January 18, 2012 08:00 ET Announces the Everyday Insights Data Program to Offer a Unique View Into Household Spending

Leading Household Essentials Shopping Site Kicks Off Monthly Data Program With Release of National Toilet Paper Spending Data and Infographic

MIDDLETON, WI--(Marketwire - Jan 18, 2012) - With its intimate knowledge of how much money Americans are spending on household products, e-commerce site ( today launches a data program to provide an in-depth look into national household purchase trends.'s "Everyday Insights" data program will take a regular look at how much its users are spending for all their household needs -- from cleaning supplies to baby must-haves to pantry fillers.

To kick off the program, took a look at how much its users spend on the most essential of the household essentials -- toilet paper. The report includes a list and accompanying infographic of the 25 American cities that spent the most, and the five cities that spent the least, on toilet paper throughout 2011 (

"At we strive to provide the best variety of household essentials at a great price, and with our new Everyday Insights data program, we are dedicated to gaining deeper insight into the products our users love and how they are incorporating them into their lives," said Brian Wiegand, CEO of "With, people get a one-stop-online-shop that makes it easy and affordable to manage their everyday household supplies, saving time and money with free shipping, competitive prices and instant coupons -- not to mention eliminating a trip to the store for those unreasonably large packages of toilet paper."

To compile its first set of data, analyzed its toilet paper sales in 330 Metropolitan Statistical Areas (2005 MSA). The rankings are based on the average amount of money spent by users per toilet paper order from's "Toilet Paper" category. The sales time period includes orders on's e-commerce platform between December 15, 2010 and December 15, 2011. As a basis of comparison, calculated the national average spent per toilet paper order, which is $12.40.

The top 25 cities with the most spend per toilet paper order are:

City - Average amount spent on toilet paper per order

1. Fayetteville, NC - $21.82
2. Stamford-Norwalk, CT - $20.82
3. Santa Cruz-Watsonville, CA - $20.42
4. Bridgeport, CT - $19.63
5. Boise City, ID - $19.46
6. Erie, PA - $19.20
7. Vallejo-Fairfield-Napa, CA - $19.14
8. Provo-Orem, UT - $18.16
9. Manchester, NH - $18.05
10. Appleton-Oshkosh-Neenah, WI - $18.02
11. Ventura, CA - $17.50
12. Nassau-Suffolk, NY - $17.23
13. Bergen-Passaic, NJ - $16.34
14. Oakland, CA - $16.15
15. Reading, PA - $16.13
16. West Palm Beach-Boca Raton, FL - $16.08
17. Canton-Massillon, OH - $15.99
18. Newburgh, NY-PA - $15.92
19. El Paso, TX - $15.71
20. Racine, WI - $15.51
21. Portland-Vancouver, OR-WA - $15.47
22. Fort Walton Beach, FL - $15.47
23. Hartford, CT - $15.45
24. Santa Barbara-Santa Maria-Lompoc, CA - $15.42
25. Dutchess County, NY - $15.39

Bottom 5 cities with the least spent per toilet paper order:

1. Auburn-Opelika, AL - $9.00
2. Springfield, IL - $8.89
3. Portland, ME - $8.84
4. Salem, OR - $8.80
5. Odessa-Midland, TX - $7.84

Future data sets and infographics will be posted monthly on's "The Everyday" blog ( If there are any requests for specific household product spending data to gain deeper insight and a broader understanding of what consumers are buying, how much they are spending and what cities buy most frequently, please visit the infographic section on "The Everyday" blog or email to submit a request. offers a host of benefits for online shoppers and CPG brands. Customers receive free shipping, convenient purchase reminders, the ability to easily find and order products from more than 600 participating brands, save money with digital coupons, and fill up their shopping cart with household essentials all in one place. CPG partners receive comprehensive analytics and reporting solutions, giving brands a holistic view of consumers' shopping and buying behaviors. With this insight, brands can better apply advertising spend, drive sales growth, share consumer and promotional insights with retail partners, and implement overall direct-to-consumer strategies on the Alice platform.

For more information visit

About is an online marketplace for household essentials. As a leading provider of online retail and interactive marketing services for the Consumer Packaged Goods (CPG) industry, offers manufacturers a direct to consumer platform that provides shoppers with competitive pricing, free delivery, instant coupons, and simple automation and management of household purchases. And, with its free iPhone app, all of this is available on-the-go. is privately held and headquartered in Middleton, Wisconsin.

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