After years of focusing a significant proportion of its growth on urban markets, Target is doing almost as much business with urban as with suburban homeowners, according to Numerator.
The market researcher reported that 68% of Target customers are homeowners, with 39% of those homeowners living in suburban areas and 38% living in urban areas.
Target has focused on urban consumers by adapting existing formats and developing new store concepts to serve city dwellers. The company has created urban formats in part to serve customers in-store, but also to generate distribution points to enhance home delivery.
In 2024, 78% of households in the United States shopped at Target at least once.
Among other Numerator findings about Target:
- The average Target shopper spent $1,087 with the retailer last year, making 23 total purchases.
- Target had an 86% customer repeat rate.
- 47% of Target shoppers fall in the middle income range of $40,000-125,000, while 32% fall into the higher $125,000-plus range.
- Target shoppers are more likely to be Gen Zers and Millennials compared to all U.S. shoppers.
- Consumers shopping at Target are 15% more likely to be Asian and 11% more likely to be Hispanic than average.
- Target shoppers are slightly more likely to be committed to organics compared to all U.S. consumers.
