Affluent Americans’ Holiday Wish List


Hitwise, a global marketing intelligence company,  created an audience of Americans with household incomes of $250,000 or more, putting them in the 2% of American earners, according to the Wall Street Journal. Hitwise then looked at their online shopping searches conducted between November 19 through December 9, 2017 and compared them to those of the average American.

According to John Fetto, Senior Analyst (pictured top left)–research and marketing at Hitwise, “With an expected hefty tax cut ahead, affluent Americans have even greater economic means to buy expensive presents—for themselves and others—this holiday season.”

So what items are on their list that probably aren’t on the lists of average Americans with more modest means?

The items on the list can be split into four main categories, starting with items for the yard and garage.

  • At the top of that list is a Masterbuilt Electric Smoker, which affluent Americans searched for at rates 5.6 times greater than average. Affluent Americans are also disproportionately more likely to be shopping for a leaf vacuum, LED shop lights, a propane heater and a dash cam for their car.
  • For inside the home, the top 2% have their eyes on a new 65-inch TV, a Dyson V8 Absolute and a Peloton bike among other things.
  • For their children LEGO and gaming consoles topped the list, while their apparel searches included more expensive items like heated jackets, party dresses and Coach wallets.
  • Check out the full list of items on the wish list of America’s wealthy below.


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