Walmart’s Target Market (Demographics, Age, Gender, Segmentation, Salary + More)

Walmart is one of the leading retail stores in the world, with over 11,300 stores in 27 countries around the world. One reason Walmart is so successful is credited to its low prices on in-demand and essential products.  

You may wonder what Walmart’s target market is in the United States. For example, what age group shops at Walmart most often?  

Well, here is everything you need to know about Walmart’s target market in the United States!  

Walmart’s Target Market

Walmart’s low prices on a wide variety of products sold are designed to cater to people of all ages and income statuses. However, the average age of customers at Walmart is 46 years old, with women frequenting the store more often. Additionally, 60% of Walmart’s customer base is white/caucasian.  

To learn more details about Walmart’s target market and what age group Walmart markets to most, keep on reading!  

What Racial Demographics Shop At Walmart The Most?

When looking at shopper profiles at Walmart based on race, white or caucasian shoppers make up a majority of Walmart’s customer base.

For example, over 60% of the people who shop at Walmart in the United States are White.  

Hispanic shoppers are the second most popular race that shops at Walmart, followed by Black customers.  

Compared to other retail stores, the race of Walmart’s customer base follows an identical pattern, with White shoppers making up the most significant percentage of the customer base.  

What Is The Average Age Of Walmart Shoppers?

Based on market research comparing the average age of customers between retail stores, the average age of Walmart shoppers is 46 

The largest percentage of customers at Walmart is people between the ages of 25 and 34 years old, making up over 20% of the retail store’s customer base.  

Because Walmart carries such a wide array of inventory and offers some of the lowest prices available, Walmart’s customer base spans across several age groups.  

For example, Walmart’s customers range from 18 to people over the age of 65.

Unlike other retail stores, Walmart does not explicitly target one age group. Essentially, Walmart is able to provide products that people of all ages demand.  

What Gender Shops At Walmart More Often?

When it comes to what gender shops at Walmart more, it is pretty evenly split. However, women tend to shop at Walmart more than the number of men do.  

For example, almost 60% of Walmart’s customer base is women, and around 40% of the store’s customers are men.  

The customer base follows a similar pattern when comparing Walmart to other retail stores like Target, Costco, and Kroger.

At both Walmart and other retail stores, women make up a more significant percentage of the customer base.  

What Is The Average Household Income Of Walmart Shoppers?

One aspect that draws so many customers to Walmart is its extremely low prices, which cater to households of all incomes.  

However, the average income of Walmart shoppers is $76,000, with the highest percentage of customers reporting an annual income of over $100,000 a year.  

The second most popular annual income range that shops at Walmart are customers that earn between $25,000 and $50,000 a year.  

When looking at the average income of Walmart shoppers compared to their competitors like Costco and Target, Walmart reports fewer customers with an annual income of $100,000 or more per year.  

For example, between 40-50% of customers that shop at Costco and Target earn more than $100,000, while only 30% of shoppers at Walmart fall into this category.  

What Group Of People Is Walmart’s Target Market?

What Group Of People Is Walmart's Target Market?

Although there are certain demographics that shop at Walmart more frequently, the store’s target market is quite general.  

In fact, Walmart’s target market is everyday consumers who want to save money on essential and non-essential items.  

Basically, people who shop at Walmart are looking to receive great prices on items because they work hard for their money.  

Walmart is incredibly enticing to customers who live paycheck to paycheck, as Walmart’s savings are often unbeatable compared to other retail stores.  

What Customer Age Does Walmart Target Most Heavily?

Although Walmart attempts to cater to customers of all age categories, the retail giant places most of its marketing attention on younger consumers, referred to as Millennials.  

Walmart markets to Millennials because they are younger consumers that have not yet become loyal to certain stores.

One way Walmart markets to the younger generation is by integrating social media into its marketing campaign.  

Additionally, Millennials prefer shopping at Walmart rather than other retail stores because of the low prices on essential items like groceries, paper products, and home decor.  

How Frequently Do Walmart Customers Shop?

With over 4,000 stores across the United States, it is likely that there is a Walmart located near you!  

Because there are so many Walmart locations, their customer base visits the store more frequently than other retail stores like Target.

For example, Walmart customers visit the store every 21.6 days on average.  

This purchase cycle is almost half that of the consumer purchase cycle at Target, which is 47.7 days. Additionally, Walmart shoppers tend to purchase more items per trip than other retail stores.  

People who shop at Walmart buy an average of 11 items and spend an average of $51 per trip.  

Although the amount spent per trip at Walmart is about the same at Target, the number of items averaged per trip is more, with Target customers buying an average of 7.6 items per shopping trip.  

This data further proves that Walmart offers lower prices than its competitors.  

How Many People Shop At Walmart Every Day?

As one of the leading retail stores in the world, Walmart welcomes customers from different walks of life every day.  

When it comes to the number of customers that shop at Walmart each day, around 37 million people visit the retail giant!

Additionally, Walmart reports an average of 271 million shoppers each week, according to a 2019 report 

Now that you know about Walmart’s target market, you may also read our related posts on the best time to shop at Walmart, 13 reasons why Walmart is so cheap, and the Walmart’s history & logo meaning.


When it comes to the type of customer who shops at Walmart, the store attempts to reach as broad an audience as possible.

With that, people ages 18 to 65 shop at Walmart, and the average age of Walmart customers is 46.  

Additionally, people of all income statuses shop at Walmart, with the most popular income bracket that shops at the retail store being $100,000 or greater.  

However, Walmart’s everyday low prices are especially enticing to consumers living on a budget.  

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Marques Thomas

Marques Thomas graduated with a MBA in 2011. Since then, Marques has worked in the retail and consumer service industry as a manager, advisor, and marketer. Marques is also the head writer and founder of

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