Numerator Retailer Snapshots: Most U.S. households shop Amazon

Eighty-one percent of U.S. households made a purchase at Amazon in 2023. And Target is not far behind.

That’s according to Numerator’s new “Retailer, Restaurant & Brand Snapshots,” which provides a look at key shopping metrics and shopper profiles for various U.S. retailers, limited-service restaurants and brands.

The households who shopped Amazon averaged 72 orders during the course of the year, spending more than $2,600.

Target had 77% U.S. household penetration, with an annual buy rate of $1,103 and an annual purchase frequency of 23 times during the course of the year,  the report found. 

Other insights from Numerator report are below:

•Costco had 45% household penetration with an annual buy rate of $3,016 and an annual purchase frequency of 30 times.

•Among home improvement stores, The Home Depot sees higher household penetration (69% of U.S. households shopped at Home Depot in 2023) and more urban and suburban shoppers, while Lowe’s (58% household frequency) over indexes with rural shoppers.

•Shoppers of Whole Foods Market (33% household penetration) and Trader Joe’s (29% household penetration) are likely to be high income, urban millennials committed to buying organics.  

•Eighty-percent of U.S. households shop at Dollar Tree annually compared to 60% for Dollar General. But Dollar General shoppers tend to spend more annually – $485 versus $281. 

•Shoppers at discount grocery chain Aldi are more likely to be Baby Booomers and live in rural or suburban areas.   

•Walgreens has 70 U.S. household penetration, who average 13 trips and spend $316 annually.

•CVS captures 69% of U.S. households, who average 18 trips and spend $392  annually. 

For more retailer snapshots, click here.