Executive Summary

Using data from Coresight Research consumer surveys, our Who Shops Where reports profile US shoppers at major retailers in selected categories. In this report, we look at the demographics of apparel shoppers.

• By age and income, Amazon’s typical apparel shopper is very close to the average for all apparel shoppers: Shopping for clothing and footwear on Amazon is a habit of mid-market shoppers.
• Amazon sees strong shopper numbers across income groups, with the penetration rate troughing among the lowest-income band.
• Target and T.J. Maxx attract a similar shopper: slightly younger than average with a close-to-average income.
• Shopping for apparel at Macy’s tends to increase as household income rises, but the popularity of Kohl’s tails off above the $100,000–$124,999 income range.

You may also be interested in our Who Shops Where reports on Groceries and Beauty and Grooming.