California Towns Top the Nation in Per Capita Spending on Clothing on Pinpoint Demographics’ 2011 List

Woolwich, ME, February 19, 2011 --( When thinking about places where people spend a lot of money on clothes, Rodeo Drive in Beverly Hills come to mind. Although three California neighborhoods top the list for consumer spending on clothing, Beverly Hills does not make the top ten list at all. Instead, Danville, a suburb of the Oakland-San Francisco-Freemont metropolitan area, ranks first according to new 2011 forecast data released by Pinpoint Demographics. The list ranks communities by per capita spending on clothing for men, women and children combined.

The list, broken down by zip code, includes five California communities, three of which are suburbs of San José: Los Gatos in second place, Los Altos in third place, and Saratoga in sixth. The town of Santa Clara ranked eighth.

Other neighborhoods making the list include, in fourth place, Southlake, Texas, a suburb of Dallas; in fifth place, Novi, Mich., a suburb of Detroit; in ninth place, Chappaqua, N.Y.; and two suburbs of Washington, D.C.—in seventh place, Great Falls, Va., and in tenth place, Oakton, Va.

Danville, located in the San Ramon Valley near Mount Diablo, is one of California’s top 25 wealthiest cities, and one of the wealthiest suburbs of Oakland and San Francisco. Like all of the communities making this list, it is mostly white, affluent, with the majority of residents (more than 60%) being married. All of the towns on the list spent more than $1,900 per capita, but only Danville’s residents spent more than $2,000 per capita on average. Danville had a median income of more than $128,000 in 2009, according to the U.S. Census Bureau.

Pinpoint’s data projects that residents of Danville will spend a combined total of $38.3 million on apparel for men, women and children in 2011—for a population of about 19,000. In comparison, Saratoga, Calif. will spend about $60 million for a population of 31,000, and Chappaqua, N.Y. will spend about $24 million for a population of slightly more than 12,000. Novi, Mich., will spend $29 million for a population of about 15,000. Saratoga’s 2009 median income was $140,000; Chappaqua’s was more than $207,000, and Novi’s was more than $120,000.

The data projections reinforce the stereotype that women shop more and spend more on clothing than men spend. In each community, residents will spend more on women’s clothing than on men’s. For example, in third-ranked Los Altos, residents will spend almost $14 million on clothing for women and girls and only $10 million on clothing for men and boys.

In December 2010, Forbes Magazine ranked the best 25 cities in the United States for shopping, taking into consideration such factors as sales tax, number of retail locations, and the number of shopping centers. Houston, Texas, ranked first, with Dallas closely following in second place. Detroit placed fourteenth, and San José placed twentieth. Suburbs of Dallas, Detroit and San José appear on the list of communities with the highest spending on clothing per capita. New York City ranked 22, due in part to its lack of shopping centers and big box stores within city limits and higher sales taxes, as did San Francisco, ranked 25.

Three of the towns making the top ten list for clothing spending per capita—Danville, Novi, and Southlake—also rank in the top ten for spending on audio/visual equipment per capita This indicates the high level of discretionary income in these communities despite the recent recession.

Pinpoint Demographics, a division of Barnes Reports, is a leading demographics research firm located in Woolwich, Maine. Pinpoint Demographics provides the most current, accurate and cost-effective data population demographics, consumer spending, retail business and services businesses estimates for each of the 30,000+ U.S. zip codes. Pinpoint’s proprietary economic model uses exponential regression analysis to annually estimate 2011 and five year forecast 2016 populations, broken down by race, age, income, educational attainment and occupation.

Pinpoint Demographics’ databases are available in a number of products. The “America’s Neighborhoods” series are annual print handbooks of population and consumer spending databases by zip code or U.S. county. Pinpoint’s zip code databases are broken out by U.S. state and available for immediate purchase and download on its website Free sample zip code data is available on

Top Ten Cities by Spending on Clothing per Capita, 2011

1. Danville, Calif. 94506 (suburb of Oakland)
2. Los Gatos, Calif. 95030 (suburb of San José)
3. Los Altos, Calif. 94022 (suburb of San José)
4. Southlake, Texas 76092 (suburb of Dallas)
5. Novi, Mich. 48374 (suburb of Detroit)
6. Saratoga, Calif. 95070 (suburb of San José)
7. Great Falls, Va. 22066 (suburb of Washington, D.C.)
8. Santa Clara, Calif. 95054
9. Chappaqua, N.Y. 10514 (suburb of New York City)
10. Oakton, Va. 22124 (suburb of Washington, D.C.)

Pinpoint Demographics
Craig Barnes