US Black Consumers and Shopping at Mass Merchandisers 2024

This report covers how Black consumers shop at mass merchandisers, enabling in-depth insights into this growing consumer demographic. Below, we’ve summarized the core areas analyzed and provided hand-selected findings from the full document.

Core Areas Analyzed

• Black consumers’ online and in-store shopping habits at top mass merchandisers/warehouse stores.
• Items purchased at mass merchandisers and Black consumers’ relationship with private label brands.
• Reasons why Black consumers shop at mass merchandisers and shopping occasions.
• Black consumers’ perceptions of top mass merchandisers.
• Desired improvements for mass merchandisers.
• Innovative marketing strategies and partnership opportunities to target Black consumers.

Black Consumers’ Shopping Trends at Mass Merchandisers

• Black consumers frequent mass merchandisers for convenience and value, often purchasing essentials like food, beverages, and personal care items. They appreciate the ability to complete all their shopping in one trip and find these retailers cost-effective for fulfilling everyday needs.
• While Black consumers prioritize affordability, they are less brand loyal and are open to experimenting with new products, including private label brands. They seek a balance of quality and price, for example with scent playing an elevated role in cleaning product selection.
• Black consumers value corporate responsibility and fair treatment from retailers. They are attracted to mass merchandisers who are committed to community welfare and social responsibility. Trust and brand integrity are important, as Black consumers look for marketing and product assortments that reflect their cultural nuances and preferences.

Buy this report for a full review of how Black consumers engage with mass merchandisers. You may also be interested in viewing our Black American consumer research.

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Expert Analysis

Leading Multicultural Consumer Insights Analyst Courtney Rominiyi delivers in-depth insights with this report.

Mass merchandisers are essential to Black consumers. Their needs align with the general population, but retailers have an opportunity to engage them based on niche interests.

 

Courtney Rominiyi
Multicultural Consumer Insights Analyst