- Walmart is the biggest retailer in the US – and the world – and attracts millions of shoppers to its stores each year.
- With this in mind, Business Insider decided to look at what its average American shopper looks like. We used data gathered from Kantar Retail’s ShopperScape, a monthly survey that polls 3,000 US shoppers on their shopping habits.
- The data showed that the average Walmart shopper is a 46-year-old white woman with an annual household income of $76,000.
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Walmart is the world’s biggest retailer with more than 11,300 stores in 27 countries across the world.
There are over 5,700 Walmart stores in the US alone, attracting millions of shoppers each year. With this in mind, we decided to find out more about who’s shopping at Walmart and how these consumers compare to those who shop at some of its biggest rivals, namely Target, Costco, Kroger, and Amazon.
To do so, we gathered data from Kantar Retail’s ShopperScape, a monthly survey that polls 3,000 US consumers on their shopping habits. The data covers in-store and online shoppers who were surveyed between January and November 2019.
Find out more about these consumers’ demographics below:
The results show that the average American Walmart shopper is 46 years old and white and has an annual household income of just over $76,000. By comparison, Amazon's average customer is also 46 years old and white and has an annual household income of $84,000.
Of the five retailers included in this sampling, Target had the youngest average customer of all. In fact, 43% of its shoppers were millennials, a larger pool than any of its competitors included in the data.
When it comes to gender, the majority across most of these stores were women. Costco was the only anomaly here.
The average Costco shopper was not only older than at any other store, but they also had a higher annual household income, of just over $100,000, which makes sense given that consumers are required to pay membership fees to shop there.
But this is a substantial difference from Walmart's average shopper, for example, which had the lowest average income at just over $76,000.
Overall, white shoppers were in the majority across the board, followed by Hispanic shoppers.
