According to the most recent results of the Mendelsohn Media Research Affluent Survey—which queries households with income exceeding $75,000—discretionary spending on jewelry and watches still lags behind several other categories. Home furnishings is the biggest winner—ranking No. 1 in expenditures made by consumers—and jewelry and watches ranks No. 6. (See chart for details.)
However, according to MMR analysts, “women’s apparel, artwork and collectibles, watches and jewelry, and men’s apparel are categories where the average dollars spent by the fewer, but wealthier, affluent adults are three to four times those of the lowest affluent subgroup.” Further MMR research reveals that in 2003 affluent households spent $20 billion on watches and jewelry, and “affluent households average $1,154 per purchasing household per year.”
Average Household Expenditures in the Past Year by Income Segment
(Among Purchasing Households)
| Note on methodology: The final response rate was 50% of the 46,423 adults to whom the materials could be delivered. The results of the survey (with mailings in March 2003 and cut-offs in July 2003) are based on 12,997 completed questionnaires from male and female heads of household with household incomes of $75,000 or more. | |
| Home Furnishings | |
| Income Segment | Expenditure |
| $75,000-$99,999 | $2,249 |
| $100,000-$199,999 | $3,042 |
| $200,000 or more | $6,573 |
| Home Improvement Materials/Equipment/Windows | |
| Income Segment | Expenditure |
| $75,000-$99,999 | $1,782 |
| $100,000-$199,999 | $2,183 |
| $200,000 or more | $3,581 |
| Personal Computers (Desktop, Laptop, or Handheld) | |
| Income Segment | Expenditure |
| $75,000-$99,999 | $1,430 |
| $100,000-$199,999 | $1,769 |
| $200,000 or more | $2,760 |
| Women’s Apparel | |
| Income Segment | Expenditure |
| $75,000-$99,999 | $785 |
| $100,000-$199,999 | $1,129 |
| $200,000 or more | $2,736 |
| Artwork and Collectibles | |
| Income Segment | Expenditure |
| $75,000-$99,999 | $770 |
| $100,000-$199,999 | $995 |
| $200,000 or more | $2,676 |
| Jewelry and Watches | |
| Income Segment | Expenditure |
| $75,000-$99,999 | $767 |
| $100,000-$199,999 | $1,118 |
| $200,000 or more | $2,544 |
| Entertainment Appliances | |
| Income Segment | Expenditure |
| $75,000-$99,999 | $848 |
| $100,000-$199,999 | $1,117 |
| $200,000 or more | $2,328 |
| Household or Kitchen Appliances | |
| Income Segment | Expenditure |
| $75,000-$99,999 | $923 |
| $100,000-$199,999 | $1,087 |
| $200,000 or more | $2,076 |
| Men’s Apparel | |
| Income Segment | Expenditure |
| $75,000-$99,999 | $537 |
| $100,000-$199,999 | $748 |
| $200,000 or more | $1,716 |
| Mail Order Purchases | |
| Income Segment | Expenditure |
| $75,000-$99,999 | $405 |
| $100,000-$199,999 | $529 |
| $200,000 or more | $981 |
| Internet Purchases | |
| Income Segment | Expenditure |
| $75,000-$99,999 | $407 |
| $100,000-$199,999 | $525 |
| $200,000 or more | $981 |
| Children’s Apparel | |
| Income Segment | Expenditure |
| $75,000-$99,999 | $365 |
| $100,000-$199,999 | $438 |
| $200,000 or more | $669 |
| Sports/Athletic/Home Fitness Equipment | |
| Income Segment | Expenditure |
| $75,000-$99,999 | $280 |
| $100,000-$199,999 | $364 |
| $200,000 or more | $525 |
| Computer Hardware | |
| Income Segment | Expenditure |
| $75,000-$99,999 | $282 |
| $100,000-$199,999 | $352 |
| $200,000 or more | $513 |