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Shoppers take advantage of Black Friday door buster deals at Macy's Herald Square on Thursday, Nov. 24, 2016, in New York. (Donald Traill/AP Images for Macy's)

Shoppers divided: US apparel spending reflects how voters feel post-election


After a contentious U.S. presidential election, Americans seem to be more divided than ever. And now, data indicates the country is also split down shopping lines.

According to the Business of Fashion, data shows after the election, Donald Trump supporters spent more on apparel than Hillary Clinton supporters.

This is based on research by Slice Intelligence and Pew Research.

Slice tracks online purchases through electronic shopping receipts.

The numbers don't lie

Slice's information, BofF explains, reveals that the states that saw the highest yearly increases in online apparel revenue in November were states where the majority of the population voted for Trump.

According to Slice, Trump won 20 of the 26 states (including Washington, D.C.) that saw 10 percent growth in e-commerce apparel sales compared to the same period a year ago. Meanwhile, Clinton won 15 of the 25 states that had less than 10 percent growth in November.


“It’s fairly unusual to see something this sharp,” Neil Saunders, managing director at Conlumino, told BofF.

He explained shift in spending after elections isn't unusual, but given the polarizing nature of the 2016 election, it may have had a stronger effect.

For Clinton supporters, Saunders said, "that you makes you feel quite gloomy about the future and even about your own prospects, to an extent. That’s why I think there’s been that sharp reaction in terms of the negativity and the spending decisions that people are making.”

Brands shoppers are buying

Of the brands that saw the biggest boost in apparel sales in the five highest growth states, Slice's data shows these included traditional American labels like J. Crew, Gap and Old Navy. Those states were: D.C., Vermont, Arkansas, Florida and South Carolina.

 Victoria's Secret, American Eagle and Loft also saw sales bumps.

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