Infographic: Differentiating Walmart and Target Shoppers

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:

Walmart: 21.6 days
Target: 47.7 days

Average Basket Size:

Walmart: 11.0 units
Target: 7.6 units

Average Basket Cost:

Walmart: $50.95
Target: $46.92

Average Cost/Unit:

Walmart: $4.63
Target: $6.17

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: