- Of 2,500 consumers surveyed by Consumer Edge Research (CER), 72% visited a Walmart store in the preceding 30 days. McDonald's was #2 with 57%, Amazon was #3 with 48%, and Target was #4 with 45%.
- CER says Walmart's consumers are less affluent, less educated, and older than the overall population. For example, 44% of the total US population is "lower income," defines as annual HH income of $40,000 or less. Of Walmart's total shopper base, 56% are "lower income." In education, 41% of Americans have a college degree; 24% of Walmart's shoppers do. In terms of age, 16% of Americans are 65+; 20% of Walmart shoppers are.
- Walmart shoppers are also more worried about "current job security" than Americans overall.
- CER retail analyst Faye Landes writes, “We learned, in rather depressing detail, that [Walmart’s] core customers are experiencing considerable financial pressure, which affects both their current purchasing behavior and their plans for the future.”
Dollars and Categories Purchased
- According to CER, “heavy” shoppers spend $282 per month at Walmart vs. $166 at Target.
- In terms of categories purchased, the most purchased at Walmart is groceries; 74% of Walmart shoppers buy groceries at Walmart. 61% of shoppers buy household products such as laundry detergents, diapers, etc.
- Just 39% of Target shoppers buy groceries at that chain. Target excels at clothing; 30% of Walmart shoppers buy clothing at Walmart, while 37% of Target shoppers buy clothing at Target.
- In recent years, Walmart has been tinkering around with its stores, eliminating “action alley” and then bringing it back, and paring down SKUs and then increasing them. 44.1% of Walmart shoppers say they are “very satisfied,” while 57.4% of Target shoppers say the same.