Wal-Mart is the nation’s #1 retailer of jewelry. It has risen to leadership in the jewelry market despite the fact that the prime target market for jewelry high-income women from 25 to 54 almost never shop for jewelry in Wal-Mart or any other mass merchant/discounter. That means lower-income consumers who spend less than $100 on a piece of jewelry have propelled Wal-Mart. (Unity Marketing 10/15/04)
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