REGIONAL RETAIL DASHBOARD
Explore regional shopping trends across the US.
The Numerator Regional Retail Insights dashboard explores omnichannel purchase and promotional trends across the four US census regions. Leverage modern shopper insights to make smart marketing and merchandising decisions and drive growth.
Latest Update: 12/10/24
TOP CHANNELS
Which retail channels are most popular regionally?
Food and mass retailers capture over half of all CPG sales across the country, but channel preferences differ regionally. Shoppers in the Midwestern United States spend significantly more at gas and convenience stores, Westerners favor club stores, and Southerners spend more at dollar stores than shoppers in other regions.
TOP RETAILERS
Which retailers are most popular regionally?
Walmart is the most popular retailer in the US, capturing 20.6% of total CPG spending— a slight decrease since our last update. In the Western US, Costco snags the top spot, beating Walmart 16.4% to 15.2%. Regional grocers such as Publix and HEB in the South and Ahold Delhaize & Wakefern in the Northeast also showcase distinct behaviors across regions.
RETAILER PROMOTIONS
Which regional retailers promote the most?
Nationally, Kroger leads in FMCG share of promotional voice. The national retailer is one of the top two promoters in each US census region except for the Northeast, which is dominated by Allegiance’s retail network. Similar to overall market share trends, regional grocers account for some of the most prominent promotional differences between regions.