Repeat customers spend 67% more than new customers
Misquoted Confidence: high
Primary source found, but the way it is quoted changes the subject, metric, population or precision.
- Commonly cited as
- "Bain: repeat customers spend 67% more than new ones"
- True origin
- Bain & Company with Mainspring — The Value of Online Customer Loyalty and How You Can Capture It
- Type
- Stat check: A widely repeated statistic traced back to its origin.
- Year
- c. 2000
- Data as of
- c. 2000
- Last checked
- What the source says
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 & sample
- Simulation/analysis of online shoppers in a few categories around 2000.
- Drift between quote and source
- 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 we opened
- Bain & Company (PDF) (primary)
Machine-readable: /api/claims/repeat-customers-spend-67-percent-more.json · Last checked 2026-10-16