LGBTQ Buying Power

Posted on December 28, 2017, 8:01 pm
2 mins

LGBT Purchasing Power Near $1 Trillion Rivals Other Minorities

The combined buying power of U.S. lesbian, gay, bisexual and transgender adults rose about 3.7 percent to $917 billion last year, rivaling the disposable income of other American minority groups, according to an annual analysis.

The forecast, based on an estimate that as many as 7 percent of adults identify as LGBT, reflects the growing acceptance by society as more people are willing to self-identify, said Bob Witeck, who for the past decade has been conducting the annual study through his Washington-based communications firm.

By Jeff Green (Bloomberg 2016)



National Gay & Lesbian Demographics

Household Income

Average gay household income is $85,400 ($46,323 national average)

Gay Men: $62,000 single, $130,000 couple, 40% households over $100,000

Lesbian: $52,000 single, $96,000 couple, 36% households over $100,000

Gays are 3.4 times more likely to have household incomes over $250,000



93% have attended college, 71% hold bachelor degrees, 46% hold post-graduate degrees



91% are employed full time

56% hold professional/managerial positions

14% hold top management positions


Homes and Cars

65% own their own home or condo, average home value is $426,500

10% own vacation homes

21% own luxury cars, 27% own mid-size cars, 21% own economy cars, and 14% own trucks

91% of gays and lesbians purchase their car from companies that market to them directly via gay media or sponsoring gay events/charities


Children and Pets

20% of lesbians and 5% gay men have children under 18

83% of lesbians and 89% gay men have pets



88-91% use local gay media for purchasing decisions


Buying Power

Total gay and lesbian buying power is estimated to hit $1 trillion by 2018



30,000 free copies distributed annually via Gay Pride, community events, requested mailings and nearly 500 distribution points throughout the Buffalo, Niagara Falls and Rochester area (including coffee shops, libraries and gift shops).



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