<ARTICLE> 5
<LEGEND>
THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE
BALANCE SHEET OF MARKET AMERICA, INC. AS OF OCTOBER 31, 1996 AND THE RELATED 
STATEMENTS OF OPERATIONS AND OF CASH FLOWS FOR THE THREE MONTHS THEN ENDED 
AND IS QUALIFIED IN ITS ENTIRETY BY REFERENCE TO SUCH FINANCIAL STATEMENTS.
</LEGEND>
<MULTIPLIER>                                         1
       
                             
<PERIOD-TYPE>                   3-MOS
<FISCAL-YEAR-END>                          APR-30-1996
<PERIOD-END>                               OCT-31-1996
<CASH>                                      13,580,725
<SECURITIES>                                         0
<RECEIVABLES>                                        0
<ALLOWANCES>                                         0
<INVENTORY>                                  1,113,560
<CURRENT-ASSETS>                            14,793,486
<PP&E>                                         809,486
<DEPRECIATION>                                 229,966   
<TOTAL-ASSETS>                              15,373,687
<CURRENT-LIABILITIES>                        4,452,132
<BONDS>                                              0
<PREFERRED-MANDATORY>                                0
<PREFERRED>                                          0
<COMMON>                                           199
<OTHER-SE>                                   9,997,883
<TOTAL-LIABILITY-AND-EQUITY>                15,373,687
<SALES>                                     15,498,785
<TOTAL-REVENUES>                            15,640,926
<CGS>                                        2,755,257
<TOTAL-COSTS>                                        0
<OTHER-EXPENSES>                             9,806,327
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                               6,923
<INCOME-PRETAX>                              3,079,342
<INCOME-TAX>                                 1,245,288
<INCOME-CONTINUING>                          1,834,054
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                 1,834,054
<EPS-PRIMARY>                                      .09
<EPS-DILUTED>                                      .09