Super Saturday marked the mad dash to the end of holiday shopping before the Dec. 25 deadline and a day expected to increase seasonal sales by 4 percent over last year. While politics may be the last thing on shoppers’ minds as they wait in checkout lines, market researchers, demographers and think-tank experts, alike, say political ideology shapes buying habits more than we realize, influencing where we shop and what we purchase.
Sharp partisan divide in brand allegiance can be found between Republicans who favor Coldwater Creek, Hobby Lobby and Wal-Mart and Democrats who prefer Abercrombie & Fitch, Banana-Republic and Carson Pirie Scott according to numbers from the global credit agency Experian. University of Pennsylvania Wharton School of Business researchers found liberals inclined to buy planet-saving light bulbs at a higher price while conservatives eschew products promoted as ecologically friendly, predicating purchases on price point instead. Continue Reading