According to a survey commissioned by Elle Magazine, eight percent of all women in the U.S. are "recession proof" shoppers. At the median age of 29, this shopper is affluent with a median household income of $62,000: 65 percent were in the workforce, and only 52 percent worked full-time. Elle states they are passionate shoppers with 57 percent spending over $2,000 or more per year on clothes and 40 percent spending $750 or more per year on accessories and footwear.
The survey was conducted by MRI Interactive based on a national population sample of women aged 18-49.
The majority of these "recession proof shoppers" will splurge on shoes (75 percent), handbags (70 percent), beauty (68 percent), evening/special occasion products (63 percent), jeans (63 percent), jewelry watches (57 percent) and weekend clothes (52 percent) - but not outwear/coats (41 percent) nor workout clothes (18 percent).
Eighty percent are willing to pay more for the latest fashions and 81 percent agree that "price is not the most important factor - it's getting just what I want." Also, 79 percent agree "there are times that I buy clothing without even looking at the price."
For 2008, 53 percent of recession-proof shoppers will spend as much or more than they did in 2007, compared to 34 percent of all other shoppers who will do the same.
About half of the 1,534 women surveyed shop in retail stores to look at, browse or purchase clothes or accessories on a weekly basis.
Discussion Questions: Are "recession proof" shoppers beyond the reach of most mass-market retailers? What must retailers do to attract these consumers and grab a larger share of their shopping dollars?