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05/10/2022

The retailer consumers shop most for everyday items is…

Dan Berthiaume
Senior Editor, Technology
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Two-thirds of consumers agree that one retailer is the place for everyday purchases.

Consumers have a clear favorite retailer when it comes to purchasing everyday items.

According to the new “Pulse of the American Consumer” survey from Engine Insights, a leading 65% of surveyed consumers visit Walmart to make everyday purchases. This was more than 20 percentage points higher than the second-most popular retailer for everyday items, Amazon (43%). Rounding out the top five were Dollar Tree (34%), Dollar General (31%), and Target (30%).

The survey also revealed the top 10 most important factors that influence respondents choice of where to shop for everyday items:

  1. Low prices (65%)
  2. Convenient location (58%)
  3. Easy to find what I’m looking for (42%)
  4. Wide selection (40%)
  5. Discounts/coupons (37%)
  6. Ease of checkout (27%)
  7. Cleanliness (24%)
  8. Free shipping (21%)
  9. Hours of operation (19%)
  10. Friendly staff (17%)

Looking at consumer budgeting for shopping trips to buy everyday purchases, the survey found that a leading 27% of respondents have an average spend of $100-200 per trip, while 19% spend on average both $200-$300 and $301-$500, with another 18% spending an average of less than $100 per trip.

Overall, 51% of respondents prefer to use a self-checkout for everyday purchases, and 49% prefer to visit a cashier. However, younger consumers are more likely to prefer the self-checkout option, including 62% of millennial respondents, 60% of Gen Z respondents, and 52% of Gen X respondents.

Looking at consumer attitudes toward advertising for everyday item retailers, the survey found the top 10 elements to be:

  1. Features of promotions and deals (44%)
  2. Features of products (37%)
  3. Informative/factual ads (33%)
  4. Features of loyalty programs (30%)
  5. Seasonal offerings (25%)
  6. Humor/wit (25%)
  7. Product suggestions (21%)
  8. Features people like me (20%)
  9. Catchy music (18%)
  10.  Playful/silly/funny (18%)

Other interesting findings include:

  • 65% of respondents prefer to visit larger stores to purchase everyday items, including 73% of respondents making more than $100,000 per year.
  • More than 64% of respondents do not factor in a retailer’s stance on social responsibility when purchasing everyday items.
  • 74% of respondents prefer to visit a brick-and-mortar store for everyday item purchases over using online delivery or pickup.
  • 59% of consumers prefer to make fewer, larger trips for everyday items.
  • 34% of consumers like to try new products when making everyday item purchases.

Consumers go basic
Everyday item spending may be on the upswing. The recent Alvarez & Marsal Consumer Retail Group Spring 2022 Consumer Sentiment Survey found spending reticence is being driven by concerns over inflationary pressures and price increases, which was cited as the #1 barrier to spending by 49% of respondents.

As a result, consumers have increasingly been focusing their spending on basic needs and experiences, while spending on indulgence and gifts continue to lose priority. Ninety percent of respondents in both the fall and spring surveys stated they plan to spend the same or more money on basic needs in the next six months.