sonnydes.ai· BLS Consumer Expenditure Surveys, 2024 · 135.8M US households

Who actually
buys it?

Type a product or idea. See which households really spend on that category, how hard they over-index, and who holds the dollars. Real government data, no personas.

over-indexes vs. US average under-indexes position = index · cluster size = share of category dollars · 1 dot = 0.5%

Category

 

 
total US household spend per year
 
average per household per year
 
of dollars from the top 20% of earners

What the data says

    Index vs. wallet

    Index is a group's average spend divided by the all-household average, times 100. Share of dollars multiplies that spend by how many households are in the group. A small group can over-index hard and still hold a sliver of the money.

    What it can't tell you

    This is category spending, not demand for your specific product. A $4,000 watch reads as jewelry, watches and apparel services. Brand-new categories map to their nearest existing one, so check the match and change it if it's wrong.

    Source

    U.S. Bureau of Labor Statistics, Consumer Expenditure Surveys, 2024 calendar-year tables by demographic characteristic. Households are BLS consumer units. Estimates with relative standard error above 25% are flagged.