I don't know about Dollar General but the demographics of Walmart shoppers is not especially low-end. If my own experience is any indication, there's one that's convenient to me, they have good prices, and they're a one-stop shop for a lot of things. I don't particularly like shopping there but it's a convenient place to pick up staples.
According to Kantar Retail’s ShopperScape, the average Walmart customer is a 51-year-old female with an annual household income of $56,482. Interestingly, that number exceeds the U.S. median household income by $4,500, as measured by the U.S. Census Bureau in 2013, which goes against the perception of Walmart as a low-end discount chain. Eighteen percent of Walmart shoppers earn more than $100,000 per household annually. And Walmart shoppers as a whole, actually earn more than Kmart shoppers.
According to Kantar Retail’s ShopperScape, the average Walmart customer is a 51-year-old female with an annual household income of $56,482. Interestingly, that number exceeds the U.S. median household income by $4,500, as measured by the U.S. Census Bureau in 2013, which goes against the perception of Walmart as a low-end discount chain. Eighteen percent of Walmart shoppers earn more than $100,000 per household annually. And Walmart shoppers as a whole, actually earn more than Kmart shoppers.
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