It's often easy, and a little too superficial if you ask me, to break
down consumers into groups like 18-35 or other large segments. It's
much more interesting to find out what are the behaviors of different
groups that cause them to act differently. The world has spent a lot of
time studying demographics and it may be that traditional demographic
categories are just too large to be useful and meaningful in some cases.
A recent report by Viant,
a subsidiary of Time Inc., breaks down in detail who precisely is
shopping in department stores now. In the Viant report, they define
Heavy Spenders as the top 40% of consumers ranked by amount spent in
department stores in the last 90 days.