SUPERSHOPPERS

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Americans are doing more of their shopping at superstores, such as at a SuperTarget or a Wal-Mart Supercenter, where they can get everything from sushi to socks in one fell swoop. Meanwhile, business at grocery stores and traditional mass merchants is taking a hit. According to a report released in March by Schaumburg, Ill.-based market research firm ACNielsen, the number of trips made per household to a superstore increased to 21 in 2002, up from 15 in 1999. During the same four-year period, shoppers reduced their yearly visits to grocery stores to 73, from 83. Visits to mass merchants, such as Wal-Mart, fell to 22 trips in 2002, down from 26 in 1999. Converting customers of conventional mass merchants to supercenter shoppers is good for sales. During a typical trip, shoppers will spend $41 at a mass merchant, compared with $53 at a supercenter.

CHANGE OF VENUES

Since 1999, the percentage of households that made at least one annual purchase at a supercenter or dollar store has risen significantly. Meanwhile, traditional mass merchandisers and convenience stores have been losing customers.

PERCENT OF U.S. HOUSEHOLDS THAT PURCHASED ANY ITEMS AT THE FOLLOWING SHOPPING VENUES:

1999 2002
Grocery store 100% 100%
Mass merchandiser 95% 92%
Drugstore 87% 86%
Supercenter 52% 63%
Dollar store 52% 62%
Warehouse store 50% 52%
Convenience store/gas station 50% 46%
Source: ACNielsen
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