{
  "schema_version": "1.1",
  "id": "repeat-customers-spend-67-percent-more",
  "slug": "repeat-customers-spend-67-percent-more",
  "url": "https://groundedkit.com/claims/repeat-customers-spend-67-percent-more/",
  "api_url": "https://groundedkit.com/api/claims/repeat-customers-spend-67-percent-more.json",
  "claim": "Repeat customers spend 67% more than new customers",
  "commonly_cited_as": "\"Bain: repeat customers spend 67% more than new ones\"",
  "verdict": "misquoted",
  "verdict_definition": "Primary source found, but the way it is quoted changes the subject, metric, population or precision.",
  "confidence": "high",
  "rating": {
    "value": 2,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "Bain & Company with Mainspring",
    "title": "The Value of Online Customer Loyalty and How You Can Capture It",
    "year": "c. 2000"
  },
  "quote": "In apparel, the average repeat customer spent 67 percent more in months 31-36 of his or her shopping relationship than in months zero-to-six.",
  "method": "Simulation/analysis of online shoppers in a few categories around 2000.",
  "drift": [
    "Comparison: the same customer over time became 'repeat vs new customers'",
    "Scope: online apparel only",
    "Date: ~26 years old"
  ],
  "interest": "Bain sells loyalty consulting.",
  "safe_rephrasing": "Bain's ~2000 study found online apparel customers spent 67% more in months 31-36 of the relationship than in their first six months.",
  "sources": [
    {
      "title": "Bain & Company (PDF)",
      "url": "https://media.bain.com/Images/Value_online_customer_loyalty_you_capture.pdf",
      "primary": true
    }
  ],
  "kind": "stat_check",
  "as_of": "c. 2000",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}