African-American Households Shop More Frequently, Spend Less Per Trip

African-American consumers make more shopping trips per year than other households (162.5 vs. 151.5), but spend less per trip ($38.2 vs. $45.7), according to [download page] a September 2012 report from Nielsen. This suggests that African-American shoppers make quicker and smaller purchases based on short-term needs rather than on deal availability. In fact, African-American consumers report spending 20.8% of their shopping dollars on deals, versus 27% among other consumers. (more…)