More than half of Placer County residents fit into six upscale marketing profiles targeted by retailers and developers such as Westfield. When retail consultants look at Placer County, they see a mix of households with these definitions and income:
Boomburbs
21.8 percent
This young suburban family demographic represents the nation's top market for recent purchases of furnishings, toys, games, menswear, and big-screen TVs. Most homes have laptop computers and two or more cellular phones.
Median household income: $117,782
Exurbanites
10.2 percent
These residents live beyond the urban area in "open space with affluence." Many are older and focused on financial security and investments. They buy garden and lawn care products and own tools such as saws and sanders.
Median household income: $88,195
Up and coming families
9.1 percent
Two thirds of these households are married couples with children. They buy maternity clothes and baby equipment, toys and children's clothing. They have a minivan or sport-utility vehicle, student loans and a first mortgage. They eat at family restaurants.
Median household income: $77,444
Rural resort dwellers
5.7 percent
This is an older segment of the population that still works. Members buy riding lawnmowers and satellite dishes and pet supplies. Households are typically childless.
Median household income: $47,311
In style
5 percent
Professional couples without children dominate this demographic. They live in the suburbs, but prefer a city lifestyle. They shop online and use financial planners.
Median household income: $72,112
Urban chic
4.8 percent
Married-couple professionals also rule this segment. They shop at upscale stores for dress clothes, athletic wear and vitamins. They buy domestic wine and gourmet coffee.
Median household income: $89,521
Sources: Hanley Wood Market Intelligence, ESRI
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