The Jungle Scout Consumer Pulse Report 2024 sheds light on key retail shopping trends and consumer behaviors. Whether consumers preferred in-store or online experiences, this report provides valuable insights into the prevailing trends and preferences that define contemporary retail in America.
The data was collected through a survey between May 31 and June 2, 2024. Jungle Scout surveyed 1,000 U.S. consumers to gather insights on their buying preferences and behaviors. The sample spanned across all 50 U.S. states, encompassing respondents of diverse genders, ages (ranging from 18 to 75+), employment types, and income levels. This diversity ensures a comprehensive representation of the U.S. consumer population. Let’s explore the most favored shopping destinations in 2024.
RB Insights
In-Store
- Walmart is the top choice for in-store shopping, with 60% of consumers purchasing here. This reflects a modest year-over-year (YoY) growth of +4%.
- Home Depot and Target follow next, each with 30% of consumers shopping in their stores. Home Depot exhibited significant growth with a +71% YoY increase, whereas Target displayed a steady +29% YoY rise.
- Walgreens is another popular choice at 27%, with a notable YoY growth of +49%.
- Lowe’s, Costco, and Kroger are also popular, attracting 25%, 21%, and 21% of shoppers, respectively, with each showing substantial YoY growth rates of +61%, +67%, and +58%.
- Best Buy stands out with an impressive +152% YoY growth, attracting 20% of consumers.
- Sam’s Club (18% with +60% YoY) and Kohl’s (15% with +29% YoY) also make the list.
- Amazon Go or Amazon Go Grocery comes in with 12% of shoppers and a +9% YoY growth.
- Macy’s rounds out the list with 11% and a +65% YoY increase.
Online Shops
- Amazon continues to lead the online shopping, with 73% of consumers making purchases, reflecting a solid +17% YoY growth.
- Walmart.com holds the second place, with 37% of the consumer base, although it experienced a slight decline of -1% YoY.
- eBay.com ranks third at 20%, showing a significant growth of +20% YoY.
- Facebook Marketplace and Temu have 17% of shoppers, with Temu experiencing a +21% YoY growth.
- Target.com is frequented by 15% of consumers, with a strong +27% YoY increase.
- BestBuy.com and HomeDepot.com are also popular at 12%, with BestBuy.com seeing an extraordinary +107% YoY growth and HomeDepot.com at +66% YoY.
- Etsy.com and Apple.com see 11% and 10% respectively, showing growths of +28% and +1% YoY.
- Costco.com and Kohls.com each attract 10% of consumers, with significant YoY growth at +101% and +30%.
- SHEIN (10% and -5% YoY) and Lowes.com (9% with +50% YoY) are notable mentions.
- Instacart (9% of consumers, +67% YoY) and Macys.com (8% with +47% YoY) complete the list.
The Most Popular In-Store Retailers People Shop
Here's the Most Popular In-Store Retailers People Shop based on the JungleScout data, we will include the ranking numbers, retailer names, percentage of the people who shop there, and the year-over-year (YoY) growth percentage. For in-store shopping, Walmart remains the top choice, with 60% of consumers purchasing from it, displaying a modest year-over-year (YoY) growth of +4%. Home Depot and Target follow next, each attracting 30% of shoppers.
Home Depot stands out with a significant increase of +71% YoY, indicating a high interest in home improvement projects, while Target shows steady growth with +29% YoY. Best Buy boasts an impressive +152% YoY growth, attracting 20% of consumers, likely due to a strong focus on electronics during an era of increasing remote work and entertainment needs.
| Retailer | % People Shop | YoY Growth | |
|---|---|---|---|
| 1 | Walmart | 60% | +4% |
| 2 | Home Depot | 30% | +71% |
| 3 | Target | 30% | +29% |
| 4 | Walgreens | 27% | +49% |
| 5 | Lowe's | 25% | +61% |
| 6 | Costco | 21% | +67% |
| 7 | Kroger | 21% | +58% |
| 8 | Best Buy | 20% | +152% |
| 9 | Sam's Club | 18% | +60% |
| 10 | Kohl's | 15% | +29% |
| 11 | Amazon Go or Amazon Go Grocery | 12% | +9% |
| 12 | Macy's | 11% | +65% |
The Most Popular Online Sites People Shop
Here's the Most Popular Online Shops People Shop based on the JungleScout data. We'll include the ranking numbers, shop names, the percentage of people who shop there, and the year-over-year (YoY) growth percentage. In online retail, Amazon maintains its leadership, with 73% of consumers making purchases, showing a solid +17% YoY growth. Despite Walmart.com holding the second position with 37% of the market, it experienced a slight decline of -1% YoY, suggesting challenges in competing with Amazon’s robust online infrastructure. eBay.com ranks third among online shoppers, with 20% and a commendable +20% YoY growth.
Both Facebook Marketplace and Temu share 17% of the market. Temu exhibits a +21% YoY increase, indicating a rising preference for new online marketplaces. However, despite having 10% shopper engagement, SHEIN sees a -5% YoY decline, likely due to heightened competition and changing consumer preferences. Lowes.com draws 9% of consumers with a +50% YoY growth, and Instacart matches this shopper percentage but with an even more impressive +67% growth, highlighting the increasing reliance on online grocery delivery.
| Online Shop | % People Shop | YoY Growth | |
|---|---|---|---|
| 1 | Amazon | 73% | +17% |
| 2 | Walmart.com | 37% | -1% |
| 3 | eBay.com | 20% | +20% |
| 4 | Facebook Marketplace | 17% | N/A |
| 5 | Temu | 17% | +21% |
| 6 | Target.com | 15% | +27% |
| 7 | BestBuy.com | 12% | +107% |
| 8 | HomeDepot.com | 12% | +66% |
| 9 | Etsy.com | 11% | +28% |
| 10 | Apple.com | 10% | +1% |
| 11 | Costco.com | 10% | +101% |
| 12 | Kohls.com | 10% | +30% |
| 13 | SHEIN | 10% | -5% |
| 14 | Lowes.com | 9% | +50% |
| 15 | Instacart | 9% | +67% |
| 16 | Macys.com | 8% | +47% |
Looking Forward
Walmart's consistent dominance in physical retail and Amazon's stronghold in online shopping are complemented by the remarkable growth of retailers like Home Depot and Best Buy. These trends suggest that while established brands continue to hold significant market shares, there is room for substantial growth in both physical store experiences and online platforms. Retailers must adapt their strategies to remain competitive by embracing digital transformation, optimizing their online presence, and enhancing their in-store experiences.
