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Report March 15, 2024

The State of the Middle-Class Shopper

The middle class is still an economic force to be reckoned with, making up the largest share of shoppers in the United States at 50%, according to a 2022 report by Pew Research Center.


In this study, we take a deeper dive beyond “The State of the American Shopper” report (Bread Financial, 2023) to look specifically at the middle class.

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In this free eBook, we uncover what makes the American middle-class consumer unique — their mindset, their aspirations and their unmet needs. Within the data we see fresh expectations and opportunities, particularly around cultivating brand loyalty. As you’ll discover, the American middle-class shopper continues to define resiliency and provide the backbone for retail and the economy.


The state of the middle class shopper