Consumer Behavior
Average US household shops 39 retailers each year
April 16, 2025
The average U.S. household shops across 39 unique retailers each year, with omnichannel shoppers spending nearly twice as much as brick-and-mortar or online shoppers.
Those are top findings from a Circana LLC research report on the evolving consumer landscape, according to a press release.
The report, "A Day in the Life of the Complete Consumer," also revealed overall consumer spending remains strong.
"Our study shines a light on the trade-offs consumers face daily, whether it's choosing value at dollar stores or splurging on small indulgences like gourmet coffee," Michelle Bennett, executive vice president of consumer and shopper insights at Circana, said in the release. "By understanding these moments, companies can align their offerings to what really matters to today's shoppers, driving loyalty and long-term growth."
Additional findings include:
- Low-income households are increasing trips to value retailers and dollar stores, while high-income households are driving growth in club stores and e-commerce.
- Consumers are becoming more selective with what they buy, shopping more often but buying fewer categories.
"Consumers' behaviors and expectations continue to evolve rapidly, and businesses must stay agile," Stephanie Epperson, vice president of consumer and shopper insights at Circana, said in the release. "The Complete Consumer research allows companies to anticipate these shifts and meet consumers where they are, whether it's offering personalized solutions or meeting demand for convenience and quality."
