Whether you voted for Barack Obama or John McCain, a recent Nielsen Homescan analysis shows notable differences in the shopping habits and holiday spending expectations of the American voter. The panel’s voting intent (55% Obama / 45% McCain) was similar to the actual nationwide election results (53% / 47%) and mirrored the state-by-state victories in all but three of the 48 contiguous states.
Travel And Spend
Nielsen Homescan panelists who favored Obama, tended to make more frequent trips across all outlets combined and in traditional retail channels, outmatched only by McCain voters …