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Brick-and-mortar shoppers are pretty evenly distributed across generations, but there are some key demographics that stand out, according to new research from consumer intelligence company Resonate.

Families with a combined income of $25,000 to $50,000 a year account for 25% of brick-and-mortar shoppers, making them the largest group, followed by those earning $50,000 to $75,000 (20%). And while minivans filled with kids may come to mind when thinking about shopping at the mall, over half of consumers who regularly shop in stores have no children (57%).

“Despite the growth in online shopping and direct-to-consumer brands, the majority of the population, across all age groups and income levels, still shops brick and mortar at a regular rate,” said Ericka Podesta McCoy, CMO, Resonate. “However … in order to tap into the wallets of brick-and-mortar shoppers, retailers must further segment their audiences and customize their messaging accordingly.”

This story first appeared in the Sept. 2, 2019, issue of Adweek magazine. Click here to subscribe.

Sammy Nickalls is a freelance writer and the former departments editor at Adweek.