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Wallet share is a marketing metric used to calculate the percentage of a specific consumer's spending for a type of good or service that goes to a particular company. For example, if a consumer spends $60 a month at fast food restaurants and $30 of that amount is spent at McDonald's, McDonald's has a 50% wallet share for that customer. The term is sometimes expressed as share of wallet (SOW).
Increasing wallet share is often easier than increasing market share, which is a business' proportion of all the spending in a particular industry or product market. Strategies aimed at gaining wallet share include trying to increase the average amount that a customer spends per visit, encouraging more frequent visits and fostering customer loyalty and retention.