Walmart is one of the largest retail chains in the world, with over 11,300 locations in 27 countries.
Walmart’s success can be attributed to its low prices on in-demand and necessary items.
You might be curious as to who Walmart’s target market in the United States is. What age group, for example, frequents Walmart the most?
So, as of 2025, here’s everything you need to know about Walmart’s target market in the United States!
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Walmart’s Target Market In 2025
Walmart’s low prices on a wide range of products are intended to appeal to consumers of all ages and socioeconomic backgrounds.
Customers at Walmart, on the other hand, are on average 46 years old, with women shopping there more frequently as of 2025.
Furthermore, 60 percent of Walmart’s customers are white or Caucasian.
What Racial Demographics Shop At Walmart The Most?
When looking at Walmart shopper profiles by race, white or caucasian customers make up the bulk of the company’s consumer base.
In the United States, for example, White individuals account for more than 60% of Walmart shoppers.
Following Black customers, Hispanics are the second most common race to shop at Walmart.
When compared to other retail establishments, Walmart’s client base follows a similar pattern, with White customers accounting for the largest percentage of the total.
What Is The Average Age Of Walmart Shoppers?
According to an industry study comparing the average age of customers at other retail establishments, Walmart customers are 46 years old on average.
People between the ages of 25 and 34 make up the greatest number of Walmart customers, accounting for more than 20% of the retail store’s total.
Walmart’s customer base spans multiple age groups since it sells such a diverse range of products and offers some of the lowest prices available.
Customers at Walmart, for example, range in age from 18 to 65 years old.
Walmart, unlike other retailers, does not specifically target a specific age group.
This organization is able to deliver things that are desired by individuals of all ages.
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Walmart Marketing Goals
Shoppers from all socioeconomic groups are more price-sensitive during times of inflation and rising grocery bills, and they turn to Walmart for their grocery shopping and other consumer needs.
Walmart’s positioning as a low-cost, one-stop shop for people and families of all income levels will remain a key differentiator.
Furthermore, the company will continue to market itself in the e-commerce space in order to take advantage of the massive shift in consumer behavior toward online purchases.
As previously stated, Walmart is already competing with Amazon in the e-commerce area and doing quite well.
What Gender Shops At Walmart More Often?
When it comes to which gender shops at Walmart the most, the gender divide is quite even.
Women, on the other hand, shop at Walmart in greater numbers than men.
Women make up over 60% of Walmart’s consumer base, while men make up about 40% of the store’s customer base.
When comparing Walmart’s customer base to that of other retailers such as Target, Costco, and Kroger, a similar pattern emerges.
Women make up a larger share of the client base at Walmart and other retail outlets than men.
What Group Of People Is Walmart’s Target Market?
Although certain demographics are more likely to shop at Walmart, the store’s target market is extremely broad.
Walmart’s target demographic is ordinary people looking to save money on both needed and non-essential things.
People who buy at Walmart are mostly seeking good deals on things since they have worked hard for their money.
Walmart’s savings are typically incomparable when compared to other retail establishments, which makes it very appealing to customers who live paycheck to paycheck.
What Customer Age Does Walmart Target Most Heavily?
Although Walmart caters to clients of all ages, the retail behemoth focuses the majority of its marketing efforts on Millennials, or younger consumers.
Walmart caters to Millennials because they are younger customers who have not yet developed a strong loyalty to a certain retailer.
Walmart uses social media as part of its marketing plan to reach out to the younger generation.
Furthermore, Millennials prefer Walmart to other retail establishments because of the low costs of necessities such as groceries, paper goods, and home décor.
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Conclusion
When it comes to the types of customers who buy at Walmart, the retailer tries to appeal to a wide range of people.
Walmart consumers range in age from 18 to 65 years old, with an average age of 46.
Additionally, consumers of all income levels shop at Walmart, with $100,000 or more being the most common income bracket.
Walmart’s everyday cheap pricing, on the other hand, is especially appealing to budget shoppers.