US Black Consumers and Shopping at Mass Merchandisers Market Report 2020
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Providing the most comprehensive and up-to-date information and analysis of the Black Consumers and Shopping at Mass Merchandisers market, and the behaviours, preferences and habits of the consumer.
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
This report covers Black consumers’ attitudes, behavior and perceptions regarding mass merchandisers. For the purposes of this Report, Mintel has defined a mass merchandiser as a large retail store offering a wide range of product categories, often at discounted prices, including but not limited to appliances, clothing and accessories, shoes, furniture, office equipment, household products, health, beauty and personal care products, electronics, music and entertainment, sporting goods and food. These stores have central customer checkout areas, generally in the front of the store, and may have additional cash registers located in one or more individual departments. Walmart, Target, Kmart and Meijer are the mass merchandisers included in this report.
Additionally, Amazon.com is included alongside the aforementioned brick-and-mortar mass merchandisers. While Amazon is not typically included in Mintel’s definition of a mass merchandiser, it is included in this Report to provide competitive context among Black shoppers.
Written by Toya Mitchell, a leading analyst in the Multicultural sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Some 98% of Black consumers have shopped at a mass merchandiser within the last year, making these stores the primary location where they can fulfill their shopping for multiple personal and household needs at competitive prices. Some stores have a reputation as being upscale and hip while other stores are considered crowded but cheap, which drives a brand narrative, but Black consumers primarily associate mass merchandisers with offering a good value due to a large product mix and low prices, which drives their choice of where to shop Toya Mitchell
Senior Multicultural Analyst
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
*databooks not available with UK B2B Industry reports.
Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.