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This article originally appeared in BetterSMB (Written by Jason Whong) on February 6, 2018

According to the National Retail Federation, the annual holiday season makes up an average of 20 percent of annual sales for retailers. It is critical for businesses to make sure they are catering to their market’s demands, particularly to their “superconsumers,” or consumers who buy a lot and care a lot about their category.

 A new book by Eddie Yoon called Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth, published by the Harvard Business School Press, explores these superconsumers who make up the top 10 percent of consumers yet drive 30-70 percent of category sales, and they’re usually willing to spend considerably more than the average consumer.

 

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