NEOs and Retail (Britain)

Department & Specialty Stores
Product Spending Across Retail Categories

NEOs spend more – and they do so more frequently – than the rest of society. They travel more, renovate more, buy more investment properties…and above all, they shop more.

While they prefer the main streets and ‘hip strips’ of British capital cities to traditional shopping malls; they do appreciate quality department stores.

Department & Specialty Stores

NEOs shop more frequently than the general population at high discretionary end department stores like Debenhams, Harrods and John Lewis.

Department Stores Purchased from last 4 weeks		Population	NEOs	Evolving	Traditionals
Harrods	% of each group	0.9	2.5	0.6	0.3
Harrods	Index Baseline =100	100	281	65	29
Selfridges	% of each group	1.4	3.9	1.1	0.3
Selfridges	Index Baseline =100	100	279	81	21
John Lewis	% of each group	7.2	14.2	9.0	2.8
John Lewis	Index Baseline =100	100	199	125	39
House of Fraser	% of each group	3.6	6.9	5.1	1.1
House of Fraser	Index Baseline =100	100	194	144	32
Debenhams	% of each group	12.5	21.6	13.8	7.3
Debenhams	Index Baseline =100	100	173	111	59
Marks & Spencer	% of each group	30.1	40.4	30.3	24.9
Marks & Spencer	Index Baseline =100	100	134	101	83

Other Stores Purchased from last 4 weeks		Population	NEOs	Evolving	Traditionals
Pottery Barn/Pottery Barn Kids	% of each group	1.1	3.2	0.7	0.2
Pottery Barn/Pottery Barn Kids	Index Baseline =100	100	298	65	20
Banana Republic	% of each group	2.0	5.7	1.6	0.3
Banana Republic	Index Baseline =100	100	290	83	15
Amazon.com	% of each group	7.1	17.2	7.4	2.1
Amazon.com	Index Baseline =100	100	240	103	29
The Sports Authority	% of each group	2.8	6.6	2.6	1
The Sports Authority	Index Baseline =100	100	238	93	35
Pier 1 Imports	% of each group	2.3	5.4	2.6	0.6
Pier 1 Imports	Index Baseline =100	100	234	112	27
Tiffany & Co	% of each group	0.5	1.1	0.4	0.2
Tiffany & Co	Index Baseline =100	100	233	82	43
Lids	% of each group	0.7	1.7	0.8	0.2
Lids	Index Baseline =100	100	234	102	33
Bed Bath & Beyond	% of each group	6.2	13	5.3	3.3
Bed Bath & Beyond	Index Baseline =100	100	209	85	54
Staples	% of each group	7.7	15.6	7	4.2
Staples	Index Baseline =100	100	203	90	54

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Product Spending Across Retail Categories

NEOs buy more of just about everything:

Products purchased in last 4 weeks		Population	NEOs	Evolving	Traditionals
Communications Equipment (eg. Cell Phones, Faxes)	% of each group who have	1.7	3.4	1.3	1.0
	Index: Baseline=100	100	204	78	60
	Mean Spend in last 4 weeks (£)	75	84	62	67
Home Entertainment Equipment (eg. TV, DVD Player)	% of each group who have	4.6	8.9	4.5	2.5
	Index: Baseline=100	100	194	99	54
	Mean Spend in last 4 weeks (£)	253	277	229	230
Homewares (eg. Tableware, Glassware)	% of each group who have	4.0	7.7	4.2	2.1
	Index: Baseline=100	100	193	105	52
	Mean Spend in last 4 weeks (£)	60	92	31	30
Office Furniture for Home or Office	% of each group who have	1.5	2.9	1.8	0.7
	Index: Baseline=100	100	192	118	46
	Mean Spend in last 4 weeks (£)	89	95	86	78
Sporting Equipment	% of each group who have	2.4	4.3	2.5	1.5
	Index: Baseline=100	100	178	101	61
	Mean Spend in last 4 weeks (£)	66	62	85	56
Accessories (eg. Handbags, Belts, Scarves, Ties)	% of each group who have	7.0	12.0	8.7	3.6
	Index: Baseline=100	100	172	125	52
	Mean Spend in last 4 weeks (£)	24	31	20	14
PC's and Accessories (eg. Computers, Printers, Modems)	% of each group who have	4.3	7.5	5.6	2.2
	Index: Baseline=100	100	172	130	50
	Mean Spend in last 4 weeks (£)	299	245	409	240
Games Consoles and Games Software	% of each group who have	5.3	8.9	6.9	2.8
	Index: Baseline=100	100	168	129	52
	Mean Spend in last 4 weeks (£)	73	66	76	82
Computer Software	% of each group who have	4.5	7.4	5.9	2.3
	Index: Baseline=100	100	165	132	52
	Mean Spend in last 4 weeks (£)	71	65	105	36
Furniture	% of each group who have	3.4	5.6	3.6	2.3
	Index: Baseline=100	100	164	104	66
	Mean Spend in last 4 weeks (£)	396	444	315	405
Books	% of each group who have	19.2	31.3	19.9	12.9
	Index: Baseline=100	100	163	104	67
	Mean Spend in last 4 weeks (£)	26	35	22	17
Soft Furnishings (eg. Cushions, Curtains)	% of each group who have	3.5	5.6	3.7	2.4
	Index: Baseline=100	100	159	104	69
	Mean Spend in last 4 weeks (£)	80	90	77	69
Barbecues and Camping Equipment	% of each group who have	0.8	1.2	0.4	0.8
	Index: Baseline=100	100	155	49	99
	Mean Spend in last 4 weeks (£)	66	63	63	68
Craft or Hobbies	% of each group who have	4.0	6.0	2.5	3.7
	Index: Baseline=100	100	152	64	92
	Mean Spend in last 4 weeks (£)	53	67	39	47
CD's, DVD's, Audio/Video Tapes, Stereo Accessories	% of each group who have	26.2	39.7	28.1	18.6
	Index: Baseline=100	100	152	107	71
	Mean Spend in last 4 weeks (£)	37	42	35	32
Small Electrical Goods (eg. Hair Dryers, Toasters, Microwaves)	% of each group who have	5.1	7.5	5.0	4.0
	Index: Baseline=100	100	146	97	79
	Mean Spend in last 4 weeks (£)	67	75	64	60
Linen and Towels	% of each group who have	3.2	4.6	2.8	2.7
	Index: Baseline=100	100	145	88	84
	Mean Spend in last 4 weeks (£)	37	53	28	28
Jewellery or Watches	% of each group who have	10.7	14.8	12.0	7.9
	Index: Baseline=100	100	139	113	75
	Mean Spend in last 4 weeks (£)	105	125	90	97
Large Electrical Goods (eg. Refrigerators, Stoves, Washing Machines)	% of each group who have	2.4	3.3	1.8	2.2
	Index: Baseline=100	100	138	76	93
	Mean Spend in last 4 weeks (£)	338	424	358	269
Car Accessories or Car Care Products	% of each group who have	8.2	10.7	7.9	7.1
	Index: Baseline=100	100	131	97	86
	Mean Spend in last 4 weeks (£)	52	62	49	47

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Note: All data contained in this report (unless otherwise noted) has been drawn from the Roy Morgan Single Source UK: October 2003 - February 2005 (n=4234: NEOs (n=1018): Evolvers (n=1041): Traditionals (n=2175)) © NEO Group & Roy Morgan International Ltd 2005/2006.