New Study Looks at Where 2024’s Consumers Are Shopping
When it comes to consumer demographics, retailers are constantly looking for ways to segment shoppers and expand into additional target groups.
A new study from Coresight Research provides insight into who shoppers will be in 2024 in the apparel and accessories, footwear, and beauty sectors — sectors characterized by age and household income. The report surveyed more than 5,200 U.S. consumers aged 18 and older from May to July.
Among non-food shopper profiles, the report’s authors found that Amazon has the most appeal to older demographics than other brick-and-mortar retailers. Macy’s has the largest number of urban shoppers among non-food retailers, followed by Target.
For apparel and accessories, Kohl’s has the oldest average shopper, while H&M has the youngest. Nordstrom (referred to in the report as Nordstrom and Nordstrom Rack) and Dick’s Sporting Goods are attracting interest from higher-income shoppers. Amazon, Target, and TJX stores (referred to in the report as HomeGoods, Homesense, Marshalls, Sierra, and T.J. Maxx) are frequented by shoppers with six-figure household incomes.
Low-cost online retailers that appeal most to urban shoppers, such as Shein and Temu, are frequented mostly by women, while men stick to specialty apparel stores. Discount retailers also have different income appeals; TJX is frequented by higher-income shoppers, while Ross attracts lower-income shoppers. JCPenney is the only retailer that attracts both middle-income and upper-income shoppers.
Looking at footwear, Skechers has the oldest average shopper, while Jordan, Converse, and Vans have the youngest. Adidas, Dick’s Sporting Goods, and Target appeal to upper-income shoppers. Target also has the largest group of urban shoppers, while Skechers has the smallest. Amazon and DSW have a mix of middle-income and upper-income shoppers.
Women tend to shop most at Skechers and Converse, while men shop most at Dick’s Sporting Goods and New Balance. The only retailer that attracts lower-income shoppers over higher-income shoppers is Walmart, the report found.
In the beauty market, CVS Pharmacy, Walmart, and Amazon have the oldest average beauty shoppers, while non-traditional platforms like TikTok and YouTube have the youngest average shoppers. Higher-income shoppers shop at Sephora at Kohl’s, Ulta or Ulta at Target, and directly on brand websites.
YouTube has the largest urban consumer base, while Walmart is the only retailer with a predominantly rural consumer base. While YouTube is the only retailer with more male shoppers than female shoppers, most women shop at Ulta or Ulta at Target. Target and Sally Beauty are most frequented by middle-income shoppers. The report authors believe that Target, Walmart, and Amazon dominate when compared to beauty specialty stores and drugstores.
"The U.S. Consumer Survey Insights report, 'Who Shops Where? Shopper Demographics to 2024,' reveals interesting trends among shoppers that reflect current economic conditions and the continued impact of inflation on consumer shopping habits," said Deborah Weinswig, CEO of Coresight Research. "For example, TJX is a popular apparel and accessories retailer for households with six-figure incomes. There are also interesting differences. While Shein and Temu's shoppers are more likely to come from lower-income households in general, only Temu skews toward rural shoppers. We also noticed that women make up the majority of those looking for apparel bargains online. Low-cost online retailers primarily appeal to women, while more men shop at specialty apparel stores."