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6 Spending By High-Net-Worth Households

6 Spending By High-Net-Worth Households

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Education:

Groceries:

Travel:

Apparel, accessories, eyewear:

Computers, electronics, home entertainment:

Charitable donations:

Leisure, entertainment & dining:

Personal care & wellness:

Weddings:

Alcoholic beverages:

Watches, jewelry, fine writing instruments:

Skin care, cosmetics & fragrance:

Other:



$201 billion (10% of total)

$193 billion (9% of total)

$170 billion (8% of total)

$133 billion (7% of total)

$115 billion (6% of total)

$ 96 billion (5% of total)

$ 91 billion (4% of total)

$ 55 billion (3% of total)

$ 25 billion (1% of total)

$ 25 billion (1% of total)

$ 22 billion (1% of total)

$ 21 billion (1% of total)

$ 57 billion (3% or total)



Luxury brand companies must take an entirely different approach when selling

to the high-net-worth spender because they are a different breed from the general

affluent consumer. They spend freely, and they spend frequently and extravagantly.

They not only have the interest and the resources to purchase exclusive, expensive

items, but their wealth – and often fame – adds a level of distinction to the luxury

brands they are buying. It is becoming harder for the super-rich to differentiate

themselves, and many of them go to greater lengths to make the statement that they

are successful. Further, the ‘massification’ of luxury drives them to consume and

splurge even more.

The New Jet Set, a report by Elite Traveler, included a survey of 661 high-networth individuals who own private jets. Participants in the survey, which was conducted

by Prince & Associates (www.russalanprince.com), had an average income of $9.2

million and a net worth of $89.3 million. The following was average annual spending by

this group for luxury goods:

• Fine art:

$1.75 million

• Home improvement:

$ 542,000

• Yacht rentals:

$ 404,000

• Jewelry:

$ 248,000

• Luxury cars:

$ 226,000

• Events at hotels/resorts:

$ 224,000

• Villa/chalet rentals:

$ 168,000

• Hotels/resorts:

$ 157,000

• Watches:

$ 147,000

• Cruises:

$ 138,000

• Fashion & accessories:

$ 117,000

• Spas:

$ 107,000

• Experiential travel:

$ 98,000

• Wine and spirits:

$ 29,000



CONSUMER BEHAVIOR 2017-2018



• 267 •



_________________________________________________________________



“The thing that surprises me about the survey is

the depth of their pockets. These folks don’t

make financial decisions when making a luxury

purchase. For them, it’s like me going to

Starbucks.”

Doug Gollan, Editor-in-Chief

Elite Traveler

_________________________________________________________________



The New Jet Set reported holiday season spending by survey participants –

either for themselves or gifts – as follows:

• Yacht charters:

$367,000

• Jewelry:

$ 74,600

• Gifts to charity:

$ 62,100

• Villa and ski house rental:

$ 61,700

• Hotel or resort stay:

$ 54,600

• Watches:

$ 44,900

• Holiday entertaining:

$ 29,800

• Fashion accessories:

$ 29,100

• Wines and spirits for entertaining:

$ 14,200

The survey also found that 51% of the super-rich were planning to host an event

or reception at a hotel, spending on average $36,300, and 75% were planning to send

gifts to the tune of, on average, $29,200.



CONSUMER BEHAVIOR 2017-2018



• 268 •



48

POPULATION CENTERS OF U.S. AFFLUENCE



48.1 Most Affluent ZIP Codes

Based on data from the Internal Revenue Service (www.irs.gov), The

Washington Post (May 2015) reported the highest income per tax return in the following

ZIP codes (source: Internal Revenue Service [www.irs.gov]):































































New York, NY 10104:

New York, NY 10112:

Miami Beach, FL 33109:

New York, NY 10004:

New York, NY 10153:

New York, NY 10167:

New York, NY 10158:

Wilmington, DE 19898:

New York, NY 10111:

New York, NY 10151:

Fresno, CA 93778:

Universal City, CA 91608:

Chattanooga, TN 37450:

Dayton, OH 45423:

Jersey City, NJ 07399:

Corpus Christi, TX 78471:

New York, NY 10271:

New York, NY 10154:

Memphis, TN 38157:

Tallahassee, FL 32306:

Northbrook, IL 60065:

New York, NY 10152:

Houston, TX 77010:

Henderson, NV 89011:

Foster City, CA 94400:

Pittsburgh, PA 15259:

New York, NY 10106:

Fort Lauderdale, FL 33394:

Tulsa, OK 74121:

New Hyde Park, NY 11042:



# Returns



Income Per Return



14

294

191

1,336

84

97

44

22

505

25

29

55

19

43

82

31

45

124

20

53

132

165

247

68

15

11

108

35

27

176



$2,976,929

$2,239,881

$2,180,105

$2,118,766

$1,567,452

$1,412,072

$1,399,205

$1,356,182

$1,234,972

$ 995,480

$ 955,345

$ 908,418

$ 865,579

$ 841,674

$ 809,817

$ 782,419

$ 779,333

$ 765,202

$ 758,000

$ 749,566

$ 725,371

$ 712,818

$ 670,198

$ 665,559

$ 659,333

$ 589,273

$ 578,259

$ 565,314

$ 560,259

$ 556,392



CONSUMER BEHAVIOR 2017-2018



• 269 •





























































































Dallas, TX 75247:

Medina, WA 98039:

Los Angeles, CA 90067:

New York, NY 10155:

Mill Neck, NY 11765:

New York, NY 10020:

Atherton, CA 94027:

New York, NY 10105:

New York, NY 10110:

Incline Village, NV 89451:

Minneapolis, MN 55440:

Glenbrook, NV 89413:

New York, NY 10165:

New Vernon, NJ 07976:

Chicago, IL 60604:

Morristown, NJ 07962:

Ross, CA 94957:

Palm Beach, FL 33480:

Memphis, TN 38124:

Chicago, IL 60606:

Oldwick, NJ 08858:

Gibson Island, MD 21056:

Lexington, KY 40580:

Pensacola, FL 32581:

Hunt Valley, MD 21031:

Acton, ME 04000:

New York, NY 10055:

Greenwich, CT 06831:

Kentfield, CA 94914:

Greens Farms, CT 06436:

San Francisco, CA 94111:

Far Hills, NJ 07931:

Weston, MA 02193:

Old Westbury, NY 11568:

New York, NY 10169:

Boston, MA 02110:

Roanoke, VA 24005:

Wilson, WY 83014:

New York, NY 10286:

Dallas, TX 75270:

Salt Lake City, UT 84133:

New York, NY 10166:

Boston, MA 02205:

Jackson, MS 39272:



264

1,514

3,141

40

360

870

3,738

67

573

1,362

292

261

381

761

409

267

1,215

6,564

140

1,064

471

173

16

25

44

16

127

7,465

195

181

2,459

1,564

3,316

1,785

232

2,111

10

997

38

27

10

190

221

51



$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$



548,640

546,770

546,672

545,500

544,244

543,366

537,684

533,687

533,480

529,403

523,034

507,318

499,273

497,928

479,396

465,648

461,347

457,517

454,929

452,781

452,749

450,012

424,750

421,040

420,909

418,188

417,795

414,686

410,995

410,950

408,623

401,311

400,922

398,473

395,897

395,215

394,400

392,598

388,447

382,037

378,200

375,511

374,597

374,216



CONSUMER BEHAVIOR 2017-2018



• 270 •



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