Dads, digital introverts rank as biggest spenders at department stores

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Digital introverts spend almost three times as much as the average shopper at department stores.

Although they account for only 16% of the population, dads, digital introverts and people who like easy parking make up 44% of the spending at U.S. department stores each year, according to a study from Time Inc.'s Viant. These three groups spent $521 or more at department stores in just the last 90 days, either online or in-store, versus other groups who spent an average of $260. Digital introverts—a group that defines itself as less likely to enjoy shopping and most likely to do online research—spend almost three times as much as the average shopper and more likely than any other group to shop at Sears. (Media Post)

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