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

What's Inside

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

Companies mentioned in this report include: Amazon, Costco, Dollar General, Dollar Tree/Family Dollar, Kohl’s, Macy’s, Target, Temu, Walmart

Other relevant research:

• This report is an update to our August 2023 report.
• The Coresight Research US Consumer Survey Databank provides additional insight into US consumer behaviors from our weekly surveys.
• Visit the Coresight Research Fashion and Luxury Hub to explore sector data, reports and company profiles.