TMN/NiaOnline Consumer Confidence Survey 
Blacks more likely than whites to make major purchases this holiday season

(November 28, 2005) African-Americans are nearly two-times more likely than whites to purchase big-ticket items during the upcoming holiday shopping season, according to the October Target Market News/Nia Online Black Consumer Confidence Survey. Thirty-one percent of black respondents said they expect to buy products such as appliances and high-end consumer electronics in the next 90 days, while only 16 percent of whites said they would do likewise.

African-Americans had a six percent increase over their responses in September in their plans to buy big-ticket items, from 25 to 31 percent. White respondents, on the other hand, had just a three percent increase from 13 to 16 percent. Plans by African-Americans to make major purchases come even as more of them express less optimism about their current employment status.

Seventy percent of blacks feel secure about their current employment status for the next 90 days, a drop of three percent in responses given in the September survey. Seventy-two percent of whites said they were secure about their jobs situations.

"Despite a slight dip in confidence about their employment outlook, African Americans' optimism about making big-ticket purchases is at a six-month high," observed Cheryl Mayberry McKissack, president and CEO of Nia Enterprises in Chicago.

With the majority of both African-American and white consumers confident about their job status, marketers and retailers have reason to be optimistic about the prospects for the holiday season. “Businesses should take advantage of African-Americans’ positive attitudes this holiday,” said Ken Smikle, president of Target Market News. “Many have made long terms plans for taking advantage of holiday bargains, and will use this time to buy for themselves as well as for gifts for others.”

The latest Target Market News/NiaOnline Black Consumer Confidence Survey was conducted in October 2005 by Chicago-based Nia Enterprises, LLC through its NiaOnline Quick Response survey service (www.niaonline.com). All respondents to the survey were members of NiaOnline.com's Consumer Advisory Panel, which reaches over 125,000 black household members. The results are based on responses from 431 black respondents and 443 white respondents.

How do you feel about your job status for the
next 90 days?

BLACKS           May       June     July    Aug     Sept    Oct
Will be in            69%       69%      72%    71%     73%     70%
current job          

May not be in     31%       31%      28%    29%      27%   30%
current job     

WHITES            May       June     July    Aug    Sept    Oct
Will be in            71%       70%      73%    73%    73%    72%
current job          

May not be in     29%       30%      27%    27%    27%    28%
current job     

--------------------------------
Do you think you'll buy a big-ticket item in the next 90 days?

BLACKS          May      June      July     Aug    Sept    Oct
Yes                  25%       29%      26%     30%     25%     31%
No                    51%       55%      53%     52%     58%     51%
Not sure           24%      15%       21%    18%     17%      18%

WHITES
Yes                 17%      16%       16%      14%    13%      16%
No                   58%      60%       59%      63%    63%      62%
Not sure          25%      24%       25%      23%     24%     22%


Go to Target Market News homepage

 

 12th Annual Edition Available 
Latest 'Buying Power' report shows black consumers spending more on home life

As the American economy continues to move sluggishly, African-American households are curtailing their spending in many categories, including food, clothing and basic household items, while investing more in home repair, home entertainment and consumer electronics. Although they are trimming back, black consumers are still spending more than their white counterparts on most of these products.

According to the newest edition of “The Buying Power of Black America” report, African-American households are tightening their belts when it comes to dining out, expanding their wardrobes, and leisure activities out of the home. At the same time, they are increasing their spending on home repairs and remodeling, audio and...
Story and statistics continued
_________________________

  SUBSCRIBE TODAY! 


The trade publication for
in-depth coverage of Black
Consumer Marketing
and Media news


 ORDER THE WORKBOOK NOW!

The sixth annual event examining the latest trends, findings and practices in marketing to African-American consumers

Presentations from:

America Online
Arbitron Inc.
Burrell
Carol H. Williams Advertising
E. Morris Communications
Ethnic Print Media Group
GlobalHue
Hunter-Miller Group
Images USA
Nia Online
NSights Worldwide LLC
On Wheels Inc.
R.J. Dale Advertising & P.R.
Target Market News
U.S. Census Bureau
...and more!