Research conduced by Unity Marketing shows that affluent consumers are just as likely to shop with the “masses” at Wal-Mart or Target as they are to frequent “tony” Madison Avenue boutiques with the “classes,” says Pam Danziger, president of Unity Marketing and author of, Why People Buy Things They Don’t Need. (The study was based on consumers with average incomes of $152,000.)

The study shows:

* Luxury consumers are driven experientially, it’s not about the money. Luxury just isn’t about the thing any more. It’s about the special experience one feels buying or owning that thing. The real meaning in the luxury life comes through family, friends, and experiences that deepen one’s understanding and appreciation of life.
* American’s value individuality over exclusivity. The American luxury consumer values the ability to express a personal point of view, an attitude, and one’s uniqueness.
* Luxury goods are better and quality counts. One of the primary experiences luxury consumers expect in luxury items is superior quality, finer details, superior workmanship and materials. It is this expectation of quality that makes luxury consumers willing to spend more to buy that extra feeling of confidence—but extra quality need not necessarily cost more.
* Luxury consumers are bargain shoppers always looking for a good deal. Consumers get an experiential thrill from paying less for the best, they get a kick out of buying on sale, finding a bargain and winning at the shopping game.
* The luxury consumer is highly invested in their lifestyle. The luxury lifestyle is something that consumers are heavily invested in maintaining. It says, “I have made it.” They continue to buy luxury because they appreciate the enhanced experience.
* Luxury consumers exhibit differences of degree. The differences within the luxury market are primarily behavioral, not motivational. All luxury consumers, up and down the income scale, gain their greatest luxury thrills from experiences.

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