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Most shoppers at Target Corp. make return visits.

The discounter saw a 86% repeat rate for customers in 2024, according to new insights from data and tech firm Numerator. The company provided a snapshot of the average Target customer, noting that they more likely to be Gen Z and millennials compared to all U.S. shoppers.

Similar to many retailers, Target has provided soft guidance for 2025 amid consumer uncertainty and tariff concerns. The retailer has also experienced pushback from some customers amid a rollback in its DEI initiatives.

Numerator found that, in 2024, 78% of U.S. households shopped at Target at least once, with the average customer spending $1,087 and making 23 purchases.

When it comes to income, 47% of Target shoppers are in the middle-income range ($40,000 to $125,000 annually, and 32% fall into the high-income bracket ($125,000 annually). Twenty-one percent of shoppers fall into the low-income (under $40,000 annually) bracket.

Other Target insights from Numerator are below.

•Target shoppers are 15% more likely to be Asian and 11% more likely to be Hispanic.

•Target shoppers are slightly more likely to be committed to organics compared to all U.S. consumers.

•Sixty-eight percent of Target shoppers are homeowners, 39% live in suburban areas, and 38% live in urban areas.

In January, Numerator combined with Kantar’s Worldpanel division to form a new global consumer data company.