ESRI Market Profile Summary

The following summarizes traits that all three segments share and gives a general profile of the Holly Springs market. Note that this market profile does not represent everyone in Holly Springs but provides a snapshot of broad consumer characteristics. Consumer preferences are estimated from data by MRI-Simmons.

• Residents are partial to vehicles manufactured in the U.S.; they like to drive trucks, SUVs, or motorcycles.

• Entertainment is primarily family-oriented, to streaming TV and movie rentals or theme parks and family restaurants.

• Spending priorities also focus on family (children’s toys and apparel) or home DIY projects.

• Sports include hunting, fishing, bowling, and baseball.

• TV and magazines provide entertainment and information.

• Media preferences include country and Christian channels.

• Boomburb residents prefer late-model imported vehicles, primarily SUVs, and luxury cars and minivans.

• This is one of the top markets for the latest in technology, from smartphones to tablets to smart TVs.

• Style matters in the Boomburbs, from personal appearance to their homes. These consumers are still furnishing their new homes and already remodeling.

• Physical fitness is a priority, including club memberships and home equipment.

• Enjoy gardening but more often contract home services.

• Leisure includes a range of activities from sports (hiking, bicycling, swimming, golf) to visits to theme parks or water parks.

• Residents are generous supporters of charitable organizations.

The Market Profile Summary offers insight into “who” Holly Springs is as a community and how to create a brand that represents its unique personality and character, and the lifestyle it offers. The Holly Springs brand message should reflect the values of the people it describes, and the brand look should reflect a lifestyle that appeals to Holly Springs’ residents. According to the 2020 US Census, the median age in Holly Springs is 39.3 years. The ESRI Community Tapestry study suggests a large population of middle-aged residents and older adults, so the brand should aim to attract a younger demographic while highlighting Holly Springs’ traditional, small-town values.

Takeaway:

greatest friends here.