Luxury Purchases of the Superwealthy: Products bought by consumers with incomes over $150,000 in the past year, ranked by percentage of purchase incidence in a specific category.

Unity Marketing’s annual survey of 500 men and women in three income groups — superaffluent, affluent and near-affluent — reveals the priorities of luxury consumers. According to Pamela Danziger, Unity’s founder and the author of “Why People Buy Things They Don’t Really Need” (Paramount), the survey’s most important revelation is that high-end shoppers are looking for experiential luxuries. Of course, entertainment and consumer electronics fit the bill, but apparel and jewelry retailers can offer exceptional service, inviting atmosphere and special events to deliver what well-to-do shoppers crave. Strong branding that consumers identify with luxury and quality is the ultimate seal of approval.

ELECTRONICS
Superaffluents (household income over $150,000): 64 percent purchase incidence
Affluents (household income $100,000 to $149,999): 52 percent purchase incidence
Near-affluents (household income of $75,000 to $99,999): 53 percent purchase incidence
Plasma TVs are driving spending in this area. Consumers want well-designed products that demonstrate the marriage of form and function and are displaying electronics more prominently in their homes.
ENTERTAINMENT
Superaffluents: 53 percent
Affluents: 55 percent
Near-affluents: 48 percent
In Unity Marketing’s survey, consumers said experiential luxuries give them the most satisfaction, so it’s no wonder that entertainment such as movies, theater and concerts rank high on the list. The category didn’t make the top 10 in last year’s survey.
LINENS AND BEDDING
Superaffluents: 48 percent
Affluents: 32 percent
Near-affluents: 25 percent
The rise of linens and bedding from number six on the 2002 survey indicates that consumers have become more interested in comfort. High-quality fabrics such as Egyptian cotton, Irish linen and 500-thread-count cotton are selling well at premium prices.
TRAVEL
Superaffluents: 47 percent
Affluents: 48 percent
Near-affluents: 39 percent
Travel didn’t make the top 10 list in 2002, a casualty of SARS, terrorism fears and the Iraq war. With the economy improving and plenty of pent-up demand, fear of flying has been receding.
KITCHEN APPLIANCES
Superaffluents: 45 percent
Affluents: 24 percent
Near-affluents: 15 percent
The market for professional- and commercial-grade appliances for use in homes continues to grow, with demand based on both functionality and image.
APPAREL AND ACCESSORIES
Superaffluents: 45 percent
Affluents: 29 percent
Near-affluents: 30 percent
Despite the price increases due to the dollar’s weakness against the euro, consumers’ taste for luxury goods hasn’t subsided. High-end department and specialty stores have been logging sales increases, and brands such as LVMH are benefiting from a resurgence in tourism.
KITCHENWARE AND COOKWARE
Superaffluents: 43 percent
Affluents: 22 percent
Near-affluents: 25 percent
Yes, Target sells Michael Graves teakettles for $13, but the well-equipped home chef is going for Mauviel copper cookware made in France or All Clad Ltd., which can cost $800 to $1,000 for a set.
FRAGRANCES AND COSMETICS
Superaffluents: 41 percent
Affluents: 28 percent
Near-affluents: 33 percent
As Baby Boomers slouch toward their 50s, the quest for a youthful appearance becomes more urgent. Anything that promises to put off a facelift is worth a try, regardless of the price. Two popular examples: La Mer Lifting Intensifier at $285 for 0.3 oz. and La Prairie’s Skin Caviar, $550 for 3.4 oz.
FURNITURE AND FLOOR COVERINGS
Superaffluents: 41 percent
Affluents: 20 percent
Near-affluents: 18 percent
Furniture companies such as Vitra and Design Within Reach are offering respectable copies of modern classics at friendlier prices than auction house originals. Consumers are trusting their own design instincts; only 8 percent of superaffluents used a professional decorator in 2003.
JEWELRY AND WATCHES
Superaffluents: 36 percent
Affluents: 32 percent
Near-affluents: 27 percent
Danziger said while watches are strongly branded, jewelry hasn’t delivered a coherent message. “A big opportunity lies in jewelry,” she said. “It’s not about the designs or the stones but how beautiful you feel wearing the jewelry. Tiffany is a company that delivers an experience. It’s all about the blue box.”