Tools & Accessories1.4× · 1,000 buyers
Skin Care1.4× · 1,042 buyers
Dolls & Accessories1.4× · 459 buyers
Baby & Child Care1.3× · 133 buyers
Video Games1.3× · 147 buyers
Clothing, Shoes & Jewelry - Boys1.3× · 88 buyers
Stationery & Gift Wrapping Supplies1.3× · 663 buyers
Deli & Prepared Foods0.5× · 284 buyers
Performance Parts & Accessories0.5× · 51 buyers
FACTe.l.f. buyers: median 767 valid lines and 23 distinct top-level categories; all panelists: med…⌄
INFERREDPet supplies penetration: 86.53% of 1,099 e.l.f. buyers vs 54.55% of 23,910 panelists, index 158…
INFERREDBaby products 83.53% (index 175.41) and toys & games 94.90% (index 141.64) among e.l.f. buyers v…
INFERREDBooks: 91.54% of e.l.f. buyers vs 59.80% of panelists (index 153.06); 15.71 vs 6.24 mean book pu…
INFERREDShare of purchase lines within the four categories: toys_games index 1.07, baby_products 0.97, b…
INFERREDDemographic over-indexes: full-time homemaker 1.6x, $75-100k income 1.5x, $100k+ 1.4x
FACTBasket affinity lift: Makeup 2.1x, Literature & Fiction 1.4x, Gifts 1.4x · basket_affinity · e…⌄
INFERREDShare of cohort purchase lines: beauty 12.67% (index 1.32), clothing_shoes_jewelry 13.69% (1.12)…
FACTUnder-shopped vs panel: Business & Money 0.4x, Alcoholic Beverages 0.5x, Retail Store Fixtures…⌄