Dr. Pat Huddleston is back on the show this week to discuss some recent research on the first luxury or splurge item that Americans purchased during COVID. With 360 responses, they found the most frequently mentioned category was entertainment (e.g. video games and puzzles). Nearly 10% bought something for the home with some specifically mentioning plants (with $40 to $60 in expenditures). Pleasure and mood improvement were the two most cited purchase motivations. Food for thought as business plan their spring 2022 communications with consumers.