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Retail Trends: What Walmart and Target Tell Us About Today's Shopper

What Walmart and Target Tell Us About Today's Shopper

The retail landscape in 2024 is anything but smooth sailing. As niche and legacy stores grapple with closures and bankruptcies, the industry titans Walmart and Target reveal contrasting shopper behaviors in their latest earnings reports. These insights offer a deep dive into the evolving consumer mindset, invaluable for retail suppliers and executives strategizing for the future.

A Tale of Two Retailers

Target’s first-quarter earnings report fell short of Wall Street’s expectations, citing inflation as a significant factor in declining traffic and transactions. Comparable sales dropped by 3.7%, and traffic fell by 1.9%. In contrast, Walmart reported a 3.8% increase in comparable sales and a corresponding rise in foot traffic, painting a starkly different picture.

What does this tell us? Consumers gravitate towards Walmart because the pursuit of value drives them. The inflation-strapped shopper is increasingly mindful of spending, seeking the best deals, and stretching their dollars further. Walmart’s strategic focus on value, assortment, and convenience is resonating with these consumers.

The Value Proposition

Walmart’s emphasis on value is paying off. The retailer has been ramping up its assortment and offerings, renovating significant stores to enhance the shopping experience. This strategy has not only attracted more shoppers but has also retained them. In the latest quarter, Walmart saw a 3.8% increase in foot traffic, a testament to its successful value proposition.

On the other hand, Target’s struggle is evident in its declining sales and traffic. Despite efforts to reduce prices on thousands of items, including groceries and essentials, Target’s comparable sales fell by 3.7%. This decline marks the fourth consecutive quarter of sales drops, raising concerns about its ability to compete in an inflationary environment where discretionary spending is limited.

The Convenience Factor

Both retailers recognize the growing consumer demand for convenience. Target reported a 1.4% increase in e-commerce sales, driven by same-day services like drive-up, in-store pickup, and same-day delivery. This marks the first uptick in digital sales in over a year, highlighting the importance of convenience in today’s retail landscape.

Walmart, however, leads the way with a 2.8% jump in e-commerce sales, further cementing its position as the go-to retailer for value and convenience. Walmart’s ability to seamlessly integrate online and offline shopping experiences is a crucial differentiator, attracting shoppers who value quick and easy product access.

Strategic Insights for Retail Suppliers and Executives

  1. Focus on Value: In an inflationary environment, value is king. Retailers offering the best prices without compromising quality will attract and retain customers. Suppliers should work closely with retailers to develop cost-effective products that meet consumer needs.

  2. Enhance Convenience: Consumers prioritize convenience, whether it’s through online shopping, same-day delivery, or quick in-store pickups. Investing in technology and logistics to streamline these processes can significantly boost customer satisfaction and loyalty.

  3. Adapt to Changing Consumer Behavior: With discretionary spending taking a hit, retailers must pivot their strategies to focus on essential goods and services. Understanding and anticipating consumer needs can help develop targeted promotions and product assortments.

  4. Leverage Data and Insights: Retailers like Walmart successfully use data to drive decisions and improve customer experiences. Suppliers and executives should leverage consumer data to identify trends, optimize inventory, and personalize marketing efforts.

  5. Innovate and Differentiate: Innovation is crucial in a competitive landscape. Whether through new product lines, enhanced shopping experiences, or unique loyalty programs, retailers and suppliers must continually find ways to stand out and attract consumers.


The latest reports from Walmart and Target offer a glimpse into the shifting dynamics of retail in 2024. While Walmart’s focus on value and convenience continues to draw shoppers, Target’s struggle highlights the challenges of navigating an inflationary market. For retail suppliers and executives, these insights underscore the importance of adaptability, customer-centric strategies, and a relentless focus on value and convenience. By staying attuned to consumer needs and market trends, retailers can weather the storm and thrive in an ever-changing landscape.

About Us

Woodridge Retail Group is a sales and marketing agency that accelerates business growth and profits online and in stores. We meet clients where they are and commit to growing their businesses. That commitment is core to who we are. 

From national retailers like Walmart, Target, CVS, and online giant Amazon to regional retailers like Texas’ H-E-B, Woodridge is with you every step of the way.



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