Whether it’s a boutique or department store, we all have a favorite place to shop. But according to InfoScout, a company that measures Americans’ shopping patterns, people 24 and under prefer to shop at Walmart over Target, Whole Foods and Trader Joe’s.
This might come as a surprise to most of us, including Stephen Quinn, Walmart’s Chief Marketing Officer. “That kind of shocks a lot of people, including inside the company,” he told Ad Age. “As millennials become time-crunched with relationships and kids coming along, it’s opening up a strong need for them to have a one-stop shop.”
Previous to this new data, the general perception was that young people preferred smaller, niche brands and stores. But Jill Ramsey, VP-merchandising for Walmart.com, attributed Walmart’s success to its website and mobile investments. “We know our online customer skews younger,” she said. “We’re learning what assortment appeals to that customer.”
Additionally, Walmart in particular might hold some sentimental value to millennials, since we’re the first generation to grow up with it as a leading retailer. “It could be [millenials’] Baby Boomer parents dragged them to Walmart so much it feels a bit like home,” Quinn said.
InfoScout also shows that people ages 25-34 prefer Walmart to Whole Foods and Trader Joe’s, only beaten out by Target. Whether millennials want the convenience of a one-stop shop or like to save money, it seems like they’ll choose Walmart more often than not.