Here are some interesting statistics I ran across on the spending patterns of the mass affluent vs the super-affluent.

• The super affluent spent $22, 300 on wines and spirits in ‘06, while the mass affluent spent $1,900.
• The super affluent spent $61,200 on hotels and resorts while the mass affluent spent $2,400.
  

These are startling numbers for a few reasons.

One of them is marketing.

Are you targeting the right group with your marketing? If you’re targeting the mass affluent, you might consider going up a notch.

Especially in challenging economic times.

I think many companies assume the mass affluent to spend much more than they actually do–which is why I found this research so interesting.

Think of a Rolex watch. It’s ‘yesterday’s’ symbol of wealth. If you had a Rolex ten years ago, you now have an IWC Portugueuse Perpetual. For a mere $30,000.

This is true also in fractional ownership. If your target group is the mass affluent, you may be out of luck this year. The mass affluent have pulled their heads into their shell and are not spending.

Guess who still has the money to spend on luxury goods and services?

The super affluent.

Something to think about as you look at your 2008 marketing plan.