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: 5/30/2024


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 Western United States spend significantly more at club retailers, Midwesterners favor mass and convenience stores, Southerners have slightly less distinct preferences, but over-index at dollar stores, while shoppers in the Northeast spend more at traditional grocery stores. 


Which retailers are most popular regionally?

Walmart is the most popular retailer in the US, capturing 20.9% of total CPG spending— a slight decline since our last update. In the Western US, Costco snags the top spot, beating Walmart 16.4% to 15.3%. Regional grocers such as Publix in the South and Ahold Delhaize & Wakefern in the Northeast also showcase distinct behaviors across regions.


Which regional retailers promote the most?

Walgreens is the top promoter of CPG products nationally, a stat that holds true across all US regions. CVS and Target come in at #2 and #3, but this varies slightly regionally. Similar to overall market share trends, regional grocers account for the some of the most prominent promotional differences between regions, stealing share from national chains like Target and CVS in all regions but the South. 

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