Meet the typical Walmart shopper, a 59-year-old white suburban woman earning $80,000 a year

Walmart shopper
  • Walmart has more than 3,500 Supercenters across the US and made $US555 ($AU754) billion in sales last year.
  • The retail giant’s size and reach means the typical Walmart shopper closely resembles the average US consumer.
  • Walmart’s average customer is a woman who is 59.5 years old, white, married, and earning $US80,000 ($AU108,643) per year.
  • See more stories on Insider’s business page.

Walmart is the largest retailer in the world, pulling in more than $US555 ($AU754) billion in sales last year. Each week, 220 million customers visit its stores across 24 countries.

In the US, the company has more than 5,000 locations, including 3,570 Supercenters, and it employs nearly 1.6 million people.

Because of the retail giant’s scale, the average Walmart shopper has a lot in common with the average US consumer, according to data from the analytics firm Numerator prepared for Insider.

Roughly 95% of the shoppers in Numerator’s panel visited Walmart two or more times in the past year.

Walmart’s typical shopper in the US is a white woman between 55 and 64 years old, who is married and living in the suburbs of the Southeast. She typically has an undergraduate degree and earns about $US80,000 ($AU108,643) per year.

She visits Walmart at least once per week – about 63 trips per year – and picks up 13 products for a total cost of about $US54 ($AU73) per trip. 13.5% of her spending takes place at Walmart, while she spends about 11% at Amazon.

Her primary shopping categories in-store are groceries, including chicken, fruit, snacks and sweets, but she also gets a lot of fast food. Her favorite five brands at Walmart are Turkey Knob, Cheetos, Betty Crocker, Dole, and Tyson.