Consumer Cellular opens 100th store — with more locations to come
While much of the wireless industry continues to shift customers toward digital-only experiences, Consumer Cellular is growing its store network.
The wireless provider marked a major milestone in its national expansion strategy, opening its 100th company-owned store, in Salem, Ore. The opening comes at a time when Consumer Cellular’s retail channel has become one of its fastest-growing and highest-performing customer acquisition engines, the company said, reinforcing its belief that in-person service remains a competitive advantage, particularly for its target customers of Americans age 50-plus.
With 100 stores across 33 states, Consumer Cellular plans to reach 120 locations by the end of 2026.
“Retail isn't a legacy channel for us, it's a growth channel," said Ed Evans, CEO of Consumer Cellular. "The performance of our stores continues to reinforce what we've believed all along: When you combine affordable wireless service with real human support, customers respond.”
Consumer Cellular's retail stores accounted for 14.4% of all new customer accounts acquired year-to-date, up from 6.3% during the same period last year. Retail-generated customer acquisitions grew 83% year over year in the first quarter of 2026, while customers acquired through company-owned stores remain with Consumer Cellular at 10% higher rates than customers from other channels.
The average Consumer Cellular retail customer is 67 years old, about three years older than customers acquired through its other channels. The company said its retail expansion reflects its commitment to serving customers in the ways they prefer to engage. For many, the ability to compare devices in person, receive expert guidance, and build confidence in their purchase remains a key differentiator that drive both customer acquisition and long-term loyalty.
"For years, conventional wisdom suggested wireless would become an almost entirely digital business," said Elizabeth Hunter, COO of Consumer Cellular. "Our results tell a different story. Customers still value human expertise, particularly when they're making technology decisions. The strongest-performing channel in our business today combines the convenience of digital with the confidence that comes from in-person service."
