Watching how my parents progressed through the PRIZM cluster is rather interesting, because it very accurately describes not only my family but my entire town's buying habits. North Kingstown, Rhode Island is inhabited mainly by upper middle class families in the Country Comfort section. I would say that in this point in their lives, my parents fit into the Big Fish Small Pond Category. Both of my parents have graduates degrees, my father a PhD. Our household income is just above the median, and once my brother and cousin move out (in the next year) my parents will be full on empty nesters.
My dad spends most of his money on household improvements, technology, and outdoor sporting equipment (canoeing/kayaking/fishing) and camping equipment. My mother enjoys reading, travelling, and watching tv and movies.
Earlier in my life however, they were closer to the New Homesteaders category, which is another large segment of NK's population. These buyers spend most of their money on their kids and paying off their first homes, and have lower (but comparable) incomes.
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