Explore and understand different buyer personas across industries. Use filters to find the most relevant personas for your target market.
18-24 years old, predominantly female (65%), urban/campus areas, moderate income ($15,000-$30,000 annually), spends 34% more on clothing than other age groups
Very high purchase frequency of 28.5 apparel items annually, with 72% being impulse purchases. Frequency spikes around campus events, seasonal transitions, and social media trends.
Primary Goal
Express individual style while fitting in with peer groups
35-55 years old, predominantly female (72%), urban centers, high income ($150,000+ annually), accounts for 33% of global luxury purchases despite representing only 13% of shoppers
Moderate purchase frequency of 16.2 significant fashion items annually, with distinct seasonal patterns aligned with fashion calendar. Makes 38% of annual purchases during new collection releases.
Primary Goal
Build a curated wardrobe of quality investment pieces
30-45 years old, male/female (62% female), suburban, middle income ($60,000-$100,000), family-focused, controls 85% of household fashion purchasing decisions
Moderate to high purchase frequency of 18.4 significant apparel purchases annually, with distinct spikes around seasonal transitions, growth spurts, and back-to-school periods.
Primary Goal
Clothe family practically and affordably without frequent shopping trips
25-40 years old, predominantly male (78%), urban centers, above-average income ($85,000-$150,000 annually), spends 3.2x more on electronics than average consumers, early technology adopters (top 16% of adoption curve)
Moderate purchase frequency of 12.8 electronics items annually, with distinct spikes around new product releases and technology conferences.
Primary Goal
Stay at cutting edge of technology trends and innovations
30-55 years old, male/female (58%/42%), professional setting, expense account or corporate budget ($1,500-$5,000 annual technology budget), makes purchasing decisions for teams and departments
Moderate purchase frequency of 8.4 electronics items annually, with distinct spikes around new product releases and IT department recommendations.
Primary Goal
Enhance business productivity through reliable technology
18-65 years old, balanced gender distribution, varied income levels ($35,000-$85,000), represents 58% of total electronics market volume, follows mainstream adoption patterns
Moderate purchase frequency of 10.2 electronics items annually, with distinct spikes around new product releases and in-store recommendations.
Primary Goal
Solve specific technology needs with minimal complexity
25-45 years old, balanced gender distribution (52% female/48% male), urban/suburban, moderate to high income ($70,000-$120,000 annually), spends 8-12% of discretionary income on fitness gear, 72% exercise 3+ times weekly
Moderate purchase frequency of 15.6 fitness items annually, with distinct spikes around new product releases and fitness events.
Primary Goal
Improve performance with measurable results (top priority for 79%)
30-50 years old, slightly more female (58%), suburban communities, middle income ($60,000-$90,000), 2.3 children on average participating in organized sports, spends $1,200+ annually per child on sports equipment and fees
Moderate purchase frequency of 8.8 sports items annually, with distinct spikes around new seasons and team requirements.
Primary Goal
Support children's activities while managing family budget
20-55 years old, slightly more male (56%), varied locations (40% urban, 35% suburban, 25% rural), moderate to high income ($75,000-$140,000), travels 3-6 times annually specifically for outdoor activities, allocates 15% of recreational budget to gear
Moderate purchase frequency of 12.4 outdoor items annually, with distinct spikes around new product releases and outdoor events.
Primary Goal
Enhance outdoor experiences through appropriate gear selection
35-65 years old, predominantly female (64%), suburban/rural, middle income ($55,000-$90,000), homeowner with established garden space, spends average $1,470 annually on garden supplies, 67% garden 3+ times weekly in season
Average number of purchases per season
Primary Goal
Grow successful garden with high yield/bloom rate
30-60 years old, balanced gender distribution, suburban neighborhoods, middle to high income ($80,000-$150,000), homeowner with dedicated outdoor living space, spends average $3,200 annually on outdoor living, entertains guests 2-4 times monthly
Average number of purchases per year
Primary Goal
Create welcoming outdoor space for entertaining guests
25-55 years old, predominantly male (76%), varied locations with regional business focus, business purchaser with annual supply budget of $75,000-$250,000, manages 3-12 employees, serves 50-200 clients annually
Average number of purchases per year
Primary Goal
Complete client projects efficiently within tight margins (target 22-30% gross profit)
40-65 years old, male/female (57% female), urban centers with high net worth ($1M+), high income/wealth ($250,000+ annual income), advanced education (84% have college degrees), typically owns 12+ significant jewelry pieces, allocates 2-5% of net worth to jewelry collection
Average of 3.4 significant jewelry purchases per year, with careful consideration periods averaging 3.2 months per acquisition. Frequency increases around major auctions and exclusive collection releases.
Primary Goal
Build valuable collection with appreciation potential
30-55 years old, balanced gender distribution, urban/suburban areas, middle to high income ($80,000-$150,000), homeowners with families, spends $5,200 annually on significant jewelry gifts
Average of 12.7 jewelry gifts purchased per year, with peaks around major holidays and special occasions
Primary Goal
Find unique, meaningful jewelry gifts for special occasions
18-35 years old, balanced gender distribution, urban/suburban areas, middle income ($40,000-$80,000), renters and students, spends $870 annually on fashion jewelry
Average of 24.1 jewelry purchases per year, with peaks around fashion seasons and sales events
Primary Goal
Stay updated on fashion trends and styles
25-65 years old, predominantly female (62%), suburban/urban, educated (87% college degree), middle to upper income ($60,000-$150,000), reads 20-60 books annually, purchases 12-36 books annually, maintains physical home library, dedicates 7-12 hours weekly to reading, 42% participate in book clubs
High purchase frequency of 28.7 book acquisitions per year, with purchases spread relatively evenly throughout the year, spiking around major author releases (72%) and holiday seasons (43% increase in December).
Primary Goal
Discover books that provide intellectual fulfillment
18-45 years old, gender-balanced, urban/suburban, tech-savvy, moderate to high income ($60,000-$150,000), subscribes to 4-9 media services across categories, 65% have children in household, spends $720-$1,800 annually on digital subscriptions, typically owns 2-4 digital devices per person
Average number of subscription purchases/changes per year
Primary Goal
Maximize entertainment value across subscription portfolio
22-55 years old, balanced gender distribution with field-specific variations, urban/academic settings, education level very high (92% advanced degrees), income varies by field ($50,000-$150,000), affiliated with institutions (universities, research organizations, corporations), publication-oriented with 58% having published professionally, spends $800-$3,500 annually on field-related materials
Average number of resource purchases per year
Primary Goal
Access authoritative content supporting professional work
30-55 years old, male/female (60%/40%), suburban/rural, middle to high income ($75,000-$120,000), homeowner for 2-10 years, 68% have completed 3+ major home projects in past year
Average number of product purchases per year
Primary Goal
Complete home projects successfully with professional-looking results
25-60 years old, predominantly male (82%), varied locations, business expense account, manages teams of 2-15, average annual material purchases of $125,000-$350,000
Average number of purchases per year (high frequency)
Primary Goal
Complete client projects efficiently and profitably (target 28-32% margins)
25-65 years old, predominantly female (74%), urban/suburban, middle to high income ($90,000-$180,000), homeowner or long-term renter, 63% have remodeled at least one room in past 18 months
Average number of design purchases per year
Primary Goal
Create beautiful, personalized living spaces that impress
28-45 years old, male/female (62% female), suburban/urban, middle to high income ($75,000-$150,000), advanced education (73% have college degrees), 1-3 children primarily ages 2-12, spend average $485 annually per child on educational toys
Average number of purchases per year
Primary Goal
Support child's cognitive development through strategic play
25-70 years old, balanced gender distribution, varied locations (urban to rural), varied income levels ($40,000-$120,000), typically purchases 5-12 children's gifts annually, related to 2-8 children through family or close friendship, average gift budget of $30-$75 per child per occasion
Average number of toy/game purchases per year
Primary Goal
Delight the child with memorable gift experience
18-45 years old, male/female (58% male), urban/suburban, middle income ($55,000-$100,000), education level higher than average, socially active (entertains 2-4 times monthly), active in gaming communities online and offline, spends average $350 annually on games
Average number of game purchases per year
Primary Goal
Expand collection with quality games offering unique experiences
35-60 years old, balanced gender distribution, K-12 educational institutions, manages departmental or institutional budgets ($25,000-$250,000+ annually), responsible for procurement decisions affecting 20-1,000+ students and staff
Relatively low purchase frequency with 8.5 significant orders annually, but high average order value ($5,800). Demonstrates cyclical ordering patterns with 63% of purchases occurring before term starts.
Primary Goal
Maximize educational resources within budget constraints
25-60 years old, predominantly female (73%), classroom educators, moderate income ($45,000-$75,000), supplements classroom supplies with personal funds, spends $450-$800 of personal money annually on classroom materials
High purchase frequency with 23.7 supply purchases annually, combining institutional and personal spending. Demonstrates yearly spike (68% of spending) during summer preparation months.
Primary Goal
Create engaging learning environment within budget constraints
28-45 years old, predominantly female (68%), suburban/urban, middle income ($60,000-$110,000), has 1-3 school-age children, purchases based on school supply lists, spends $250-$500 annually per child on school supplies
Relatively low annual purchase frequency with 6.2 school supply shopping trips, but highly concentrated seasonally with 4.1 trips occurring in July-August period.
Primary Goal
Efficiently fulfill school requirements within budget
25-35 years old, mix of single and partnered, urban/suburban areas, income $50,000-$90,000, first or second home purchase, 1,000-1,800 sq ft living space on average, 65% are first-time homeowners, 35% transitioning from rental with no prior furniture investment, spends $9,000-$15,000 on initial furniture
Average number of furniture purchases per year
Primary Goal
Furnish new home affordably without sacrificing style
40-65 years old, slight female skew (58%), urban residences (42%) and affluent suburbs (51%), high income ($150,000-$500,000+), advanced education (86% college, 42% graduate degrees), typically owns multiple properties (65%), home size 2,800-5,000+ sq ft, third or fourth home purchase (78%), established professionals or executives, empty nesters (48%) or families with older children, spends $25,000-$100,000+ on furniture refreshes
Average number of furniture purchases per year (fewer but higher value)
Primary Goal
Create distinctive home environment reflecting sophisticated taste
30-50 years old, slight female purchasing skew (62%), predominantly suburban (76%), middle income ($75,000-$140,000), 2-4 person household with 1-3 children under 18, home size 1,800-2,800 sq ft, dual-income household (68%), professional/managerial positions, homeowners (82%), active lifestyle with children in 3+ activities weekly, pets in 58% of households, spends $2,500-$8,000 annually on furniture replacement/additions
Average number of furniture purchases per year
Primary Goal
Create comfortable functional family living space
25-55 years old, male/female (67% female), urban/suburban, middle to high income ($65,000-$125,000), 1-3 pets per household, 78% consider pets as family members, 42% are millennial pet owners, spends average $1,380 annually per pet on non-veterinary purchases
Very high purchase frequency of 42.3 transactions annually, averaging 3.5 purchases monthly across all categories. Subscription services account for 64% of recurring purchases in this segment.
Primary Goal
Ensure optimal pet health and longevity
30-65 years old, male/female balanced distribution, varied locations (43% suburban, 32% rural, 25% urban), budget-conscious ($35,000-$75,000), typically owns pets for 10+ years, has 1-4 pets, spends average $650 annually per pet on supplies
Average number of purchases per year
Primary Goal
Manage pet expenses within household budget
20-60 years old, male/female (varies by species focus), varied locations, hobby-focused, moderate to high discretionary income ($70,000-$150,000), devoted to specific species/breeds (fish, reptiles, birds, purebred dogs, etc.), spends 15-30% of discretionary income on pet hobby, active in community shows and organizations
High purchase frequency of 36.4 transactions annually, with particular concentration around breeding seasons, show schedules, and species-specific needs. Specialty purchases often involve multiple components acquired separately.
Primary Goal
Provide optimal care exceeding mainstream standards
22-45 years old, predominantly female (82%), urban/suburban, middle to high income ($65,000-$120,000), education level higher than average (76% college educated), 58% are parents who extend clean beauty practices to their children
Average number of beauty product purchases per year
Primary Goal
Eliminate harmful chemicals from personal care routine
18-35 years old, predominantly female (91%), urban/suburban, varied income levels with discretionary spending allocated to beauty, digitally native, 53% single, highly social both online and offline
Average number of beauty product purchases per year (very high)
Primary Goal
Stay current with latest beauty trends and techniques
30-55 years old, mixed gender (65% female), suburban/rural, middle income ($50,000-$90,000), busy lifestyle with multiple responsibilities, 72% have children, 68% work full-time
Average number of beauty product purchases per year (mostly repurchases)
Primary Goal
Maintain acceptable appearance efficiently
35-65 years old, predominantly female (76%), suburban areas, middle to upper-middle income ($60,000-$90,000 annually), spends 12-15 hours weekly on craft projects, 63% have dedicated craft spaces in their homes
Makes approximately 24 craft supply purchases per year, with frequency increasing around holidays and seasonal projects.
Primary Goal
Master new techniques and expand creative skills
22-45 years old, mixed gender (58% female), urban and suburban areas, moderate income ($45,000-$75,000 annually), spends 4-8 hours weekly on various hobby projects, 47% craft seasonally or for specific occasions
Makes approximately 14 craft-related purchases per year, with peaks around holidays and trending project seasons.
Primary Goal
Complete satisfying projects with minimal frustration
30-55 years old, predominantly male (62%), urban professionals, high income ($125,000+ annually), travels 50-100 days per year for work, 72% belong to airline loyalty programs, 68% have TSA PreCheck or Global Entry
Makes approximately 3-4 luggage or travel accessory purchases per year, with major items replaced on 24-36 month cycles.
Primary Goal
Maximize travel efficiency and minimize disruptions
25-65 years old, balanced gender (52% female), suburban and urban areas, middle income ($50,000-$95,000 annually), travels 2-4 times yearly for vacations, 57% travel with family members, 48% have reward credit cards
Makes approximately 1-2 luggage or travel accessory purchases per year, with major items replaced on 5-7 year cycles.
Primary Goal
Find reliable luggage within family budget
25-65 years old, predominantly male (88%), suburban and rural areas, middle income ($45,000-$85,000 annually), owns 2+ vehicles with average age of 8+ years, 72% own home with garage or workspace, 65% have technical or trade backgrounds
Makes approximately 18 automotive parts purchases per year, with higher frequency for maintenance items and seasonal projects.
Primary Goal
Maintain vehicles affordably through self-service
18-45 years old, predominantly male (82%), urban and suburban areas, middle to upper income ($65,000-$120,000 annually), owns 1-2 vehicles with specific performance focus, 68% participate in automotive events or clubs, 42% have motorsport experience
Makes approximately 14 performance-related purchases per year, often clustered around project phases or seasonal driving periods.
Primary Goal
Maximize vehicle performance metrics
35-55 years old, predominantly male (72%), rural/suburban areas, high income ($100,000+), homeowners with families, spends $25,000 annually on industrial equipment
Average of 6.3 industrial equipment purchases per year, with peaks around new equipment releases and promotional periods
Primary Goal
Enhance workflow and efficiency
30-50 years old, balanced gender distribution, urban/suburban areas, middle to high income ($60,000-$120,000), renters and homeowners, spends $5,000 annually on industrial equipment rentals
Average of 12.7 industrial equipment rentals per year, with peaks around new equipment releases and promotional periods
Primary Goal
Enhance workflow and efficiency
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