent of 2000. Spending on household furnishings and equipment fell 16 percent between 2000 and 2008, after adjusting for inﬂation, but spending on housekeeping supplies rose 9 percent during those years, and spending on household services increased 17 percent. Asians spend 18 percent more than the average household on housing—$20,138 in 2008. Hispanics spend 9 percent less than average on housing ($15,582), while blacks spend 20 percent less ($13,770). Two factors are behind the higher spending of Asians on housing—their higher incomes and the fact that many live in California, where housing costs are well above average. Asian households spend 43 percent more than the average household on day care centers. Hispanics spend more than twice the average on babysitting services in someone else’s home. Black householders outspend the average on water-softening service, home security system service fees, and computer installation among others. They spend more than twice the average on telephones and accessories. Because of their relatively large families, Hispanics spend 24 percent more than average on laundry and cleaning supplies (blacks spend slightly above average on this item, while Asians spend 11 percent less than average) and 40 percent more than average on bathroom linens. Hispanic spending on window air conditioners and portable dishwashers is one-quarter above average. Asians spend 30 percent more than average on home security system service fees.

70 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Table 30. Housing: Household Operations: Average spending by race and Hispanic origin, 2008 (average annual spending of consumer units on household services, supplies, furnishings, and equipment, by race and Hispanic origin of consumer unit reference person, 2008) total consumer units 120,770 2.5 $63,563.00 50,485.67

Asian 4,609 2.7 $75,917.00 55,430.23

black 14,832 2.5 $43,722.00 36,721.21

Hispanic 13,975 3.2 $49,317.00 43,052.49

non-Hispanic white and other 92,214 2.4 $68,842.00 53,772.69

17,108.53

20,138.41

13,770.44

15,582.36

17,867.53

HOUSEHOLD SERVICES Personal services Babysitting and child care in own home Babysitting and child care in someone else’s home Care for elderly, invalids, handicapped, etc. Day care centers, nurseries, and preschools

997.50 383.20 46.77 35.56 53.92 244.01

931.25 417.12 31.21 33.40 2.68 349.83

610.38 279.47 32.37 27.73 2.26 217.12

796.77 401.62 62.42 78.84 16.08 244.28

1,090.47 398.10 46.60 30.39 67.82 249.44

Other household services Housekeeping services Gardening, lawn care service Water-softening service Nonclothing laundry and dry cleaning, sent out Nonclothing laundry and dry cleaning, coin-operated Termite and pest control services Home security system service fee Other home services Termite and pest control products Moving, storage, and freight express Appliance repair, including at service center Reupholstering and furniture repair Repairs and rentals of lawn and garden equipment, hand and power tools, etc. Appliance rental Repair of computer systems for nonbusiness use Computer information services Installation of computer

614.30 118.86 115.65 4.89 1.10 3.37 19.17 21.75 19.32 2.79 47.32 17.73 6.11

514.13 83.63 86.70 4.61 1.22 3.33 10.26 28.33 3.26 1.36 29.00 8.35 2.11

330.92 24.80 49.35 5.35 0.11 6.58 10.49 23.03 10.28 1.44 21.35 11.31 0.63

395.15 74.46 69.07 4.19 0.67 7.92 11.86 13.73 9.61 2.14 10.99 10.49 4.76

692.37 140.41 133.09 4.91 1.32 2.16 21.63 22.70 22.22 3.11 56.90 19.83 7.18

7.03 0.92 6.67 219.27 0.47

2.18 0.06 1.06 244.85 0.11

5.78 0.92 2.11 156.43 0.54

1.63 1.02 4.08 167.94 –

8.03 0.91 7.79 237.36 0.53

HOUSEKEEPING SUPPLIES Laundry and cleaning supplies Soaps and detergents Other laundry cleaning products

654.27 147.82 81.10 66.71

494.47 131.27 69.90 61.37

460.61 153.28 91.13 62.15

542.27 183.67 107.58 76.09

699.93 141.82 75.66 66.16

Other household products Cleansing and toilet tissue, paper towels, and napkins Miscellaneous household products Lawn and garden supplies

350.23 104.28 147.91 98.04

240.04 89.44 109.85 40.75

226.41 95.75 94.81 35.85

252.09 111.24 111.68 29.16

383.25 104.58 161.22 117.45

Postage and stationery Stationery, stationery supplies, giftwrap Postage Delivery services

156.22 81.82 70.22 4.19

123.16 52.62 65.31 5.24

80.92 30.70 49.91 0.31

106.51 47.09 57.52 1.90

174.86 94.63 75.12 5.11

1,624.39 126.30 22.03 62.63 6.22 20.75 2.93 10.51 1.23

1,734.57 107.13 19.65 47.11 11.39 23.49 2.32 1.87 1.30

1,116.37 115.92 28.27 68.08 4.51 9.54 1.54 2.25 1.74

1,098.01 93.17 30.76 42.74 5.49 9.67 1.52 2.10 0.90

1,781.81 133.09 19.94 64.55 6.71 24.23 3.36 13.09 1.20

387.66 52.42 69.43 97.32 36.10 17.03

392.69 83.77 53.83 121.75 18.98 15.19

339.31 43.19 75.90 88.57 27.93 13.29

266.33 40.53 45.04 77.31 18.12 9.17

413.69 55.56 72.00 101.74 40.46 18.89

Number of consumer units (in 000s) Average number of persons per consumer unit Average before-tax income of consumer units Average spending of consumer units, total Housing, average spending

HOUSEHOLD FURNISHINGS AND EQUIPMENT Household textiles Bathroom linens Bedroom linens Kitchen and dining room linens Curtains and draperies Slipcovers and decorative pillows Sewing materials for household items Other linens Furniture Mattresses and springs Other bedroom furniture Sofas Living room chairs Living room tables

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 71

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

$34.82 8.37 28.01 44.15

$23.69 11.50 10.54 53.44

$18.20 8.00 30.03 34.20

$18.75 8.95 20.06 28.40

$39.84 8.33 28.80 48.07

44.58 26.99 17.59

14.49 14.49

21.49 13.18 8.31

15.44 10.26 5.18

52.58 31.66 20.92

Major appliances Dishwashers (built-in), garbage disposals, range hoods Refrigerators and freezers Washing machines Clothes dryers Cooking stoves, ovens Microwave ovens Portable dishwashers Window air conditioners Electric ﬂoor-cleaning equipment Sewing machines Miscellaneous household appliances

204.12 15.02 56.41 34.61 27.04 30.98 10.52 0.97 5.02 16.04 5.09 2.43

225.27 11.78 72.85 28.95 32.83 40.51 13.21 – 1.93 16.49 4.37 2.34

120.68 4.74 30.47 23.61 18.67 17.80 9.44 0.30 5.20 5.64 3.69 1.13

163.95 6.42 47.58 31.08 20.68 22.28 11.91 1.21 6.25 15.22 1.06 0.25

223.25 17.94 61.88 36.88 29.27 34.33 10.48 1.04 4.80 17.79 5.91 2.95

Small appliances and miscellaneous housewares Housewares Plastic dinnerware China and other dinnerware Flatware Glassware Other serving pieces Nonelectric cookware Tableware, nonelectric kitchenware Small appliances Small electric kitchen appliances Portable heating and cooling equipment

112.89 79.98 2.83 11.13 3.62 17.47 1.21 13.99 29.73 32.91 19.36 13.55

128.81 100.78 3.03 20.79 3.64 10.72 1.71 16.56 44.32 28.02 22.84 5.19

60.61 38.21 2.63 6.95 4.55 6.83 1.39 5.38 10.48 22.41 9.47 12.93

90.76 55.37 2.76 13.94 5.62 3.79 0.83 6.61 21.82 35.38 18.67 16.71

124.02 89.79 2.87 11.33 3.15 21.07 1.23 16.36 33.77 34.22 21.07 13.15

Miscellaneous household equipment Window coverings Infants’ equipment Laundry and cleaning equipment Outdoor equipment Lamps and lighting ﬁxtures Household decorative items Telephones and accessories Lawn and garden equipment Power tools Ofﬁce furniture for home use Hand tools Indoor plants and fresh ﬂowers Closet and storage items Rental of furniture Luggage Computers and computer hardware for nonbusiness use Computer software and accessories for nonbusiness use Personal digital assistants Internet services away from home Telephone answering devices Business equipment for home use Other hardware Smoke alarms Other household appliances Miscellaneous household equipment and parts

748.85 20.96 20.87 15.93 32.72 29.12 126.77 43.68 65.40 27.80 7.84 16.70 46.77 22.75 2.44 12.44 152.41 23.57 2.81 2.87 0.44 2.27 16.80 1.22 9.22 45.04

866.19 5.25 14.67 14.93 23.79 40.52 78.35 53.21 194.53 28.19 2.16 2.29 30.17 36.86 0.10 35.21 194.40 23.41 0.26 1.67 0.87 1.92 11.25 1.15 24.96 46.08

458.35 8.16 8.70 7.73 13.77 19.48 36.90 92.76 53.14 17.15 1.33 9.70 15.58 17.07 6.16 2.16 69.50 9.09 0.72 1.56 0.19 2.37 46.71 0.84 1.19 16.38

468.36 6.06 32.53 17.86 20.46 8.68 61.56 30.28 49.06 25.85 2.60 29.51 17.40 10.62 1.95 4.17 101.16 11.28 1.30 3.57 0.35 1.20 3.69 0.69 3.06 23.47

835.18 25.22 20.98 16.90 37.35 33.52 149.97 37.99 69.52 30.15 9.66 15.89 55.77 25.34 1.91 15.21 173.37 27.71 3.37 2.99 0.50 2.46 14.09 1.38 11.43 52.50

Kitchen and dining room furniture Infants’ furniture Outdoor furniture Wall units, cabinets, and other furniture Floor coverings Wall-to-wall carpeting Floor coverings, nonpermanent

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Subcategories may not add to total because some are not shown. “–” means sample is too small to make a reliable estimate. Source: Bureau of Labor Statistics, unpublished tables from the 2008 Consumer Expenditure Survey

72 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Table 31. Housing: Household Operations: Indexed spending by race and Hispanic origin, 2008 (indexed average annual spending of consumer units on household services, supplies, furnishings, and equipment, by race and Hispanic origin of consumer unit reference person, 2008; index deﬁnition: an index of 100 is the average for all consumer units; an index of 132 means that spending by consumer units in that group is 32 percent above the average for all consumer units; an index of 68 indicates spending that is 32 percent below the average for all consumer units) total consumer units $50,486 100

Asian $55,430 110

black $36,721 73

Hispanic $43,052 85

non-Hispanic white and other $53,773 107

Housing, spending index

100

118

80

91

104

HOUSEHOLD SERVICES Personal services Babysitting and child care in own home Babysitting and child care in someone else’s home Care for elderly, invalids, handicapped, etc. Day care centers, nurseries, and preschools

100 100 100 100 100 100

93 109 67 94 5 143

61 73 69 78 4 89

80 105 133 222 30 100

109 104 100 85 126 102

Other household services Housekeeping services Gardening, lawn care service Water-softening service Nonclothing laundry and dry cleaning, sent out Nonclothing laundry and dry cleaning, coin-operated Termite and pest control services Home security system service fee Other home services Termite and pest control products Moving, storage, and freight express Appliance repair, including at service center Reupholstering and furniture repair Repairs and rentals of lawn and garden equipment, hand and power tools, etc. Appliance rental Repair of computer systems for nonbusiness use Computer information services Installation of computer

100 100 100 100 100 100 100 100 100 100 100 100 100

84 70 75 94 111 99 54 130 17 49 61 47 35

54 21 43 109 10 195 55 106 53 52 45 64 10

64 63 60 86 61 235 62 63 50 77 23 59 78

113 118 115 100 120 64 113 104 115 111 120 112 118

100 100 100 100 100

31 7 16 112 23

82 100 32 71 115

23 111 61 77 –

114 99 117 108 113

HOUSEKEEPING SUPPLIES Laundry and cleaning supplies Soaps and detergents Other laundry cleaning products

100 100 100 100

76 89 86 92

70 104 112 93

83 124 133 114

107 96 93 99

Other household products Cleansing and toilet tissue, paper towels, and napkins Miscellaneous household products Lawn and garden supplies

100 100 100 100

69 86 74 42

65 92 64 37

72 107 76 30

109 100 109 120

Postage and stationery Stationery, stationery supplies, giftwrap Postage Delivery services

100 100 100 100

79 64 93 125

52 38 71 7

68 58 82 45

112 116 107 122

HOUSEHOLD FURNISHINGS AND EQUIPMENT Household textiles Bathroom linens Bedroom linens Kitchen and dining room linens Curtains and draperies Slipcovers and decorative pillows Sewing materials for household items Other linens

100 100 100 100 100 100 100 100 100

107 85 89 75 183 113 79 18 106

69 92 128 109 73 46 53 21 141

68 74 140 68 88 47 52 20 73

110 105 91 103 108 117 115 125 98

Furniture Mattresses and springs Other bedroom furniture Sofas Living room chairs Living room tables

100 100 100 100 100 100

101 160 78 125 53 89

88 82 109 91 77 78

69 77 65 79 50 54

107 106 104 105 112 111

Average spending of consumer units, total Average spending of consumer units, index

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 73

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

Kitchen and dining room furniture Infants’ furniture Outdoor furniture Wall units, cabinets, and other furniture

100 100 100 100

68 137 38 121

52 96 107 77

54 107 72 64

114 100 103 109

Floor coverings Wall-to-wall carpeting Floor coverings, nonpermanent

100 100 100

33 – 82

48 49 47

35 38 29

118 117 119

Major appliances Dishwashers (built-in), garbage disposals, range hoods Refrigerators and freezers Washing machines Clothes dryers Cooking stoves, ovens Microwave ovens Portable dishwashers Window air conditioners Electric ﬂoor-cleaning equipment Sewing machines Miscellaneous household appliances

100 100 100 100 100 100 100 100 100 100 100 100

110 78 129 84 121 131 126 – 38 103 86 96

59 32 54 68 69 57 90 31 104 35 72 47

80 43 84 90 76 72 113 125 125 95 21 10

109 119 110 107 108 111 100 107 96 111 116 121

Small appliances and miscellaneous housewares Housewares Plastic dinnerware China and other dinnerware Flatware Glassware Other serving pieces Nonelectric cookware Tableware, nonelectric kitchenware Small appliances Small electric kitchen appliances Portable heating and cooling equipment

100 100 100 100 100 100 100 100 100 100 100 100

114 126 107 187 101 61 141 118 149 85 118 38

54 48 93 62 126 39 115 38 35 68 49 95

80 69 98 125 155 22 69 47 73 108 96 123

110 112 101 102 87 121 102 117 114 104 109 97

Miscellaneous household equipment Window coverings Infants’ equipment Laundry and cleaning equipment Outdoor equipment Lamps and lighting ﬁxtures Household decorative items Telephones and accessories Lawn and garden equipment Power tools Ofﬁce furniture for home use Hand tools Indoor plants and fresh ﬂowers Closet and storage items Rental of furniture Luggage Computers and computer hardware for nonbusiness use Computer software and accessories for nonbusiness use Personal digital assistants Internet services away from home Telephone answering devices Business equipment for home use Other hardware Smoke alarms Other household appliances Miscellaneous household equipment and parts

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

116 25 70 94 73 139 62 122 297 101 28 14 65 162 4 283 128 99 9 58 198 85 67 94 271 102

61 39 42 49 42 67 29 212 81 62 17 58 33 75 252 17 46 39 26 54 43 104 278 69 13 36

63 29 156 112 63 30 49 69 75 93 33 177 37 47 80 34 66 48 46 124 80 53 22 57 33 52

112 120 101 106 114 115 118 87 106 108 123 95 119 111 78 122 114 118 120 104 114 108 84 113 124 117

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

74 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Table 32. Housing: Household Operations: Total spending by race and Hispanic origin, 2008 (total annual spending on household services, supplies, furnishings, and equipment, by consumer unit race and Hispanic origin groups, 2008; consumer units and dollars in thousands) total consumer units Number of consumer units

Asian

black

Hispanic

non-Hispanic white and other

120,770

4,609

14,832

13,975

92,214

$6,097,154,366

$255,477,930

$544,648,987

$601,658,548

$4,958,594,836

Housing, total spending

2,066,197,168

92,817,932

204,243,166

217,763,481

1,647,636,411

HOUSEHOLD SERVICES

Total spending of all consumer units

$120,468,075

$4,292,131

$9,053,156

$11,134,861

$100,556,601

Personal services Babysitting and child care in own home Babysitting and child care in someone else’s home Care for elderly, invalids, handicapped, etc. Day care centers, nurseries, and preschools

46,279,064 5,648,413 4,294,581 6,511,918 29,469,088

1,922,506 143,847 153,941 12,352 1,612,366

4,145,099 480,112 411,291 33,520 3,220,324

5,612,640 872,320 1,101,789 224,718 3,413,813

36,710,393 4,297,172 2,802,383 6,253,953 23,001,860

Other household services Housekeeping services Gardening, lawn care service Water-softening service Nonclothing laundry and dry cleaning, sent out Nonclothing laundry and dry cleaning, coin-operated Termite and pest control services Home security system service fee Other home services Termite and pest control products Moving, storage, and freight express Appliance repair, including at service center Reupholstering and furniture repair Repairs and rentals of lawn and garden equipment, hand and power tools, etc. Appliance rental Repair of computer systems for nonbusiness use Computer information services Installation of computer

74,189,011 14,354,722 13,967,051 590,565 132,847 406,995 2,315,161 2,626,748 2,333,276 336,948 5,714,836 2,141,252 737,905

2,369,625 385,451 399,600 21,247 5,623 15,348 47,288 130,573 15,025 6,268 133,661 38,485 9,725

4,908,205 367,834 731,959 79,351 1,632 97,595 155,588 341,581 152,473 21,358 316,663 167,750 9,344

5,522,221 1,040,579 965,253 58,555 9,363 110,682 165,744 191,877 134,300 29,907 153,585 146,598 66,521

63,846,207 12,947,768 12,272,761 452,771 121,722 199,182 1,994,589 2,093,258 2,048,995 286,786 5,246,977 1,828,604 662,097

849,013 111,108 805,536 26,481,238 56,762

10,048 277 4,886 1,128,514 507

85,729 13,645 31,296 2,320,170 8,009

22,779 14,255 57,018 2,346,962 –

740,478 83,915 718,347 21,887,915 48,873

HOUSEKEEPING SUPPLIES

79,016,188

2,279,012

6,831,768

7,578,223

64,543,345

Laundry and cleaning supplies Soaps and detergents Other laundry cleaning products

17,852,221 9,794,447 8,056,567

605,023 322,169 282,854

2,273,449 1,351,640 921,809

2,566,788 1,503,431 1,063,358

13,077,789 6,976,911 6,100,878

Other household products Cleansing and toilet tissue, paper towels, and napkins Miscellaneous household products Lawn and garden supplies

42,297,277 12,593,896 17,863,091 11,840,291

1,106,344 412,229 506,299 187,817

3,358,113 1,420,164 1,406,222 531,727

3,522,958 1,554,579 1,560,728 407,511

35,341,016 9,643,740 14,866,741 10,830,534

Postage and stationery Stationery, stationery supplies, giftwrap Postage Delivery services

18,866,689 9,881,401 8,480,469 506,026

567,644 242,526 301,014 24,151

1,200,205 455,342 740,265 4,598

1,488,477 658,083 803,842 26,553

16,124,540 8,726,211 6,927,116 471,214

HOUSEHOLD FURNISHINGS AND EQUIPMENT

196,177,580

7,994,633

16,558,000

15,344,690

164,307,827

Household textiles Bathroom linens Bedroom linens Kitchen and dining room linens Curtains and draperies Slipcovers and decorative pillows Sewing materials for household items Other linens

15,253,251 2,660,563 7,563,825 751,189 2,505,978 353,856 1,269,293 148,547

493,762 90,567 217,130 52,497 108,265 10,693 8,619 5,992

1,719,325 419,301 1,009,763 66,892 141,497 22,841 33,372 25,808

1,302,051 429,871 597,292 76,723 135,138 21,242 29,348 12,578

12,272,761 1,838,747 5,952,414 618,756 2,234,345 309,839 1,207,081 110,657

Furniture Mattresses and springs Other bedroom furniture Sofas Living room chairs Living room tables

46,817,698 6,330,763 8,385,061 11,753,336 4,359,797 2,056,713

1,809,908 386,096 248,102 561,146 87,479 70,011

5,032,646 640,594 1,125,749 1,313,670 414,258 197,117

3,721,962 566,407 629,434 1,080,407 253,227 128,151

38,148,010 5,123,410 6,639,408 9,381,852 3,730,978 1,741,922

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 75

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

$4,205,211 1,010,845 3,382,768 5,331,996

$109,187 53,004 48,579 246,305

$269,942 118,656 445,405 507,254

$262,031 125,076 280,339 396,890

$3,673,806 768,143 2,655,763 4,432,727

5,383,927 3,259,582 2,124,344

66,784 – 66,784

318,740 195,486 123,254

215,774 143,384 72,391

4,848,612 2,919,495 1,929,117

Major appliances Dishwashers (built-in), garbage disposals, range hoods Refrigerators and freezers Washing machines Clothes dryers Cooking stoves, ovens Microwave ovens Portable dishwashers Window air conditioners Electric ﬂoor-cleaning equipment Sewing machines Miscellaneous household appliances

24,651,572 1,813,965 6,812,636 4,179,850 3,265,621 3,741,455 1,270,500 117,147 606,265 1,937,151 614,719 293,471

1,038,269 54,294 335,766 133,431 151,313 186,711 60,885 – 8,895 76,002 20,141.33 10,785

1,789,926 70,304 451,931 350,184 276,913 264,010 140,014 4,450 77,126 83,652 54,730 16,760

2,291,201 89,720 664,931 434,343 289,003 311,363 166,442 16,910 87,344 212,700 14,814 3,494

20,586,776 1,654,319 5,706,202 3,400,852 2,699,104 3,165,707 966,403 95,903 442,627 1,640,487 544,985 272,031

Small appliances and miscellaneous housewares Housewares Plastic dinnerware China and other dinnerware Flatware Glassware Other serving pieces Nonelectric cookware Tableware, nonelectric kitchenware Small appliances Small electric kitchen appliances Portable heating and cooling equipment

13,633,725 9,659,185 341,779 1,344,170 437,187 2,109,852 146,132 1,689,572 3,590,492 3,974,541 2,338,107 1,636,434

593,685 464,495 13,965 95,821 16,777 49,408 7,881 76,325 204,271 129,144 105,270 23,921

898,968 566,731 39,008 103,082 67,486 101,303 20,616 79,796 155,439 332,385 140,459 191,778

1,268,371 773,796 38,571 194,812 78,540 52,965 11,599 92,375 304,935 494,436 260,913 233,522

11,436,380 8,279,895 264,654 1,044,785 290,474 1,942,949 113,423 1,508,621 3,114,067 3,155,563 1,942,949 1,212,614

Miscellaneous household equipment Window coverings Infants’ equipment Laundry and cleaning equipment Outdoor equipment Lamps and lighting ﬁxtures Household decorative items Telephones and accessories Lawn and garden equipment Power tools Ofﬁce furniture for home use Hand tools Indoor plants and fresh ﬂowers Closet and storage items Rental of furniture Luggage Computers and computer hardware for nonbusiness use Computer software and accessories for nonbusiness use Personal digital assistants Internet services away from home Telephone answering devices Business equipment for home use Other hardware Smoke alarms Other household appliances Miscellaneous household equipment and parts

90,438,615 2,531,339 2,520,470 1,923,866 3,951,594 3,516,822 15,310,013 5,275,234 7,898,358 3,357,406 946,837 2,016,859 5,648,413 2,747,518 294,679 1,502,379 18,406,556 2,846,549 339,364 346,610 53,139 274,148 2,028,936 147,339 1,113,499 5,439,481

3,992,270 24,197 67,614 68,812 109,648 186,757 361,115 245,245 896,589 129,928 9,955 10,555 139,054 169,888 461 162,283 895,990 107,897 1,198 7,697 4,010 8,849 51,851 5,300 115,041 212,383

6,798,247 121,029 129,038 114,651 204,237 288,927 547,301 1,375,816 788,172 254,369 19,727 143,870 231,083 253,182 91,365 32,037 1,030,824 134,823 10,679 23,138 2,818 35,152 692,803 12,459 17,650 242,948

6,545,331 84,689 454,607 249,594 285,929 121,303 860,301 423,163 685,614 361,254 36,335 412,402 243,165 148,415 27,251 58,276 1,413,711 157,638 18,168 49,891 4,891 16,770 51,568 9,643 42,764 327,993

77,015,289 2,325,637 1,934,650 1,558,417 3,444,193 3,091,013 13,829,334 3,503,210 6,410,717 2,780,252 890,787 1,465,280 5,142,775 2,336,703 176,129 1,402,575 15,987,141 2,555,250 310,761 275,720 46,107 226,846 1,299,295 127,255 1,054,006 4,841,235

Kitchen and dining room furniture Infants’ furniture Outdoor furniture Wall units, cabinets, and other furniture Floor coverings Wall-to-wall carpeting Floor coverings, nonpermanent

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Numbers may not add to total because of rounding and missing subcategories. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

76 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Table 33. Housing: Household Operations: Market shares by race and Hispanic origin, 2008 (percentage of total annual spending on household services, supplies, furnishings, and equipment accounted for by consumer unit race and Hispanic origin groups, 2008) total consumer units

Asian

black

Hispanic

non-Hispanic white and other

Share of total consumer units

100.0%

3.8%

12.3%

11.6%

Share of total before-tax income

100.0

4.6

8.4

9.0

76.4% 82.7

Share of total spending

100.0

4.2

8.9

9.9

81.3

Share of housing spending

100.0

4.5

9.9

10.5

79.7

HOUSEHOLD SERVICES

100.0

3.6

7.5

9.2

83.5

Personal services Babysitting and child care in own home Babysitting and child care in someone else’s home Care for elderly, invalids, handicapped, etc. Day care centers, nurseries, and preschools

100.0 100.0 100.0 100.0 100.0

4.2 2.5 3.6 0.2 5.5

9.0 8.5 9.6 0.5 10.9

12.1 15.4 25.7 3.5 11.6

79.3 76.1 65.3 96.0 78.1

Other household services Housekeeping services Gardening, lawn care service Water-softening service Nonclothing laundry and dry cleaning, sent out Nonclothing laundry and dry cleaning, coin-operated Termite and pest control services Home security system service fee Other home services Termite and pest control products Moving, storage, and freight express Appliance repair, including at service center Reupholstering and furniture repair Repairs and rentals of lawn and garden equipment, hand and power tools, etc. Appliance rental Repair of computer systems for nonbusiness use Computer information services Installation of computer

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

3.2 2.7 2.9 3.6 4.2 3.8 2.0 5.0 0.6 1.9 2.3 1.8 1.3

6.6 2.6 5.2 13.4 1.2 24.0 6.7 13.0 6.5 6.3 5.5 7.8 1.3

7.4 7.2 6.9 9.9 7.0 27.2 7.2 7.3 5.8 8.9 2.7 6.8 9.0

86.1 90.2 87.9 76.7 91.6 48.9 86.2 79.7 87.8 85.1 91.8 85.4 89.7

100.0 100.0 100.0 100.0 100.0

1.2 0.2 0.6 4.3 0.9

10.1 12.3 3.9 8.8 14.1

2.7 12.8 7.1 8.9 –

87.2 75.5 89.2 82.7 86.1

HOUSEKEEPING SUPPLIES

100.0

2.9

8.6

9.6

81.7

Laundry and cleaning supplies Soaps and deter gents Other laundry cleaning products

100.0 100.0 100.0

3.4 3.3 3.5

12.7 13.8 11.4

14.4 15.3 13.2

73.3 71.2 75.7

Other household products Cleansing and toilet tissue, paper towels, and napkins Miscellaneous household products Lawn and garden supplies

100.0 100.0 100.0 100.0

2.6 3.3 2.8 1.6

7.9 11.3 7.9 4.5

8.3 12.3 8.7 3.4

83.6 76.6 83.2 91.5

Postage and stationery Stationery, stationery supplies, giftwrap Postage Delivery services

100.0 100.0 100.0 100.0

3.0 2.5 3.5 4.8

6.4 4.6 8.7 0.9

7.9 6.7 9.5 5.2

85.5 88.3 81.7 93.1

HOUSEHOLD FURNISHINGS AND EQUIPMENT

100.0

4.1

8.4

7.8

83.8

Household textiles Bathroom linens Bedroom linens Kitchen and dining room linens Curtains and draperies Slipcovers and decorative pillows Sewing materials for household items Other linens

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

3.2 3.4 2.9 7.0 4.3 3.0 0.7 4.0

11.3 15.8 13.3 8.9 5.6 6.5 2.6 17.4

8.5 16.2 7.9 10.2 5.4 6.0 2.3 8.5

80.5 69.1 78.7 82.4 89.2 87.6 95.1 74.5

Furniture Mattresses and springs Other bedroom furniture Sofas Living room chairs Living room tables

100.0 100.0 100.0 100.0 100.0 100.0

3.9 6.1 3.0 4.8 2.0 3.4

10.7 10.1 13.4 11.2 9.5 9.6

7.9 8.9 7.5 9.2 5.8 6.2

81.5 80.9 79.2 79.8 85.6 84.7

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 77

total consumer units

Asian

Kitchen and dining room furniture Infants’ furniture Outdoor furniture Wall units, cabinets, and other furniture

100.0% 100.0 100.0 100.0

2.6% 5.2 1.4 4.6

Floor coverings Wall-to-wall carpeting Floor coverings, nonpermanent

100.0 100.0 100.0

Major appliances Dishwashers (built-in), garbage disposals, range hoods Refrigerators and freezers Washing machines Clothes dryers Cooking stoves, ovens Microwave ovens Portable dishwashers Window air conditioners Electric ﬂoor-cleaning equipment Sewing machines Miscellaneous household appliances

black

Hispanic

non-Hispanic white and other

6.4% 11.7 13.2 9.5

6.2% 12.4 8.3 7.4

87.4% 76.0 78.5 83.1

1.2 – 3.1

5.9 6.0 5.8

4.0 4.4 3.4

90.1 89.6 90.8

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

4.2 3.0 4.9 3.2 4.6 5.0 4.8 – 1.5 3.9 3.3 3.7

7.3 3.9 6.6 8.4 8.5 7.1 11.0 3.8 12.7 4.3 8.9 5.7

9.3 4.9 9.8 10.4 8.8 8.3 13.1 14.4 14.4 11.0 2.4 1.2

83.5 91.2 83.8 81.4 82.7 84.6 76.1 81.9 73.0 84.7 88.7 92.7

Small appliances and miscellaneous housewares Housewares Plastic dinnerware China and other dinnerware Flatware Glassware Other serving pieces Nonelectric cookware Tableware, nonelectric kitchenware Small appliances Small electric kitchen appliances Portable heating and cooling equipment

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

4.4 4.8 4.1 7.1 3.8 2.3 5.4 4.5 5.7 3.2 4.5 1.5

6.6 5.9 11.4 7.7 15.4 4.8 14.1 4.7 4.3 8.4 6.0 11.7

9.3 8.0 11.3 14.5 18.0 2.5 7.9 5.5 8.5 12.4 11.2 14.3

83.9 85.7 77.4 77.7 66.4 92.1 77.6 89.3 86.7 79.4 83.1 74.1

Miscellaneous household equipment Window coverings Infants’ equipment Laundry and cleaning equipment Outdoor equipment Lamps and lighting ﬁxtures Household decorative items Telephones and accessories Lawn and garden equipment Power tools Ofﬁce furniture for home use Hand tools Indoor plants and fresh ﬂowers Closet and storage items Rental of furniture Luggage Computers and computer hardware for nonbusiness use Computer software and accessories for nonbusiness use Personal digital assistants Internet services away from home Telephone answering devices Business equipment for home use Other hardware Smoke alarms Other household appliances Miscellaneous household equipment and parts

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

4.4 1.0 2.7 3.6 2.8 5.3 2.4 4.6 11.4 3.9 1.1 0.5 2.5 6.2 0.2 10.8 4.9 3.8 0.4 2.2 7.5 3.2 2.6 3.6 10.3 3.9

7.5 4.8 5.1 6.0 5.2 8.2 3.6 26.1 10.0 7.6 2.1 7.1 4.1 9.2 31.0 2.1 5.6 4.7 3.1 6.7 5.3 12.8 34.1 8.5 1.6 4.5

7.2 3.3 18.0 13.0 7.2 3.4 5.6 8.0 8.7 10.8 3.8 20.4 4.3 5.4 9.2 3.9 7.7 5.5 5.4 14.4 9.2 6.1 2.5 6.5 3.8 6.0

85.2 91.9 76.8 81.0 87.2 87.9 90.3 66.4 81.2 82.8 94.1 72.7 91.0 85.0 59.8 93.4 86.9 89.8 91.6 79.5 86.8 82.7 64.0 86.4 94.7 89.0

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

78 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Spending on Housing: Shelter and Utilities, 2008 Housing is by far Americans’ biggest expense. In 2008, housing costs—including shelter, utilities, and household operations—absorbed 33.9 percent of average household expenditures. That ﬁgure has increased slightly from the 32.4 percent of 2000. Spending on shelter rose 14 percent between 2000 and 2008, after adjusting for inﬂation. Spending on owned homes climbed 17 percent, while spending on rented homes increased by a smaller 7 percent. Spending on other lodging, which includes college dorms as well as hotels and motels, grew 17 percent. Spending on utilities and fuels increased 17 percent because of rising energy prices. Asians spend 18 percent more than the average household on housing—$20,138 in 2008. Hispanics spend 9 percent less than average on housing ($15,582), while blacks spend 20 percent less ($13,770). Asians spend 45 percent more than average on mortgage interest, in part because many live in California, where housing costs are relatively high. Blacks spend 37 percent more than the average household on rent, while Asians spend 75 percent more and Hispanics 50 percent more. Together, the three groups account for 41 percent of the rental market. Asians spend 26 percent more than average on housing while attending school and 23 percent more than average on property taxes. The spending of blacks and Hispanics on these categories is well below average. Blacks spend 11 percent more than average on residential telephone service. Asians spend three-and-onehalf times the average on phone cards, as do Hispanics. Many are using phone cards to call family members abroad. Asians spend 75 percent more than average on voice over IP services.

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 79

Table 34. Housing: Shelter and Utilities: Average spending by race and Hispanic origin, 2008 (average annual spending of consumer units on shelter and utilities, by race and Hispanic origin of consumer unit reference person, 2008) total consumer units

Asian

black

Hispanic

non-Hispanic white and other

120,770

4,609

14,832

13,975

92,214

2.5

2.7

2.5

3.2

2.4

$63,563.00

$75,917.00

$43,722.00

$49,317.00

$68,842.00

Average spending of consumer units, total

50,485.67

55,430.23

36,721.21

43,052.49

53,772.69

Housing, average spending

17,108.53

20,138.41

13,770.44

15,582.36

17,867.53

SHELTER

Number of consumer units (in 000s) Average number of persons per consumer unit Average before-tax income of consumer units

10,183.12

13,703.31

7,984.94

9,688.21

10,610.77

Owned dwellings*

6,760.40

8,471.04

3,940.45

5,334.17

7,425.45

Mortgage interest and charges

3,826.44

5,478.97

2,463.23

3,525.32

4,090.31

3,582.86

5,182.40

2,397.65

3,409.66

3,799.38

Interest paid, home equity loan

103.77

198.28

39.81

66.83

119.38

Interest paid, home equity line of credit

139.80

98.29

25.77

48.83

171.55

Property taxes

1,758.28

2,167.67

896.29

1,217.31

1,977.34

Maintenance, repairs, insurance, other expenses

1,175.69

824.40

580.92

591.54

1,357.80

354.07

232.15

207.31

214.29

398.22

50.83

9.86

16.41

63.75

54.54

629.92

431.75

287.89

231.73

743.88

Painting and papering

73.07

69.08

51.88

35.82

81.92

Plumbing and water heating

55.34

53.54

36.08

18.31

64.02

120.42

140.72

37.22

30.40

147.29

Mortgage interest

Homeowner’s insurance Ground rent Maintenance and repair services

Heat, air conditioning, electrical work Rooﬁng and gutters Other repair and maintenance services Repair, replacement of hard-surface ﬂooring

96.70

71.56

41.12

30.84

115.36

246.90

88.74

92.56

98.75

293.54 39.10

35.22

7.48

27.35

17.38

Repair of built-in appliances

2.26

0.65

1.68

0.23

2.65

Maintenance and repair materials

71.07

27.11

39.14

55.26

78.41

Paints, wallpaper, and supplies

11.54

8.32

5.24

13.06

12.29

Tools, equipment for painting, wallpapering

1.24

0.89

0.56

1.40

1.32

Plumbing supplies and equipment

5.18

0.78

1.29

5.65

5.72

Electrical supplies, heating and cooling equipment

2.45

1.01

2.92

1.67

2.49

Hard-surface ﬂooring, repair and replacement

9.21

10.09

2.82

9.44

10.18

8.99

–

10.28

1.92

9.83

14.00

0.72

6.00

10.32

15.80

Rooﬁng and gutters Plaster, paneling, siding, windows, doors, screens, awnings Patio, walk, fence, driveway, masonry, brick, stucco materials Miscellaneous supplies and equipment Property management and security

1.36

–

0.37

1.72

1.46

17.07

5.30

9.64

10.08

19.27

60.85

106.39

27.75

21.10

72.17

Property management

50.20

91.41

24.76

17.28

59.28

Management and upkeep services for security

10.65

14.98

2.99

3.82

12.89

8.94

17.13

2.43

5.40

10.57

Rented dwellings

2,724.45

4,680.30

3,762.07

4,065.39

2,359.80

Rent

Parking

2,615.04

4,584.24

3,580.27

3,917.59

2,267.14

Rent as pay

73.55

77.41

151.51

121.20

54.60

Maintenance, insurance, and other expenses

35.86

18.65

30.29

26.61

38.07

Tenant’s insurance

11.03

13.97

8.55

4.36

12.41

Maintenance and repair services

14.55

–

12.54

12.28

15.17

Maintenance and repair materials

10.29

4.68

9.20

9.97

10.48

Other lodging

698.27

551.97

282.43

288.66

825.52

Owned vacation homes

301.12

164.71

157.50

124.46

350.23

Mortgage interest and charges

137.61

75.90

123.43

78.56

148.47

Property taxes

100.05

52.07

25.03

30.48

122.39

63.46

36.74

9.04

15.42

79.37

68.44

86.19

18.26

22.82

83.24

328.71

301.06

106.66

141.38

392.06

Maintenance, insurance, and other expenses Housing while attending school Lodging on trips

80 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

$3,649.24

$3,274.80

$3,598.15

$3,457.10

$3,684.55

531.24

535.82

532.84

423.98

547.18

1,353.35

1,118.76

1,439.28

1,305.01

1,346.28

Fuel oil and other fuels

191.80

54.52

58.07

51.25

234.21

Fuel oil

115.45

46.06

44.33

34.76

138.89

Coal, wood, and other fuels

12.28

3.13

2.81

1.72

15.41

Bottled gas

64.07

5.34

10.94

14.77

79.91

1,126.84

1,118.45

1,168.10

1,230.59

1,104.11

Residential telephone and pay phones

467.06

378.30

516.90

428.10

464.73

Cellular phone service

642.57

690.46

635.46

758.82

625.79

Phone cards

11.03

38.86

9.90

38.62

7.15

Voice over IP

6.18

10.83

5.84

5.05

6.44

Water and other public services

446.01

447.25

399.85

446.27

452.77

Water and sewerage maintenance

332.13

345.16

328.16

341.45

330.82

Trash and garbage collection

110.65

102.09

71.68

103.83

117.86

3.24

–

0.02

0.98

4.09

UTILITIES, FUELS, AND PUBLIC SERVICES Natural gas Electricity

Telephone services

Septic tank cleaning

* See Appendix B for information about mortgage principal reduction. Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Subcategories may not add to total because some are not shown. “–” means sample is too small to make a reliable estimate. Source: Bureau of Labor Statistics, unpublished tables from the 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 81

Table 35. Housing: Shelter and Utilities: Indexed spending by race and Hispanic origin, 2008 (indexed average annual spending of consumer units on shelter and utilities, by race and Hispanic origin of consumer unit reference person, 2008; index deﬁnition: an index of 100 is the average for all consumer units; an index of 132 means that spending by consumer units in that group is 32 percent above the average for all consumer units; an index of 68 indicates spending that is 32 percent below the average for all consumer units) total consumer units

Asian

black

Hispanic

non-Hispanic white and other

Average spending of consumer units, total

$50,486

$55,430

$36,721

$43,052

$53,773

Average spending of consumer units, index

100

110

73

85

107

Housing, spending index

100

118

80

91

104

SHELTER

100

135

78

95

104

Owned dwellings*

100

125

58

79

110

Mortgage interest and charges

100

143

64

92

107

Mortgage interest

100

145

67

95

106

Interest paid, home equity loan

100

191

38

64

115

Interest paid, home equity line of credit

100

70

18

35

123

Property taxes

100

123

51

69

112

Maintenance, repairs, insurance, other expenses

100

70

49

50

115

Homeowner’s insurance

100

66

59

61

112

Ground rent

100

19

32

125

107

Maintenance and repair services

100

69

46

37

118

Painting and papering

100

95

71

49

112

Plumbing and water heating

100

97

65

33

116

Heat, air conditioning, electrical work

100

117

31

25

122

Rooﬁng and gutters

100

74

43

32

119

Other repair and maintenance services

100

36

37

40

119

Repair, replacement of hard-surface ﬂooring

100

21

78

49

111

Repair of built-in appliances

100

29

74

10

117

Maintenance and repair materials

100

38

55

78

110

Paints, wallpaper, and supplies

100

72

45

113

106

Tools, equipment for painting, wallpapering

100

72

45

113

106

Plumbing supplies and equipment

100

15

25

109

110

Electrical supplies, heating and cooling equipment

100

41

119

68

102

Hard-surface ﬂooring, repair and replacement

100

110

31

102

111

Rooﬁng and gutters

100

–

114

21

109

Plaster, paneling, siding, windows, doors, screens, awnings

100

5

43

74

113

Patio, walk, fence, driveway, masonry, brick, stucco materials

100

–

27

126

107

Miscellaneous supplies and equipment

100

31

56

59

113

100

175

46

35

119

Property management

100

182

49

34

118

Management and upkeep services for security

100

141

28

36

121

Parking

100

192

27

60

118

Rented dwellings

100

172

138

149

87

Rent

100

175

137

150

87

Rent as pay

100

105

206

165

74

Maintenance, insurance, and other expenses

100

52

84

74

106

Tenant’s insurance

100

127

78

40

113

Maintenance and repair services

100

–

86

84

104

Maintenance and repair materials

100

45

89

97

102

Other lodging

100

79

40

41

118

Owned vacation homes

100

55

52

41

116

Mortgage interest and charges

100

55

90

57

108

Property taxes

100

52

25

30

122

Maintenance, insurance, and other expenses

100

58

14

24

125

Housing while attending school

100

126

27

33

122

Lodging on trips

100

92

32

43

119

Property management and security

82 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

UTILITIES, FUELS, AND PUBLIC SERVICES

100

90

99

95

101

Natural gas

100

101

100

80

103

Electricity

100

83

106

96

99

Fuel oil and other fuels

100

28

30

27

122

Fuel oil

100

40

38

30

120

Coal, wood, and other fuels

100

25

23

14

125

Bottled gas

100

8

17

23

125

Telephone services

100

99

104

109

98

Residential telephone and pay phones

100

81

111

92

100

Cellular phone service

100

107

99

118

97

Phone cards

100

352

90

350

65

Voice over IP

100

175

94

82

104

Water and other public services

100

100

90

100

102

Water and sewerage maintenance

100

104

99

103

100

Trash and garbage collection

100

92

65

94

107

Septic tank cleaning

100

–

1

30

126

* See Appendix B for information about mortgage principal reduction. Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 83

Table 36. Housing: Shelter and Utilities: Total spending by race and Hispanic origin, 2008 (total annual spending on shelter and utilities, by consumer unit race and Hispanic origin groups, 2008; consumer units and dollars in thousands) total consumer units Number of consumer units

Asian

black

Hispanic

non-Hispanic white and other

120,770

4,609

14,832

13,975

92,214

$6,097,154,366

$255,477,930

$544,648,987

$601,658,548

$4,958,594,836

Housing, total spending

2,066,197,168

92,817,932

204,243,166

217,763,481

1,647,636,411

SHELTER

Total spending of all consumer units

1,229,815,402

63,158,556

118,432,630

135,392,735

978,461,545

Owned dwellings*

816,453,508

39,043,023

58,444,754

74,545,026

684,730,446

Mortgage interest and charges

462,119,159

25,252,573

36,534,627

49,266,347

377,183,846

432,702,002

23,885,682

35,561,945

47,649,999

350,356,027

Interest paid, home equity loan

12,532,303

913,873

590,462

933,949

11,008,507

Interest paid, home equity line of credit

16,883,646

453,019

382,221

682,399

15,819,312

Property taxes

212,347,476

9,990,791

13,293,773

17,011,907

182,338,431

Maintenance, repairs, insurance, other expenses

141,988,081

3,799,660

8,616,205

8,266,772

125,208,169

42,761,034

1,069,979

3,074,822

2,994,703

36,721,459

6,138,739

45,445

243,393

890,906

5,029,352

76,075,438

1,989,936

4,269,984

3,238,427

68,596,150

Painting and papering

8,824,664

318,390

769,484

500,585

7,554,171

Plumbing and water heating

6,683,412

246,766

535,139

255,882

5,903,540

Heat, air conditioning, electrical work

14,543,123

648,578

552,047

424,840

13,582,200

Rooﬁng and gutters

11,678,459

329,820

609,892

430,989

10,637,807

Other repair and maintenance services

29,818,113

409,003

1,372,850

1,380,031

27,068,498

4,253,519

34,475

405,655

242,886

3,605,567

272,940

2,996

24,918

3,214

244,367

Maintenance and repair materials

8,583,124

124,950

580,524

772,259

7,230,500

Paints, wallpaper, and supplies

Mortgage interest

Homeowner’s insurance Ground rent Maintenance and repair services

Repair, replacement of hard-surface ﬂooring Repair of built-in appliances

1,393,686

38,347

77,720

182,514

1,133,310

Tools, equipment for painting, wallpapering

149,755

4,102

8,306

19,565

121,722

Plumbing supplies and equipment

625,589

3,595

19,133

78,959

527,464

Electrical supplies, heating and cooling equipment

295,887

4,655

43,309

23,338

229,613

Hard-surface ﬂooring, repair and replacement

1,112,292

46,505

41,826

131,924

938,739

Rooﬁng and gutters

1,085,722

–

152,473

26,832

906,464

Plaster, paneling, siding, windows, doors, screens, awnings

1,690,780

3,318

88,992

144,222

1,456,981

Patio, walk, fence, driveway, masonry, brick, stucco materials

164,247

–

5,488

24,037

134,632

Miscellaneous supplies and equipment

2,061,544

24,428

142,980

140,868

1,776,964

Property management and security

7,348,855

490,352

411,588

294,873

6,655,084

Property management

6,062,654

421,309

367,240

241,488

5,466,446

Management and upkeep services for security

1,286,201

69,043

44,348

53,385

1,188,638

1,079,684

78,952

36,042

75,465

974,702

Rented dwellings

329,031,827

21,571,503

55,799,022

56,813,825

217,606,597

Rent

Parking

315,818,381

21,128,762

53,102,565

54,748,320

209,062,048

Rent as pay

8,882,634

356,783

2,247,196

1,693,770

5,034,884

Maintenance, insurance, and other expenses

4,330,812

85,958

449,261

371,875

3,510,587

Tenant’s insurance

1,332,093

64,388

126,814

60,931

1,144,376

Maintenance and repair services

1,757,204

–

185,993

171,613

1,398,886

Maintenance and repair materials

1,242,723

21,570

136,454

139,331

966,403

Other lodging

84,330,068

2,544,030

4,189,002

4,034,024

76,124,501

Owned vacation homes

36,366,262

759,148

2,336,040

1,739,329

32,296,109

Mortgage interest and charges

16,619,160

349,823

1,830,714

1,097,876

13,691,013

Property taxes

12,083,039

239,991

371,245

425,958

11,286,071

7,664,064

169,335

134,081

215,495

7,319,025

8,265,499

397,250

270,832

318,910

7,675,893

39,698,307

1,387,586

1,581,981

1,975,786

36,153,421

Maintenance, insurance, and other expenses Housing while attending school Lodging on trips

84 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

UTILITIES, FUELS, AND PUBLIC SERVICES

total consumer units

Asian

black

Hispanic

non-Hispanic white and other $339,767,094

$440,718,715

$15,093,553

$53,367,761

$48,312,973

Natural gas

64,157,855

2,469,594

7,903,083

5,925,121

50,457,657

Electricity

163,444,080

5,156,365

21,347,401

18,237,515

124,145,864

Fuel oil and other fuels

23,163,686

251,283

861,294

716,219

21,597,441

Fuel oil

13,942,897

212,291

657,503

485,771

12,807,602

Coal, wood, and other fuels

1,483,056

14,426

41,678

24,037

1,421,018

Bottled gas

7,737,734

24,612

162,262

206,411

7,368,821

136,088,467

5,154,936

17,325,259

17,197,495

101,814,400

Residential telephone and pay phones

56,406,836

1,743,585

7,666,661

5,982,698

42,854,612

Cellular phone service

77,603,179

3,182,330

9,425,143

10,604,510

57,706,599

1,332,093

179,106

146,837

539,715

659,330

746,359

49,915

86,619

70,574

593,858

53,864,628

2,061,375

5,930,575

6,236,623

41,751,733

Water and sewerage maintenance

40,111,340

1,590,842

4,867,269

4,771,764

30,506,235

Trash and garbage collection

13,363,201

470,533

1,063,158

1,451,024

10,868,342

391,295

–

297

13,696

377,155

Telephone services

Phone cards Voice over IP Water and other public services

Septic tank cleaning

* See Appendix B for information about mortgage principal reduction. Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 85

Table 37. Housing: Shelter and Utilities: Market shares by race and Hispanic origin, 2008 (percentage of total annual spending on shelter and utilities accounted for by consumer unit race and Hispanic origin groups, 2008) total consumer units

Asian

black

Hispanic

non-Hispanic white and other

Share of total consumer units

100.0%

3.8%

12.3%

11.6%

Share of total before-tax income

100.0

4.6

8.4

9.0

82.7

Share of total spending

100.0

4.2

8.9

9.9

81.3

Share of housing spending

100.0

4.5

9.9

10.5

79.7

SHELTER

100.0

5.1

9.6

11.0

79.6

Owned dwellings*

100.0

4.8

7.2

9.1

83.9

Mortgage interest and charges

100.0

5.5

7.9

10.7

81.6

Mortgage interest

100.0

5.5

8.2

11.0

81.0

Interest paid, home equity loan

100.0

7.3

4.7

7.5

87.8

Interest paid, home equity line of credit

100.0

2.7

2.3

4.0

93.7

Property taxes

100.0

4.7

6.3

8.0

85.9

Maintenance, repairs, insurance, other expenses

100.0

2.7

6.1

5.8

88.2

Homeowner’s insurance

100.0

2.5

7.2

7.0

85.9

Ground rent

100.0

0.7

4.0

14.5

81.9

Maintenance and repair services

100.0

2.6

5.6

4.3

90.2

Painting and papering

100.0

3.6

8.7

5.7

85.6

Plumbing and water heating

100.0

3.7

8.0

3.8

88.3

Heat, air conditioning, electrical work

100.0

4.5

3.8

2.9

93.4

Rooﬁng and gutters

100.0

2.8

5.2

3.7

91.1

Other repair and maintenance services

100.0

1.4

4.6

4.6

90.8

Repair, replacement of hard-surface ﬂooring

100.0

0.8

9.5

5.7

84.8

Repair of built-in appliances

100.0

1.1

9.1

1.2

89.5

Maintenance and repair materials

100.0

1.5

6.8

9.0

84.2

Paints, wallpaper, and supplies

100.0

2.8

5.6

13.1

81.3

Tools, equipment for painting, wallpapering

100.0

2.7

5.5

13.1

81.3

Plumbing supplies and equipment

100.0

0.6

3.1

12.6

84.3

Electrical supplies, heating and cooling equipment

100.0

1.6

14.6

7.9

77.6

Hard-surface ﬂooring, repair and replacement

100.0

4.2

3.8

11.9

84.4

Rooﬁng and gutters

100.0

–

14.0

2.5

83.5

Plaster, paneling, siding, windows, doors, screens, awnings

100.0

0.2

5.3

8.5

86.2

Patio, walk, fence, driveway, masonry, brick, stucco materials

100.0

–

3.3

14.6

82.0

Miscellaneous supplies and equipment

100.0

1.2

6.9

6.8

86.2

100.0

6.7

5.6

4.0

90.6

Property management

100.0

6.9

6.1

4.0

90.2

Management and upkeep services for security

100.0

5.4

3.4

4.2

92.4

Parking

100.0

7.3

3.3

7.0

90.3

Rented dwellings

100.0

6.6

17.0

17.3

66.1

Rent

100.0

6.7

16.8

17.3

66.2

Rent as pay

100.0

4.0

25.3

19.1

56.7

Maintenance, insurance, and other expenses

100.0

2.0

10.4

8.6

81.1

Tenant’s insurance

100.0

4.8

9.5

4.6

85.9

Maintenance and repair services

100.0

–

10.6

9.8

79.6

Maintenance and repair materials

100.0

1.7

11.0

11.2

77.8

Other lodging

100.0

3.0

5.0

4.8

90.3

Owned vacation homes

100.0

2.1

6.4

4.8

88.8

Mortgage interest and charges

100.0

2.1

11.0

6.6

82.4

Property taxes

100.0

2.0

3.1

3.5

93.4

Maintenance, insurance, and other expenses

100.0

2.2

1.7

2.8

95.5

Housing while attending school

100.0

4.8

3.3

3.9

92.9

Lodging on trips

100.0

3.5

4.0

5.0

91.1

Property management and security

86 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

76.4%

total consumer units

Asian

black

Hispanic 11.0%

non-Hispanic white and other

UTILITIES, FUELS, AND PUBLIC SERVICES

100.0%

3.4%

12.1%

Natural gas

100.0

3.8

12.3

9.2

77.1% 78.6

Electricity

100.0

3.2

13.1

11.2

76.0

Fuel oil and other fuels

100.0

1.1

3.7

3.1

93.2

Fuel oil

100.0

1.5

4.7

3.5

91.9

Coal, wood, and other fuels

100.0

1.0

2.8

1.6

95.8

Bottled gas

100.0

0.3

2.1

2.7

95.2

Telephone services

100.0

3.8

12.7

12.6

74.8

Residential telephone and pay phones

100.0

3.1

13.6

10.6

76.0

Cellular phone service

100.0

4.1

12.1

13.7

74.4

Phone cards

100.0

13.4

11.0

40.5

49.5

Voice over IP

100.0

6.7

11.6

9.5

79.6

Water and other public services

100.0

3.8

11.0

11.6

77.5

Water and sewerage maintenance

100.0

4.0

12.1

11.9

76.1

Trash and garbage collection

100.0

3.5

8.0

10.9

81.3

Septic tank cleaning

100.0

–

0.1

3.5

96.4

* See Appendix B for information about mortgage principal reduction. Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 87

Spending on Personal Care, Reading, Education, and Tobacco, 2008 The average household spent 13 percent less on personal care products and services in 2008 than in 2000, after adjusting for inﬂation. Spending on reading material also fell during those years—down a substantial 36 percent as Internet use cut household spending on books, magazines, and newspapers. Spending on education increased by 32 percent as college tuition soared. The average household spent 21 percent less on tobacco in 2008 than in 2000 as smoking declined in popularity. Asian, black, and Hispanic householders spend slightly less than the average household on personal care products and services, but on a few items their spending is well above average. Asian householders spend 53 percent more than average on cosmetics, perfume, and bath products. Blacks spend nearly six times the average on wigs and hairpieces. Because of their large families, Hispanics spend 17 percent more than average on deodorants, feminine hygiene, and miscellaneous products. Asians spend far more on education than any other racial or ethnic group, including 79 percent more than average on college tuition and 44 percent more average on elementary and high school tuition. Blacks and Hispanics spend much less than average on education. Yet Hispanics spend more than twice the average on books and supplies for day care and nursery and 73 percent more than average on books and supplies for vocational and technical schools. Spending on reading material is well below average for Asians and substantially more so for blacks and Hispanics. Minority householders also spend far less than the average household on tobacco products and smoking supplies, a category on which non-Hispanic whites spend 13 percent more.

88 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Table 38. Personal Care, Reading, Education, and Tobacco: Average spending by race and Hispanic origin, 2008 (average annual spending of consumer units on personal care, reading, education, and tobacco products, by race and Hispanic origin of consumer unit reference person, 2008) total consumer units

Asian

black

Hispanic

non-Hispanic white and other

120,770

4,609

14,832

13,975

92,214

2.5

2.7

2.5

3.2

2.4

$63,563.00

$75,917.00

$43,722.00

$49,317.00

$68,842.00

50,485.67

55,430.23

36,721.21

43,052.49

53,772.69

PERSONAL CARE PRODUCTS AND SERVICES

615.77

584.42

527.76

544.89

641.02

Personal care products

324.64

356.98

244.58

341.29

335.54

68.27

49.93

39.14

71.86

72.17

Hair accessories

5.99

2.80

5.25

6.48

6.05

Wigs and hairpieces

2.40

0.10

13.60

0.41

0.90

34.60

30.08

27.56

31.53

36.12

Number of consumer units (in 000s) Average number of persons per consumer unit Average before-tax income of consumer units Average spending of consumer units, total

Hair care products

Oral hygiene products Shaving products

18.68

14.23

9.35

20.99

19.73

151.17

231.94

119.39

163.62

155.41

Deodorants, feminine hygiene, miscellaneous products

32.10

26.76

25.69

37.67

32.32

Electric personal care appliances

11.43

1.14

4.60

8.73

12.84

Personal care services

291.13

227.44

283.18

203.60

305.48

READING

Cosmetics, perfume, and bath products

116.17

89.86

47.48

37.91

138.84

Newspaper and magazine subscriptions

46.03

29.9

13.79

12.12

56.30

Newspapers and magazines, nonsubscription

14.45

8.32

11.68

6.66

16.05

Books

55.23

51.65

22.01

19.14

65.91

EDUCATION

1,045.66

1,675.70

508.10

669.01

1,186.27

College tuition

651.33

1,164.46

339.57

327.72

748.75

Elementary and high school tuition

190.11

274.19

46.94

187.89

213.06

Vocational and technical school tuition

17.02

10.10

7.71

18.48

18.25

Other school tuition

14.95

14.38

8.53

9.09

16.83

Other school expenses including rentals

41.63

54.15

22.94

27.19

46.74

Books and supplies for college

62.48

93.26

44.75

39.66

68.62

Books and supplies for elementary and high school

16.87

12.15

10.46

24.60

16.71

Books and supplies for vocational and technical schools

2.62

1.07

0.80

4.52

2.62

Books and supplies for day care and nursery

0.53

0.72

0.61

1.14

0.42

Books and suppliesfor other schools

1.42

3.31

0.05

0.83

1.72

46.69

47.91

25.73

27.87

52.55

TOBACCO PRODUCTS AND SMOKING SUPPLIES

316.67

166.42

222.96

143.15

357.41

Cigarettes

284.01

157.55

209.01

134.36

318.20

29.35

4.56

13.17

7.45

35.24

3.31

4.31

0.78

1.34

3.97

Miscellaneous school expenses and supplies

Other tobacco products Smoking accessories

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identifythemselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Subcategories may not add to total because some are not shown. Source: Bureau of Labor Statistics, unpublished tables from the 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 89

Table 39. Personal Care, Reading, Education, and Tobacco: Indexed spending by race and Hispanic origin, 2008 (indexed average annual spending of consumer units on personal care, reading, education, and tobacco products, by race and Hispanic origin of consumer unit reference person, 2008; index deﬁnition: an index of 100 is the average for all consumer units; an index of 132 means that spending by consumer units in that group is 32 percent above the average for all consumer units; an index of 68 indicates spending that is 32 percent below the average for all consumer units)

Average spending of consumer units, total

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

$50,486

$55,430

$36,721

$43,052

$53,773

Average spending of consumer units, index

100

110

73

85

107

PERSONAL CARE PRODUCTS AND SERVICES

100

95

86

88

104

Personal care products

100

110

75

105

103

Hair care products

100

73

57

105

106

Hair accessories

100

47

88

108

101

Wigs and hairpieces

100

4

567

17

38

Oral hygiene products

100

87

80

91

104

Shaving products

100

76

50

112

106

Cosmetics, perfume, and bath products

100

153

79

108

103

Deodorants, feminine hygiene, miscellaneous products

100

83

80

117

101

Electric personal care appliances

100

10

40

76

112

Personal care services

100

78

97

70

105

READING

100

77

41

33

120

Newspaper and magazine subscriptions

100

65

30

26

122

Newspapers and magazines, nonsubscription

100

58

81

46

111

Books

100

94

40

35

119

EDUCATION

100

160

49

64

113

College tuition

100

179

52

50

115

Elementary and high school tuition

100

144

25

99

112

Vocational and technical school tuition

100

59

45

109

107

Other school tuition

100

96

57

61

113

Other school expenses including rentals

100

130

55

65

112

Books and supplies for college

100

149

72

63

110

Books and supplies for elementary and high school

100

72

62

146

99

Books and supplies for vocational and technical schools

100

41

31

173

100

Books and supplies for day care and nursery

100

136

115

215

79

Books and suppliesfor other schools

100

233

4

58

121

Miscellaneous school expenses and supplies

100

103

55

60

113

TOBACCO PRODUCTS AND SMOKING SUPPLIES

100

53

70

45

113

Cigarettes

100

55

74

47

112

Other tobacco products

100

16

45

25

120

Smoking accessories

100

130

24

40

120

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

90 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Table 40. Personal Care, Reading, Education, and Tobacco: Total spending by race and Hispanic origin, 2008 (total annual spending on personal care, reading, education, and tobacco products, by consumer unit race and Hispanic origin groups, 2008; consumer units and dollars in thousands) total consumer units Number of consumer units

Asian

black

Hispanic

non-Hispanic white and other

120,770

4,609

14,832

13,975

92,214

$6,097,154,366

$255,477,930

$544,648,987

$601,658,548

$4,958,594,836

PERSONAL CARE PRODUCTS AND SERVICES

74,366,543

2,693,592

7,827,736

7,614,838

59,111,018

Personal care products

39,206,773

1,645,321

3,627,611

4,769,528

30,941,486

Total spending of all consumer units

Hair care products

8,244,968

230,127

580,524

1,004,244

6,655,084

Hair accessories

723,412

12,905

77,868

90,558

557,895

Wigs and hairpieces

289,848

461

201,715

5,730

82,993

4,178,642

138,639

408,770

440,632

3,330,770

Oral hygiene products Shaving products

2,255,984

65,586

138,679

293,335

1,819,382

18,256,801

1,069,011

1,770,792

2,286,590

14,330,978

Deodorants, feminine hygiene, miscellaneous products

3,876,717

123,337

381,034

526,438

2,980,356

Electric personal care appliances

1,380,401

5254.3

68,227

122,002

1,184,028

Personal care services

35,159,770

1,048,271

4,200,126

2,845,310

28,169,533

READING

Cosmetics, perfume, and bath products

14,029,851

414,165

704,223

529,792

12,802,992

Newspaper and magazine subscriptions

5,559,043

137,763

204,533

169,377

5,191,648

Newspapers and magazines, nonsubscription

1,745,127

38,347

173,238

93,074

1,480,035

Books

6,670,127

238,055

326,452

267,482

6,077,825

EDUCATION

126,284,358

7,723,301

7,536,139

9,349,415

109,390,702

College tuition

78,661,124

5,366,996

5,036,502

4,579,887

69,045,233

Elementary and high school tuition

22,959,585

1,263,742

696,214

2,625,763

19,647,115

Vocational and technical school tuition

2,055,505

46,551

114,355

258,258

1,682,906

Other school tuition

1,805,512

66,277

126,517

127,033

1,551,962

Other school expenses including rentals

5,027,655

249,577

340,246

379,980

4,310,082

Books and supplies for college

7,545,710

429,835

663,732

554,249

6,327,725

Books and supplies for elementary and high school

2,037,390

55,999

155,143

343,785

1,540,896

316,417

4,932

11,866

63,167

241,601

64,008

3,318

9,048

15,932

38,730

171,493

15,256

742

11,599

158,608

Books and supplies for vocational and technical schools Books and supplies for day care and nursery Books and suppliesfor other schools Miscellaneous school expenses and supplies

5,638,751

220,817

381,627

389,483

4,845,846

TOBACCO PRODUCTS AND SMOKING SUPPLIES

38,244,236

767,030

3,306,943

2,000,521

32,958,206

Cigarettes

34,299,888

726,148

3,100,036

1,877,681

29,342,495

3,544,600

21,017

195,337

104,114

3,249,621

399,749

19,865

11,569

18,727

366,090

Other tobacco products Smoking accessories

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 91

Table 41. Personal Care, Reading, Education, and Tobacco: Market shares by race and Hispanic origin, 2008 (percentage of total annual spending on personal care, reading, education, and tobacco products accounted for by consumer unit race and Hispanic origin groups, 2008) total consumer units

Asian

black

Hispanic

non-Hispanic white and other

Share of total consumer units

100.0%

3.8%

12.3%

11.6%

Share of total before-tax income

100.0

4.6

8.4

9.0

76.4% 82.7

Share of total spending

100.0

4.2

8.9

9.9

81.3

PERSONAL CARE PRODUCTS AND SERVICES

100.0

3.6

10.5

10.2

79.5

Personal care products

100.0

4.2

9.3

12.2

78.9

Hair care products

100.0

2.8

7.0

12.2

80.7

Hair accessories

100.0

1.8

10.8

12.5

77.1

Wigs and hairpieces

100.0

0.2

69.6

2.0

28.6

Oral hygiene products

100.0

3.3

9.8

10.5

79.7

Shaving products

100.0

2.9

6.1

13.0

80.6

Cosmetics, perfume, and bath products

100.0

5.9

9.7

12.5

78.5

Deodorants, feminine hygiene, miscellaneous products

100.0

3.2

9.8

13.6

76.9

Electric personal care appliances

100.0

0.4

4.9

8.8

85.8

Personal care services

100.0

3.0

11.9

8.1

80.1

READING

100.0

3.0

5.0

3.8

91.3

Newspaper and magazine subscriptions

100.0

2.5

3.7

3.0

93.4

Newspapers and magazines, nonsubscription

100.0

2.2

9.9

5.3

84.8

Books

100.0

3.6

4.9

4.0

91.1

EDUCATION

100.0

6.1

6.0

7.4

86.6

College tuition

100.0

6.8

6.4

5.8

87.8

Elementary and high school tuition

100.0

5.5

3.0

11.4

85.6

Vocational and technical school tuition

100.0

2.3

5.6

12.6

81.9

Other school tuition

100.0

3.7

7.0

7.0

86.0

Other school expenses including rentals

100.0

5.0

6.8

7.6

85.7

Books and supplies for college

100.0

5.7

8.8

7.3

83.9

Books and supplies for elementary and high school

100.0

2.7

7.6

16.9

75.6

Books and supplies for vocational and technical schools

100.0

1.6

3.7

20.0

76.4

Books and supplies for day care and nursery

100.0

5.2

14.1

24.9

60.5

Books and suppliesfor other schools

100.0

8.9

0.4

6.8

92.5

Miscellaneous school expenses and supplies

100.0

3.9

6.8

6.9

85.9

TOBACCO PRODUCTS AND SMOKING SUPPLIES

100.0

2.0

8.6

5.2

86.2

Cigarettes

100.0

2.1

9.0

5.5

85.5

Other tobacco products

100.0

0.6

5.5

2.9

91.7

Smoking accessories

100.0

5.0

2.9

4.7

91.6

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

92 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Spending on Transportation, 2008 Transportation is the second largest household expenditure category, the average household devoting $8,604 to transportation in 2008—7 percent less than in 2000 after adjusting for inﬂation. Transportation expenses consume 17 percent of the average household budget. Spending trends have been mixed in the transportation category during the past seven years. Households devoted less to new cars and trucks (down 35 percent between 2000 and 2008, after adjusting for inﬂation) and to used cars and trucks (down 41 percent during those years). Spending on rented and leased vehicles fell by 33 percent. Spending on vehicle maintenance and repairs declined by 6 percent, after adjusting for inﬂation. But gasoline spending by the average household rose a whopping 68 percent between 2000 and 2008 as oil prices climbed. The average household’s outlay for vehicle insurance climbed 14 percent in those years. Spending on public transportation, which includes both commuting and travel, fell by 4 percent between 2000 and 2008. Asians devoted $9,049 to transportation in 2008, or 5 percent more than the average household. Hispanics spent $7,986 on transportation, 7 percent less than the average household. Black householders spent only $6,520 on transportation, 24 percent less than average. Asians spend one-third more than average on new cars, while Hispanics spend 36 percent more than average on used cars. Asians spend more than two-andone-half times the average on airline fares. Asians, blacks, and Hispanics spend much more than the average household on mass transit fares. Together, Asians, blacks, and Hispanics, whose share of all consumer units is 28 percent, account for 49 percent of the spending on mass transit.

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 93

Table 42. Transportation: Average spending by race and Hispanic origin, 2008 (average annual spending by consumer units on transportation, by race and Hispanic origin of consumer unit reference person, 2008) total consumer units 120,770 2.5 $63,563.00 50,485.67

Asian 4,609 2.7 $75,917.00 55,430.23

black 14,832 2.5 $43,722.00 36,721.21

Hispanic 13,975 3.2 $49,317.00 43,052.49

non-Hispanic white and other 92,214 2.4 $68,842.00 53,772.69

Transportation, average spending

8,603.63

9,049.09

6,520.09

7,986.35

9,024.94

VEHICLE PURCHASES Cars and trucks, new New cars New trucks

2,754.80 1,304.96 752.00 552.96

2,414.38 1,479.61 1,002.34 477.28

1,968.88 783.21 445.22 337.98

2,554.12 801.57 376.63 424.94

2,910.79 1,461.61 856.18 605.43

Cars and trucks, used Used cars Used trucks

1,315.49 665.61 649.88

904.74 315.43 589.30

1,088.32 679.16 409.16

1,678.64 907.53 771.11

1,300.09 629.51 670.58

134.35 73.47 60.88

30.03 30.03 –

97.36 52.23 45.12

73.91 53.42 20.50

149.09 79.73 69.37

GASOLINE AND MOTOR OIL Gasoline Diesel fuel Gasoline on trips Motor oil Motor oil on trips

2,714.84 2,512.47 46.36 144.54 10.01 1.46

2,539.41 2,418.69 2.90 111.90 4.79 1.13

2,256.91 2,187.17 10.92 53.11 5.17 0.54

2,716.60 2,576.20 28.74 101.24 9.40 1.02

2,786.64 2,553.92 54.61 165.59 10.85 1.67

OTHER VEHICLE EXPENSES Vehicle ﬁnance charges Automobile ﬁnance charges Truck ﬁnance charges Motorcycle and plane ﬁnance charges Other vehicle ﬁnance charges

2,620.90 312.30 133.84 155.50 6.85 16.12

2,814.89 250.38 137.10 105.06 7.02 1.20

2,033.27 285.49 164.68 119.90 0.42 0.49

2,335.28 316.14 138.47 168.66 3.17 5.84

2,754.92 315.67 128.30 158.81 8.42 20.14

Number of consumer units (in 000s) Average number of persons per consumer unit Average before-tax income of consumer units Average spending of consumer units, total

Other vehicles New motorcycles Used motorcycles

Maintenance and repairs Coolant, additives, brake and transmission ﬂuids Tires—purchased, replaced, installed Parts, equipment, and accessories Vehicle audio equipment Vehicle products and cleaning services Vehicle video equipment Miscellaneous auto repair, servicing Body work and painting Clutch and transmission repair Drive shaft and rear-end repair Brake work Repair to steering or front-end Repair to engine cooling system Motor tune-up Lube, oil change, and oil ﬁlters Front-end alignment, wheel balance, rotation Shock absorber replacement Tire repair and other repair work Vehicle air conditioning repair Exhaust system repair Electrical system repair Motor repair, replacement Auto repair service policy

94 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

730.53 3.66 124.25 43.78 4.61 8.30 3.50 44.59 31.26 36.60 3.97 59.53 21.48 22.19 45.59 70.41 13.67 4.43 52.44 10.94 9.72 27.37 68.47

627.79 2.29 107.43 18.26 – 4.17 6.39 30.05 21.98 11.93 3.30 60.82 13.06 16.35 78.38 71.67 10.68 – 52.03 6.52 8.49 22.08 55.97

475.59 3.59 80.45 16.22 2.99 4.28 0.62 29.87 12.41 18.65 1.09 43.74 16.86 13.22 26.80 51.87 10.77 3.78 37.36 6.06 5.04 17.76 53.40

563.73 4.95 93.42 38.33 – 4.41 2.09 36.39 26.26 33.80 3.30 42.35 15.42 12.74 37.12 60.15 10.47 3.28 29.17 5.63 4.05 25.21 67.41

795.69 3.48 135.89 48.95 5.52 9.53 4.17 48.00 34.97 39.81 4.53 64.56 23.09 25.12 49.87 74.88 14.59 4.70 58.26 12.50 11.31 29.40 70.90

19.11

25.93

18.79

7.77

20.83

Vehicle insurance

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

$1,113.37

$1,383.83

$1,035.64

$1,077.50

$1,129.66

Vehicle rental, leases, licenses, other charges

464.71

552.90

236.55

377.91

513.89

Leased and rented vehicles

268.33

335.56

112.51

210.94

301.69

Rented vehicles

36.66

48.48

21.59

21.05

41.41

Auto rental

6.09

9.54

7.67

3.75

6.18

24.14

30.21

10.07

13.75

27.96

Truck rental

3.02

4.74

1.81

3.49

3.14

Truck rental on trips

2.58

3.99

1.99

0.05

3.06

231.66

287.09

90.91

189.90

260.28

Car lease payments

112.52

146.64

51.63

87.37

126.10

Truck lease payments

100.40

61.13

32.73

89.21

112.70

Vehicle registration, state

88.26

71.36

52.26

82.73

94.73

Vehicle registration, local

9.26

6.10

8.37

6.44

9.84

Driver’s license

7.44

8.36

6.15

4.35

8.12

Vehicle inspection

10.73

10.52

7.36

11.38

11.19

Parking fees

37.20

80.75

20.29

25.34

41.62

31.16

73.17

17.95

23.30

34.39

6.04

7.58

2.34

2.05

7.23

14.67

10.94

12.32

19.38

14.31

Tolls on trips

4.31

5.02

1.73

4.53

4.71

Towing charges

4.61

3.28

5.33

5.67

4.32

Global positioning services

2.11

1.61

0.51

0.66

2.58

17.79

19.38

9.72

6.49

20.78

PUBLIC TRANSPORTATION

513.08

1,280.41

261.03

380.35

572.58

Airline fares

343.30

921.35

120.15

223.89

396.44

Intercity bus fares

11.07

23.08

6.42

9.64

12.06

Intracity mass transit fares

60.56

192.52

95.85

92.27

49.99

Local transportation on trips

19.54

25.76

6.29

17.73

21.92

Taxi fares and limousine service

17.71

28.45

16.68

12.31

18.62

Intercity train fares

22.36

27.62

7.00

12.41

26.28

Ship fares

37.83

55.92

8.26

10.26

46.70

School bus

0.70

–

0.38

1.84

0.58

Auto rental on trips

Leased vehicles

Parking fees in home city, excluding residence Parking fees on trips Tolls

Automobile service clubs

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Subcategories may not add to total because some are not shown. “–” means sample is too small to make a reliable estimate. Source: Bureau of Labor Statistics, unpublished tables from the 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 95

Table 43. Transportation: Indexed spending by race and Hispanic origin, 2008 (indexed average annual spending of consumer units on transportation, by race and Hispanic origin of consumer unit reference person, 2008; index deﬁnition: an index of 100 is the average for all consumer units; an index of 132 means that spending by consumer units in that group is 32 percent above the average for all consumer units; an index of 68 indicates spending that is 32 percent below the average for all consumer units)

Average spending of consumer units, total

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

$50,486

$55,430

$36,721

$43,052

$53,773

Average spending of consumer units, index

100

110

73

85

107

Transportation, spending index

100

105

76

93

105

VEHICLE PURCHASES

100

88

71

93

106

Cars and trucks, new

100

113

60

61

112

New cars

100

133

59

50

114

New trucks

100

86

61

77

109

Cars and trucks, used

100

69

83

128

99

Used cars

100

47

102

136

95

Used trucks

100

91

63

119

103

Other vehicles

100

22

72

55

111

New motorcycles

100

41

71

73

109

Used motorcycles

100

–

74

34

114

GASOLINE AND MOTOR OIL

100

94

83

100

103

Gasoline

100

96

87

103

102

Diesel fuel

100

6

24

62

118

Gasoline on trips

100

77

37

70

115

Motor oil

100

48

52

94

108

Motor oil on trips

100

77

37

70

114

OTHER VEHICLE EXPENSES

100

107

78

89

105

Vehicle ﬁnance charges

100

80

91

101

101

Automobile ﬁnance charges

100

102

123

103

96

Truck ﬁnance charges

100

68

77

108

102

Motorcycle and plane ﬁnance charges

100

102

6

46

123

Other vehicle ﬁnance charges

100

7

3

36

125

Maintenance and repairs

100

86

65

77

109

Coolant, additives, brake and transmission ﬂuids

100

63

98

135

95

Tires—purchased, replaced, installed

100

86

65

75

109

Parts, equipment, and accessories

100

42

37

88

112

Vehicle audio equipment

100

–

65

–

120

Vehicle products and cleaning services

100

50

52

53

115

Vehicle video equipment

100

183

18

60

119

Miscellaneous auto repair, servicing

100

67

67

82

108

Body work and painting

100

70

40

84

112

Clutch and transmission repair

100

33

51

92

109

Drive shaft and rear-end repair

100

83

27

83

114

Brake work

100

102

73

71

108

Repair to steering or front-end

100

61

78

72

107

Repair to engine cooling system

100

74

60

57

113

Motor tune-up

100

172

59

81

109

Lube, oil change, and oil ﬁlters

100

102

74

85

106

Front-end alignment, wheel balance, rotation

100

78

79

77

107

Shock absorber replacement

100

–

85

74

106

Tire repair and other repair work

100

99

71

56

111

Vehicle air conditioning repair

100

60

55

51

114

Exhaust system repair

100

87

52

42

116

Electrical system repair

100

81

65

92

107

Motor repair, replacement

100

82

78

98

104

Auto repair service policy

100

136

98

41

109

96 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

Vehicle insurance

100

124

93

97

101

Vehicle rental, leases, licenses, other charges

100

119

51

81

111

Leased and rented vehicles

100

125

42

79

112

Rented vehicles

100

132

59

57

113

Auto rental

100

157

126

62

101

Auto rental on trips

100

125

42

57

116

Truck rental

100

157

60

116

104

Truck rental on trips

100

155

77

2

119

100

124

39

82

112

Car lease payments

100

130

46

78

112

Truck lease payments

100

61

33

89

112

Vehicle registration, state

100

81

59

94

107

Vehicle registration, local

100

66

90

70

106

Driver’s license

100

112

83

58

109

Vehicle inspection

100

98

69

106

104

Parking fees

100

217

55

68

112

Parking fees in home city, excluding residence

100

235

58

75

110

Parking fees on trips

100

125

39

34

120

Leased vehicles

Tolls

100

75

84

132

98

Tolls on trips

100

116

40

105

109

Towing charges

100

71

116

123

94

Global positioning services

100

76

24

31

122

Automobile service clubs

100

109

55

36

117

PUBLIC TRANSPORTATION

100

250

51

74

112

Airline fares

100

268

35

65

115

Intercity bus fares

100

208

58

87

109

Intracity mass transit fares

100

318

158

152

83

Local transportation on trips

100

132

32

91

112

Taxi fares and limousine service

100

161

94

70

105

Intercity train fares

100

124

31

56

118

Ship fares

100

148

22

27

123

School bus

100

–

54

263

83

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 97

Table 44. Transportation: Total spending by race and Hispanic origin, 2008 (total annual spending on transportation, by consumer unit race and Hispanic origin groups, 2008; consumer units and dollars in thousands) total consumer units Number of consumer units

Asian

black

Hispanic

non-Hispanic white and other

120,770

4,609

14,832

13,975

92,214

$6,097,154,366

$255,477,930

$544,648,987

$601,658,548

$4,958,594,836

1,039,060,395

41,707,256

96,705,975

111,609,241

832,225,817

VEHICLE PURCHASES

332,697,196

11,127,877

29,202,428

35,693,827

268,415,589

Cars and trucks, new

157,600,019

6,819,522

11,616,571

11,201,941

134,780,905

New cars

90,819,040

4,619,785

6,603,503

5,263,404

78,951,783

New trucks

66,780,979

2,199,784

5,012,919

5,938,537

55,829,122

158,871,727

4,169,947

16,141,962

23,458,994

119,886,499

Used cars

80,385,720

1,453,817

10,073,301

12,682,732

58,049,635

Used trucks

78,486,008

2,716,084

6,068,661

10,776,262

61,836,864

Other vehicles

Total spending of all consumer units Transportation, total spending

Cars and trucks, used

16,225,450

138,408

1,444,044

1,032,892

13,748,185

New motorcycles

8,872,972

138,408

774,675

746,545

7,352,222

Used motorcycles

7,352,478

–

669,220

286,488

6,396,885

GASOLINE AND MOTOR OIL

327,871,227

11,704,141

33,474,489

37,964,485

256,967,221

Gasoline

303,431,002

11,147,742

32,440,105

36,002,395

235,507,179

5,598,897

13,366

161,965

401,642

5,035,807

17,456,096

515,747

787,728

1,414,829

15,269,716

1,208,908

22,077

76,681

131,365

1,000,522

176,324

5,208

8,009

14,255

153,997

316,526,093

12,973,828

30,157,461

32,635,538

254,042,193

Vehicle ﬁnance charges

37,716,471

1,154,001

4,234,388

4,418,057

29,109,193

Automobile ﬁnance charges

16,163,857

631,894

2,442,534

1,935,118

11,831,056

Truck ﬁnance charges

18,779,735

484,222

1,778,357

2,357,024

14,644,505

Diesel fuel Gasoline on trips Motor oil Motor oil on trips OTHER VEHICLE EXPENSES

Motorcycle and plane ﬁnance charges

827,275

32,355

6,229

44,301

776,442

1,946,812

5,531

7,268

81,614

1,857,190

88,226,108

2,893,484

7,053,951

7,878,127

73,373,758

442,018

10,555

53,247

69,176

320,905

15,005,673

495,145

1,193,234

1,305,545

12,530,960

5,287,311

84,160

240,575

535,662

4,513,875

556,750

–

44,348

–

509,021

1,002,391

19,220

63,481

61,630

878,799

422,695

29,452

9,196

29,208

384,532

Miscellaneous auto repair, servicing

5,385,134

138,500

443,032

508,550

4,426,272

Body work and painting

3,775,270

101,306

184,065

366,984

3,224,724

Clutch and transmission repair

4,420,182

54,985

276,617

472,355

3,671,039

Drive shaft and rear-end repair

479,457

15,210

16,167

46,118

417,729

Brake work

7,189,438

280,319

648,752

591,841

5,953,336

Repair to steering or front-end

2,594,140

60,194

250,068

215,495

2,129,221

Repair to engine cooling system

2,679,886

75,357

196,079

178,042

2,316,416

Motor tune-up

5,505,904

361,253

397,498

518,752

4,598,712

Lube, oil change, and oil ﬁlters

8,503,416

330,327

769,336

840,596

6,904,984

Front-end alignment, wheel balance, rotation

1,650,926

49,224

159,741

146,318

1,345,402

535,011

–

56,065

45,838

433,406

Tire repair and other repair work

6,333,179

239,806

554,124

407,651

5,372,388

Vehicle air conditioning repair

1,321,224

30,051

89,882

78,679

1,152,675

Exhaust system repair

1,173,884

39,130

74,753

56,599

1,042,940

Electrical system repair

3,305,475

101,767

263,416

352,310

2,711,092

Motor repair, replacement

8,269,122

257,966

792,029

942,055

6,537,973

Auto repair service policy

2,307,915

119,511

278,693

108,586

1,920,818

Other vehicle ﬁnance charges Maintenance and repairs Coolant, additives, brake and transmission ﬂuids Tires—purchased, replaced, installed Parts, equipment, and accessories Vehicle audio equipment Vehicle products and cleaning services Vehicle video equipment

Shock absorber replacement

98 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

$134,461,695

$6,378,072

$15,360,612

$15,058,063

$104,170,467

Vehicle rental, leases, licenses, other charges

56,123,027

2,548,316

3,508,510

5,281,292

47,387,852

Leased and rented vehicles

32,406,214

1,546,596

1,668,748

2,947,887

27,820,042

4,427,428

223,444

320,223

294,174

3,818,582

735,489

43,970

113,761

52,406

569,883

2,915,388

139,238

149,358

192,156

2,578,303

Truck rental

364,725

21,847

26,846

48,773

289,552

Truck rental on trips

311,587

18,390

29,516

699

282,175

27,977,578

1,323,198

1,348,377

2,653,853

24,001,460

Car lease payments

13,589,040

675,864

765,776

1,220,996

11,628,185

Truck lease payments

12,125,308

281,748

485,451

1,246,710

10,392,518

Vehicle registration, state

10,659,160

328,898

775,120

1,156,152

8,735,432

Vehicle registration, local

1,118,330

28,115

124,144

89,999

907,386

898,529

38,531

91,217

60,791

748,778

Vehicle inspection

1,295,862

48,487

109,164

159,036

1,031,875

Parking fees

4,492,644

372,177

300,941

354,127

3,837,947

3,763,193

337,241

266,234

325,618

3,171,239

729,451

34,936

34,707

28,649

666,707

1,771,696

50,422

182,730

270,836

1,319,582

Tolls on trips

520,519

23,137

25,659

63,307

434,328

Towing charges

556,750

15,118

79,055

79,238

398,364

Global positioning services

254,825

7,420

7,564

9,224

237,912

2,148,498

89,322

144,167

90,698

1,916,207

PUBLIC TRANSPORTATION

61,964,672

5,901,410

3,871,597

5,315,391

52,799,892

Airline fares

41,460,341

4,246,502

1,782,065

3,128,863

36,557,318

Intercity bus fares

1,336,924

106,376

95,221

134,719

1,112,101

Intracity mass transit fares

7,313,831

887,325

1,421,647

1,289,473

4,609,778

Local transportation on trips

2,359,846

118,728

93,293

247,777

2,021,331

Taxi fares and limousine service

2,138,837

131,126

247,398

172,032

1,717,025

Intercity train fares

2,700,417

127,301

103,824

173,430

2,423,384

Ship fares

4,568,729

257,735

122,512

143,384

4,306,394

84,539

–

5,636

25,714

53,484

Vehicle insurance

Rented vehicles Auto rental Auto rental on trips

Leased vehicles

Driver’s license

Parking fees in home city, excluding residence Parking fees on trips Tolls

Automobile service clubs

School bus

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. Numbers may not add to total because of rounding and missing subcategories. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 99

Table 45. Transportation: Market shares by race and Hispanic origin, 2008 (percentage of total annual spending on transportation accounted for by consumer unit race and Hispanic origin groups, 2008) total consumer units

Asian

black

Hispanic

non-Hispanic white and other

Share of total consumer units

100.0%

3.8%

12.3%

11.6%

Share of total before-tax income

100.0

4.6

8.4

9.0

82.7

Share of total spending

100.0

4.2

8.9

9.9

81.3

Share of transportation spending

100.0

4.0

9.3

10.7

80.1

VEHICLE PURCHASES

100.0

3.3

8.8

10.7

80.7

Cars and trucks, new

100.0

4.3

7.4

7.1

85.5

New cars

100.0

5.1

7.3

5.8

86.9

New trucks

100.0

3.3

7.5

8.9

83.6

Cars and trucks, used

100.0

2.6

10.2

14.8

75.5

Used cars

100.0

1.8

12.5

15.8

72.2

Used trucks

100.0

3.5

7.7

13.7

78.8

Other vehicles

100.0

0.9

8.9

6.4

84.7

New motorcycles

100.0

1.6

8.7

8.4

82.9

Used motorcycles

100.0

–

9.1

3.9

87.0

GASOLINE AND MOTOR OIL

100.0

3.6

10.2

11.6

78.4

Gasoline

100.0

3.7

10.7

11.9

77.6

Diesel fuel

100.0

0.2

2.9

7.2

89.9

Gasoline on trips

100.0

3.0

4.5

8.1

87.5

Motor oil

100.0

1.8

6.3

10.9

82.8

Motor oil on trips

100.0

3.0

4.5

8.1

87.3

OTHER VEHICLE EXPENSES

100.0

4.1

9.5

10.3

80.3

Vehicle ﬁnance charges

100.0

3.1

11.2

11.7

77.2

Automobile ﬁnance charges

100.0

3.9

15.1

12.0

73.2

Truck ﬁnance charges

100.0

2.6

9.5

12.6

78.0

Motorcycle and plane ﬁnance charges

100.0

3.9

0.8

5.4

93.9

Other vehicle ﬁnance charges

100.0

0.3

0.4

4.2

95.4

Maintenance and repairs

100.0

3.3

8.0

8.9

83.2

Coolant, additives, brake and transmission ﬂuids

100.0

2.4

12.0

15.7

72.6

Tires—purchased, replaced, installed

100.0

3.3

8.0

8.7

83.5

Parts, equipment, and accessories

100.0

1.6

4.6

10.1

85.4

Vehicle audio equipment

100.0

–

8.0

–

91.4

Vehicle products and cleaning services

100.0

1.9

6.3

6.1

87.7

Vehicle video equipment

100.0

7.0

2.2

6.9

91.0

Miscellaneous auto repair, servicing

100.0

2.6

8.2

9.4

82.2

Body work and painting

100.0

2.7

4.9

9.7

85.4

Clutch and transmission repair

100.0

1.2

6.3

10.7

83.1

Drive shaft and rear-end repair

100.0

3.2

3.4

9.6

87.1

Brake work

100.0

3.9

9.0

8.2

82.8

Repair to steering or front-end

100.0

2.3

9.6

8.3

82.1

Repair to engine cooling system

100.0

2.8

7.3

6.6

86.4

Motor tune-up

100.0

6.6

7.2

9.4

83.5

Lube, oil change, and oil ﬁlters

100.0

3.9

9.0

9.9

81.2

Front-end alignment, wheel balance, rotation

100.0

3.0

9.7

8.9

81.5

Shock absorber replacement

100.0

–

10.5

8.6

81.0

Tire repair and other repair work

100.0

3.8

8.7

6.4

84.8

Vehicle air conditioning repair

100.0

2.3

6.8

6.0

87.2

Exhaust system repair

100.0

3.3

6.4

4.8

88.8

Electrical system repair

100.0

3.1

8.0

10.7

82.0

Motor repair, replacement

100.0

3.1

9.6

11.4

79.1

Auto repair service policy

100.0

5.2

12.1

4.7

83.2

100 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

76.4%

total consumer units

Asian

Vehicle insurance

100.0%

4.7%

Vehicle rental, leases, licenses, other charges

100.0

Leased and rented vehicles

100.0

Rented vehicles

black

Hispanic

non-Hispanic white and other

11.4%

11.2%

77.5%

4.5

6.3

9.4

84.4

4.8

5.1

9.1

85.8

100.0

5.0

7.2

6.6

86.2

Auto rental

100.0

6.0

15.5

7.1

77.5

Auto rental on trips

100.0

4.8

5.1

6.6

88.4

Truck rental

100.0

6.0

7.4

13.4

79.4

Truck rental on trips

100.0

5.9

9.5

0.2

90.6

Leased vehicles

100.0

4.7

4.8

9.5

85.8

Car lease payments

100.0

5.0

5.6

9.0

85.6

Truck lease payments

100.0

2.3

4.0

10.3

85.7

Vehicle registration, state

100.0

3.1

7.3

10.8

82.0

Vehicle registration, local

100.0

2.5

11.1

8.0

81.1

Driver’s license

100.0

4.3

10.2

6.8

83.3

Vehicle inspection

100.0

3.7

8.4

12.3

79.6

Parking fees

100.0

8.3

6.7

7.9

85.4

Parking fees in home city, excluding residence

100.0

9.0

7.1

8.7

84.3

Parking fees on trips

100.0

4.8

4.8

3.9

91.4

Tolls

100.0

2.8

10.3

15.3

74.5

Tolls on trips

100.0

4.4

4.9

12.2

83.4

Towing charges

100.0

2.7

14.2

14.2

71.6

Global positioning services

100.0

2.9

3.0

3.6

93.4

Automobile service clubs

100.0

4.2

6.7

4.2

89.2

PUBLIC TRANSPORTATION

100.0

9.5

6.2

8.6

85.2

Airline fares

100.0

10.2

4.3

7.5

88.2

Intercity bus fares

100.0

8.0

7.1

10.1

83.2

Intracity mass transit fares

100.0

12.1

19.4

17.6

63.0

Local transportation on trips

100.0

5.0

4.0

10.5

85.7

Taxi fares and limousine service

100.0

6.1

11.6

8.0

80.3

Intercity train fares

100.0

4.7

3.8

6.4

89.7

Ship fares

100.0

5.6

2.7

3.1

94.3

School bus

100.0

–

6.7

30.4

63.3

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column), Native Hawaiian or other Paciﬁc Islander, as well as non-Hispanics reporting more than one race. “–” means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the Bureau of Labor Statistics’ 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 101

APPENDIX A

Appendix A: About the Consumer Expenditure Survey History The Consumer Expenditure Survey is an ongoing study of the day-to-day spending of American households. In taking the survey, government interviewers collect spending data on products and services as well as data on the amount and sources of household income, changes in saving and debt, and demographic and economic characteristics of household members. The Bureau of the Census collects data for the survey under contract with the Bureau of Labor Statistics, which is responsible for analysis and release of the data. Since the late 19th century, the federal government has conducted expenditure surveys about every 10 years. Although the results have been used for a variety of purposes, their primary application is to track consumer prices. Beginning in 1980, the Consumer Expenditure Survey became a continuous survey with annual release of data (and a lag time of about two years between data collection and release). The survey is used to update prices for the market basket of products and services used in calculating the consumer price index.

Description of the Consumer Expenditure Survey The Consumer Expenditure Survey comprises two components: an interview survey and a diary survey. In the interview portion of the survey, respondents are asked each quarter for ﬁve consecutive quarters to report their expenditures for the previous three months. The interview survey records purchases of big-ticket items such as houses, cars, and major appliances, and recurring expenses such as insurance premiums, utility payments, and rent. The interview component covers about 95 percent of all expenditures. The diary survey records expenditures on small, frequently purchased items during a two-week period. These detailed records include expenses for food and beverages purchased in grocery stores and at restaurants, as well as other items such as tobacco, housekeeping supplies, nonprescription drugs, and personal care products and services. The diary survey is intended to capture expenditures respondents are likely to forget or recall incorrectly over longer periods of time. Average spending ﬁgures shown in this report represent integrated data from both the diary and interview components of the survey. Integrated data provide a more complete accounting of consumer expenditures than either component of the survey is designed to do alone.

Data collection and processing Interview and diary surveys use two separate, nationally representative samples. For the interview survey, about 7,000 consumer units are interviewed on a rotating panel basis each quarter for ﬁve consecutive quarters. Another 7,000 consumer units kept weekly diaries of spending for two consecutive weeks. Data collection is carried out in 91 areas of the country. The Bureau of Labor Statistics reviews, audits, and cleanses the data, then weights them to reﬂect the number and characteristics of all U.S. consumer units. Like any sample survey, the Consumer Expenditure Survey is subject to two major types of error. Nonsampling error occurs when respondents misinterpret questions or interviewers are inconsistent in the way they ask questions or record answers. Respondents may forget items, recall expenses incorrectly, or deliberately give wrong answers. A respondent may remember how much he or she spent at the grocery store but forget the items picked up at a local convenience store. Most surveys of alcohol consumption or spending on alcohol suffer from this type of underreporting, for example. Mistakes during the various stages of data processing and reﬁnement can also cause nonsampling error. Sampling error occurs when a sample does not accurately represent the population it is supposed to represent. This kind of error is present in every sample-based survey and is minimized by using a proper sampling procedure. Standard error tables documenting the extent of sampling error in the Consumer Expenditure Survey are available from the Bureau of Labor Statistics at http://www.bls.gov/cex/csxstnderror.htm.

102 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Although the Consumer Expenditure Survey is the best source of information about the spending behavior of American households, it should be treated with caution because of the above problems. Comparisons with consumption data from other sources show that Consumer Expenditure Survey data tend to underestimate expenditures except for rent, fuel, telephone service, furniture, transportation, and personal care services. Despite these problems, the data reveal important spending patterns by demographic segment that can be used to better understand consumer behavior.

Deﬁnition of consumer unit The Consumer Expenditure Survey uses the consumer unit as the sampling unit instead of the household, the sampling unit used by the Census Bureau. The term household is used interchangeably with the term consumer unit in this book for convenience, although they are not exactly the same. Some households contain more than one consumer unit. The Bureau of Labor Statistics deﬁnes consumer unit as (1) members of a household who are related by blood, marriage, adoption, or other legal arrangements; (2) a person living alone or sharing a household with others or living as a roomer in a private home or lodging house or in permanent living quarters in a hotel or motel, but who is ﬁnancially independent; or (3) two or more persons living together who pool their income to make joint expenditure decisions. The bureau deﬁnes ﬁnancial independence in terms of the three major expenses categories: housing, food, and other living expenses. To be considered ﬁnancially independent, at least two of the three major expense categories have to be provided by the respondent. The Census Bureau uses household as its sampling unit in the decennial census and in the monthly Current Population Survey. The Census Bureau’s household consists of all persons who occupy a housing unit. A house, an apartment or other groups of rooms, or a single room is regarded as a housing unit when it is occupied or intended for occupancy as separate living quarters; that is, when the occupants do not live and eat with any other persons in the structure and there is direct access from the outside or through a common hall. The deﬁnition goes on to specify that a household includes the related family members and all the unrelated persons, if any, such as lodgers, foster children, wards, or employees who share the housing unit. A person living alone in a housing unit or a group of unrelated persons sharing a housing unit as partners is also counted as a household. The count of households excludes group quarters. Because there can be more than one consumer unit in a household, consumer units outnumber households by several million. Young adults under age 25 head most of the additional consumer units.

For more information To ﬁnd out more about the Consumer Expenditure Survey, contact the specialists at the Bureau of Labor Statistics at (202) 691-6900, or visit the Consumer Expenditure Survey home page at http://www.bls.gov/cex/. The web site includes news releases, technical documentation, and current and historical summary-level data. The detailed average spending data shown in this report are available from the Bureau of Labor Statistics only by special request. For a comprehensive look at detailed household spending data for all products and services, see the 15th edition of Household Spending: Who Spends How Much on What. New Strategist’s books are available in hardcopy or as downloads with links to the Excel version of each table. Find out more by visiting http://www. newstrategist.com or by calling 1-800-848-0842.

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 103

APPENDIX B

Spending on Mortgage Principal and Capital Improvements, 2008 The spending statistics reported by the Consumer Expenditure Survey do not include spending on mortgage principal or capital improvements. Because the survey treats home equity as an asset, principal reduction and capital improvements are regarded as asset accumulation rather than expenditures. The table shows the average amount households spent in 2008 for mortgage principal payments and capital improvements. Adding these ﬁgures to expenditures for the category owned dwellings gives a more complete picture of the average amount households devote to housing.

(average annual reduction in mortgage principal and change in capital improvement for owned homes, by race and Hispanic origin of consumer unit reference person, 2008)

Mortgage principal payments

total consumer units

Asian

black

Hispanic

non-Hispanic white and other

–$1,697.84

–$2,299.01

–$1,105.41

–$1,305.84

–$1,850.12

999.55

721.38

331.34

738.16

1,144.88

Capital improvements

Note: “Asian” and “black” include Hispanics and non-Hispanics who identify themselves as being of the respective race alone. “Hispanic” includes people of any race who identify themselves as Hispanic. “Other” includes people who identify themselves as non-Hispanic and as Alaska Native, American Indian, Asian (who are also included in the Asian column) or Native Hawaiian or other Paciﬁc Islander as well as non-Hispanics reporting more than one race. Source: Bureau of Labor Statistics, 2008 Consumer Expenditure Survey”

104 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

APPENDIX C

Percent Reporting Expenditure and Amount Spent, Average Quarter 2008 (percent of consumer units reporting expenditure and amount spent by purchasers during the average quarter, 2008)

FOOD Food at home Groceries purchased on trips

percent reporting expenditure during quarter 99.48% 99.03 10.57

average amount spent by purchasers per quarter $1,790.19 1,215.51 115.42

Food away from home Meals at restaurants, carryouts Board (including at school) Catered affairs Restaurant food on trips School lunches Meals as pay

81.76 78.50 1.02 1.86 23.68 9.19 1.66

705.92 594.49 858.58 926.61 251.13 192.71 440.66

ALCOHOLIC BEVERAGES At home

36.99 31.78

220.32 145.28

Away from home Alcoholic beverages purchased on trips

23.76 11.77

148.68 85.07

HOUSING Shelter

99.52 97.71

4,031.73 2,605.44

• Owned dwellings Mortgage interest and charges Mortgage interest Interest paid, home equity loan Interest paid, home equity line of credit Property taxes Maintenance, repairs, insurance, other expenses Homeowners insurance Ground rent Maintenance and repair services Painting and papering Plumbing and water heating Heat, air conditioning, electrical work

66.71 43.70 40.84 4.21 5.46 65.30 35.28 23.63 1.60 11.96 1.03 3.43 4.23

2,533.50 2,189.04 2,193.23 616.21 640.11 673.15 833.11 374.60 794.22 1,316.72 1,773.54 403.35 711.70

1.04 3.99 0.55 0.30 4.94 1.89 1.89 0.71 0.33 0.26 0.23 0.62 0.36 1.47 5.34 5.04 1.25 2.39

2,324.52 1,546.99 1,600.91 188.33 359.67 152.65 16.40 182.39 185.61 885.58 977.17 564.52 94.44 290.31 284.88 249.01 213.00 93.51

32.04 31.01 1.36

2,125.82 2,108.22 1,352.02

Rooﬁng and gutters Other repair and maintenance services Repair/replacement of hard surface ﬂooring Repair of built-in appliances Maintenance and repair materials Paints, wallpaper and supplies Tools/equipment for painting, wallpapering Plumbing supplies and equipment Electrical supplies, heating/cooling equipment Hard surface ﬂooring, repair and replacement Rooﬁng and gutters Plaster, paneling, siding, windows, doors, screens, awnings Patio, walk, fence, driveway, masonry, brick, and stucco work Miscellaneous supplies and equipment Property management and security Property management Management and upkeep services for security Parking • Rented dwellings Rent Rent as pay

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 105

Maintenance, insurance, and other expenses Tenant’s insurance Maintenance and repair services Maintenance and repair materials

percent reporting expenditure during quarter 3.92% 2.89 0.47 0.79

average amount spent by purchasers per quarter $228.70 95.42 773.94 325.63

• Other lodging Owned vacation homes Mortgage interest and charges Property taxes Maintenance, insurance and other expenses Housing while attending school Lodging on trips

18.84 5.48 1.67 5.18 1.97 0.91 14.24

926.58 1,373.72 2,060.03 482.87 805.33 1,880.22 577.09

Utilities, fuels, public services Natural gas Electricity Fuel oil and other fuels Fuel oil Coal, wood, and other fuels Bottled gas Telephone services Residential phone service and pay phones Cellular phone service Phone cards Voice over IP Water and other public services Water and sewerage maintenance Trash and garbage collection Septic tank cleaning

97.72 49.78 91.60 8.39 3.39 0.74 4.69 92.84 72.38 59.58 4.66 1.33 62.63 56.86 37.69 0.36

933.60 266.79 369.36 571.51 851.40 414.86 341.52 303.44 161.32 269.62 59.17 116.17 178.03 146.03 73.39 225.00

Household services Personal services Babysitting and child care in your own home Babysitting and child care in someone else’s home Care for elderly, invalids, handicapped, etc. Day care centers, nursery and preschools Other household services Housekeeping services Gardening, lawn care service Water softening service Nonclothing laundry and dry cleaning, sent out Nonclothing laundry and dry cleaning, coin-operated Termite/pest control services Home security system service fee Other home services Termite/pest control products Moving, storage, and freight express Appliance repair, including service center Reupholstering and furniture repair Repairs/rentals of lawn/garden equipment, hand/power tools, etc. Repair of computer systems for nonbusiness use Computer information services Installation of computer

65.91 7.30 1.63 1.06 0.44 4.98 64.37 6.15 13.74 1.43 0.59 3.53 3.63 4.60 2.04 2.54 2.07 2.48 0.53 1.18 0.76 53.87 0.09

377.80 1,312.33 717.33 838.68 3,063.64 1,224.95 238.01 483.17 210.43 85.49 46.61 23.87 132.02 118.21 236.76 27.46 571.50 178.73 288.21 148.94 219.41 101.76 130.56

Household furnishings and equipment Household textiles Bathroom linens Bedroom linens Kitchen and dining room linens Curtains and draperies Slipcovers and decorative pillows Sewing materials for household items Other linens Furniture Mattress and springs Other bedroom furniture

52.66 19.28 6.43 10.24 1.72 2.41 1.24 3.41 0.45 10.16 1.69 1.94

579.71 118.75 48.76 101.56 29.22 215.25 59.07 77.05 68.33 930.73 775.44 894.72

106 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

percent reporting expenditure during quarter Sofas Living room chairs Living room tables Kitchen and dining room furniture Infants’ furniture Outdoor furniture Wall units, cabinets, and other furniture Floor coverings Wall-to-wall carpeting, replacement (owner) Floor coverings, nonpermanent Major appliances Dishwashers (built-in), garbage disposals, range hoods (owner) Refrigerators and freezers (owner) Washing machines (owner) Clothes dryers (owner) Cooking stoves, ovens (owner) Microwave ovens (owner) Window air conditioners (owner) Electric ﬂoor cleaning equipment Sewing machines Small appliances and miscellaneous housewares Housewares Plastic dinnerware China and other dinnerware Flatware Glassware Other serving pieces Nonelectric cookware Small appliances Small electric kitchen appliances Portable heating and cooling equipment Miscellaneous household equipment Window coverings Infants’ equipment Outdoor equipment Lamps and lighting ﬁxtures Household decorative items Telephones and accessories Lawn and garden equipment Power tools Ofﬁce furniture for home use Hand tools Indoor plants and fresh ﬂowers Closet and storage items Rental of furniture Luggage Computers and computer hardware, nonbusiness use Computer software and accessories, nonbusiness use Personal digital assistants Internet services away from home Telephone answering devices Business equipment for home use Smoke alarms (owner) Other household appliances (owner)

2.15% 1.69 1.40 1.17 0.77 1.46 2.74 2.96 0.33 2.64 8.15 0.63 1.31 1.00 0.86 0.65 1.00 0.29 2.37 0.28 16.06 9.90 2.54 2.49 1.41 1.93 0.65 3.45 8.10 6.86 1.51 35.84 1.72 0.61 1.18 3.45 6.17 5.06 2.33 2.05 0.65 1.71 15.90 1.34 0.18 1.41 5.42 4.54 0.30 0.81 0.18 0.62 0.42 1.02

APPAREL AND SERVICES Men’s apparel Suits Sportcoats and tailored jackets Coats and jackets Underwear

74.30 29.64 1.28 1.09 3.59 5.27

average amount spent by purchasers per quarter $\1,131.63 534.02 304.11 744.02 271.75 318.49 402.83 376.52 2,008.33 166.57 618.68 561.11 942.56 706.75 680.81 1,116.54 196.25 319.83 169.20 454.46 86.99 73.66 27.85 81.93 64.18 33.29 46.54 77.17 82.47 70.55 121.85 313.29 304.65 149.18 234.32 95.43 142.22 118.38 489.38 218.29 301.54 91.52 88.93 67.91 338.89 109.57 703.00 129.79 234.17 88.58 61.11 91.53 61.31 190.69 399.40 180.66 466.60 197.71 114.83 35.86

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 107

percent reporting expenditure during quarter

average amount spent by purchasers per quarter

Hosiery Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants and shorts Uniforms Costumes

4.43% 0.87 3.32 2.45 1.48 17.87 18.97 0.62 0.31

$20.88 46.84 51.96 87.65 64.70 81.16 92.63 149.19 79.03

Boys’ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear Nightwear Hosiery Accessories Suits, sportcoats, and vests Pants and shorts Uniforms Active sportswear Costumes

11.33 1.54 0.71 7.00 2.16 0.83 1.42 0.70 0.31 8.23 0.56 0.98 0.51

147.62 75.32 62.68 69.82 32.52 41.87 18.13 43.93 75.81 84.63 135.27 44.13 44.61

Women’s apparel Coats and jackets Dresses Sportcoats and tailored jackets Sweaters and vests Shirts, blouses, and tops Skirts Pants and shorts Active sportswear Sleepwear Undergarments Hosiery Suits Accessories Uniforms Costumes

40.78 5.27 7.15 1.23 6.14 24.79 3.08 23.79 3.24 3.96 9.14 5.70 1.62 5.53 1.04 0.59

219.89 115.70 144.90 115.65 94.18 86.97 76.46 94.29 63.19 48.30 55.88 22.68 201.08 76.75 118.51 92.37

Girls’ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts, pants, and shorts Active sportswear Underwear and sleepwear Hosiery Accessories Uniforms Costumes Children under age two Coats, jackets, and snowsuits Outerwear including dresses Underwear Nightwear and loungewear Accessories

11.92 4.34 2.16 7.94 8.30 1.35 3.16 1.58 1.08 0.53 0.70 13.10 0.98 7.15 7.05 2.29 3.28

170.16 65.76 84.49 77.64 88.70 43.89 44.78 17.09 37.73 131.60 65.71 137.48 70.41 81.01 122.94 44.43 56.10

Footwear Men’s Boys’ Women’s Girls’

31.73 12.46 5.97 18.73 6.19

118.14 97.43 67.92 91.91 65.83

108 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

percent reporting expenditure during quarter

average amount spent by purchasers per quarter

Other apparel products and services Material for making clothes Sewing patterns and notions Watches Jewelry Shoe repair and other shoe services Coin-operated apparel laundry and dry cleaning Apparel alteration, repair, and tailoring services Clothing rental Watch and jewelry repair Professional laundry, dry cleaning Clothing storage

37.29% 1.20 1.57 3.14 7.16 0.86 13.80 2.91 0.39 1.83 15.14 0.12

$163.68 58.33 28.82 171.74 367.42 36.92 76.14 54.90 142.31 70.36 89.56 300.00

TRANSPORTATION Vehicle purchases Cars and trucks, new New cars New trucks Cars and trucks, used Used cars Used trucks Other vehicles New motorcycles Used motorcycles

94.77 4.73 1.28 0.80 0.49 3.17 1.75 1.45 0.35 0.15 0.21

2,200.87 14,560.25 25,487.50 23,500.00 28,212.24 10,374.53 9,508.71 11,204.83 9,596.43 12,245.00 7,247.62

Gasoline and motor oil Gasoline Diesel fuel Gasoline on trips Motor oil Motor oil on trips

90.71 90.07 1.83 20.08 8.00 20.08

748.22 697.37 633.33 179.96 31.28 1.82

Other vehicle expenses Vehicle ﬁnance charges Automobile ﬁnance charges Truck ﬁnance charges Motorcycle and plane ﬁnance charges Other vehicle ﬁnance charges Maintenance and repairs Coolant, additives, brake, transmission ﬂuids Tires Vehicle products and cleaning services Parts, equipment, and accessories Vechicle audio equipment Vehicle video equipment Body work and painting Clutch, transmission repair Drive shaft and rear-end repair Brake work Repair to steering or front-end Repair to engine cooling system Motor tune-up Lube, oil change, and oil ﬁlters Front-end alignment, wheel balance, rotation Shock absorber replacement Repair tires and other repair work Exhaust system repair Electrical system repair Motor repair, replacement Auto repair service policy Vehicle air conditioning repair Vehicle insurance

80.82 32.29 17.06 17.51 1.35 1.44 52.54 4.99 7.80 8.65 0.21 3.63 0.29 1.22 1.21 0.25 4.75 1.20 1.72 4.42 33.76 2.53 0.31 5.85 0.90 2.15 2.56 0.53 0.91 50.79

731.51 241.79 196.13 222.02 126.85 279.86 329.52 18.34 398.24 42.22 126.53 251.19 301.72 640.57 756.20 397.00 313.32 447.50 322.53 257.86 52.14 135.08 357.26 224.10 270.00 318.26 668.65 901.42 300.55 438.54

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 109

percent reporting expenditure during quarter

average amount spent by purchasers per quarter

Vehicle rental, leases, licenses, other charges Leased and rented vehicles Rented vehicles Auto rental Auto rental, on trips Truck rental Truck rental, on trips Leased vehicles Car lease payments Truck lease payments Vehicle registration, state Vehicle registration, local Driver’s license Vehicle inspection Parking fees Parking fees in home city, excluding residence Parking fees, on trips Tolls or electronic toll passes Tolls on trips Towing charges Global positioning services Automobile service clubs

43.29% 6.46 2.84 0.52 1.96 0.23 0.14 3.81 2.26 1.83 17.23 2.13 5.17 6.35 11.39 9.04 3.10 8.98 6.17 0.94 0.50 5.03

Public transportation Airline fares Intercity bus fares Intracity mass transit fares Local transportation on trips Taxi fares and limousine service on trips Taxi fares and limousine service Intercity train fares Ship fares School bus

18.20 9.89 3.97 7.04 4.83 4.83 3.03 3.86 2.23 0.04

698.61 867.80 69.71 215.06 63.72 37.42 109.16 144.82 424.10 437.50

HEALTH CARE Health insurance Commercial health insurance Traditional fee for service health plan (not BCBS) Preferred provider health plan (not BCBS) Blue Cross, Blue Shield Traditional fee for service health plan Preferred provider health plan Health maintenance organization Commercial Medicare supplement Other BCBS health insurance Health maintenance plans (HMOs) Medicare payments Medicare prescription drug premium Commercial Medicare supplements/other health insurance Commercial Medicare supplement (not BCBS) Other health insurance (not BCBS) Long-term care insurance

77.86 63.01 14.28 4.02 10.44 20.37 3.38 8.86 6.34 1.70 0.74 13.44 22.19 7.33 11.26 4.73 6.96 3.01

903.63 656.00 559.10 544.84 554.96 584.93 591.49 604.49 560.29 492.21 231.08 505.32 380.94 197.37 287.94 471.88 145.15 498.92

Medical services Physician’s services Dental services Eye care services Service by professionals other than physician Lab tests, x-rays Hospital room and services Care in convalescent or nursing home Other medical services

41.59 27.10 13.79 6.43 4.85 5.67 4.13 0.11 1.55

434.15 168.00 461.46 139.89 291.29 236.51 611.92 4,143.18 325.00

110 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

$271.81 1,038.43 322.71 292.79 307.91 328.26 460.71 1,520.08 1,244.69 1,371.58 128.06 108.69 35.98 42.24 81.65 86.17 48.71 57.43 17.46 122.61 105.50 88.42

percent reporting expenditure during quarter Prescription drugs Medical supplies Eyeglasses and contact lenses Hearing aids Medical equipment for general use Supportive/convalescent medical equipment Rental of medical equipment Rental of supportive, convalescent medical equipment

41.91%

average amount spent by purchasers per quarter $212.20

7.94 6.51 0.31 0.57 0.46 0.26 0.22

261.02 230.03 1,041.13 185.09 156.52 153.85 157.95

ENTERTAINMENT Fees and admissions Recreation expenses, on trips Social, recreation, civic club membership Fees for participant sports Participant sports, on trips Movie, theater, opera, ballet Movie, other admissions, on trips Admission to sports events Admission to sports events, on trips Fees for recreational lessons Other entertainment services, on trips

91.05 46.46 7.53 13.26 11.22 3.69 29.77 8.24 6.60 8.24 6.21 7.53

671.81 326.61 78.19 240.37 181.17 186.18 99.40 136.07 174.24 45.36 400.32 78.19

Audio and visual equipment and services Televisions Cable and satellite television services Satellite radio service Online gaming services VCR’s and video disc players Video cassettes, tapes, and discs Video game hardware and software Streaming, downloading video Repair of tv, radio, and sound equipment Rental of televisions Radios Tape recorders and players Personal digital audio players Sound components and component systems CDs, records, audio tapes Streaming, downloading audio Rental of VCR, radio, and sound equipment Musical instruments and accessories Rental and repair of musical instruments Rental of video cassettes, tapes, ﬁlms, and discs Rental of computer and video game hardware and software Accessories and other sound equipment Satellite dishes Installation of televisions

84.52 4.04 74.14 3.13 0.97 1.88 14.68 5.41 0.69 0.51 0.07 0.73 0.09 1.76 0.70 12.17 3.30 0.05 1.39 0.23 20.13 0.06 1.27 0.28 0.14

290.77 1,017.82 196.78 117.73 52.06 164.23 58.23 213.45 40.58 185.29 221.43 96.23 52.78 192.61 278.93 46.57 41.44 195.00 541.73 181.52 33.92 83.33 101.77 132.14 183.93

Pets, toys, hobbies, and playground equipment Pets Pet purchase, supplies, and medicines Pet services Veterinary services Toys, games, arts and crafts, and tricycles Stamp and coin collecting Playground equipment

43.69 33.33 27.96 5.73 9.67 17.41 0.86 0.43

250.80 233.27 146.65 160.43 284.95 168.16 137.79 316.28

Other entertainment supplies, equipment, services Unmotored recreational vehicles Boat without motor and boat trailers Trailer and other attachable campers Motorized recreational vehicles Rental of recreational vehicles Docking and landing fees

22.51 0.19 0.10 0.09 0.20 0.48 0.35

464.72 12,557.89 6,805.00 18,950.00 15,326.25 260.94 461.43

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 111

percent reporting expenditure during quarter

average amount spent by purchasers per quarter

Sports, recreation, exercise equipment Athletic gear, game tables, exercise equipment Bicycles Camping equipment Hunting and ﬁshing equipment Winter sports equipment Water sports equipment Other sports equipment Rental and repair of miscellaneous sports equipment Photographic equipment and supplies Film Photo processing Repair and rental of photographic equipment Photographic equipment Photographer fees Live entertainment for catered affairs Rental of party supplies for catered affairs

10.63% 6.13 1.36 0.97 2.05 0.29 0.42 0.93 0.27 14.03 2.94 8.94 0.16 2.68 2.49 0.33 0.57

PERSONAL CARE PRODUCTS AND SERVICES Wigs and hairpieces Electric personal care appliances Personal care services

61.26 0.78 3.42 61.26

120.82 76.92 51.97 118.81

READING Newspaper and magazine subscriptions Newspapers and magazines, nonsubscription Books purchased through book clubs Books not purchased through book clubs

41.60 20.09 15.91 1.45 19.62

69.54 57.28 22.71 63.62 65.38

EDUCATION College tuition Elementary/high school tuition Vocational and technical school tuition Other schools tuition Other school expenses including rentals Books, supplies for college Books, supplies for elementary, high school Books, supplies for vocational and technical schools Books, supplies for day care, nursery school Books, supplies for other schools

14.01 5.02 1.69 0.29 0.44 3.50 4.03 6.40 0.14 0.14 0.24

1,782.60 3,243.68 2,812.28 1,467.24 849.43 297.36 387.59 124.04 467.86 94.64 147.92

TOBACCO PRODUCTS AND SMOKING SUPPLIES Cigarettes Other tobacco products

21.47 18.68 3.79

364.88 380.10 193.60

FINANCIAL PRODUCTS AND SERVICES Miscellaneous ﬁnancial products and services Lotteries and parimutuel losses Legal fees Funeral expenses Safe deposit box rental Checking accounts, other bank service charges Cemetery lots, vaults, and maintenance fees Accounting fees Finance charges, except mortgage and vehicles Dating services Vacation clubs Expenses for other properties Occupational expenses Credit card memberships Shopping club membership fees

39.57 11.53 2.32 0.85 2.23 11.20 0.58 5.33 6.23 0.10 0.31 5.10 6.24 0.66 3.34

500.53 139.20 1,543.75 1,663.24 41.82 47.59 868.10 291.18 722.27 65.00 587.10 842.06 202.92 64.39 56.59

112 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

$251.06 197.92 261.95 199.74 253.29 225.86 197.62 177.69 268.52 116.48 25.43 38.95 115.63 260.54 198.59 555.30 367.98

percent reporting expenditure during quarter

average amount spent by purchasers per quarter

Cash contributions Support for college students Alimony expenditures Child support expenditures Gifts to of stocks, bonds and mutual funds to people in other households Cash contributions to charities Cash contributions to religious organizations Cash contributions to educational organizations Cash contributions to political organizations Other cash gifts to people in other households

50.81% 2.89 0.23 2.95 0.22 17.00 29.08 2.05 2.42 17.44

$854.42 907.87 3,764.42 1,568.81 2,434.09 248.28 640.06 555.12 184.81 586.48

Personal insurance and pensions Life and other personal insurance Life, endowment, annuity, other personal insurance Other nonhealth insurance Pensions and Social Security Deductions for government retirement Deductions for railroad retirement Deductions for private pensions Nonpayroll deposit to retirement plans Deductions for Social Security

83.99 27.32 26.44 1.98 80.07 2.72 0.14 10.99 7.85 79.80

1,668.37 289.92 286.88 169.70 1,651.12 839.43 1,526.79 1,376.25 1,670.32 1,271.57

PERSONAL TAXES Federal income taxes 2008 tax stimulus State and local income taxes Other taxes

64.81 50.77 21.01 34.59 17.36

690.09 894.74 (932.50) 391.90 307.33

GIFTS FOR PEOPLE IN OTHER HOUSEHOLDS Food

27.64 1.25

830.84 893.20

9.33 2.01 0.36 1.34 4.24

401.21 82.09 441.67 111.57 149.82

15.15 3.86 4.86 8.49 1.67

192.34 164.57 171.81 94.20 259.88

Transportation

4.48

547.15

Health care

0.95

515.00

Entertainment Toys, games, hobbies, and tricycles

8.45 5.21

220.30 156.53

Education

2.21

3,602.60

All other gifts

4.66

520.82

Housing Household textiles Major appliances Small appliances and miscellaneous housewares Miscellaneous household equipment Apparel and services Males aged two or older Females aged two or older Children under age two Jewelry and watches

Source: Calculations by New Strategist based on the 2008 Consumer Expenditure Survey

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 113

APPENDIX D

Spending by Product and Service, Ranked by Amount Spent, 2008 (average annual spending of consumer units on products and services, ranked by amount spent, 2008) 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53.

Deductions for Social Security Groceries (also shown by individual category) Mortgage interest (or rent, $2,615.04) Vehicle purchases (net outlay) Gasoline and motor oil Restaurants (also shown by meal category) Federal income taxes Property taxes Health insurance Electricity Vehicle insurance Dinner at restaurants Lunch at restaurants Cash contributions to church, religious organizations Vehicle maintenance and repairs College tuition Cellular phone service Maintenance and repair services, owner Deductions for private pensions Women’s apparel Cable and satellite television services State and local income taxes Natural gas Nonpayroll deposit to retirement plans Residential telephone service and pay phones Alcoholic beverages Cash gifts to members of other households Prescription drugs Homeowner’s insurance Men’s apparel Airline fares Water and sewerage maintenance Lodging on trips Life and other personal insurance Vehicle ﬁnance charges Owned vacation homes Personal care services Cigarettes Dental services Day care centers, nurseries, and preschools Interest paid, home equity loan/line of credit Beef Restaurant meals on trips Leased vehicles Breakfast at restaurants Fresh fruits Computer information services Recreational vehicles (boats, campers, trailers) Other taxes Fresh vegetables Veterinarian services Elementary and high school tuition Child support expenditures

114 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

$4,058.85 3,744.50 3,582.86 2,754.80 2,714.84 2,256.09 1,817.03 1,758.28 1,653.37 1,353.35 1,113.37 1,075.05 772.73 744.52 730.53 651.33 642.57 629.92 605.00 596.83 583.58 542.23 531.24 524.48 467.06 444.17 409.13 355.73 354.07 344.17 343.30 332.13 328.71 316.83 312.30 301.12 291.13 284.01 254.54 244.01 243.57 238.87 237.87 231.66 230.76 221.93 219.27 218.05 213.41 211.86 206.96 190.11 185.12

54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. 70. 71. 72. 73. 74. 75. 76. 77. 78. 79. 80. 81. 82. 83. 84. 85. 86. 87. 88. 89. 90. 91. 92. 93. 94. 95. 96. 97. 98. 99. 100. 101. 102. 103. 104. 105. 106. 107. 108. 109. 110. 111. 112. 113. 114. 115.

Physician’s services Finance charges, except mortgage and vehicles Snacks at restaurants Expenses for other properties Cash contributions to charities Television sets Pet purchase, supplies, and medicines Movie, theater, amusement park, and other admissions Pet food Pork Poultry Computers and computer hardware for nonbusiness use Cosmetics, perfume, and bath products Fresh milk, all types Miscellaneous household products Laundry and cleaning supplies Prepared foods except frozen, salads, and desserts Legal fees Women’s footwear Cheese Carbonated drinks Fish and seafood Social, recreation, civic club membership Household decorative items Toys, games, hobbies, and tricycles Beer and ale at home Girls’ (aged 2 to 15) apparel Housekeeping services Fees for participant sports Gardening, lawn care service Fuel oil Trash and garbage collection Meats other than pork or beef Jewelry Support for college students Cleansing and toilet tissue, paper towels, and napkins Potato chips and other snacks Men’s footwear Hospital room and services Fees for recreational lessons Lawn and garden supplies Vehicle registration Sofas Ready-to-eat and cooked cereals Children’s (under age 2) apparel Deductions for government retirement Wine at home Nonprescription drugs Video game hardware and software Boys’ (aged 2 to 15) apparel Babysitting and child care Stationery, stationery supplies, giftwrap Candy and chewing gum Lunch meats (cold cuts) Rent as pay Frozen meals Beer and ale at bars, restaurants Maintenance and repair materials, owner School lunches Postage Bedroom furniture except mattresses and springs Catered affairs

$182.11 179.99 177.54 171.78 168.83 164.48 164.01 163.21 163.13 162.98 159.05 152.41 151.17 149.86 147.91 147.82 144.42 143.26 138.70 133.97 133.68 127.88 127.49 126.77 122.55 122.12 121.33 118.86 117.48 115.65 115.45 110.65 106.48 105.23 104.95 104.28 103.09 101.38 101.09 99.44 98.04 97.52 97.32 93.88 92.72 91.33 87.56 86.62 85.99 82.71 82.33 81.82 80.02 73.61 73.55 72.87 71.98 71.07 70.84 70.22 69.43 68.94

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 115

116. 117. 118. 119. 120. 121. 122. 123. 124. 125. 126. 127. 128. 129. 130. 131. 132. 133. 134. 135. 136. 137. 138. 139. 140. 141. 142. 143. 144. 145. 146. 147. 148. 149. 150. 151. 152. 153. 154. 155. 156. 157. 158. 159. 160. 161. 162. 163. 164. 165. 166. 167. 168. 169. 170. 171. 172. 173. 174. 175. 176. 177.

Housing while attending school Hair care products Frozen prepared foods, except meals Lawn and garden equipment Bottled gas Bedroom linens Books and supplies for college Accounting fees Bread, other than white Lottery and gambling losses Bottled water Admission to sports events Intracity mass transit fares Ice cream and related products Eyeglasses and contact lenses Canned and bottled fruit juice Funeral expenses Service by professionals other than physician Refrigerators and freezers Athletic gear, game tables, exercise equipment Books Sauces and gravies Professional laundry, dry cleaning Care for elderly, invalids, handicapped, etc. Lab tests, X-rays Mattresses and springs Eggs Coffee Ground rent Occupational expenses Other alcoholic beverages at bars, restaurants Property management, owner Biscuits and rolls Food prepared by consumer unit on trips Moving, storage, and freight express Cookies Indoor plants and fresh ﬂowers Miscellaneous personal services Newspaper and magazine subscriptions Canned and packaged soups Cash contributions to educational institutions Wall units, cabinets, and other furniture Telephones and accessories Canned vegetables Coin-operated apparel laundry and dry cleaning Boys’ footwear Cakes and cupcakes Alcoholic beverages purchased on trips Nonprescription vitamins Fats and oils Alimony expenditures Ship fares Nuts Parking fees White bread Pet services Rented vehicles Prepared salads Living room chairs Eye care services Wine at bars, restaurants Board (including at school)

116 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

$68.44 68.27 67.72 65.40 64.07 62.63 62.48 62.08 61.64 61.46 61.35 60.95 60.56 60.50 59.90 58.82 56.55 56.51 56.41 56.41 55.23 54.33 54.24 53.92 53.64 52.42 51.06 50.95 50.83 50.65 50.30 50.20 49.28 48.80 47.32 46.85 46.77 46.20 46.03 45.81 45.52 44.15 43.68 42.89 42.03 41.00 40.13 40.05 39.75 39.57 39.15 37.83 37.40 37.20 36.96 36.77 36.66 36.31 36.10 35.98 35.87 35.03

178. 179. 180. 181. 182. 183. 184. 185. 186. 187. 188. 189. 190. 191. 192. 193. 194. 195. 196. 197. 198. 199. 200. 201. 202. 203. 204. 205. 206. 207. 208. 209. 210. 211. 212. 213. 214. 215. 216. 217. 218. 219. 220. 221. 222. 223. 224. 225. 226. 227. 228. 229. 230. 231. 232. 233. 234. 235. 236. 237. 238. 239.

Crackers Kitchen and dining room furniture Washing machines Oral hygiene products Baby food Frozen vegetables Video cassettes, tapes, and discs Girls’ footwear Outdoor equipment Hunting and ﬁshing equipment Tea Deodorants, feminine hygiene, miscellaneous products Cooking stoves, ovens Topicals and dressings Pasta, cornmeal, and other cereal products Photographer fees Musical instruments and accessories Tableware, nonelectric kitchenware Tobacco products other than cigarettes Salt, spices, and other seasonings Meals as pay Lamps and lighting ﬁxtures Outdoor furniture Noncarbonated fruit-ﬂavored drinks Photographic equipment Power tools Rental of video cassettes, tapes, discs, ﬁlms Salad dressings Clothes dryers Wall-to-wall carpeting Frozen and refrigerated bakery products Baking needs Rice Jams, preserves, other sweets Other alcoholic beverages at home Computer software and accessories for nonbusiness use Recreation expenses on trips Closet and storage items Compact discs, records, and audio tapes Intercity train fares Bathroom linens Sweetrolls, coffee cakes, doughnuts Termite and pest control services Home security system service fee Sports drinks Gifts of stocks, bonds, and mutual funds to members of other households Checking accounts, other bank service charges Butter Window coverings Infants’ equipment Curtains and draperies Canned fruits Frankfurters Cemetery lots, vaults, and maintenance fees Local transportation on trips Small electric kitchen appliances Tolls Shaving products Cream Care in convalescent or nursing home Fresh fruit juice Cash contributions to political organizations

$34.99 34.82 34.61 34.60 34.36 34.26 34.19 33.36 32.72 32.70 32.13 32.10 30.98 30.88 30.59 30.45 30.12 29.73 29.35 29.28 29.26 29.12 28.01 27.98 27.93 27.80 27.31 27.20 27.04 26.99 26.10 25.95 25.32 25.05 24.84 23.57 23.55 22.75 22.67 22.36 22.03 21.98 21.96 21.75 21.60 21.42 21.32 21.28 20.96 20.87 20.75 20.55 20.51 20.14 19.54 19.36 18.98 18.68 18.26 18.23 18.12 17.89

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 117

240. 241. 242. 243. 244. 245. 246. 247. 248. 249. 250. 251. 252. 253. 254. 255. 256. 257. 258. 259. 260. 261. 262. 263. 264. 265. 266. 267. 268. 269. 270. 271. 272. 273. 274. 275. 276. 277. 278. 279. 280. 281. 282. 283. 284. 285. 286. 287. 288. 289. 290. 291. 292. 293. 294. 295. 296. 297. 298. 299.

Automobile service clubs Appliance repair, including at service center Taxi fares and limousine service Sugar Floor coverings, nonpermanent Glassware Watches Living room tables Vocational and technical school tuition Books and supplies for elementary and high school Hand tools Camping equipment Nondairy cream and imitation milk Electric ﬂoor-cleaning equipment Laundry and cleaning equipment Dishwashers (built-in), garbage disposals, range hoods School tuition other than college, vocational/technical, elementary, high school Satellite radio service Vegetable juices Pies, tarts, turnovers Maintenance and repair services, renter Newspapers and magazines, nonsubscription Nonalcoholic beverages (except carbonated, coffee, fruit-ﬂavored drinks, and tea) and ice Bicycles Dried vegetables Nonelectric cookware Photo processing Personal digital audio players Portable heating and cooling equipment Olives, pickles, relishes Global positioning system devices Prepared desserts Hearing aids Peanut butter Luggage Lamb, organ meats, and others VCRs and video disc players Coal, wood, and other fuels Prepared ﬂour mixes Whiskey at home Electric personal care appliances China and other dinnerware Intercity bus fares Tenant’s insurance Phone cards Vehicle inspection Security services, owner Microwave ovens Sewing materials for household items Maintenance and repair materials, renter Sound equipment accessories Parking at owned home Margarine Deductions for railroad retirement Rental of party supplies for catered affairs Infants’ furniture Flour Ofﬁce furniture for home use Sound components and component systems Dried fruits

118 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

$17.79 17.73 17.71 17.68 17.59 17.47 17.43 17.03 17.02 16.87 16.70 16.66 16.19 16.04 15.93 15.02 14.95 14.74 14.72 14.71 14.55 14.45 14.28 14.25 14.15 13.99 13.93 13.56 13.55 13.53 13.05 13.03 12.91 12.83 12.44 12.35 12.35 12.28 11.88 11.44 11.43 11.13 11.07 11.03 11.03 10.73 10.65 10.52 10.51 10.29 9.11 8.94 8.67 8.55 8.39 8.37 7.92 7.84 7.81 7.58

300. 301. 302. 303. 304. 305. 306. 307. 308. 309. 310. 311. 312. 313. 314. 315. 316. 317. 318. 319. 320. 321. 322. 323. 324. 325. 326. 327. 328. 329. 330. 331. 332. 333. 334. 335. 336. 337. 338. 339. 340. 341. 342. 343. 344. 345. 346. 347. 348. 349. 350. 351. 352. 353. 354. 355. 356. 357. 358. 359. 360.

Shopping club membership fees Driver’s license Live entertainment for catered affairs Material for making clothes Vacation clubs Repairs and rentals of lawn and garden equipment, hand and power tools, etc. Repair of computer systems for nonbusiness use Artiﬁcial sweeteners Docking and landing fees Apparel alteration, repair, and tailoring services Kitchen and dining room linens Voice over IP Reupholstering and furniture repair Hair accessories Sewing patterns and notions Frozen fruit juices Frozen fruits Streamed and downloaded audio Playground equipment Watch and jewelry repair Sewing machines Window air conditioners Rental of recreational vehicles Miscellaneous video equipment Water-softening service Stamp and coin collecting Bread and cracker products Towing charges Medical equipment for general use Delivery services Repair of TV, radio, and sound equipment Safe deposit box rental Tape recorders and players Flatware Nonclothing laundry and dry cleaning, coin-operated Water sports equipment Smoking accessories Septic tank cleaning Film Slipcovers and decorative pillows Rental and repair of miscellaneous sports equipment Supportive and convalescent medical equipment Internet services away from home Plastic dinnerware Personal digital assistants Radios Winter sports equipment Books and supplies for vocational and technical schools Rental of furniture Wigs and hairpieces Business equipment for home use Clothing rental Global positioning services Online gaming services Credit card memberships Rental and repair of musical instruments Rental of medical equipment Fireworks Pinball, electronic video games Satellite dishes Clothing storage

$7.56 7.44 7.33 7.29 7.28 7.03 6.67 6.48 6.46 6.39 6.22 6.18 6.11 5.99 5.81 5.68 5.64 5.47 5.44 5.15 5.09 5.02 5.01 4.90 4.89 4.74 4.71 4.61 4.22 4.19 3.78 3.73 3.63 3.62 3.37 3.32 3.31 3.24 2.99 2.93 2.90 2.88 2.87 2.83 2.81 2.81 2.62 2.62 2.44 2.40 2.27 2.22 2.11 2.02 1.70 1.67 1.60 1.55 1.50 1.48 1.44

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 119

361. 362. 363. 364. 365. 366. 367. 368. 369. 370. 371. 372. 373. 374. 375. 376. 377.

Rental of supportive and convalescent medical equipment Shoe repair and other shoe services Smoke alarms Other serving pieces Streamed and downloaded video Nonclothing laundry and dry cleaning, sent out Installation of television sets Portable dishwashers Appliance rental Repair and rental of photographic equipment School bus Rental of television sets Books and supplies for day care and nursery Installation of computer Telephone answering devices Rental of VCR, radio, and sound equipment Dating services

378. Rental of computer and video game hardware and software

$1.39 1.27 1.22 1.21 1.12 1.10 1.03 0.97 0.92 0.74 0.70 0.62 0.53 0.47 0.44 0.39 0.26 0.20

Source: Calculations by New Strategist based on the 2008 Consumer Expenditure Survey

120 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

Glossary age The age of the reference person. alcoholic beverages Includes beer and ale, wine, whiskey, gin, vodka, rum, and other alcoholic beverages. annual spending The annual amount spent per household. The Bureau of Labor Statistics calculates the annual average for all households in a segment, not just for those that purchased an item. The averages are calculated by integrating the results of the diary (weekly) and interview (quarterly) portions of the Consumer Expenditure Survey. For items purchased by most households—such as bread—average annual spending ﬁgures are a fairly accurate account of actual spending. For products and services purchased by few households during a year’s time—such as cars—the average annual amount spent is much less than what purchasers spend. apparel, accessories, and related services Includes the following: • men’s and boys’ apparel Includes coats, jackets, sweaters, vests, sport coats, tailored jackets, slacks, shorts and short sets, sportswear, shirts, underwear, nightwear, hosiery, uniforms, and other accessories. • women’s and girls’ apparel Includes coats, jackets, furs, sport coats, tailored jackets, sweaters, vests, blouses, shirts, dresses, dungarees, culottes, slacks, shorts, sportswear, underwear, nightwear, uniforms, hosiery, and other accessories. • infants’ apparel Includes coats, jackets, snowsuits, underwear, diapers, dresses, crawlers, sleeping garments, hosiery, footwear, and other accessories for children. • footwear Includes articles such as shoes, slippers, boots, and other similar items. It excludes footwear for babies and footwear used for sports such as bowling or golf shoes. • other apparel products and services Includes material for making clothes, shoe repair, alterations and sewing patterns and notions, clothing rental, clothing storage, dry cleaning, sent-out laundry, watches, jewelry, and repairs to watches and jewelry. baby boom Americans born between 1946 and 1964. cash contributions Includes cash contributed to persons or organizations outside the consumer unit including court-ordered alimony, child support payments, and support for college students, and contributions to religious, educational, charitable, or political organizations. consumer unit (1) All members of a household who are related by blood, marriage, adoption, or other legal arrangements; (2) a person living alone or sharing a household with others or living as a roomer in a private home or lodging house or in permanent living quarters in a hotel or motel, but who is ﬁnancially independent; or (3) two or more persons living together who pool their income to make joint expenditure decisions. Financial independence is determined by the three major expense categories: housing, food, and other living expenses. To be considered ﬁnancially independent, at least two of the three major expense categories have to be provided by the respondent. For convenience, called household in the text of this report. consumer unit, composition of The classiﬁcation of interview households by type according to (1) relationship of other household members to the reference person; (2) age of the children of the reference person; and (3) combination of relationship to the reference person and age of the children. Stepchildren and adopted children are included with the reference person’s own children.

earner A consumer unit member aged 14 or older who worked at least one week during the twelve months prior to the interview date. education Includes tuition, fees, books, supplies, and equipment for public and private nursery schools, elementary and high schools, colleges and universities, and other schools. entertainment Includes the following: • fees and admissions Includes fees for participant sports; admissions to sporting events, movies, concerts, plays; health, swimming, tennis, and country club memberships, and other social recreational and fraternal organizations; recreational lessons or instructions; and recreational expenses on trips. • audio and visual equipment and services Includes television sets; radios; cable TV; tape recorders and players; video cassettes, tapes, and discs; video cassette recorders and video disc players; video game hardware and software; personal digital audio players; streaming and downloading audio and video; sound components; CDs, records, and tapes; musical instruments; and rental and repair of TV and sound equipment. • pets, toys, hobbies, and playground equipment Includes pet food, pet services, veterinary expenses, toys, games, hobbies, and playground equipment. • other entertainment equipment and services Includes indoor exercise equipment, athletic shoes, bicycles, trailers, campers, camping equipment, rental of cameras and trailers, hunting and ﬁshing equipment, sports equipment, winter sports equipment, water sports equipment, boats, boat motors and boat trailers, rental of boats, landing and docking fees, rental and repair of sports equipment, photographic equipment, ﬁlm, photo processing, photographer fees, repair and rental of photo equipment, ﬁreworks, pinball and electronic video games. expenditure The transaction cost including excise and sales taxes of goods and services acquired during the survey period. The full cost of each purchase is recorded even though full payment may not have been made at the date of purchase. Expenditure estimates include gifts. Excluded from expenditures are purchases or portions of purchases directly assignable to business purposes and periodic credit or installment payments on goods and services already acquired. federal income tax Includes federal income tax withheld in the survey year to pay for income earned in survey year plus additional tax paid in survey year to cover any underpayment or underwithholding of tax in the year prior to the survey. ﬁnancial products and services Includes accounting fees, legal fees, union dues, professional dues and fees, other occupational expenses, funerals, cemetery lots, dating services, shopping club memberships, and unclassiﬁed fees and personal services. food Includes the following: • food at homeRefers to the total expenditures for food at grocery stores or other food stores during the interview period. It is calculated by multiplying the number of visits to a grocery or other food store by the average amount spent per visit. It excludes the purchase of nonfood items. • food away from homeIncludes all meals (breakfast, lunch, brunch, and dinner) at restaurants, carry-outs, and vending machines, including tips, plus meals as pay, special catered affairs such as weddings, bar mitzvahs, and conﬁrmations, and meals away from home on trips.

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 121

generation X Americans born between 1965 and 1976; also known as the baby-bust generation. gifts for people in other households Includes gift expenditures for people living in other consumer units. The amount spent on gifts is also included in individual product and service categories. health care Includes the following: • health insurance Includes health maintenance plans (HMOs), Blue Cross/Blue Shield, commercial health insurance, Medicare, Medicare supplemental insurance, long-term care insurance, and other health insurance. • medical services Includes hospital room and services, physicians’ services, services of a practitioner other than a physician, eye and dental care, lab tests, X-rays, nursing, therapy services, care in convalescent or nursing home, and other medical care. • drugs Includes prescription and nonprescription drugs, internal and respiratory over-the-counter drugs. • medical supplies Includes eyeglasses and contact lenses, topicals and dressings, antiseptics, bandages, cotton, ﬁrst aid kits, contraceptives; medical equipment for general use such as syringes, ice bags, thermometers, vaporizers, heating pads; supportive or convalescent medical equipment such as hearing aids, braces, canes, crutches, and walkers. Hispanic origin The self-identiﬁed Hispanic origin of the consumer unit reference person. All consumer units are included in one of two Hispanic origin groups based on the reference person’s Hispanic origin: Hispanic or non-Hispanic. Hispanics may be of any race. household According to the Census Bureau, all the people who occupy a household. A group of unrelated people who share a housing unit as roommates or unmarried partners is also counted as a household. Households do not include group quarters such as college dormitories, prisons, or nursing homes. A household may contain more than one consumer unit. The terms household and consumer unit are used interchangeably in this report. household furnishings and equipment Includes the following: • household textiles Includes bathroom, kitchen, dining room, and other linens, curtains and drapes, slipcovers and decorative pillows, and sewing materials. • furniture Includes living room, dining room, kitchen, bedroom, nursery, porch, lawn, and other outdoor furniture. • carpet, rugs, and other ﬂoor coverings Includes installation and replacement of wall-to-wall carpets, room-size rugs, and other soft ﬂoor coverings. • major appliances Includes refrigerators, freezers, dishwashers, stoves, ovens, garbage disposals, vacuum cleaners, microwave ovens, air-conditioners, sewing machines, washing machines, clothes dryers, and ﬂoor-cleaning equipment. • small appliances and miscellaneous housewares Includes small electrical kitchen appliances, portable heating and cooling equipment, china and other dinnerware, ﬂatware, glassware, silver and other serving pieces, nonelectric cookware, and plastic dinnerware. Excludes personal care appliances. • miscellaneous household equipment Includes computer hardware and software, luggage, lamps and other lighting ﬁxtures, window coverings, clocks, lawn mowers and gardening equipment, hand and power tools, telephone answering devices, personal digital assistants, Internet services away from home, ofﬁce equipment for home use, fresh ﬂowers and house plants, rental of furniture, closet and storage items, household decorative items, infants’ equipment, outdoor equipment, smoke alarms, other household appliances, and small miscellaneous furnishing. 122 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

household services Includes the following: • personal services Includes baby sitting, day care, and care of elderly and handicapped persons. • other household services Includes computer information services; housekeeping services; gardening and lawn care services; coin-operated laundry and dry-cleaning of household textiles; termite and pest control products; moving, storage, and freight expenses; repair of household appliances and other household equipment; reupholstering and furniture repair; rental and repair of lawn and gardening tools; and rental of other household equipment. housekeeping supplies Includes soaps, detergents, other laundry cleaning products, cleansing and toilet tissue, paper towels, napkins, and miscellaneous household products; lawn and garden supplies, postage, stationery, stationery supplies, and gift wrap. housing tenure Owner includes households living in their own homes, cooperatives, condominiums, or townhouses. Renter includes households paying rent as well as families living rent free in lieu of wages. income before taxes The total money earnings and selected money receipts accruing to a consumer unit during the 12 months prior to the interview date. Income includes the following components: • wages and salaries Includes total money earnings for all members of the consumer unit aged 14 or older from all jobs, including civilian wages and salaries, Armed Forces pay and allowances, piece-rate payments, commissions, tips, National Guard or Reserve pay (received for training periods), and cash bonuses before deductions for taxes, pensions, union dues, etc. • self-employment income Includes net business and farm income, which consists of net income (gross receipts minus operating expenses) from a profession or unincorporated business or from the operation of a farm by an owner, tenant, or sharecropper. If the business or farm is a partnership, only an appropriate share of net income is recorded. Losses are also recorded. • Social Security, private and government retirement Includes payments by the federal government made under retirement, survivor, and disability insurance programs to retired persons, dependents of deceased insured workers, or to disabled workers; and private pensions or retirement beneﬁts received by retired persons or their survivors, either directly or through an insurance company. • interest, dividends, rental income, and other property income Includes interest income on savings or bonds; payments made by a corporation to its stockholders, periodic receipts from estates or trust funds; net income or loss from the rental of property, real estate, or farms, and net income or loss from roomers or boarders. • unemployment and workers’ compensation and veterans’ beneﬁtsIncludes income from unemployment compensation and workers’ compensation, and veterans’ payments including educational beneﬁts, but excluding military retirement. • public assistance, supplemental security income, and food stampsIncludes public assistance or welfare, including money received from job training grants; supplemental security income paid by federal, state, and local welfare agencies to low-income persons who are aged 65 or older, blind, or disabled; and the value of food stamps obtained. • regular contributions for support Includes alimony and child support as well as any regular contributions from persons outside the consumer unit. • other income Includes money income from care of foster children, cash scholarships, fellowships, or stipends not based on working; and meals and rent as pay.

indexed spending Indexed spending ﬁgures compare the spending of particular demographic segments with that of the average household. To compute an index, the amount spent on an item by a demographic segment is divided by the amount spent on the item by the average household. That ﬁgure is then multiplied by 100. An index of 100 is the average for all households. An index of 132 means average spending by households in a segment is 32 percent above average (100 plus 32). An index of 75 means average spending by households in a segment is 25 percent below average (100 minus 25). Indexed spending ﬁgures identify the consumer units that spend the most on a product or service. life and other personal insurance Includes premiums from whole life and term insurance; endowments; income and other life insurance; mortgage guarantee insurance; mortgage life insurance; premiums for personal life liability, accident and disability; and other non–health insurance other than homes and vehicles. market share The market share is the percentage of total household spending on an item that is accounted for by a demographic segment. Market shares are calculated by dividing a demographic segment’s total spending on an item by the total spending of all households on the item. Total spending on an item for all households is calculated by multiplying average spending by the total number of households. Total spending on an item for each demographic segment is calculated by multiplying the segment’s average spending by the number of households in the segment. Market shares reveal the demographic segments that account for the largest share of spending on a product or service. millennial generation Americans born between 1977 and 1994. occupation The occupation in which the reference person received the most earnings during the survey period. The occupational categories follow those of the Census of Population. Categories shown in the tables include the following: • self-employed Includes all occupational categories; the reference person is self-employed in own business, professional practice, or farm. • wage and salary earners, managers and professionals Includes executives, administrators, managers, and professional specialties such as architects, engineers, natural and social scientists, lawyers, teachers, writers, health diagnosis and treatment workers, entertainers, and athletes. • wage and salary earners, technical, sales, and clerical workers Includes technicians and related support workers; sales representatives, sales workers, cashiers, and sales-related occupations; and administrative support, including clerical. • retired People who did not work either full- or part-time during the survey period. owner See housing tenure. pensions and Social Security Includes all Social Security contributions paid by employees; employees’ contributions to railroad retirement, government retirement and private pensions programs; retirement programs for self-employed. personal care Includes products for the hair, oral hygiene products, shaving needs, cosmetics, bath products, suntan lotions, hand creams, electric personal care appliances, incontinence products, other personal care products, personal care services such as hair care services (haircuts, bleaching, tinting, coloring, conditioning treatments, permanents, press, and curls), styling and other services for wigs and hairpieces, body massages or slenderizing treatments, facials, manicures, pedicures, shaves, electrolysis.

quarterly spending Quarterly spending data are collected in the interview portion of the Consumer Expenditure Survey. The quarterly spending tables show the percentage of households that purchased an item during an average quarter, and the amount spent during the quarter on the item by purchasers. Not all items are included in the interview portion of the Consumer Expenditure Survey. reading Includes subscriptions for newspapers, magazines, and books through book clubs; purchase of single-copy newspapers and magazines, books, and encyclopedias and other reference books. reference person The ﬁrst member mentioned by the respondent when asked to Start with the name of the person or one of the persons who owns or rents the home. It is with respect to this person that the relationship of other consumer unit members is determined. Also called the householder or head of household. region Consumer units are classiﬁed according to their address at the time of their participation in the survey. The four major census regions of the United States are the following state groupings: • Northeast Connecticut, Maine, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, and Vermont. • Midwest Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Mississippi, Nebraska, North Dakota, Ohio, South Dakota, and Wisconsin. • South Alabama, Arkansas, Delaware, District of Columbia, Florida, Georgia, Kentucky, Louisiana, Maryland, Mississippi, North Carolina, Oklahoma, South Carolina, Tennessee, Texas, Virginia, and West Virginia. • West Alaska, Arizona, California, Colorado, Hawaii, Idaho, Minnesota, Nevada, New Mexico, Oregon, Utah, Washington, and Wyoming. renter See housing tenure. shelter Includes the following: • owned dwellings Includes interest on mortgages, property taxes and insurance, reﬁnancing and prepayment charges, ground rent, expenses for property management and security, homeowner’s insurance, ﬁre insurance and extended coverage, landscaping expenses for repairs and maintenance contracted out (including periodic maintenance and service contracts), and expenses of materials for owner-performed repairs and maintenance for dwellings used or maintained by the consumer unit, but not dwellings maintained for business or rent. • rented dwellings Includes rent paid for dwellings, rent received as pay, parking fees, maintenance, and other expenses. • otherlodging Includes all expenses for vacation homes, school, college, hotels, motels, cottages, trailer camps, and other lodging while out of town. • utilities, fuels, and public services Includes natural gas, electricity, fuel oil, coal, bottled gas, wood, other fuels; residential telephone service, cell phone service, phone cards; water, garbage, trash collection; sewerage maintenance, septic tank cleaning; and other public services. size of consumer unit The number of people whose usual place of residence at the time of the interview is in the consumer unit. state and local income taxes Includes state and local income taxes withheld in the survey year to pay for income earned in survey year plus additional taxes paid in the survey year to cover any underpayment or underwithholding of taxes in the year prior to the survey. tobacco and smoking supplies Includes cigarettes, cigars, snuff, loose smoking tobacco, chewing tobacco, and smoking accessories such as cigarette or cigar holders, pipes, ﬂints, lighters, pipe cleaners, and other smoking products and accessories.

WHO’S BUYING BY RACE AND HISPANIC ORIGIN 123

transportation Includes the following: • vehicle purchases (net outlay) Includes the net outlay (purchase price minus trade-in value) on new and used domestic and imported cars and trucks and other vehicles, including motorcycles and private planes. • gasoline and motor oil Includes gasoline, diesel fuel, and motor oil. • other vehicle expenses Includes vehicle ﬁnance charges, maintenance and repairs, vehicle insurance, and vehicle rental licenses and other charges. • vehicle ﬁnance charges Includes the dollar amount of interest paid for a loan contracted for the purchase of vehicles described above. • maintenance and repairs Includes tires, batteries, tubes, lubrication, ﬁlters, coolant, additives, brake and transmission ﬂuids, oil change, brake adjustment and repair, front-end alignment, wheel balancing, steering repair, shock absorber replacement, clutch and transmission repair, electrical system repair, repair to cooling system, drive train repair, drive shaft and rear-end repair, tire repair, vehicle video equipment, other maintenance and services, and auto repair policies. • vehicle insurance Includes the premium paid for insuring cars, trucks, and other vehicles. • vehicle rental, licenses, and other charges Includes leased and rented cars, trucks, motorcycles, and aircraft, inspection fees, state and local registration, drivers’ license fees, parking fees, towing charges, tolls on trips, and global positioning services. • public transportation Includes fares for mass transit, buses, trains, airlines, taxis, private school buses, and fares paid on trips for trains, boats, taxis, buses, and trains. weekly spending Weekly spending data are collected in the diary portion of the Consumer Expenditure Survey. The data show the percentage of households that purchased an item during the average week, and the amount spent per week on the item by purchasers. Not all items are included in the diary portion of the Consumer Expenditure Survey.

124 WHO’S BUYING BY RACE AND HISPANIC ORIGIN

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