What Luxury Means to Consumers

In consumers’ eyes, luxury means quality and service. 

Buying beautifully crafted products, first class travel experiences, and meals with rare ingredients are all luxurious in consumers’ eyes. Beyond the functionality of a product or enjoyment of the experience, luxury also comes part and parcel with signifiers that connote social status and make people feel part of an in-group by sharing rarified air or insider knowledge.

To better understand consumers’ habits related to luxury products and experiences, we surveyed 2,203 U.S. adults on whether they think luxurious experiences need to cost more, what attributes make up “luxury” in their minds and looked at attitudes pertaining to key industries like retail, food and travel.

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