What does location data tell us about fashion shoppers in the U.S.? For many people, shopping is a favorite pastime, and e-commerce options, such as Amazon or Zappos, have made shopping for a new dress or shoes easier. With mall foot traffic decreasing and 58% of Americans reporting that they’ve purchased fashion online, it’s hard to ignore the impact of the Internet Revolution. Still, only about 14% of total retail sales happened online in 2018. The majority of sales still occur at brick-and-mortar outlets like department stores and boutiques. As such, we wondered what location data might tell us about consumers’ offline shopping habits.
We learned that everyone has shopped in-store for a shirt or pair of sneakers, but residents of some states are far more likely to be ‘Fashion Shoppers.’ These shoppers are people who regularly visit clothing, cosmetic, shoe, or handbag stores. Interestingly, eight of the top ten states are in the South, which is famously known for its distinct “Southern Style” fashion. At the top of our list, Florida boasts the highest percentage among its 21.3 million residents.
Did You Know? Of the ten most popular malls in America, “The Sunshine State” stakes claim to two of them.
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What about the states with the fewest fashion shoppers? Not only do these states tend to have colder climates, their economies also mainly rely on manufacturing or real estate rather than retail or tourism, which may be reasons for the smaller shopper populations. Additionally, the majority of the bottom ten ‘Fashion Shoppers’ states also have the lowest personal consumption on clothing and footwear in the country.
The index numbers provide a way to compare the percentages of ‘Fashion Shoppers’ for each state. They are calculated relative to Florida, which has an index of 100 due to its top-ranking. Below are the top ten and bottom ten states for ‘Fashion Shoppers’ in U.S., as well as their indexes:
FASHION SHOPPERS IN THE U.S.
A map displaying the relative ‘Fashion Shopper’ indexes of each U.S. state.