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Household Enthusiasts

Author Megan Neely

The Shopper Retailers Can't Afford to Ignore​America's Household Enthusiast

The Household Enthusiast is part of a unique audience that spans across millennial and Generation X demographics. They live in a household with at least one other person, often including children and spouses, and they are responsible for making the final decision on items purchased within the home for multiple people.

  • These savvy shoppers generate 15% more income than the average consumer.

  • Household Enthusiasts shop online an average of 3.6 times per month and make purchases in a physical store at least 5 times per month.

  • On average, a Household Enthusiast spends 51% more than the millennial consumer and 18% more than the general deal-seeker in a 6-month period.

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