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The majority of Americans (82%) say they shop at both small businesses and big chains for different items. Here’s how their spending preferences break down:
Source: Empower "Shopping List" study, 2024.
The majority of Americans (82%) say they shop at both small businesses and big chains for different items. Here’s how their spending preferences break down:
Source: Empower "Shopping List" study, 2024.
Explore by topic
Screen time: Televisions redefine household hubs
Life
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As everyday entertainment and tasks become more digital, televisions sit at the center of home life.
Between the Margins: April 2025 economic and market commentary
Money
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A look at what’s happening in the markets and economy with Empower's Marta Norton.
Pets on a plane: Americans’ newest vacation companions are transforming travel
Play
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With more pet owners than ever taking their furry friends along on family vacations, pet travel is emerging as a major industry, expected to reach $4.6 billion by 2032.