It’s obvious from the annual credit card debt figures that we collectively spend a whole lot of money on a bunch of different kinds of things. But what exactly? Aren’t you curious? Well, it turns out you can break down the average person’s spending into a few distinct expense categories. You can also use consumer spending statistics to take the country’s economic pulse, gauge the significance of major events, and gain any number of other important insights.
Below you will find an overview of the types of things we spend our money on, followed by a snapshot of consumer spending related to major events throughout the year, including the winter holidays, The Super Bowl, and Valentine’s Day.
Overall
The table below provides a breakdown of how consumers spent their money in 2008, 2009, and 2010. The average person made $63,563before taxes in 2008 and spent $50,486. In 2009, the average person made $62,857 before taxes and spent $49,067. In 2010, the average person made $62,481 before taxes and spent $48,109.
| Spending Area | 2008 | 2009 | 2010 |
| Food | 12.8% ($6,443) | 13.0% ($6,372) | 12.7% ($6,129) |
| Mortgage Interest & Charges | 7.6% ($3,826) | 7.3% ($3,594) | 7.0% ($3,351) |
| Other Housing Expenses | 26.3% ($13,283) | 27.1% ($13,301) | 27.5% ($13,206) |
| Apparel & Services | 3.6% ($1,801) | 3.5% ($1,725) | 3.5% ($1,700) |
| Gasoline & Motor Oil | 5.4% ($2,715) | 4.0% ($1,986) | 4.4% ($2,132) |
| Other Transportation Expenses | 11.7% ($5,889) | 11.6% ($5,672) | 11.5% ($5,545) |
| Healthcare | 5.9% ($2,976) | 6.4% ($3,126) | 6.6% ($3,157) |
| Entertainment | 5.6% ($2,835) | 5.5% ($2,693) | 5.2% ($2,504) |
| Cash Contributions | 3.4% ($1,737) | 3.5% ($1,723) | 3.4% ($1,633) |
| Personal Insurance & Pensions | 11.1% ($5,605) | 11.2% ($5,471) | 11.2% ($5,373) |
| All Other Expenditures | 6.7% ($3,376) | 6.9% ($3,404) | 7.0% ($3,379) |
| Total | $50,486 | $49,067 | $48,109 |
(Source: U.S. Department of Labor, September 2011)
- The average holiday shopper spent $749.51 in 2012.
(Source: National Retail Federation)
Total Winter Holiday Spending
| Year | Total Spending (in billions) | Average Consumer Spending |
| 2008 | $470.4 | $705.01 |
| 2009 | $437.6 | $682.74 |
| 2010 | $465.6 | $718.98 |
| 2011 | $583.7 | $740.57 |
| 2012 | $586.1 | $749.51 |
(Source: National Retail Federation)
Planned Consumer Christmas Gift Spending By Year
| Year | Average Spending | Percent Change |
| 2012 | $854 | 32% |
| 2011 | $646 | -2% |
| 2010 | $658 | 58% |
| 2009 | $417 | - 3% |
| 2008 | $431 | -50% |
| 2007 | $859 | -5% |
| 2006 | $907 | -4% |
| 2005 | $942 | -6% |
| 2004 | $1,004 | 3% |
| 2003 | $976 | -6% |
| 2002 | $1,037 | -1% |
(Source: American Research Group)
- 179.1 million people will watch this year’s Super Bowl, according to the National Retail Federation (3.8% increase from last year’s 172.5 million)
(Source: National Retail Federation)
- The average Super Bowl viewer is expected to spend $68.54 on television equipment, food, drinks, and apparel – a more than 7% increase from last year.
- Total Super Bowl-related spending is expected to be $12.7 billion this year – a 15.5% increase from last year’s $11.0 billion.
- 74% of viewers will buy snacks for the game (3.8% increase from last year), 3.9 million households will buy new furniture, 7.5 million will buy new televisions (44% increase from last year).
- Nearly 15% more fans will buy team apparel and accessories this year compared to last – 17 million fans vs. 13.8 million fans.
(Source: Retail Advertising and Marketing Association’s annual Super Bowl Consumer Intentions and Actions Survey)
Annual Consumer Spending
| Year | Total Spending | Average Spent on Related Merchandise, Apparel, & Snacks |
| 2005 | $5.6 billion | $49.27 |
| 2006 | $5.3 billion | $49.39 |
| 2007 | $8.7 billion | $56.04 |
| 2008 | $9.5 billion | $59.90 |
| 2009 | $9.6 billion | $57.27 |
| 2010 | $8.9 billion | $52.63 |
| 2011 | $10.1 billion | $59.33 |
| 2012 | $11.0 billion | $63.87 |
| 2013 | $12.3 billion | $68.54 |
(Source: National Retail Federation)
Where We Spend Our Money (% of Viewers That Buy)
| Year | Food & Beverages | Team Apparel & Accessories | Decorations | Furniture | Television |
| 2008 | 67.4% | N/A | N/A | 1.1% | 2.5% |
| 2009 | 72.4% | 5.6% | N/A | 1.2% | 2.7% |
| 2010 | 71.4% | 6.5% | 6.1% | 1.9% | 3.6% |
| 2011 | 69.5% | 7.3% | 6.0% | 2.0% | 4.5% |
| 2012 | 71.3% | 8.6% | 6.4% | 2.4% | 5.1% |
| 2013 | 74.0% | 9.5% | 4.2% | 2.2% | 7.1% |
(Source: Nielsen)
Average Cost of a 30-Second Ad (in Millions)
| Year | Cost |
| 2007 | $2.39 |
| 2008 | $2.70 |
| 2009 | $2.99 |
| 2010 | $2.95 |
| 2011 | $3.10 |
| 2012 | $3.50 |
| 2013 | $3.8 |
(Source: Nielsen)
Biggest Super Bowl Advertising Categories (in Millions)
| Year | Automotive | Beer | Movies | Soft Drinks | Tortilla Chips |
| 2007 | $21.5 | $23.9 | $8.3 | $16.7 | $7.2 |
| 2008 | $22.5 | $21.6 | $23.0 | $16.2 | $8.1 |
| 2009 | $18.0 | $27.0 | $42.0 | $21.0 | $6.0 |
| 2010 | $32.7 | $32.7 | $16.4 | $14.9 | $11.9 |
| 2011 | $77.5 | $21.7 | $31.0 | $12.4 | $9.3 |
(Source: Nielsen, 2012)
- The average American spent $126.03 on purchases related to Valentine’s Day in 2012 — 8.5% more than the prior year.
- 82% of people say they’d prefer an “experience” to a gift for Valentine’s Day.
- Consumers spend $367 million on Valtine’s Day gifts for their pets each year.
(Source: Time, 2012)
- Clothing and accessories were the most popular type of Valentine’s Day present in 2012, accounting for 30% of all sales. Travel (15%), consumer electronics (8%), and health and beauty products (8%) followed thereafter.
- Californians spent the most on Valentine’s Day in 2012 — an average of $134 per transaction. New York, Illinois, New Jersey, Florida, Texas, Pennsylvania, Virginia, and North Carolina followed in that order.
- People in Wyoming spent the least on Valentine’s Day in 2012, followed by North Dakota and Idaho.
(Source: Ebates.com)
- 16% of consumers report having spent more than $200 on a Valentine’s Day gift, 32% have spent more than $100, and roughly 51% have spent more than $50.
- Around half of all consumers have only ever spent $50 or less on a Valentine’s Day gift.
- 73% of the people who plan to buy a Valentine’s Day gift report they will use coupons to save because the recipient won’t find out.
(Source: CouponCabin.com)
Annual Valentine’s Day Spending
| Year | Amount Spent (in Billions) | Change From Prior Year |
| 2010 | $14.1 | N/A |
| 2011 | $15.7 | 11.3% |
| 2012 | $17.6 | 8.5% |
| 2013* | $18.6 | 5.7% |
*Reflects projected spending
(Source: National Retail Federation)
Annual Valentine’s Day Spending by Gender
| Year | Amount Spent by Average Man | Amount Spent by Average Woman | Gender Disparity |
| 2010 | $135.35 | $72.28 | 87.3% |
| 2011 | $158.71 | $75.79 | 109.6% |
| 2012 | $168.74 | $85.76 | 96.8% |
| 2013* | $175.61 | $88.78 | 97.8% |
*Reflects projected spending
(Source: National Retail Federation)
Annual Valentine’s Day Spending by Gift Type
| Year | Jewelry | Gift Cards | Candy | Flowers | Evening Out |
| 2009 | 16.0% | N/A | N/A | N/A | 47.0% |
| 2010 | 15.5% | N/A | N/A | 35.6% | 35.6% |
| 2011 | 17.3% | 12.6% | N/A | N/A | N/A |
| 2012 | 18.9% | 13.3% | 50.5% | 36.0% | 35.6% |
| 2013* | 19.7% | 15.0% | 51.0% | 36.6% | N/A |
*Reflects projected spending
(Source: National Retail Federation)
Average Annual Valentine’s Day Spending by Intended Recipient
| Year | Significant Other | Other Family | Friends | Co-workers | Pets |
| 2009 | $67.22 | N/A | $4.74 | $1.94 | N/A |
| 2010 | $63.34 | N/A | $5.37 | $2.84 | $3.27 |
| 2011 | $68.98 | N/A | $6.30 | $3.41 | $5.04 |
| 2012 | $74.12 | $25.25 | $6.92 | N/A | $4.52 |
| 2013* | $73.75 | $26.46 | $8.49 | $5.12 | N/A |
*Reflects projected spending
(Source: National Retail Federation)
Where People Buy Their Valentine’s Day Gifts
| Year | Discount Stores | Department Stores | Specialty Stores | Local Florist | Local Jeweler | Online |
| 2010 | 40.9% | 31.1% | 21.4% | N/A | N/A | N/A |
| 2011 | 36.6% | 30.5% | 19.4% | 16.8% | 9.5% | 18.1% |
| 2012 | 37.0% | 33.6% | 20.2% | 17.8% | 10.6% | 19.3% |
| 2013* | 39.6% | 33.2% | 22.9% | 19.6% | 11.2% | 26.3% |
*Reflects projected spending
(Source: National Retail Federation)
How Men Approached Valentine’s Day Spending in 2012
| Where Men Shopped |
What They Bought |
| 35.2% – Department Stores | 58.2% – Flowers |
| 28.6% – Florists | 48.3% – Candy |
| 27.3% – Discount Stores | 44.0% – Greeting Cards |
| 20.2% – Specialty Stores | 40.6% – Evening Out |
| 17.6% – Jewelry Stores | 29.3% – Jewelry |
| N/A | 12.2% – Clothing |
| N/A | 11.6% – Gift Cards |
(Source: DegreeSearch, 2012)
