In this study we present a look at how the changing demographics and household types in America affect shoppers’ behaviors.
- We look at the traditional How America Shops® measures of financial comfort and see security rebound from where it was at the end of 2023 to be more in line with where it’s been in recent years.
- We predict how the increase of shoppers living in single-person or multi-generational households will affect not only what they buy, but where and how often they buy it.
- Detailed demographic profiles of who the weekly shopper is across different channels and retailers, along with where (…and why!) they’re shopping both more and less often.
- Most shoppers prefer to save up their extra money for a big splurge, they do so in little ways like not paying for food delivery, and when they do it’s more likely for a special, physical item rather than an experience. However these—and other—attitudes aren’t consistent across all demographics and household types, and the groups where they diverge might be surprising.
What we present here is insight to the ways that the American shopping population is changing, for good. How will this affect your retail strategy?
Our latest shopper insights – at your fingertips
Our national How America Shops® surveys explain what’s driving shopping behaviors, sentiments that influence how and where shoppers spend time and money what engages them emotionally, how categories and the retail landscape will be impacted.If you’re not a subscriber, send us a message using the form here.
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