[Branding Magazine] Appealing to the Affluent: Trends that Brands Must Understand


So much of what we hear in regards to branding deals with companies trying to meet the needs of cost-conscious consumers who have been impacted by the recession. What about affluent shoppers? Brands also need to understand these consumers too, especially because the way they shop is evolving.


According to a Martini Media survey that looked at online purchasing behaviors of affluent shoppers, these consumers are 40% more likely to make purchases on luxury retail websites; spend 80% more on average; are 15% more likely to make an online purchase in all categories than less-affluent shoppers; and spend 19% more per purchase than other shoppers. The survey defined “affluent shoppers” as those with a household income of more than $100,000.

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