The money spent average is not a great metric. He said 75% of the spending was done by 20% of the spenders. So what is the average for the majority of gamers? I don’t know but it’s significantly less.
Anyway most people spend more than $100 a month on discretionary activities easily. Movies, eating meals out, alcohol, etc...
I was actually surprised by the nearly 60% of people buying from brick and mortar stores and directly from the manufacturer. I get the direct buying but frankly I have not been to many stores that sold historical miniatures or wargamers. Purely anecdotal observation on my part of course.