It’s often easy, and a little too superficial if you ask me, to break down consumers into groups like 18-35 or other large segments. It’s much more interesting to find out what are the behaviors of different groups that cause them to act differently. The world has spent a lot of time studying demographics and it may be that traditional demographic categories are just too large to be useful and meaningful in some cases. A recent report by Viant, a subsidiary of Time Inc., breaks down in detail who precisely is shopping in department stores now. In the Viant report, they define Heavy Spenders as the top 40% of consumers ranked by amount spent in department stores in the last 90 days. Read more at Forbes.