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A Recession Proof Shopper

A new online survey, commissioned by Elle magazine, reveals that 8% (approximately 5.4 million) women shoppers are recession proof.  Researchers from Survey Sample International identified what they have termed “recession-proof shopper.” “She” is at the median age of 29 and she is affluent. The RPS has a median household income of $62,000: 65% were in the workforce, and only 52% worked full-time. According to Elle, these women are passionate about shopping and they will keep spending money with 57% spending over $2,000 or more per year on clothes and 40% spending $750 or more per year on accessories and footwear.

The majority will be willing to splurge on:

  • shoes (75%)
  • handbags (70%)
  • beauty (68%)
  • evening/special occasion products (63%)
  • jeans (63%)
  • jewelry watches (57%)
  • weekend clothes (52%)

There even seems to be an oversight when it comes to pricing of trendy products:

  • 80% are willing to pay more for the latest fashions
  • 81% agree that “price is not the most important factor-it’s getting just what I want”
  • 79% agree “there are times that I  buy clothing without even looking at the price”

In addition to Elle‘s findings on recession-proof shoppers, Microsoft found another demographic group unaffected by the distressed economy. They have deemed them the Luxury Goods Consumers. The study found that digital advertising was crucial to the customer’s decision to purchase luxury goods.

Participants in the study revealed that luxury consumers engaged with luxury brands in six different ways on the internet:

  1. Awareness to seek out information
  2. Admiration in seeing luxury brands’ advertised
  3. Exploration in understanding and authenticating the brand
  4. Consideration in researching and choosing the product
  5. Efficiency and superiority of the purchase transaction
  6. Ownership of exclusive offers/information from a higher level of membership

Remember, not everyone feels the crunch of the recession and these consumers could very well keep you in business during the downturns.




Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

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