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Shopper Prof ile Changes

Changes in society are changing the consumer market and prospective consumers.

"The traditional all-American familya working dad and a housewife mom (who have only been married to each other), two and a halfchildren and three quartersofadogrepresents only 4% of today's population," notes Albert S. Saia, president of the Foint-of-Purchase Advertising Institute.

Additional economic and demographic trends which have an impact upon sales include 4O% of today 's families having two income workers as compared to 25 years ago when only 12% of the families had two wage earners. Women continue to enter the workforce in record numbers. By 1990 they are expected to account for 4O% of the family income, as opposed to 257o in 1980.

Other facts of significance to retailers include the single non-family household increasing 99% duringthe last 15 years. Fastest growing shopper group is the 50* group which is now larger than the teenage segment. It also controls over 80% of U.S. savings. Non-whites, who accounted for2l% ofthe population six years ago, are expected to grow to more than42% in the next 100 years.

Saia also noted that there has been a 70% increase in shopping centers in the past decade and an 80% increase in square footage while the United States population expanded by only 12%. There now exist more stores and more retail space per capita. which encourages instore sales.

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