Restaurant Specialty Report 93101, Santa Barbara, (ZipCode) Site Map 1 of 17
Restaurant Specialty Report 93101, Santa Barbara, (ZipCode) Demographic & Income Profile SUMMARY CENSUS 2010 2017 2022 Population 29,581 31,395 32,605 Households 11,633 12,312 12,771 Families 5,172 5,452 5,641 Average Household Size 2.49 2.50 2.50 Owner Occupied Housing Units 2,442 2,439 2,474 Renter Occupied Housing Units 9,191 9,873 10,297 Median Age 32.1 33.4 34.2 TRENDS: 2017-2022 ANNUAL RATE AREA STATE NATIONAL Population 0.76% 0.84% 0.83% Households 0.73% 0.77% 0.79% Families 0.68% 0.77% 0.71% Owner HHs 0.29% 0.67% 0.72% Median Household Income 2.56% 2.66% 2.12% 2017 2022 HOUSEHOLDS BY INCOME NUMBER PERCENT NUMBER PERCENT <$15,000 1,691 13.7% 1,699 13.3% $15,000 - $24,999 1,374 11.2% 1,339 10.5% $25,000 - $34,999 1,117 9.1% 1,025 8.0% $35,000 - $49,999 1,598 13.0% 1,343 10.5% $50,000 - $74,999 2,183 17.7% 1,973 15.4% $75,000 - $99,999 1,648 13.4% 1,846 14.5% $100,000 - $149,999 1,369 11.1% 1,724 13.5% 2 of 17
2017 2022 HOUSEHOLDS BY INCOME NUMBER PERCENT NUMBER PERCENT $150,000 - $199,999 710 5.8% 985 7.7% $200,000+ 622 5.1% 837 6.6% Median Household Income $53,044 $60,195 Average Household Income $74,558 $88,407 Per Capita Income $30,119 $35,476 CENSUS 2010 2017 2022 POPULATION BY AGE NUMBER PERCENT NUMBER PERCENT NUMBER PERCENT 0-4 1,867 6.3% 1,874 6.0% 1,991 6.1% 5-9 1,557 5.3% 1,625 5.2% 1,630 5.0% 10-14 1,428 4.8% 1,490 4.7% 1,474 4.5% 15-19 1,917 6.5% 1,682 5.4% 1,567 4.8% 20-24 3,306 11.2% 3,008 9.6% 2,799 8.6% 25-34 6,330 21.4% 7,043 22.4% 7,431 22.8% 35-44 4,195 14.2% 4,522 14.4% 4,960 15.2% 45-54 3,438 11.6% 3,492 11.1% 3,463 10.6% 55-64 2,828 9.6% 3,203 10.2% 3,239 9.9% 65-74 1,391 4.7% 2,033 6.5% 2,373 7.3% 75-84 870 2.9% 912 2.9% 1,166 3.6% 85+ 454 1.5% 511 1.6% 512 1.6% CENSUS 2010 2017 2022 RACE AND ETHNICITY NUMBER PERCENT NUMBER PERCENT NUMBER PERCENT White Alone 20,619 69.7% 21,198 67.5% 21,536 66.1% Black Alone 542 1.8% 603 1.9% 633 1.9% American Indian Alone 334 1.1% 343 1.1% 349 1.1% Asian Alone 838 2.8% 991 3.2% 1,110 3.4% 3 of 17
CENSUS 2010 2017 2022 RACE AND ETHNICITY NUMBER PERCENT NUMBER PERCENT NUMBER PERCENT Pacific Islander Alone 45 0.2% 46 0.1% 46 0.1% Some Other Race Alone 5,875 19.9% 6,686 21.3% 7,274 22.3% Two or More Races 1,328 4.5% 1,528 4.9% 1,657 5.1% Hispanic Origin (Any Race) 14,849 50.2% 16,892 53.8% 18,518 56.8% 4 of 17
Restaurant Specialty Report 93101, Santa Barbara, (ZipCode) Restaurant Market Potential DEMOGRAPHIC SUMMARY 2017 2022 Population 31,395 32,605 Population 18+ 25,519 26,696 Households 12,312 12,771 Median Household Income $53,044 $60,195 PRODUCT/CUSTOMER BEHAVIOR EXPECTED NUMBER OF ADULTS PERCENT MPI Went to family restaurant/steak house in last 6 mo 17,667 69.2% 93 Went to family restaurant/steak house 4+ times/mo 5,901 23.1% 84 Spent at family rest/steak hse last 6 months: < $31 1,937 7.6% 99 Spent at family rest/steak hse last 6 months: $31-50 1,810 7.1% 82 Spent at family rest/steak hse last 6 months: $51-100 3,312 13.0% 88 Spent at family rest/steak hse last 6 months: $101-200 2,253 8.8% 79 Spent at family rest/steak hse last 6 months: $201-300 906 3.6% 75 Spent at family rest/steak hse last 6 months: $301+ 1,252 4.9% 80 Family restaurant/steak house last 6 months: breakfast 2,689 10.5% 83 Family restaurant/steak house last 6 months: lunch 4,430 17.4% 91 Family restaurant/steak house last 6 months: dinner 9,769 38.3% 83 Family restaurant/steak house last 6 months: snack 657 2.6% 135 Family restaurant/steak house last 6 months: weekday 6,438 25.2% 82 Family restaurant/steak house last 6 months: weekend 8,592 33.7% 81 Fam rest/steak hse/6 months: Applebee`s 4,376 17.1% 75 Fam rest/steak hse/6 months: Bob Evans Farms 289 1.1% 31 Fam rest/steak hse/6 months: Buffalo Wild Wings 2,032 8.0% 83 Fam rest/steak hse/6 months: California Pizza Kitchen 1,362 5.3% 168 5 of 17
PRODUCT/CUSTOMER BEHAVIOR EXPECTED NUMBER OF ADULTS PERCENT MPI Fam rest/steak hse/6 months: Carrabba`s Italian Gril 633 2.5% 75 Fam rest/steak hse/6 months: The Cheesecake Factory 2,052 8.0% 128 Fam rest/steak hse/6 months: Chili`s Grill & Bar 2,188 8.6% 78 Fam rest/steak hse/6 months: CiCi`s Pizza 1,083 4.2% 108 Fam rest/steak hse/6 months: Cracker Barrel 1,164 4.6% 44 Fam rest/steak hse/6 months: Denny`s 2,266 8.9% 100 Fam rest/steak hse/6 months: Golden Corral 1,451 5.7% 76 Fam rest/steak hse/6 months: IHOP 2,548 10.0% 95 Fam rest/steak hse/6 months: Logan`s Roadhouse 515 2.0% 54 Fam rest/steak hse/6 months: LongHorn Steakhouse 801 3.1% 64 Fam rest/steak hse/6 months: Olive Garden 3,206 12.6% 74 Fam rest/steak hse/6 months: Outback Steakhouse 1,476 5.8% 63 Fam rest/steak hse/6 months: Red Lobster 2,362 9.3% 81 Fam rest/steak hse/6 months: Red Robin 1,407 5.5% 85 Fam rest/steak hse/6 months: Ruby Tuesday 1,006 3.9% 68 Fam rest/steak hse/6 months: Texas Roadhouse 941 3.7% 46 Fam rest/steak hse/6 months: T.G.I. Friday`s 2,288 9.0% 129 Fam rest/steak hse/6 months: Waffle House 1,035 4.1% 74 Went to fast food/drive-in restaurant in last 6 mo 22,168 86.9% 96 Went to fast food/drive-in restaurant 9+ times/mo 8,421 33.0% 84 Spent at fast food/drive-in last 6 months: < $11 1,154 4.5% 100 Spent at fast food/drive-in last 6 months: $11-$20 1,889 7.4% 89 Spent at fast food/drive-in last 6 months: $21-$40 3,430 13.4% 107 Spent at fast food/drive-in last 6 months: $41-$50 1,733 6.8% 87 Spent at fast food/drive-in last 6 months: $51-$100 3,683 14.4% 87 Spent at fast food/drive-in last 6 months: $101-$200 2,113 8.3% 75 Spent at fast food/drive-in last 6 months: $201+ 1,900 7.4% 75 Fast food/drive-in last 6 months: eat in 8,777 34.4% 94 Fast food/drive-in last 6 months: home delivery 2,232 8.7% 114 6 of 17
PRODUCT/CUSTOMER BEHAVIOR EXPECTED NUMBER OF ADULTS PERCENT MPI Fast food/drive-in last 6 months: take-out/drive-thru 8,508 33.3% 72 Fast food/drive-in last 6 months: take-out/walk-in 5,205 20.4% 101 Fast food/drive-in last 6 months: breakfast 6,866 26.9% 82 Fast food/drive-in last 6 months: lunch 11,071 43.4% 88 Fast food/drive-in last 6 months: dinner 9,942 39.0% 87 Fast food/drive-in last 6 months: snack 3,170 12.4% 103 Fast food/drive-in last 6 months: weekday 12,124 47.5% 81 Fast food/drive-in last 6 months: weekend 10,828 42.4% 92 Fast food/drive-in last 6 months: A & W 525 2.1% 76 Fast food/drive-in last 6 months: Arby`s 2,151 8.4% 52 Fast food/drive-in last 6 months: Baskin-Robbins 1,032 4.0% 120 Fast food/drive-in last 6 months: Boston Market 1,269 5.0% 143 Fast food/drive-in last 6 months: Burger King 5,818 22.8% 77 Fast food/drive-in last 6 months: Captain D`s 391 1.5% 44 Fast food/drive-in last 6 months: Carl`s Jr. 2,351 9.2% 163 Fast food/drive-in last 6 months: Checkers 911 3.6% 113 Fast food/drive-in last 6 months: Chick-fil-A 3,571 14.0% 74 Fast food/drive-in last 6 months: Chipotle Mex. Grill 3,514 13.8% 116 Fast food/drive-in last 6 months: Chuck E. Cheese`s 1,010 4.0% 123 Fast food/drive-in last 6 months: Church`s Fr. Chicken 1,318 5.2% 145 Fast food/drive-in last 6 months: Cold Stone Creamery 721 2.8% 100 Fast food/drive-in last 6 months: Dairy Queen 2,240 8.8% 59 Fast food/drive-in last 6 months: Del Taco 1,943 7.6% 214 Fast food/drive-in last 6 months: Domino`s Pizza 3,419 13.4% 111 Fast food/drive-in last 6 months: Dunkin` Donuts 4,164 16.3% 130 Fast food/drive-in last 6 months: Hardee`s 497 1.9% 35 Fast food/drive-in last 6 months: Jack in the Box 2,648 10.4% 124 Fast food/drive-in last 6 months: KFC 4,338 17.0% 81 Fast food/drive-in last 6 months: Krispy Kreme 886 3.5% 70 7 of 17
PRODUCT/CUSTOMER BEHAVIOR EXPECTED NUMBER OF ADULTS PERCENT MPI Fast food/drive-in last 6 months: Little Caesars 2,531 9.9% 83 Fast food/drive-in last 6 months: Long John Silver`s 479 1.9% 42 Fast food/drive-in last 6 months: McDonald`s 11,853 46.4% 87 Went to Panda Express in last 6 months 2,488 9.7% 121 Fast food/drive-in last 6 months: Panera Bread 2,752 10.8% 93 Fast food/drive-in last 6 months: Papa John`s 2,096 8.2% 95 Fast food/drive-in last 6 months: Papa Murphy`s 775 3.0% 63 Fast food/drive-in last 6 months: Pizza Hut 3,850 15.1% 78 Fast food/drive-in last 6 months: Popeyes Chicken 2,480 9.7% 123 Fast food/drive-in last 6 months: Quiznos 793 3.1% 128 Fast food/drive-in last 6 months: Sonic Drive-In 1,754 6.9% 61 Fast food/drive-in last 6 months: Starbucks 5,081 19.9% 125 Fast food/drive-in last 6 months: Steak `n Shake 747 2.9% 55 Fast food/drive-in last 6 months: Subway 7,217 28.3% 91 Fast food/drive-in last 6 months: Taco Bell 6,980 27.4% 90 Fast food/drive-in last 6 months: Wendy`s 5,616 22.0% 81 Fast food/drive-in last 6 months: Whataburger 1,066 4.2% 95 Fast food/drive-in last 6 months: White Castle 954 3.7% 118 Went to fine dining restaurant last month 3,114 12.2% 114 Went to fine dining restaurant 3+ times last month 1,033 4.0% 131 Spent at fine dining rest in last 6 months: < $51 476 1.9% 99 Spent at fine dining rest in last 6 months: $51-$100 720 2.8% 83 Spent at fine dining rest in last 6 months: $101-$200 807 3.2% 97 Spent at fine dining rest in last 6 months: $201+ 1,415 5.5% 165 8 of 17
Restaurant Specialty Report 93101, Santa Barbara, (ZipCode) Retail Marketplace SUMMARY DEMOGRAPHIC 2017 Population 31,395 2017 Households 12,312 2017 Median Disposable Income $44,924 2017 Per Capita Income $30,119 DATA FOR ALL BUSINESSES IN AREA Total Businesses 3,312 Total Employees 30,314 Total Residential Population 12,312 Employee/Residential Population Ratio 2.46 INDUSTRY SUMMARY NAICS DEMAND (Retail Potencial) SUPPLY (Retail Sales) RETAIL GAP LEAKAGE/SURPLUS FACTOR NUMBER OF BUSINESSES Total Retail Trade and Food & Drink 44-45,722 $427,340,596 $813,577,937 -$386,237,341-31.1 672 Total Retail Trade 44-45 $383,218,078 $644,297,238 -$261,079,160-25.4 450 Total Food & Drink 722 $44,122,518 $169,280,699 -$125,158,181-58.6 222 INDUSTRY SUMMARY NAICS DEMAND (Retail Potencial) SUPPLY (Retail Sales) RETAIL GAP LEAKAGE/SURPLUS FACTOR NUMBER OF BUSINESSES Motor Vehicle & Parts Dealers 441 $76,588,622 $35,649,979 $40,938,643 36.5 19 Automobile Dealers 4411 $60,870,246 $23,383,077 $37,487,169 44.5 5 Other Motor Vehicle Dealers 4412 $8,931,097 $6,238,552 $2,692,545 17.7 5 Auto Parts, Accessories & Tire Stores 4413 $6,787,279 $6,028,350 $758,929 5.9 9 Furniture & Home Furnishings Stores 442 $13,708,752 $39,940,940 -$26,232,188-48.9 29 Furniture Stores 4421 $7,499,582 $25,272,510 -$17,772,928-54.2 20 9 of 17
INDUSTRY SUMMARY NAICS DEMAND (Retail Potencial) SUPPLY (Retail Sales) RETAIL GAP LEAKAGE/SURPLUS FACTOR NUMBER OF BUSINESSES Home Furnishings Stores 4422 $6,209,170 $14,668,430 -$8,459,260-40.5 9 Electronics & Appliance Stores 443 $13,924,001 $40,776,068 -$26,852,067-49.1 24 Bldg Materials, Garden Equip. & Supply Stores 444 $19,023,210 $41,002,425 -$21,979,215-36.6 27 Bldg Material & Supplies Dealers 4441 $17,760,062 $39,759,257 -$21,999,195-38.2 25 Lawn & Garden Equip & Supply Stores 4442 $1,263,148 $1,243,168 $19,980 0.8 2 Food & Beverage Stores 445 $65,584,541 $80,092,305 -$14,507,764-10.0 56 Grocery Stores 4451 $55,982,798 $56,027,206 -$44,408 0.0 23 Specialty Food Stores 4452 $4,679,406 $15,225,683 -$10,546,277-53.0 19 Beer, Wine & Liquor Stores 4453 $4,922,337 $8,839,416 -$3,917,079-28.5 14 Health & Personal Care Stores 446,4461 $25,983,106 $39,525,976 -$13,542,870-20.7 27 Gasoline Stations 447,4471 $34,339,252 $35,947,729 -$1,608,477-2.3 8 Clothing & Clothing Accessories Stores 448 $29,366,673 $135,984,504 -$106,617,831-64.5 109 Clothing Stores 4481 $20,952,700 $112,841,677 -$91,888,977-68.7 85 Shoe Stores 4482 $3,625,522 $10,217,974 -$6,592,452-47.6 11 Jewelry, Luggage & Leather Goods Stores 4483 $4,788,451 $12,924,853 -$8,136,402-45.9 13 Sporting Goods, Hobby, Book & Music Stores 451 $12,587,880 $36,648,092 -$24,060,212-48.9 42 Sporting Goods/Hobby/Musical Instr Stores 4511 $10,766,261 $29,300,322 -$18,534,061-46.3 36 Book, Periodical & Music Stores 4512 $1,821,619 $7,347,770 -$5,526,151-60.3 6 General Merchandise Stores 452 $66,590,273 $115,657,499 -$49,067,226-26.9 11 Department Stores Excluding Leased Depts. 4521 $39,858,346 $109,999,992 -$70,141,646-46.8 7 Other General Merchandise Stores 4529 $26,731,927 $5,657,507 $21,074,420 65.1 4 Miscellaneous Store Retailers 453 $14,151,962 $36,187,421 -$22,035,459-43.8 90 Florists 4531 $562,613 $4,170,948 -$3,608,335-76.2 6 Office Supplies, Stationery & Gift Stores 4532 $3,324,538 $11,798,658 -$8,474,120-56.0 19 Used Merchandise Stores 4533 $1,570,942 $4,608,630 -$3,037,688-49.2 15 Other Miscellaneous Store Retailers 4539 $8,693,869 $15,609,185 -$6,915,316-28.5 50 Nonstore Retailers 454 $11,369,806 $6,884,300 $4,485,506 24.6 8 Electronic Shopping & Mail-Order Houses 4541 $9,922,154 $6,456,699 $3,465,455 21.2 6 Vending Machine Operators 4542 $183,441 $377,568 -$194,127-34.6 1 10 of 17
INDUSTRY SUMMARY NAICS DEMAND (Retail Potencial) SUPPLY (Retail Sales) RETAIL GAP LEAKAGE/SURPLUS FACTOR NUMBER OF BUSINESSES Direct Selling Establishments 4543 $1,264,211 $50,033 $1,214,178 92.4 1 Food Services & Drinking Places 722 $44,122,518 $169,280,699 -$125,158,181-58.6 222 Special Food Services 7223 $866,789 $13,458,671 -$12,591,882-87.9 13 Drinking Places - Alcoholic Beverages 7224 $981,584 $6,954,904 -$5,973,320-75.3 19 Restaurants/Other Eating Places 7225 $42,274,145 $148,867,124 -$106,592,979-55.8 190 11 of 17
Restaurant Specialty Report 93101, Santa Barbara, (ZipCode) Tapestry TOP TAPESTRY SEGMENTS PERCENT SUMMARY DEMOGRAPHIC 2017 2022 1. Trendsetters (3C) 43.4% Population 31,395 32,605 2. NeWest Residents (13C) 14.6% Households 12,312 12,771 3. Metro Renters (3B) 7.4% Families 5,452 5,641 4. Set to Impress (11D) 6.3% Median Age 33.4 34.2 5. International Marketplace (13A) 6.1% Median Household Income $53,044 $60,195 SPENDING POTENTIAL INDEX AVERAGE AMOUNT SPENT TOTAL Apparel and Services 99 $2,143.48 $26,390,562 Men's 99 $419.95 $5,170,397 Women's 98 $725.88 $8,937,044 Children's 103 $344.41 $4,240,360 Footwear 99 $456.76 $5,623,585 Watches & Jewelry 101 $119.93 $1,476,631 Apparel Products and Services (1) 94 $76.56 $942,546 Computer Computers and Hardware for Home Use 101 $175.10 $2,155,848 Portable Memory 107 $5.67 $69,796 Computer Software 108 $12.48 $153,671 Computer Accessories 98 $17.78 $218,937 Entertainment & Recreation 90 $2,811.79 $34,618,710 Fees and Admissions 94 $597.68 $7,358,651 Membership Fees for Clubs (2) 90 $189.18 $2,329,198 Fees for Participant Sports, excl. Trips 86 $85.73 $1,055,514 Tickets to Theatre/Operas/Concerts 97 $57.64 $709,655 12 of 17
SPENDING POTENTIAL INDEX AVERAGE AMOUNT SPENT TOTAL Tickets to Movies/Museums/Parks 110 $84.61 $1,041,722 Admission to Sporting Events, excl. Trips 94 $52.40 $645,110 Fees for Recreational Lessons 95 $126.97 $1,563,224 Dating Services 143 $1.16 $14,228 TV/Video/Audio 93 $1,198.18 $14,751,966 Cable and Satellite Television Services 91 $865.70 $10,658,560 Televisions 96 $114.94 $1,415,123 Satellite Dishes 96 $1.39 $17,131 VCRs, Video Cameras, and DVD Players 106 $6.94 $85,385 Miscellaneous Video Equipment 84 $8.10 $99,703 Video Cassettes and DVDs 105 $15.96 $196,533 Video Game Hardware/Accessories 108 $31.39 $386,476 Video Game Software 114 $17.69 $217,811 Streaming/Downloaded Video 112 $28.63 $352,482 Rental of Video Cassettes and DVDs 111 $16.93 $208,498 Installation of Televisions 71 $0.63 $7,748 Audio (3) 96 $85.22 $1,049,173 Rental of TV/VCR/Radio/Sound Equipment 129 $1.76 $21,705 Repair of TV/Radio/Sound Equipment 109 $2.89 $35,639 Pets 80 $478.53 $5,891,707 Toys/Games/Crafts/Hobbies (4) 96 $116.13 $1,429,798 Recreational Vehicles and Fees (5) 67 $68.72 $846,034 Sports/Recreation/Exercise Equipment (6) 96 $164.70 $2,027,796 Photo Equipment and Supplies (7) 96 $53.47 $658,358 Reading (8) 88 $110.72 $1,363,217 Live Entertainment for Catered Affairs 66 $8.09 $99,560 Rental of Party Supplies for Catered Affairs 86 $15.56 $191,622 Food 97 $8,143.78 $100,266,227 Food at Home 97 $4,874.53 $60,015,182 13 of 17
SPENDING POTENTIAL INDEX AVERAGE AMOUNT SPENT TOTAL Bakery and Cereal Products 96 $633.64 $7,801,395 Meats, Poultry, Fish, and Eggs 97 $1,104.55 $13,599,238 Dairy Products 96 $511.87 $6,302,204 Fruits and Vegetables 100 $974.97 $12,003,771 Snacks and Other Food at Home (10) 96 $1,649.49 $20,308,573 Food Away from Home 98 $3,269.25 $40,251,045 Alcoholic Beverages 102 $564.46 $6,949,665 Financial Value of Stocks/Bonds/Mutual funds 67 $4,141.24 $50,986,968 Value of Retirement Plans 68 $16,518.70 $203,378,220 Value of Other Financial Assets 66 $856.88 $10,549,957 Vehicle Loan Amount excluding Interest 83 $2,253.01 $27,739,066 Value of Credit Card Debt 91 $533.25 $6,565,407 Health Nonprescription Drugs 86 $109.92 $1,353,274 Prescription Drugs 76 $296.54 $3,650,963 Eyeglasses and Contact Lenses 84 $79.31 $976,441 Home Mortgage Payment and Basics (11) 69 $5,959.14 $73,368,942 Maintenance and Remodeling Services 65 $1,258.21 $15,491,100 Maintenance and Remodeling Materials (12) 60 $241.34 $2,971,416 Utilities, Fuel, and Public Services 87 $4,400.47 $54,178,543 Household Furnishings and Equipment Household Textiles (13) 95 $90.37 $1,112,618 Furniture 92 $526.63 $6,483,875 Rugs 91 $21.24 $261,538 Major Appliances (14) 73 $235.28 $2,896,717 Housewares (15) 90 $85.36 $1,050,964 Small Appliances 101 $49.00 $603,281 14 of 17
SPENDING POTENTIAL INDEX AVERAGE AMOUNT SPENT TOTAL Luggage 100 $11.82 $145,544 Telephones and Accessories 99 $68.77 $846,729 Household Operations Child Care 104 $497.77 $6,128,582 Lawn and Garden (16) 68 $283.19 $3,486,608 Moving/Storage/Freight Express 125 $79.76 $982,036 Housekeeping Supplies (17) 90 $639.27 $7,870,657 Insurance Owners and Renters Insurance 64 $329.09 $4,051,810 Vehicle Insurance 92 $1,083.09 $13,335,028 Life/Other Insurance 74 $317.01 $3,902,996 Health Insurance 82 $2,985.02 $36,751,515 Personal Care Products (18) 98 $462.72 $5,697,021 School Books & Supplies for College 115 $68.00 $837,210 School Books & Supplies for Elementary/High School 91 $18.15 $223,408 School Books & Supplies for Vocational/Technical School 104 $1.34 $16,480 School Books & Supplies for Preschool/Other Schools 89 $1.88 $23,122 Other School Supplies 92 $66.31 $816,376 Smoking Products 90 $373.76 $4,601,743 Transportation Payments on Vehicles excluding Leases 85 $1,901.08 $23,406,089 Gasoline and Motor Oil 90 $2,506.66 $30,862,037 Vehicle Maintenance and Repairs 89 $951.92 $11,719,981 Travel Airline Fares 98 $501.61 $6,175,816 Lodging on Trips 83 $435.49 $5,361,749 Auto/Truck Rental on Trips 90 $23.71 $291,922 Food and Drink on Trips 88 $434.32 $5,347,352 Financial 15 of 17
SPENDING POTENTIAL INDEX AVERAGE AMOUNT SPENT TOTAL Value of Stocks/Bonds/Mutual funds 67 $4,141.24 $50,986,968 Value of Retirement Plans 68 $16,518.70 $203,378,220 Value of Other Financial Assets 66 $856.88 $10,549,957 Vehicle Loan Amount excluding Interest 83 $2,253.01 $27,739,066 Value of Credit Card Debt 91 $533.25 $6,565,407 Health Nonprescription Drugs 86 $109.92 $1,353,274 Prescription Drugs 76 $296.54 $3,650,963 Eyeglasses and Contact Lenses 84 $79.31 $976,441 Home Mortgage Payment and Basics (11) 69 $5,959.14 $73,368,942 Maintenance and Remodeling Services 65 $1,258.21 $15,491,100 Maintenance and Remodeling Materials (12) 60 $241.34 $2,971,416 Utilities, Fuel, and Public Services 87 $4,400.47 $54,178,543 Household Furnishings and Equipment Household Textiles (13) 95 $90.37 $1,112,618 Furniture 92 $526.63 $6,483,875 Rugs 91 $21.24 $261,538 Major Appliances (14) 73 $235.28 $2,896,717 Housewares (15) 90 $85.36 $1,050,964 Small Appliances 101 $49.00 $603,281 Luggage 100 $11.82 $145,544 Telephones and Accessories 99 $68.77 $846,729 Household Operations Child Care 104 $497.77 $6,128,582 Lawn and Garden (16) 68 $283.19 $3,486,608 Moving/Storage/Freight Express 125 $79.76 $982,036 Housekeeping Supplies (17) 90 $639.27 $7,870,657 Insurance 16 of 17
SPENDING POTENTIAL INDEX AVERAGE AMOUNT SPENT TOTAL Owners and Renters Insurance 64 $329.09 $4,051,810 Vehicle Insurance 92 $1,083.09 $13,335,028 Life/Other Insurance 74 $317.01 $3,902,996 Health Insurance 82 $2,985.02 $36,751,515 Personal Care Products (18) 98 $462.72 $5,697,021 School Books & Supplies for College 115 $68.00 $837,210 School Books & Supplies for Elementary/High School 91 $18.15 $223,408 School Books & Supplies for Vocational/Technical School 104 $1.34 $16,480 School Books & Supplies for Preschool/Other Schools 89 $1.88 $23,122 Other School Supplies 92 $66.31 $816,376 Smoking Products 90 $373.76 $4,601,743 Transportation Payments on Vehicles excluding Leases 85 $1,901.08 $23,406,089 Gasoline and Motor Oil 90 $2,506.66 $30,862,037 Vehicle Maintenance and Repairs 89 $951.92 $11,719,981 Travel Airline Fares 98 $501.61 $6,175,816 Lodging on Trips 83 $435.49 $5,361,749 Auto/Truck Rental on Trips 90 $23.71 $291,922 Food and Drink on Trips 88 $434.32 $5,347,352 Source: demographic data provided by esri & business data provided by Infogroup, Inc. All rights reserved. 17 of 17