A higher percentage of Americans shop at Walmart than Target. But, according to new research, the number of people shopping at Walmart this holiday season is down pretty substantially from last year while those going to Target are way up.
According to a survey of 1,000 consumers by America's Research Group, 20.6 percent of consumers have headed to Target since Black Friday compared to 13.9 percent for the same period last year. At Walmart the number dropped from 43.8 percent in 2009 versus 32.7 percent this year.
"The Walmart news is big news. Americans have stopped shopping Walmart in droves and are suddenly heading out to Target," said Brit Beemer, founder and chairman of the research firm, said in a statement. "This is a big surprise as well. One reason may be that Target has done a better job of advertising their offerings, thus making them a lot more appealing. And Americans love the trendier approach to clothing at gift-giving time. They are also offering new, innovative ways that consumers can spend less."
"Walmart is not doing very well with its apparel this year," Mr. Beemer, told the Pioneer Press. "I've said the first part of Christmas was going to be big-ticket items, primarily electronics, where Walmart really excels. But after that, consumers are going to go to other things."
Discussion Questions: What do you make of the Target and Walmart findings of America's Research Group?
- Survey: Target besting rival Wal-Mart this holiday season - Pioneer Press
- According to Britt Beemer's ARG/UBS Christmas Forecast Out Today Americans Continue to Break Forecast Records As Never Before!! - America's Research Group
- Retail researcher says shopping up at Target last weekend, down at Wal-Mart - The Oregonian