Where Shoppers Live vs. Where They Shop: US Consumer Survey Insights Extra

Published – March 2025

The Coresight Research monthly US Consumer Survey Insights series offers a more detailed or specific take on trends and data from our weekly surveys of US consumers. This month, we dive into regional trends in food and nonfood shopping in the US. We identify the most popular retailers and break down shopper penetration rates across four regions and nine subregions.

The appendix of this report provides results on consumers’ shopping behaviors from our weekly survey questions aggregated in four-week increments over the past few months.

Data in this research report include proprietary consumer survey findings on:

• “Urbanness” scores—a metric to determine how rural- or urban-focused a retailer’s reach is
• Food shopping rates by subregion for 14 major retailers
• Nonfood shopping rates by subregion for 12 major retailers
• The most popular retailers by subregion
• Breakdown of selected retailers’ shopper base, by subregion

Executive Summary

Introduction

Regional Shopping Analysis

• Overview
• Retailers’ Urbanness Scores, Food and Nonfood
• Digging Deeper into Purchasing Rates by Region

What We Think

Methodology

Appendix: Consumer Sentiment and Monthly Survey Results

Amazon, Costco, Dollar General, Dollar Tree, Target, Temu, Walmart

1. Amazon vs. Walmart: Shopper Share, Nonfood Products (% of Respondents)
2. All Respondents: Urbanness Score, by Retailer—Food Shopping
3. All Respondents: Urbanness Score, by Retailer—Nonfood Shopping
4. All Respondents: Retailers from Which They Have Purchased Food Products, by Subregion (% of Respondents)
5. All Respondents: Retailers from Which They Have Purchased Food Products, by Midwest Subregion (% of Respondents)
6. All Respondents: Retailers from Which They Have Purchased Food Products, by Northeast Subregion (% of Respondents)
7. All Respondents: Retailers from Which They Have Purchased Food Products, by West Subregion (% of Respondents)
8. All Respondents: Retailers from Which They Have Purchased Food Products, by South Subregion (% of Respondents)
9. All Respondents: Retailers from Which They Have Purchased Nonfood Products, by Subregion (% of Respondents)
10. All Respondents: Retailers from Which They Have Purchased Nonfood Products, by Midwest Subregion (% of Respondents)
11. All Respondents: Retailers from Which They Have Purchased Nonfood Products, by Northeast Subregion (% of Respondents)
12. All Respondents: Retailers from Which They Have Purchased Nonfood Products, by West Subregion (% of Respondents)
13. All Respondents: Retailers from Which They Have Purchased Nonfood Products, by South Subregion (% of Respondents)
14. Walmart Shoppers: Breakdown by Subregion for Food (Left) and Nonfood (Right) Shopping (% of Total)
15. Amazon Shoppers: Breakdown by Subregion for Food (Left) and Nonfood (Right) Shopping (% of Total)
16. Target Shoppers: Breakdown by Subregion for Food (Left) and Nonfood (Right) Shopping (% of Total)
17. Costco Shoppers: Breakdown by Subregion for Food (Left) and Nonfood (Right) Shopping (% of Total)

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)