Retirees Barely Making Ends Meet
Typically Black, older (60), unemployed, lower income ($27k) households of 2 adults who are widowed or divorced, or a student with limited education (high school or less), living in the South or Central areas of the US. Their spending is limited: $33 each shopping trip, which they make every 3 days. They typically are interested in general merchandise stores, such as dollar stores and Super Walmart, and in health & beauty shops. Their major purchase interests include cigars, cigarettes, carbonated beverages, cookies and candy. They are interested in comfort when it comes to their limited purchasing power.