Meet the typical Target shopper, a millennial suburban mom with a household income of $80,000

Target shopper
  • Target has more than 1,897 stores in the US, with 30 of those newly opened in 2020.
  • The Minneapolis-based retailer employs 409,000 people and made $US92.4 ($AU126) billion in sales in 2020.
  • Target’s average customer is a woman who is 39 years old, white, married, with a household income of $US80,000 ($AU108,903).
  • See more stories on Insider’s business page.

Target is the seventh-largest retailer in the world, pulling in more than $US92.4 ($AU126) billion in sales last year. The store operates across the US, with 1,897 stores in all 50 states, and it employs nearly 409,000 people.

Nearly eight out of 10 US shoppers are Target customers, according to data from the analytics firm Numerator prepared for Insider.

Numerator found that Target’s typical shopper is a white suburban mother between 35 and 44 years old. She typically has some college or a 4-year degree education with a household income of $US80,000 ($AU108,903).

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The typical customer visits Target every other Saturday or so – about 21 trips per year – and picks up 7 products for a total cost of about $US49 ($AU67) per trip, Numerator found.

In its annual report Target says that sales are roughly equal across its five product categories: apparel and accessories, food and beverage, “hardlines” (like appliances or sporting goods), home furnishings and décor, with a slight edge in favor of beauty and household essentials.

About 4% of her spending takes place at Target – about a third of what she spends at Walmart. Target shoppers also tend to choose Target-owned private labels, especially for children’s apparel. The company says one third of its 2020 sales – or about $US30 ($AU41) billion – was related to its exclusive in-house brands, including All in Motion, Cat & Jack, Made By Design, and Project 62.