Infographic: What Brick-and-Mortar Shoppers Care About Most

Brands need to know about the consumers in their stores

illustration of people shopping
Families earning $25,000 to $50,000 a year account for a quarter of brick-and-mortar shoppers. Carlos Monteiro
Headshot of Sammy Nickalls

Brick-and-mortar shoppers are pretty evenly distributed across generations, but there are some key demographics that stand out, according to new research from consumer intelligence company Resonate.

Families with a combined income of $25,000 to $50,000 a year account for 25% of brick-and-mortar shoppers, making them the largest group, followed by those earning $50,000 to $75,000 (20%). And while minivans filled with kids may come to mind when thinking about shopping at the mall, over half of consumers who regularly shop in stores have no children (57%).

“Despite the growth in online shopping and direct-to-consumer brands, the majority of the population, across all age groups and income levels, still shops brick and mortar at a regular rate,” said Ericka Podesta McCoy, CMO, Resonate. “However … in order to tap into the wallets of brick-and-mortar shoppers, retailers must further segment their audiences and customize their messaging accordingly.”

This story first appeared in the Sept. 2, 2019, issue of Adweek magazine. Click here to subscribe.

@sammynickalls Sammy Nickalls is a freelance writer and the former departments editor at Adweek.