We Track The Trends

New Strategist is your one-stop resource for understanding trends in the American marketplace. We produce consumer spending and demographic reference tools for businesses. Through baby boom and baby bust, from tech bubble to housing bubble, from the depths of the Great Recession to recovery, New Strategist has been tracking trends for more than 25 years.

We know Americans—who they are, what they think, how much they make, and what they spend. We take the measure of the ever-changing consumer and provide the context for business strategy.

We Serve: Marketers, advertisers, small businesses, large corporations, entrepreneurs, consultants, business students, and policymakers.

New Strategist puts your customers into context.

Trending This Week

— featuring the hottest trend, updated weekly from Cheryl Russell’s blog, Demo Memo

Decline in Births Now Equals Great Depression Drop

Since peaking in 2007, the annual number of births in the United States has fallen 10.7 percent. This number has significance: it is equal to the decline in births that occurred during the Great Depression. Among Hispanics and non-Hispanic Whites, the decline has been even greater…


Browse by Series

American Consumer

Get fast access to the numbers you need in this series of quick-reference books that sum up the U.S. population.

American Money

Four volumes that examine who has money and what they do with it.

Who’s Buying

The 14 volumes in this series give you the big picture on household spending. Choose just the demographics you want or save and purchase the full set.

Who We Are

Three volumes that give you a comprehensive look at the socioeconomic and spending characteristics of Asians, Blacks, and Hispanics.

American Generations

Four popular guides to the ages—Millennials, Generation X, Baby Boom, and Older Americans.

Browse by Title

Where We Get Our Data

American Community Survey
American Housing Survey
American Time Use Survey
Behavioral Risk Factor Surveillance System
Consumer Expenditure Survey
Current Population Survey

General Social Survey
Housing Vacancy Survey
National Health and Nutrition Examination Survey
National Health Interview Survey
National Household Education Survey
National Survey of Family Growth

National Survey on Drug Use and Health
Retirement Confidence Survey
Survey of Consumer Finances
Survey of Income and Program Participation
Youth Risk Behavior Surveillance System

The Face of New Strategist Press

Cheryl Russell,
a professional demographer with a master’s degree from Cornell University, is New Strategist’s editorial director. She has guided the company since its inception in 1989 and has spent her career uncovering and interpreting American demographic trends: who we are, where we live, what we do, how much we spend. She is the former editor-in-chief of American Demographics magazine and The Boomer Report. She is the author of Demo Memo blog, American Consumers newsletter, and numerous books about demographic trends.

created with you in mind because you deserve fast, smart, useful information.
American Consumers, our free newsletter highlighting need-to-know demographic trends
Demo Memo blog—demographic trends with attitude
Trending this Week features the hottest trend pulled from Cheryl Russell’s blog, Demo Memo
Whitepapers Complimentary in-depth Reports focusing on the most pressing issues of the day

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NewStrategist.com is my go-to source for all things demographics. It’s far easier to deal with than government agencies and they do the forecasting for you. If you want to know the future of your industry then you need to know newstrategist.com.

Mark ParrottCEO, Market Strategist, CM&AA, Certified Business Coach

Best Customers serves as a user-friendly resource to consumer spending data extracted from the U.S. Bureau of Labor Statistics’ annual Consumer Expenditure Survey (CES). Although the CES website includes databases, tables and public-use microdata, all with free access, Best Customers reconfigures this data into an easy-to-use format and adds a level of detail not available in either the tables or databases.

Stephen FadelInterim Reference and Instruction Librarian, Portland State University

Recommended for individuals and libraries serving all age and educational groups. ...of great use to those in search of a quick and easy alternative to the drudgery and confusion inherent in combing through reams of census data. Useful and informative, highly recommended.

American Reference Books Annual

Highly recommended. A good source of data.


Could be called... the political strategist's bible.

Comprehensive, authoritative, reliable, and impressive, highly recommended for professional, corporate, community, governmental, and academic library reference collections.

Midwest Book Review

... a welcome addition to the marketing and health collections of public and academic libraries.

Library Journal

Students looking for excellent documentation of public opinion on virtually any current topic will find this work extremely helpful.

Scranton University Library Newsletter

Electronic Options

All New Strategist titles are available in hardcopy and as PDFs linked to spreadsheets of each book’s data tables, perfect for doing custom analysis and creating PowerPoint presentations. They are also available through ProQuest and Gale/Cengage.