Online Holiday Shopping 2015 – Shopping While Black

Published On December 18, 2015 | By Tom Huskerson | Online Holiday Shopping

canstockphoto18667912Racial 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.

 

 

 

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About The Author

Tom Huskerson Bio Born in Richmond Virginia Tom Huskerson is a military veteran who settled in California after his discharge. He attended Santa Barbara City College where he began his writing career as a campus reporter. He worked as an intern news reporter for the Santa Barbara News-Press writing feature stories before moving on to San Francisco. At San Francisco State University Tom studied broadcast communications and began to focus on the Internet. He completed his graduate thesis on Internet advertising. Tom was the first student to ever focus on the Internet as a graduate student at San Francisco State University. After graduation he went to work for Zona Research in California’s Silicone Valley. As a research associate Tom supported senior analyst writing on the latest developments in the Internet industry. During the dot com boom Tom worked for several web businesses as a market researcher and analyst. As a writer and researcher Tom has authored various technical works including a training program for Charles Schwab security. Other projects included professional presentations on workplace violence and hiring security contractors. Tom has returned to focus on writing both fiction and non-fiction works and blogging for a travel website. He has published two books of short stories and completed two novels. Tom is the owner of Scribe of Life Literature and EbonyCandle. Most recently Tom has launched the blog African American Cyber Report. The blog is the result of his desire to inform the African American community of the dangers and benefits of the cyber age. In his blog Tom reports on information security, new and analysis, scams and hoaxes, legal happenings and various topics that arise from the age of information. Tom believes that technology is a necessary tool for black people and they should know what is happening. Tom writes believing that techno speak is for the professional and that valuable information can be communicated using plain language. As a result he has embraced the motto, Less Tech, More Knowledge.

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