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Walmart Attracts High Earners with Cheaper National Brands and Fast Delivery

But does this trend have staying power?

By Kristen Smithberg | February 21, 2025 at 06:00 AM

Walmart, which describes itself as a retailer focused on saving people money, is enjoying a boost in online sales from a surprising contingent – higher-income shoppers. Households earning more than $100,000 made up 75% of the retailer’s market share gains during the third quarter.

For more than two years, Walmart has noticed more customers with six-figure incomes shopping at its stores and online, possibly driven by the sticker shock of skyrocketing inflation. Many shoppers, including wealthier consumers, realized they could get national brands from Walmart at a lower price and sometimes faster than from Amazon, according to a CNBC report.

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