Physical Retail Stores Analysis

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Part
01

Physical Retail Stores Analysis

Customers who shop at Walmart, CVS, Target, Dollar General, Walgreens, and Dollar Tree are primarily women while those who shop at 7-Eleven, Kroger, Home Depot, and Rite Aid are mainly men. More details on the income and gender of these shoppers have been outlined below.

WALMART

CVS

  • About 52% of CVS customers are female, while 48% are male.
  • Almost 50% of CVS customers have an annual household income of more than $50,000. Specifically, 17% earn more than $125,000, while 15% earn between $100,000 to $125,000.
  • CVS shoppers are mainly above 35 years old. Only 29% of these shoppers are between 18 to 34.
  • Up to 68% of CVS shoppers are homeowners and 66% are currently employed.

Target

  • The average Target customer is a white 41-year-old female with an annual household income of $69,482.
  • About 78% of Target shoppers are women.
  • Roughly 28% of Target customers have an annual household income of more than $100,000 while 23% have an annual household income of $25,000 to $49,900.
  • Up to 24% of Target customers are between 25 to 34 years old, while 20% are between 35 to 44, and 18% are aged 45 to 54.
  • Target is most popular among Gen Xers in the US, closely followed by millennials. It is least popular among seniors - those born before 1946.

7-Eleven

Dollar General

  • Over 70% of Dollar General customers are women.
  • Roughly 35% of Dollar General shoppers have an average household income of less than $25,000 annually, while 28% have an average household income of between $25,000 to $49,900.
  • Dollar General is most popular among shoppers between ages 45 to 64.
  • It is least popular among younger millennials, specifically those aged 18 to 24.

Kroger

  • Up to 30% of Kroger customers have an average household income of between $60,000 to $100,000 while 29% have an average household income of $100,000 and more.
  • Roughly 52% of Kroger shoppers are men while 48% are women.
  • Over 16% of Kroger shoppers are African Americans while 15% are Caucasians.
  • Most Kroger shoppers are Gen Xers closely followed by millennials.

Walgreens

Home Depot

Dollar Tree

  • Dollar Tree is most popular among females as evidenced by the fact that about 75% of its customers are women.
  • Roughly 22% of Dollar Tree customers have an average household income of less than $20,000 while 19% earn between $20,000 to $40,000, and 16% have an average household income of $40,000 to $60,000.
  • Dollar Tree is also most popular among baby boomers.

Rite Aid

RESEARCH STRATEGY

In order to identify the gender and average household income of Walmart, CVS, Target, 7-Eleven, Dollar General, Kroger, Walgreens, Home Depot, Dollar Tree, and Rite Aid shoppers/customers, we first examined their annual reports for any mention of the demographics of their customers. While these annual reports had helpful data on their target audience, there was no information provided on the income and gender of their customers. We proceeded to comb through their respective websites and press releases. This approach offered information on who these brands have been marketing to lately - primarily millennials. However, this information is not the same as people who actually buy products from them. Next, we turned to data intelligence platforms like Statista and Numerator. Statista had financial data on these companies but there was nothing specific on their customers. Numerator, on the other had, offered the household income and age of shoppers at these companies. Still, we needed to find the gender of these shoppers.

As an attempt to find this data, we focused on news articles published by business news websites like Business Insider and Forbes. Through this method, we found studies done between 2014 to 2016 on the demographics of customers who shop at Walmart, CVS, Target, 7-Eleven, Dollar General, Kroger, Walgreens, Home Depot, Dollar Tree, and Rite Aid. Since this is beyond our typical 2-year limit, we further attempted looking for more recent data. Most of these outdated sources cited Kantar Retail. We then scanned the company's website for any mention of more recent studies. Indeed, Kantar Retail did more recent studies on the demographics of these shoppers but the company required users to subscribe to its service (with payment) before accessing these recent surveys. Therefore, we had to rely on the 2014 to 2016 demographic data.
Sources
Sources