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Infographic: Differentiating Walmart and Target Shoppers

  • Rob Patterson

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.

 

Differentiating Walmart and Target Consumers

 

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:

  • Mass Retailers: 1.8X
  • Dollar Stores: 1.5X
  • Fast Food: 1.3X
  • Gas & Convenience: 1.3X

Target:

  • Mass Retailers: 1.6X
  • Club Retailers: 1.5X
  • Pet Stores: 1.5X
  • Beauty: 1.5X