When it comes to the most active online shoppers seeking deals at retailers such as Neiman Marcus and Saks Fifth Avenue and with brands such as Coach and Vera Bradley, New Yorkers are number one.
According to data from online coupon site RetailMeNot Inc., the San Francisco metropolitan area garnered the number-two spot, with San Jose coming in third. Philadelphia was third on the top 10 list, and the Boston metro area was fourth. The ranking was based on a population-to-clicks ratio, which revealed the most active users of promotions on a percentage basis, according to the company.
Marissa Tarleton, chief marketing officer, North America of RetailMeNot Inc., said there are several factors to consider in the analysis of the results. “The first is that the RetailMeNot consumer tends to skew more affluent — 30 percent having a household income of $100,000 or more,” Tarleton said. “A more affluent demographic tends to shop more frequently and spend more per purchase. However, they are still cost-conscious and are characterized by keeping their budgets in check. They didn’t become affluent by squandering their hard-earned dollars.”
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Tarleton added that its consumers “also tend to be more tech savvy. Consumers in cities like New York and San Francisco are on the leading edge of technology adoption, especially when it comes to mobile,” she explained. “What consumers in these cities are doing today is a leading indicator of trends that have yet to develop in other areas across the U.S.”
The cmo said the top metro areas also feature a higher cost of living, “and you have the trifecta of our consumers’ psychology of saving.”
The company also compiled the least frugal cities and metro areas, with San Diego taking the number-one spot, and Toledo and Nashville coming in second and third, respectively.
RetailMeNot’s Top 10 Most Value-Driven Metro Areas
1. New York-Newark-Jersey City, N.Y., N.J.
2. San Francisco-Oakland-Hayward, Calif.
3. San Jose-Sunnyvale-Santa Clara, Calif.
4. Philadelphia-Camden-Wilmington, Pa., N.J., Del., Md.
5. Boston-Cambridge-Newton, Mass., N.H.
6. Hartford-West Hartford-East Hartford, Conn.
7. Albany-Schenectady-Troy, N.Y.
8. Syracuse, N.Y.
9. Raleigh, N.C.
10. Bridgeport-Stamford-Norwalk, Conn.
RetailMeNot’s Top 10 Least Value-Driven Metro Areas
1. San Diego-Carlsbad, Calif.
2. Toledo, Ohio
3. Nashville-Davidson-Murfreesboro, Tenn.
4. Flint, Mich.
5. Cincinnati, Ohio
6. Tampa-St. Petersburg-Clearwater, Fla.
7. Virginia Beach-Norfolk-Newport News, Va., N.C.
8. Louisville/Jefferson County, Ky., Ind.
9. Asheville, N.C.
10. Palm Bay-Melbourne-Titusville, Fla.