Now That The Political Primaries Are Over, What Locations Do Partisans Favor?

Location analytics provider Placed also looks at the connection between 'swing voters' and 'swing businesses.'

Understanding the various affinities of consumers can often yield surprises for national brands at the local level — such as the tendency of McDonald’s patrons to get their coffee from Starbucks over Dunkin Donuts.

As the political season enters its next phase, location ad analytics provider Placed has drawn connections between supporters of the two presumptive major political parties nominees and found some interesting connections.

Hillary Clinton’s supporters were most likely to visit Citibank, ShopRite, TD Bank, and White Castle.

In turn, Donald Trump’s backers are inclined to head to Sheetz gas station convenience stores, Circle K’s Kangaroo Express, Hardee’s, and Food Lion.

Perhaps it shouldn’t be surprising, given the wide gulf in worldviews represented by the two campaigns, but looking across the top 10 businesses for each group, Placed found no overlap, highlighting the stark differences between each candidate’s voters.

“This contrast in visitation highlights that the differences between each candidate’s supporters go beyond demographics or geography,” said David Shim, founder and CEO of Placed. “Candidates can focus fundraising and election day get out the vote efforts nearby these business.”

Targeting The Undecideds

Similar to swing states that have not joined either main political camp, Placed also was able to highlight what it calls “swing businesses,” where Clinton and Trump supporters are evenly split.

“The voters that visit these businesses are the ones could determine who ultimately wins the election in November,” said Shim. “Using this information, candidates can increase ad spend nearby these businesses through billboards, location based mobile ads, and offline events.”

Feeling The Business Bern

Although has Clinton has claimed the Democratic presidential nominantion, Bernie Sanders has said he will take his campaign to the Democratic convention in Philadelphia next month.

Nevertheless, both Trump and Clinton have been attempting to court those Sanders voters. As Shim noted, one of the best opportunities to get in front of these voters and directly connect with them is while they are out in the physical world.

Here too, Sanders voters’ shopping patterns have little in common with either Trump or Clinton committed voters.

“When comparing Sander’s Top 10 Business against the other candidates, only Stop and Shop overlaps,” said Shim. “The lack of overlapping businesses, even in the same party, highlights an opportunity for both Clinton and Trump to reach a new set of voters in distinctively different places in the physical world.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.