Older, upper-class professionals with postgraduate degrees, the members of Big Fish, Small Pond are often among the leading citizens of their small-town communities. These wealthy, empty-nesting couples enjoy the trappings of success, including maintaining large investment portfolios, dining at upscale sit-down restaurants, and planning a golf or tennis vacation.
2023 Statistics
US Households: 2,146,019
Median Household Income: $122,136
Demographics Traits
- Urbanicity : Town
- Income : Wealthy
- Income Producing Assets : Millionaires
- Household Technology : 3 Average
- Age Ranges : Age 65+
- Presence of Kids : w/o Kids
- Homeownership : Homeowners
- Employment Levels : Mostly Retired
- Education Levels : Graduate Plus
Lifestyle & Media Traits
- Owns a Subaru
- Eats at Bonefish Grill
- Shops at BJ's Wholesale Club
- Plans to retire in the next year
- Cruises on Royal Caribbean
- Watches Golf Channel
- Listens to Classical
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