Executive Summary

This report looks at key demographic characteristics of shoppers at America’s biggest apparel retailers. The top takeaways from our analysis of survey data include the following:

• The typical department store shopper is slightly older and more affluent than the average apparel shopper. Macy’s registers more consistent appeal across age groups than some of its rivals do.
• Target and T.J.Maxx attract younger age groups. Target’s popularity tails off rapidly beyond the 30–44 age group. T.J.Maxx is the only one of the biggest retailers seeing the highest shopper penetration among the 18–29 age group.
• Walmart’s average apparel shopper is significantly less affluent than the typical apparel shopper. More suprisingly, so is H&M’s average shopper, because its younger shoppers have not yet reached their peak earnings.
• Target registers relatively consistent appeal across income bands. T.J.Maxx sees high penetration rates among middle and higher earners, peaking among those with incomes of $100,000 to $199,999—although it registers strong appeal across all income bands.