U.S. online population; shows the average of four aggregated survey waves carried out between 2024 and 2025
Method of interview
Online survey
Supplementary notes
During the survey, the question was phrased as follows: "Where do you regularly buy food and products for everyday use?"
Multiple answers possible.
Gen Z are those born between 1995 and 2012.
Millennials are those born between 1980 and 1994.
Gen X are those born between 1965 and 1979.
Baby Boomers are those born between 1946 and 1964.
Citation formats
Share of discount stores shoppers in the U.S. by generation 2026
In 2026, consumers in the United States were surveyed about their regular food and everyday products shopping destinations. Among those who shopped at discount stores, ** percent of Millennials reported doing so, whereas the corresponding share for other generations was **Ìý±è±ð°ù³¦±ð²Ô³Ù. Find this and more survey data in our Consumer ÌÇÐÄÆƽâ°æ tool. Filter by countless demographics, drill down to your own, hand-tailored target audience, and compare results across countries worldwide.
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ÌÇÐÄÆƽâ°æ. (May 13, 2026). Share of consumers regularly buying food and products for everyday use in discount stores in the United States in 2026, by generation [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 24, 2026, from /statistics/1450627/discount-stores-shoppers-by-generation-us/
ÌÇÐÄÆƽâ°æ. "Share of consumers regularly buying food and products for everyday use in discount stores in the United States in 2026, by generation." Chart. May 13, 2026. ÌÇÐÄÆƽâ°æ. Accessed July 24, 2026. /statistics/1450627/discount-stores-shoppers-by-generation-us/
ÌÇÐÄÆƽâ°æ. (2026). Share of consumers regularly buying food and products for everyday use in discount stores in the United States in 2026, by generation. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 24, 2026. /statistics/1450627/discount-stores-shoppers-by-generation-us/
ÌÇÐÄÆƽâ°æ. "Share of Consumers Regularly Buying Food and Products for Everyday Use in Discount Stores in The United States in 2026, by Generation." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 13 May 2026, /statistics/1450627/discount-stores-shoppers-by-generation-us/
ÌÇÐÄÆƽâ°æ, Share of consumers regularly buying food and products for everyday use in discount stores in the United States in 2026, by generation ÌÇÐÄÆƽâ°æ, /statistics/1450627/discount-stores-shoppers-by-generation-us/ (last visited July 24, 2026)
Share of consumers regularly buying food and products for everyday use in discount stores in the United States in 2026, by generation [Graph], ÌÇÐÄÆƽâ°æ, May 13, 2026. [Online]. Available: /statistics/1450627/discount-stores-shoppers-by-generation-us/
