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Meet the typical Walmart shopper, a 59-year-old white suburban woman earning $80,000 a year

Business Insider
Business Insider
 2022-01-17

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  • Walmart has more than 3,500 Supercenters across the US and made $555 billion in sales last year.
  • The retail giant has the highest customer loyalty among the leading brands in a survey of shoppers.
  • Walmart's average customer is a woman who is 59.5 years old, white, married, and earning $80,000 per year.
  • See more stories on Insider's business page .

Walmart is the largest retailer in the world, pulling in more than $555 billion in sales last year. Each week, 220 million customers visit its stores across 24 countries.

In the US, the company has more than 5,000 locations, including 3,570 Supercenters, and it employs nearly 1.6 million people.

Because of the retail giant's scale, the average Walmart shopper has a lot in common with the average US consumer, according to data from the analytics firm Numerator prepared for Insider.

Roughly 95% of the shoppers in Numerator's panel visited Walmart two or more times in the past year. Not only that, Walmart has the highest customer loyalty of the leading retailers profiled by Numerator.

More than 95% of those who shopped in 2020 visited the store in 2021, while only 2.2% quit shopping there – the lowest percentage of leavers of any brand in the survey.

Numerator found that Walmart's typical shopper in the US is a white woman between 55 and 64 years old, who is married and living in the suburbs of the Southeast. She typically has an undergraduate degree and earns about $80,000 per year.

She visits Walmart at least once per week — about 63 trips per year — and picks up 13 products for a total cost of about $54 per trip. 13.5% of her spending takes place at Walmart, while she spends about 11% at Amazon.

Her primary shopping categories in-store are groceries, including chicken, fruit, snacks and sweets, but she also gets a lot of fast food. Her favorite five brands at Walmart are Turkey Knob, Cheetos, Betty Crocker, Dole, and Tyson.

Read more of our typical shopper profiles:

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Comments / 584

Just Me a Voice
07-24

well again it can't just be a women. no you have to race bait. shameful. there are no true reporters anymore just sad ppl looking to shock and offend everyone

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Janet Roux
07-24

Who earns $80,000 a year !!! And she shops at Walmart ! She sure isn't on Social Security ! What is she doing at a Walmart ?

Reply(55)
166
J McLeod
07-25

Have you all seen the videos of the Walmart shoppers⁉️ Trust me, this kind of lady would be an absolute oddity in my Walmart’s ‼️ What a pack of lies‼️

Reply(3)
102

Comments / 0