US High-Income Consumers’ Path to Purchase 2024

High-income shoppers have more flexibility in their spending decisions. Hence, they can afford to deliberate on a new brand or product before making their final purchase, especially if they can hold out for higher quality. As such, the source of product discovery often differs from the purchase channel.

This deck will:

• Give an overview of the leading sources of brand and product discovery among high-income consumers
• List the factors high-income consumers consider before purchasing a new brand or product
• Examine high-income consumers’ preference for digital versus in-store purchasing compared with the rest of the population