NielsenOnline shoppingoriginalresearch report

The power of American black community From Nelson

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2020 is a life changing year. Novel coronavirus pneumonia, political and racial inequality affect every American. For African Americans, racial liquidation has gone beyond any moment to become a matter of life and death.

The growing influence of African Americans in the market is another reason why the Racial Equality Movement will continue to gain traction. African Americans’ purchasing power was $1.4 trillion in 2019, up 48% since 2010. Purchasing power grew by more than white people (40%) and the total population of the United States (43%). For marketers, this is a compelling reason to try to connect with this group at a younger age. The sooner you make them consumers, the longer you keep them.

Not only has the purchasing power of the community as a whole increased, but also where and what African Americans buy has changed. The impact of novel coronavirus pneumonia and recession is not negligible. Because novel coronavirus pneumonia deaths are more common among African Americans than any other race in the United States, unemployment is higher than the rest of the population. African Americans are striving to raise their incomes and transfer shopping locations.

African Americans are limiting the time they spend in public and shopping where they can get more value.

Online shopping is a convenient and safe alternative to physical shopping. African American shoppers of all ages are increasingly accepting it. This year, 48% of African American families shop online, 11% higher than the average family. They buy necessities most frequently, with health and beauty products, groceries, clothing and shoes at the top of the online shopping list.

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