Who Shops Where? 2026 Shopper Demographics: US Consumer Survey Insights Extra

Published – September 2026

The Coresight Research 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.

Discover how demographic shifts are reshaping US retail—and which retailers are winning in a polarized, fragmented marketplace.

Read this report to discover answers to these and other questions:

• How are income, age and ethnicity driving diverging shopping patterns across food and nonfood retail?
• Which retailers are attracting high-income vs. low-income consumers—and how do age and urbanicity influence these trends?
• What are the key generational, income and ethnic skews in apparel, footwear and beauty retail today?
• How do regional differences shape food and nonfood shopping behavior across the US?
• What should retailers focus on now to stay competitive amid fragmentation, trade-down behavior and evolving sentiment?

Data in this research report include: Shopper age and income profiles by retailer; urban vs. rural shopper base; shopping behavior by income, age, ethnicity and region; quarterly apparel, footwear and beauty shopper data; monthly consumer sentiment and retail purchasing trends.

Introduction

Coresight Research Analysis

1. Food Shopper Profiles
2. Nonfood Shopper Profiles
3. Sector Focus: Apparel, Footwear and Beauty
4. Footwear: Shopper Profiles
5. Beauty: Shopper Profiles

What We Think

Notes and Methodology

Appendix

• Shopper Demographics—Further Details
• Purchasing Rates by Age, Income and Region
• Footwear Shopping by Age
• Footwear Shopping by Ethnicity
• Beauty Shopping by Age

Walmart, Amazon, Target, Costco, Trader Joe’s, Temu, TJX, Shein, Whole Foods, Dollar General, Walgreens, CVS, Foot Locker, Skechers, Macy’s, Ross Stores, Lululemon, Ulta, Sephora, TikTok, Instagram, YouTube, Nordstrom, Kohl’s, American Eagle, Urban Outfitters, Zara, Nike, Jordan, Converse, Crocs, DSW, Dick’s Sporting Goods, JCPenney, Academy Sports + Outdoors, Ahold Delhaize, Kroger, Albertsons, eBay, Sally Beauty.

• Average Age and Household Income by Retailer Used for Food Purchases in the Two Weeks Prior to Each Survey
• Urbanness Score by Retailer Used for Food Purchases in the Two Weeks Prior to Each Survey
• Gender Split by Retailer Used for Food Purchases in the Two Weeks Prior to Each Survey (% Breakdown of Each Retailer’s Shopper Base)
• Ethnic Split by Retailer Used for Food Purchases in the Two Weeks Prior to Each Survey (% Breakdown of Each Retailer’s Shopper Base)
• Average Age and Household Income by Retailer for Nonfood Purchases in the Two Weeks Prior to Each Survey
• Urbanness Score by Retailer Used for Nonfood Purchases in the Two Weeks Preceding Each Survey
• Gender Split by Retailer Used for Nonfood Purchases in the Two Weeks Preceding Each Survey (% Breakdown of Each Retailer’s Shopper Base)
• Ethnic Split by Retailer Used for Nonfood Purchases in the Two Weeks Preceding Each Survey (% Breakdown of Each Retailer’s Shopper Base)
• Average Age and Household Income by Retailer Used for Apparel and Accessories Purchases in the Three Months Preceding Each Survey
• Urbanness Score, by Apparel and Accessories Retailer Used for Purchases in the Three Months Preceding Each Survey
• Gender Split by Retailer Used for Apparel and Accessories Purchases in the Three Months Preceding Each Survey (% Breakdown of Each Retailer’s Shopper Base)
• Ethnic Split by Retailer Used for Apparel and Accessories Purchases in the Three Months Preceding Each Survey (% Breakdown of Each Retailer’s Shopper Base)
• Average Age and Household Income, by Brand/Retailer Used for Footwear Purchases in the Three Months Preceding Each Survey
• Urbanness Score, by Footwear Brand/Retailer Used for Purchases in the Three Months Preceding Each Survey
• Gender Split by Footwear Brand/Retailer Used for Purchases in the Three Months Preceding Each Survey (% Breakdown of Each Brand’s/Retailer’s Shopper Base)
• Ethnic Split,by Brand/Retailer Used for Footwear Purchases in the Three Months Preceding Each Survey (% Breakdown of Each Brand’s/Retailer’s Shopper Base)
• Average Age and Household Income by Beauty Shopping Channel Used for Purchases in the Three Months Preceding Each Survey
• Urbanness Score by Beauty Retailer Used for Purchases in the Three Months Preceding Each Survey
• Gender Split for Each Beauty Retailer Used for Purchases in the Three Months Preceding Each Survey (% Breakdown of Each Retailer’s Shopper Base)
• Ethnic Split by Retailer Used for Beauty Purchases in the Three Months Preceding Each Survey (% Breakdown of Each Retailer’s Shopper Base)
• Respondents Who Have Purchased Food Products: Retailers from Which They Have Purchased Food Products in the Two Weeks Preceding Each Survey, by Household Income (% of Respondents in Each Group)
• Respondents Who Have Purchased Nonfood Products: Retailers from Which They Have Purchased Nonfood Products in the Two Weeks Preceding Each Survey, by Household Income (% of Respondents in Each Group)
• Respondents Who Have Purchased Food Products: Retailers from Which They Have Purchased Food Products in the Two Weeks Preceding Each Survey, by Age (% of Respondents in Each Group)
• Respondents Who Have Purchased Nonfood Products: Retailers from Which They Have Purchased Nonfood Products in the Two Weeks Preceding Each Survey, by Age (% of Respondents in Each Group)
• Respondents Who Have Purchased Food Products: Retailers from Which They Have Purchased Food Products, by Region (% of Respondents in Each Group)
• Respondents Who Have Purchased Nonfood Products: Retailers from Which They Have Purchased Nonfood Products, by Region (% of Respondents in Each Group)
• Respondents Who Have Purchased Food Products: Retailers from Which They Have Purchased Food Products, by Ethnicity (% of Respondents in Each Group)
• Respondents Who Have Purchased Nonfood Products: Retailers from Which They Have Purchased Nonfood Products, by Ethnicity (% of Respondents in Each Group)
• Respondents Who Have Purchased Apparel and Accessories Products: Retailers from Which They Have Purchased Apparel and Accessories Products in the Three Months Preceding Each Survey, by Household Income (% of Respondents in Each Group)
• Respondents Who Have Purchased Apparel and Accessories Products: Retailers from Which They Have Purchased Apparel and Accessories Products in the Three Months Preceding Each Survey, by Age (% of Respondents in Each Group)
• Respondents Who Have Purchased Apparel and Accessories Products: Retailers from Which They Have Purchased Apparel and Accessories Products in the Three Months Preceding Each Survey, by Ethnicity (% of Respondents in Each Group)
• Respondents Who Have Purchased Apparel and Accessories Products: Retailers from Which They Have Purchased Apparel and Accessories Products in the Three Months Preceding Each Survey, by Region (% of Respondents in Each Group)
• Respondents Who Have Purchased Footwear Products: Retailers from Which They Have Purchased Footwear Products in the Three Months Preceding Each Survey, by Household Income (% of Respondents in Each Group)
• Respondents Who Have Purchased Footwear Products: Retailers from Which They Have Purchased Footwear Products in the Three Months Preceding Each Survey, by Age (% of Respondents in Each Group)
• Respondents Who Have Purchased Footwear Products: Retailers from Which They Have Purchased Footwear Products in the Three Months Preceding Each Survey, by Ethnicity (% of Respondents in Each Group)
• Respondents Who Have Purchased Footwear Products: Retailers from Which They Have Purchased Footwear Products in the Three Months Preceding Each Survey, by Region (% of Respondents in Each Group)
• Respondents Who Have Purchased Beauty Products: Retailers from Which They Have Purchased Beauty Products in the Three Months Preceding Each Survey, by Household Income (% of Respondents in Each Group)
• Respondents Who Have Purchased Beauty Products: Retailers from Which They Have Purchased Beauty Products in the Three Months Preceding Each Survey, by Age (% of Respondents in Each Group)
• Respondents Who Have Purchased Beauty Products: Retailers from Which They Have Purchased Beauty Products in the Three Months Preceding Each Survey, by Ethnicity (% of Respondents in Each Group)
• Respondents Who Have Purchased Beauty Products: Retailers from Which They Have Purchased Beauty Products in the Three Months Preceding Each Survey, by Region (% of Respondents)