This week Placer.ai rolled out Chain Demographics, a new report found in the Chains section of the platform, which presents chain-level audience demographics & psychographics to assess typical visitor personas across the nation, state, DMA, or CBSA. The report features an Audience Profile widget that utilizes a range of datasets including Census, PopStats, Mosaic, among others to highlight the chain’s audience attributes in its captured (demographics based on trade area visits) or potential market (demographics based on trade area residents).
Below is what the captured market audience profile looks like for Dollar General, which shows the number of visitors by U.S. Census tracts--one can easily see how Texas is a big market for Dollar General (9% of chainwide visits).
Below we show Dollar General nationwide versus Texas by captured market. One noticeable difference between nationwide and Texas is that more higher-income households (HHs) are shopping at its Texas stores. Moreover, looking at 1H 2023 compared to 1H 2022, that shopper income mix has remained consistent.
This data contrasts with Brookshire Brothers, where visits from households with income over $100K are down -3% as shown below. On note, sales to these households are likely down less than that due to grocery inflation of around +8%. However, the impact of the decline in visits is far more significant to sales than the overall decline in visits as these households represent more in sales than their visits at 22% given their larger spending, more like 40%+ of sales.
