LGBTQ Buying Power

Posted on June 22, 2020, 12:01 am
3 mins

LGBTQ Buying Power Closer To One Trillion Dollars

By Louis Chesney – The Blog Business June 22, 2020

  • Annual study comes as companies target growing demographic 
  • About 9% of U.S. adults identify as Lesbian, Gay, Bisexual, Transgender or Questioning

It is noticeably clear to this reporter that the LGBTQ+ community remain unaffected by the Covid-19 pandemic. They are the community out spending and will be essential in small business recovery. According to a recent study by Witeck Communications, disposable personal income (DPI) is on the rise among all LGBTQ Americans. The money LGBTQ Americans can spend collectively after paying taxes rose 4 percent to $977 billion in 2019, rivaling the disposable income of all other American minority groups. According to an annual analysis. Research reveals that 9 percent of the adult U.S. population self-identify as lesbian, gay, bisexual, transgender and/or questioning. Witeck agreed that LGBTQ workers, businesses and consumers are directly shaping the American economy. Buying power is important for businesses and marketers when considering the strength and the potential impact of reaching LGBTQ consumers through cause marketing, branding campaigns, public affair strategies and other corporate partnerships with the leaders in the LGBTQ community.



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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