New Study Looks at Where 2024’s Consumers Are Shopping

Kanika Talwar
3 min read
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When it comes to consumer demographics, retailers are constantly looking for ways to segment their shoppers and expand into other target cohorts.

A new study by Coresight Research gives insight into who are the 2024 shoppers in the apparel and accessories, footwear, and beauty sector — which is characterized by age and household income. The report surveyed more than 5,200 U.S. consumers aged 18 and older from May to July.

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Within the non-food shopper profiles, the report’s authors found that Amazon appeals the most to older demographics versus other brick-and-mortar retailers. Macy’s also has the biggest urban shopper among non-food retailers, followed by Target.

For apparel and accessories, Kohl’s has the oldest average shopper and H&M has the youngest average shopper. Nordstrom (noted in the report as Nordstrom and Nordstrom Rack) and Dick’s Sporting Goods hold interest amongst the high-income consumers. Amazon, Target and TJX stores (noted in the report as HomeGoods, Homesense, Marshalls, Sierra and T.J. Maxx) are also frequented by six-figure household incomes.

Lower-cost online retailers such as Shein and Temu, appealing the most to urban shoppers, are frequented by a majority of women, while men stick to apparel specialty stores. Off-price retailers also have different income appeals; TJX is frequented by high-income shoppers, while Ross is appealing to low-income shoppers. JCPenney is the only retailer appealing to both middle-income and high-income consumers.

Looking at footwear, Skechers has the oldest average shopper while Jordan, Converse and Vans have the youngest average shopper. Adidas, Dick’s Sporting Goods, Adidas and Target are appealing to high-income shoppers. Target also has the most urban consumer base and Skechers has the least urban. Amazon and DSW are shopped at by both middle-income and high-income consumers.

Women tend to shop the most at Skechers and Converse, while men shop the most at Dick’s Sporting Goods and New Balance. The report finds that the only retailer to attract low-income shoppers over high-income shoppers is Walmart.

Within the beauty market, CVS Pharmacy, Walmart and Amazon have the oldest average beauty shoppers and non-traditional platforms such as TikTok and YouTube boast the youngest average shoppers. High-income consumers are shopping at Sephora at Kohl’s, Ulta or Ulta at Target and directly on the brand’s websites.

YouTube has the most urban consumer base and Walmart is the only retailer to have a predominantly rural base. While YouTube is the only retailer to see more men than women shoppers, most women shop at Ulta or Ulta at Target. Target and Sally Beauty are frequented the most by middle-income consumers. The report’s authors see that Target, Walmart and Amazon are the most dominant versus beauty specialty stores and drugstores. 

“The US Consumer Survey Insights Extra Who Shops Where? 2024 Shopper Demographics report uncovered interesting trends among shoppers that reflects current economic conditions and the ongoing impact of inflation on consumers shopping habits,” said Deborah Weinswig, chief executive officer of Coresight Research. “For example, TJX is a popular apparel and accessories retailer for households with six-figure incomes. There were also interesting discrepancies. While Shein and Temu were generally shopped more by lower income households, only Temu skewed to rural shoppers. We also noticed that women do the majority of the bargain hunting online for apparel. Low-cost online retailers appeal mostly to women, while more men shop at apparel specialty retailers.”

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