Photo Specialty Dealers Have Older, More Affluent Customers

Photo Specialty Dealers Have Older, More Affluent Customers

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According to The NPD Group’s Consumer Tracking Service, the photo specialty channel has both an older and a more affluent consumer. When we consider the fact that 55+year-old consumers with no children at home represent a quarter of the digital camera units purchased in the past year, older consumers are certainly a sweet spot.

The photo specialty consumer is far more affluent than average, with more than 40% of households having incomes $100,000 or greater, and this group spends more than the market as a whole. The average price paid in the photo specialty channel last year was $474, compared to $186 for the total market.

While the older, more affluent consumer is spending now, we need to nurture the younger consumer to help grow the photo specialty channel, not just for camera purchases but for accessories, advice and exciting new ways to print and display their photos as works of art and memories.—Liz Cutting, Executive Director and Senior Imaging Analyst, The NPD Group

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