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In Between the Numbers: Weddings, Child-Birth, and US Retailing

July 10, 2011 at 4:52 pm PST

 I learned long ago that demography is destiny for retailers.

 Baby booms mean more diapers and formula, more home remodels, more school supplies. The aging of Baby Boomers means more traffic for drug chains and grocers with pharmacies. Growing Hispanic populations mean different assortments in grocery and different scents in soaps and personal fragrance.

 Demographic destiny for retail certainly came to mind when I read an analysis on the composition of current US households in the June 23 issue of The Economist.

 Citing recent US Census Bureau data, the article noted that married couples, for the first time, make up less than half (45%) of all households.

 But what hit me – and ought to keep mid-price merchants from Bentonville to Hoffman Estates awake at night – is a now-yawning education-marriage gap.

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