Analyst CornerAnalyst Corner: Understand Who Shops Where in US Retail, with Aditya Kaushik Aditya Kaushik, Analyst Sector Lead: John Mercer, Head of Global Research and Managing Director of Retail Research September 6, 2026 Reasons to ReadEach Analyst Corner features highlights and insights from the respective week’s “Report of the Week”—our featured must-read research report. This week, our featured report was Who Shops Where? 2026 Shopper Demographics: US Consumer Survey Insights Extra. This week, Aditya Kaushik, Analyst, explores highlights from our new US shopper profiles, covering many retailers and supported by consumer research across many thousands of consumers. Discover how demographic shifts are reshaping US retail—and which retailers are winning in a polarized, fragmented marketplace. Read this report to discover answer to these questions: How do Walmart and the dollar store chains differ in the shoppers they attract, despite both competing on price? How do various fashion-led retailers such as Zara, H&M and Urban Outfitters compare to department stores Kohl’s and Macy’s, and cross-border platforms Shein and Temu, in the shopper profiles they reach? How do footwear brands including Jordan, Ugg, Foot Locker and Skechers differ in the age and ethnic makeup of their shoppers? How do social platforms such as TikTok, Instagram and YouTube compare to store-based beauty retailers in reaching younger, more male and more ethnically diverse beauty shoppers? Companies mentioned in this report include: Walmart, Amazon, Temu, Shein, Foot Locker, Skechers, Macy’s, TikTok, Instagram, YouTube, Kohl’s, Urban Outfitters, Zara, Jordan, Converse, Ugg. Other relevant research: Who Shops Where? 2026 Shopper Demographics: US Consumer Survey Insights Extra All Analyst Corners This document was generated for
