Who Shops Where? 2024 Shopper Demographics: US Consumer Survey Insights Extra

Published – August 2024

The Coresight Research monthly US Consumer Survey Insights Extra series offers a more detailed or specific take on trends and data from our weekly surveys of US consumers.

In this report, we dive into shopper demographics, based on our proprietary survey data. Discover shopper profiles for major US retailers in food and nonfood, and explore our sector-focused findings to understand the customer bases of apparel, footwear and beauty retailers.

Data in this research report, based on proprietary survey findings, are:

• Food and nonfood shopper profiles for each major retailer, broken down by age and household income
• Total urban vs. rural ratings of each retailer’s food and nonfood consumer base
• Shopper profiles, urbanness scores and gender, age and income breakdowns for major retailers across three sectors—apparel and accessories, footwear and beauty
• Appendix—aggregated monthly data on activities, avoidance, online and in-store shopping, and food and nonfood retailers consumers shopped with over the past six months

Overview: Shopper Profiles

Food Shopper Profiles

Nonfood Shopper Profiles

Purchasing Rates by Age and Income for Food and Nonfood

Sector Focus

• Apparel and Accessories
• Footwear
• Beauty

What We Think

Methodology

Appendix: Consumer Sentiment and Monthly Survey Results

35-slide PDF report

Amazon, Costco, Dollar General, Dollar Tree/Family Dollar, Kohl’s, Macy’s, Target, Temu, Walmart

1. All Respondents: Average Age and Household Income, by Retailer Used for Food Purchases in the Two Weeks Preceding Each Survey
2. All Respondents: “Urbanness” Score, by Retailer Used for Food Purchases in the Two Weeks Preceding Each Survey
3. All Respondents: Average Age and Household Income, by Retailer Used for Nonfood Purchases in the Two Weeks Preceding Each Survey
4. All Respondents: “Urbanness” Score, by Retailer Used for Nonfood Purchases in the Two Weeks Preceding Each Survey
5. All Respondents: Retailers from Which They Have Purchased Food Products in the Two Weeks Preceding Each Survey, by Household Income (% of Respondents)
6. All Respondents: Retailers from Which They Have Purchased Nonfood Products in the Two Weeks Preceding Each Survey, by Household Income (% of Respondents)
7. All Respondents: Retailers from Which They Have Purchased Food Products in the Two Weeks Preceding Each Survey, by Age (% of Respondents in Each Age Group)
8. All Respondents: Retailers from Which They Have Purchased Nonfood Products in the Two Weeks Preceding Each Survey, by Age (% of Respondents in Each Age Group)
9. All Respondents: Average Age and Household Income, by Retailer Used for Apparel and Accessories Purchases in the Three Months Preceding Each Survey
10. All Respondents: “Urbanness” Score, by Apparel and Accessories Retailer Used for Purchases in the Three Months Preceding Each Survey
11. All Respondents: Gender Split, by Apparel and Accessories Retailer Used for Purchases in the Three Months Preceding Each Survey (% of Respondents)
12. All Respondents: Retailers from Which They Have Purchased Apparel and Accessories Products in the Three Months Preceding Each Survey, by Household Income (% of Respondents)
13. All Respondents: Retailers from Which They Have Purchased Apparel and Accessories Products in the Three Months Preceding Each Survey, by Age (% of Respondents)
14. All Respondents: Average Age and Household Income, by Retailer Used for Footwear Purchases in the Three Months Preceding Each Survey
15. All Respondents: “Urbanness” Score, by Footwear Retailer Used for Purchases in the Three Months Preceding Each Survey
16. All Respondents: Gender Split, by Footwear Retailer Used for Purchases in the Three Months Preceding Each Survey (% of Respondents)
17. All Respondents: Retailers from Which They Have Purchased Footwear Products in the Three Months Preceding Each Survey, by Household Income (% of Respondents)
18. All Respondents: Retailers from Which They Have Purchased Footwear Products in the Three Months Preceding Each Survey, by Age (% of Respondents)
19. All Respondents: Average Age and Household Income, by Retailer Used for Beauty Purchases in the Three Months Preceding Each Survey
20. All Respondents: “Urbanness” Score, by Beauty Retailer Used for Purchases in the Three Months Preceding Each Survey
21. All Respondents: Gender Split, by Beauty Retailer Used for Purchases in the Three Months Preceding Each Survey (% of Respondents)
22. All Respondents: Retailers from Which They Have Purchased Beauty Products in the Three Months Preceding Each Survey, by Household Income (% of Respondents)
23. All Respondents: Retailers from Which They Have Purchased Beauty Products in the Three Months Preceding Each Survey, by Age (% of Respondents)

Appendix

1. All Respondents: Whether They Expect Their Household Financial Situation To Get Better or Worse Over the Next 12 Months (% of Respondents, Monthly Average)
2. All Respondents: Whether They Expect the Economy To Get Better or Worse Over the Next 12 Months (% of Respondents, Monthly Average)
3. All Respondents: Activities They Have Done in the Past Two Weeks (% of Respondents, Monthly Average)
4. All Respondents: Which Retailers They Have Bought Food Products from in the Past Two Weeks (% of Respondents, Monthly Average)
5. All Respondents: Which Retailers They Have Bought Nonfood Products from in the Past Two Weeks (% of Respondents, Monthly Average)
6. All Respondents: What They Have Bought In-Store in the Past Two Weeks (% of Respondents, Monthly Average)
7. All Respondents: What They Have Bought Online in the Past Two Weeks (% of Respondents, Monthly Average)