When it comes to big-box discount stores, Walmart remains on top of the food chain. However, Target has carved out its own slice of the market with its creative branding and unique array of products. For brands that are sold at both Walmart and Target, it’s imperative to understand each retailer’s core consumers in order to win them over. Below, we take a look at the nuances that make them different.
Demographics
While Walmart customers span a variety of age groups, Target’s appeal is most strongly concentrated among those from ages 25-44.
|
Age Group |
Walmart (Index) |
Target (Index) |
|
Under 24 |
105 |
91 |
|
25-34 |
99 |
128 |
|
35-44 |
97 |
126 |
|
45-54 |
103 |
86 |
|
55-64 |
104 |
59 |
|
Over 64 |
94 |
53 |
Likewise, there are some distinctions between different ethnicities and their respective store preferences:
|
Ethnicity |
Walmart (Index) |
Target (Index) |
|
African American |
112 |
76 |
|
Asian |
53 |
129 |
|
Caucasian |
105 |
97 |
|
Hispanic |
91 |
114 |
Shopper Habits
Walmart shoppers tend to visit the store more frequently and stock up on more items than their counterparts at Target.
Purchase Cycle:
Average Basket Size:
Average Basket Cost:
Average Cost/Unit:
Did you know? In terms of share of foot traffic, Saturday is the top day for each retailer (19%), followed by both Friday and Sunday (16% each).
Other Channel Preferences
We can learn even more about each retailer’s consumers by looking at they other places they shop. These are their preferred channels in terms of affinity relative to the average consumer:
Walmart:
Target: