Racial profiling is a reality. People of color have suffered from the idea that we are untrustworthy and dishonest by nature. Nothing could father from the truth. As a result of this hideous myth black people are more likely to be wrongly accused, wrongly prosecuted and wrongly convicted. And even with a trillion dollars of consumer buying power we face racial stereotypes even when spending our money. Its called shopping while black. The result is that many black people have taken to shopping online.
It doesn’t matter who you are or where you shop being black is a negative mark against the African-American consumer. Notable African-Americans including Oprah Winfrey and Condolezza Rice have been mistreated simply for shopping while black.
Milwaukee Bucks forward John Henson dropped by a Schwanke-Kasten jewelry store in Whitefish Bay, Wisconsin shopping for a Rolex watch. The staff of the store reacted to the tall black man by refusing him entry into the store and calling police. The police verified Henson’s identity but the store employees still insisted that the police supervise the professional athlete while he shopped.
The sad truth of this is that research indicates that black people are no more likely to shoplift than any other ethnic group. Statistics indicate that shoplifting is spread fairly evenly across all colors and economic categories.
A recent Gallup poll revealed that African-Americans felt more discriminated against while shopping than doing anything else. Twenty-four percent said they experienced discrimination in a retail setting, compared to while eating out, 20 percent, at work or during police encounters, 18 percent, and while obtaining health care ,12 percent.
Blacks have moved their shopping online to avoid the hassle and embarrassment of dealing with race while shopping. African-Americans are more likely to shop online using mobile devices than other racial groups. So the move to express our buying power online was a small one. However it should be noted that the overall trend among consumers is to shop online. African-Americans continue to be the fastest growing demographic of online shoppers.
African-Americans are savvy shoppers. According to Experian black people are deal seekers and 28 percent more likely to respond to social media advertising and 14 percent more likely to use social media to tell friends of products and companies they like.
Black people are also more likely to shop online using a mobile device. African-Americans have a higher mobile aptitude compared to other groups and use their mobile devices, smartphones, to comparison shop, to price match and investigate products. And after all is said and done African-Americans are actually more likely to buy online.
A 2013 report from Adweek showed black people shop online more than other groups. According to the magazine higher income African-Americans shop online in record numbers. Half of black people surveyed made at least 30 percent of their retail purchases online. And at least 22 percent of high income blacks made at least half of their retail purchases online.
Holiday shopping is bad enough without being treated suspiciously when you walk in a store. A trillion dollars in buying power is nothing to laugh at. Using the Internet permits black people to shop and buy with dignity. Blacks are showing our willingness to stay away from brick and mortar stores when we feel we are not being treated properly.
