This is what the average Walmart shopper looks like

With this in mind, Business Insider decided to look at what its average American shopper looks like. We used data gathered from Kantar Retail's ShopperScape, a monthly survey that polls 3,000 US shoppers on their shopping habits.
The datashowed that the average Walmart shopper is a 46-year-old white woman with an annual household income of $76,000.
Visit Business Insider's homepage for more stories .

Walmart is the world's biggest retailer with more than 11,300 stores in 27 countries across the world.

There are over 5,700 Walmart stores in the US alone, attracting millions of shoppers each year. With this in mind, we decided to find out more about who's shopping at Walmart and how these consumers compare to those who shop at some of its biggest rivals, namely Target, Costco, Kroger, and Amazon.

To do so, we gathered data from Kantar Retail's ShopperScape , a monthly survey that polls 3,000 US consumers on their shopping habits. The data covers in-store and online shoppers who were surveyed between January and November 2019.

Find out more about these consumers' demographics below:

The results show that the average American Walmart shopper is 46 years old and white and has an annual household income of just over $76,000. By comparison, Amazons average customer is also 46 years old and white and has an annual household income of $84,000.

BusinessInsider USA Images

Ruobing Su/Business Insider

Of the five retailers included in this sampling, Target had the youngest average customer of all. In fact, 43% of its shoppers were millennials, a larger pool than any of its competitors included in the data.

BusinessInsider USA Images

Ruobing Su/Business Insider

When it comes to gender, the majority across most of these stores were women. Costco was the only anomaly here.

BusinessInsider USA Images

Ruobing Su/Business Insider

The average Costco shopper was not only older than at any other store, but they also had a higher annual household income, of just over $100,000, which makes sense given that consumers are required to pay membership fees to shop there.

BusinessInsider USA Images

Ruobing Su/Business Insider

But this is a substantial difference from Walmart's average shopper, for example, which had the lowest average income at just over $76,000.

Overall, white shoppers were in the majority across the board, followed by Hispanic shoppers.

BusinessInsider USA Images

Ruobing Su/Business Insider

This is what the average Walmart shopper looks like

The results show that the average American Walmart shopper is 46 years old and white and has an annual household income of just over $76,000. By comparison, Amazons average customer is also 46 years old and white and has an annual household income of $84,000.

Of the five retailers included in this sampling, Target had the youngest average customer of all. In fact, 43% of its shoppers were millennials, a larger pool than any of its competitors included in the data.

When it comes to gender, the majority across most of these stores were women. Costco was the only anomaly here.

The average Costco shopper was not only older than at any other store, but they also had a higher annual household income, of just over $100,000, which makes sense given that consumers are required to pay membership fees to shop there.

Overall, white shoppers were in the majority across the board, followed by Hispanic shoppers.

Sign up for Business Insiders retail newsletter, The Drive-Thru, to get more stories like this in your inbox .

FOLLOW BUSINESS INSIDER AFRICA

Recommended articles

Egypt gets back its 3,400 old antique from Switzerland

Top 10 African countries that offer the most opportunities for prosperity

Trusteeship is for everyone, including you

IMF drops suggestions for Nigeria’s currency recovery

Top 10 African countries with the highest military expenditure

10 wealthiest cities in Africa in 2024

First migrant flight to Rwanda from UK to depart in July - Sunak

Kenyan industries with the most cases of money laundering

RIF Trust residency and citizenship by investment for Africans in 2024