Dawn Orders — Geography & Income
2,469 Shopify orders · Jun 26 – Aug 25, 2026 · income estimated from IRS ZIP-level tax data (2022) joined on each order's shipping ZIP · 2,240 of 2,271 US orders matched (98.6%)
2,469
total orders · 92% US
$101k
median buyer-ZIP income*
$75–143k
typical buyer-ZIP band (p25–p75)
32.6%
buyer-ZIP households $100k+
vs 24.4% nationally
$65.43
AOV — flat across all income tiers
*income metric throughout = mean adjusted gross income per tax return in the buyer's ZIP. It runs ~1.3–1.5× above "median household income" because top earners pull the mean up — read the distribution chart, not just the single number.
Where buyer neighborhoods sit on the income ladder
Share of households by income bracket — Dawn buyers' ZIPs vs the US overall
Dawn buyer ZIPs
US overall
Over / under-index by bracket
How much more (or less) common each bracket is in Dawn buyer ZIPs than nationally
Top states
Raw volume follows population — the per-capita column is the real signal
| State | Orders | Share | Per 1M pop | Buyer-ZIP income | AOV |
|---|
Per-capita leaders: MA 13.4, VA 11.3, CO 9.7, NJ/MD 8.9 orders per million residents. CA (3.2) and FL (3.9) under-index hard despite raw volume.
Top cities
Volume is thin per city — 1,935 unique ZIPs across 2,271 US orders
| City | Orders | Buyer-ZIP income |
|---|
Spend by neighborhood income tier
Orders bucketed by their ZIP's mean income
| ZIP income tier | Orders | Share | AOV |
|---|
AOV is flat within ±$1.20 across tiers — the ~$65 price point clears identically in $50k and $200k neighborhoods.
International
Read
The buyer is an above-median suburban household, not a luxury customer and not a budget one. The center of mass is ZIPs with mean incomes of $75k–$143k (median $101k). Translated to household-income terms, that's roughly the $60k–$120k HHI band — established suburbs, dual-income families, mortgage-and-minivan territory. This is consistent with the working/middle-class mom avatar: she's not rich, but she's comfortable enough that $65 is a decision, not a stretch.
The skew above her is real and free. $100–200k brackets over-index +20%, $200k+ over-indexes +64% (12.8% of buyer-ZIP households vs 7.9% nationally). Wealthy-metro cores — Austin ($275k), NYC ($362k), Dallas ($222k), Miami ($252k), DC ($210k) — buy at the same $65 AOV without premium positioning. The affluent tail converts on the same working-class copy; no reason to chase it with a different register.
Flat AOV across every income tier is the pricing finding. $64.81 in $60–85k ZIPs vs $65.99 in $120k+ ZIPs. Nobody is income-gated at this price, and the top tier isn't upselling itself — if AOV needs to move, it's a bundle/offer problem, not a targeting problem.
Geographic white space: East Coast corridor (MA/NJ/MD/VA) plus CO and the Midwest (OH/IN/MN) over-index per capita; CA and FL under-index 2–4× against their population. If regional spend weighting ever becomes an option, CA/FL are the untapped mass, and the Northeast is the proven-fit lane.
Method & caveats
- Income is neighborhood-level inference (IRS SOI tax year 2022, ZIP aggregates) — it describes the buyer's ZIP, not the buyer's own W-2. Individual buyers within a ZIP vary widely.
- Mean AGI per return skews above median household income; bracket shares (first chart) are the honest distribution view.
- City "buyer-ZIP income" averages only the ZIPs Dawn buyers live in — 5 orders in Miami means 5 specific ZIPs, so small-n city figures are noisy.
- Order window is Jun 26 – Aug 25, 2026 (full history of this store instance). Geography reflects current ad targeting, not intrinsic demand.
- Aggregates only — no names or street addresses were used or included in this report.