Report: 77% U.S. Shoppers Continue to Trade Down in 2024

Trading down involves consumers seeking out less expensive alternatives to their usual purchases. This can mean buying cheaper brands, shopping at discount stores, or reducing the quantity of certain goods. The trend is reshaping the retail landscape, as shoppers bypass full-price stores in favor of bargain chains to save money.

Credit: McKinsey, 77% U.S. Shoppers Continue to Trade Down Major discount retailers like Walmart and Dollar Tree are reporting gains from this shift, with an influx of new customers from various income brackets, including those with household incomes over $125,000.

Retail executives have differing expectations for revenue growth in 2024. 65% of executives from outperforming companies anticipate growth of 5% or more, while 71% from underperforming companies expect a more modest 1% to 4% growth. Despite these projections, overall consumer spending is showing signs of moderation.

For instance, January 2024 saw a small increase in dollar spending but a slight decline in inflation-adjusted expenditures compared to the previous year. The consumer packaged goods (CPG) industry also reflects these trends, with sustainability becoming a central theme. Brands are…