Shopper demographics and statistics in the US
Shopper demographics research summary. Zippia estimates shopper demographics and statistics in the United States by using a database of 30 million profiles. Our shopper estimates are verified against BLS, Census, and current job openings data for accuracy. Zippia's data science team found the following key facts about shoppers after extensive research and analysis:
- There are over 34,654 shoppers currently employed in the United States.
- 61.3% of all shoppers are women, while 38.7% are men.
- The average shopper age is 40 years old.
- The most common ethnicity of shoppers is White (61.9%), followed by Hispanic or Latino (16.0%), Black or African American (10.6%) and Asian (5.8%).
- Shoppers are most in-demand in Los Angeles, CA.
- The start-up industry is the highest-paying for shoppers.
- Washington, DC pays an annual average wage of $45,606, the highest in the US.
- In 2022, women shoppers earned 96% of what men earned.
- 8% of all shoppers are LGBT.
- Maine is the best state for shoppers to live.
- Shoppers are 76% more likely to work at private companies in comparison to public companies.
On this page
Shopper demographics by:
Shopper gender statistics
61.3% of shoppers are women and 38.7% of shoppers are men.
- Female, 61.3%
- Male, 38.7%
Shopper gender ratio
| Gender | Percentages |
|---|---|
| Female | 61.3% |
| Male | 38.7% |
Shopper gender pay gap
Women earn 96¢ for every $1 earned by men
Male income
$37,559
Female income
$35,965
Shopper gender ratio over time
This data breaks down the percentage of men and women in shopper positions over time. Currently, 61.3% of shoppers are female.
Shopper gender ratio by year
| Year | Male | Female |
|---|---|---|
| 2010 | 40.44% | 59.56% |
| 2011 | 38.44% | 61.56% |
| 2012 | 40.25% | 59.75% |
| 2013 | 38.63% | 61.37% |
| 2014 | 43.13% | 56.87% |
| 2015 | 43.03% | 56.97% |
| 2016 | 40.47% | 59.53% |
| 2017 | 42.52% | 57.48% |
| 2018 | 38.67% | 61.33% |
| 2019 | 38.66% | 61.34% |
| 2020 | 41.72% | 58.28% |
| 2021 | 38.71% | 61.29% |
Shopper related jobs gender ratio
We compared shoppers with similar job titles to see how gender ratios vary. As you can see, senior field applications engineer and senior systems sales engineer have the biggest gender ratio gaps.
| Job title | Male | Female |
|---|---|---|
| Wedding Consultant | 7% | 93% |
| Escrow Closer | 10% | 90% |
| Promotional Model | 11% | 89% |
| Shopper | 39% | 61% |
| Senior Pre-Sales Engineer | 94% | 6% |
| Senior Systems Sales Engineer | 95% | 5% |
| Senior Field Applications Engineer | 96% | 4% |
Male
Female
100%
75%
50%
25%
0%
0%
25%
50%
75%
100%
Shopper demographics by race
The most common ethnicity among shoppers is White, which makes up 61.9% of all shoppers. Comparatively, 16.0% of shoppers are Hispanic or Latino and 10.6% of shoppers are Black or African American.
- White, 61.9%
- Hispanic or Latino, 16.0%
- Black or African American, 10.6%
- Asian, 5.8%
- Unknown, 5.2%
- American Indian and Alaska Native, 0.5%
Shopper race
| Shopper race | Percentages |
|---|---|
| White | 61.9% |
| Hispanic or Latino | 16.0% |
| Black or African American | 10.6% |
| Asian | 5.8% |
| Unknown | 5.2% |
| American Indian and Alaska Native | 0.5% |
Shopper race and ethnicity over time
See how shopper racial and ethnic diversity trended since 2010 according to the United States Census Bureau data.
Shopper race and ethnicity by year
| Year | White | Black or African American | Asian | Hispanic or Latino |
|---|---|---|---|---|
| 2010 | 72.79% | 9.30% | 3.98% | 11.82% |
| 2011 | 71.18% | 10.25% | 4.34% | 11.57% |
| 2012 | 72.42% | 9.36% | 4.61% | 11.42% |
| 2013 | 72.05% | 8.97% | 4.45% | 12.37% |
| 2014 | 71.24% | 9.51% | 4.26% | 12.66% |
| 2015 | 69.31% | 9.93% | 5.27% | 12.96% |
| 2016 | 70.43% | 8.97% | 4.97% | 13.11% |
| 2017 | 71.44% | 8.90% | 4.38% | 13.02% |
| 2018 | 69.64% | 9.11% | 5.33% | 13.07% |
| 2019 | 70.13% | 8.85% | 4.73% | 13.68% |
| 2020 | 65.00% | 9.27% | 5.30% | 15.41% |
| 2021 | 61.93% | 10.56% | 5.79% | 15.96% |
Shopper wage gap by race
According to our data, white shoppers have the highest average salary compared to other ethnicities. Black or african american shoppers have the lowest average salary at $35,967.
| Ethnicity | Salary |
|---|---|
| Unknown | $37,751 |
| White | $38,230 |
| Black or African American | $35,967 |
| Asian | $38,038 |
| Hispanic or Latino | $37,856 |
Average shopper age
See how the average age of shoppers varies based on ethnicity and gender.
Male
Female
Shopper age by race and gender
| Race | Male age | Female age |
|---|---|---|
| Black or African American | 33 | 34 |
| Unknown | 34.5 | 38 |
| Asian | 39 | 37.5 |
| Hispanic or Latino | 33.5 | 34 |
| White | 42 | 41 |
| American Indian and Alaska Native | 36 |
Shopper age breakdown
The average age of shoppers is 40+ years years old, representing 50% of the shopper population.
Shopper age breakdown
| Shopper Years | Percentages |
|---|---|
| 40+ years | 50% |
| 30-40 years | 22% |
| 20-30 years | 24% |
Shopper educational attainment
The most common degree for shoppers is bachelor's degree, with 34% of shoppers earning that degree. The second and third most common degree levels are high school diploma degree at 31% and high school diploma degree at 19%.
- Bachelor's, 34%
- High School Diploma, 31%
- Associate, 19%
- Diploma, 7%
- Other Degrees, 9%
Shoppers by degree level
| Shopper degree | Percentages |
|---|---|
| Bachelor's | 34% |
| High School Diploma | 31% |
| Associate | 19% |
| Diploma | 7% |
| Other Degrees | 9% |
Shopper jobs you might like
Shopper wage gap by degree level
According to the data, shoppers with a Master's degree earn more than those without, at $43,057 annually. With a Bachelor's degree, shoppers earn a median annual income of $41,852 compared to $34,559 for shoppers with an Associate degree.
| Education | Salary |
|---|---|
| Master's Degree | $43,057 |
| High School Diploma or Less | $33,939 |
| Bachelor's Degree | $41,852 |
| Some College/ Associate Degree | $34,559 |
Shopper employment statistics
Most shoppers work for a private in the retail industry.
Company size where shoppers work
Below, you can see the size of companies where shoppers work.
Shopper jobs by employer size
| Company size | Percentages |
|---|---|
| < 50 employees | 3% |
| 50 - 100 employees | 18% |
| 100 - 500 employees | 18% |
| 500 - 1,000 employees | 1% |
| 1,000 - 10,000 employees | 33% |
| > 10,000 employees | 27% |
Shopper jobs by company type
Employees with the shopper job title have their preferences when it comes to working for a company. For instance, most shoppers prefer to work at private companies over public companies.
Shopper jobs by sector
| Company type | Percentages |
|---|---|
| Public | 21% |
| Private | 76% |
| Government | 3% |
Shopper jobs by industry
The most common industries for shoppers are retail, professional and manufacturing.
Shopper industry statistics
| Industry | Percentages |
|---|---|
| Retail | 28% |
| Professional | 22% |
| Fortune 500 | 9% |
| Start-up | 7% |
| Manufacturing | 5% |
| Media | 5% |
| Internet | 5% |
| Technology | 3% |
| Energy | 3% |
| Transportation | 2% |
| Government | 2% |
| Automotive | 2% |
| Finance | 1% |
| Real Estate | 1% |
| Health Care | 1% |
| Hospitality | 1% |
| Telecommunication | 1% |
Shopper turnover and employment statistics
Shopper unemployment rate over time
The unemployment rate for shoppers between 2008 and the most recent data has varied, according to the Bureau of Labor Statistics.
Shopper unemployment rate by year
| Year | Shopper unemployment rate |
|---|---|
| 2010 | 8.28% |
| 2011 | 7.34% |
| 2012 | 8.13% |
| 2013 | 6.18% |
| 2014 | 6.37% |
| 2015 | 5.51% |
| 2016 | 4.74% |
| 2017 | 4.42% |
| 2018 | 4.00% |
| 2019 | 3.53% |
| 2020 | 7.27% |
| 2021 | 7.45% |
Average shopper tenure
The average shopper stays at their job for 1-2 years, based on the 2,123 shoppers resumes in Zippia's database.
Shopper tenure statistics
| Number of years | Percentages |
|---|---|
| Less than 1 year | 37% |
| 1-2 years | 24% |
| 3-4 years | 14% |
| 5-7 years | 18% |
| 8-10 years | 4% |
| 11+ years | 3% |
Shopper LGBT ratio compared to similar jobs
Review the percent of shoppers that are members of the LGBT community. You can see how this compares to similar jobs in the chart below.
| Job title | LGBT | Job openings |
|---|---|---|
| Hvac Commercial Sales Person | 6.51% | 74,388 |
| Party Plan Demonstrator | 6.75% | 6,096 |
| Popcorn Vendor | 7.95% | 342 |
| Shopper | 8.25% | - |
| Solicitor | 11.06% | 222 |
| Associate Broker | 12.76% | 8,836 |
Similar shopper jobs LGBT demographics
| Profession | Percentages of LGBT | Job openings |
|---|---|---|
| Hvac Commercial Sales Person | 6.51% | 74,388 |
| Party Plan Demonstrator | 6.75% | 6,096 |
| Popcorn Vendor | 7.95% | 342 |
| Solicitor | 11.06% | 222 |
| Associate Broker | 12.76% | 8,836 |
Foreign languages spoken by shoppers
The most common foreign language among shoppers is Spanish at 60.5%. The second-most popular foreign language spoken is French at 9.9% and Portuguese is the third-most popular at 4.9%.
- Spanish, 60.5%
- French, 9.9%
- Portuguese, 4.9%
- Chinese, 4.9%
- German, 3.7%
- Other, 16.1%
Shopper languages spoken
| Foreign language | Percentages |
|---|---|
| Spanish | 60.5% |
| French | 9.9% |
| Portuguese | 4.9% |
| Chinese | 4.9% |
| German | 3.7% |
| Other | 16.1% |
