Wal-Mart Tops Zogby Poll of Fave Stores

Posted on February 2, 2009

A new Zogby poll asked consumers where they would shop if they could only shop at one store for the rest of their lives. The winner? Wal-Mart, followed by Target.
A study by Zogby Interactive found the bragging rights to that claim go to Wal-Mart Stores Inc. Twenty-six percent of shoppers said Wal-Mart is the place they'd choose if they could only shop one store for the rest of their lives. Target Corp. was close behind at 22 percent. Zogby polled 24,964 voters with a margin of error of +/-0.6. Some good news for department stores Macy's Inc. was third. Costco Wholesale Corp. ranked fourth, followed by a three-way tie with Sears Roebuck and Co., J.C. Penney Co. Inc. and Kohl's Corp.

One surprise -- not a single drugstore made the ranking. Wal-Mart's low prices were the main appeal, and not surprisingly, the chain appeals to lower-income households and those that are politically conservative. Target's demographics skew younger and better educated. They are more liberal and most likely supported President Obama versus his opponent, John McCain, who was the traditional Wal-Mart loyalist.

Costco has a stranglehold on those in the Western U.S. Sears customers tend to be older and more likely male. According to the survey, Sears has defied the expectations of many, and, for now, doesn't look like a company on the verge of demise. In a time when money is tight, consumers aren't looking for the fancy. They want utility, and Plain Jane retailer Sears is looking better, said the study. Sears is venturing more into beauty and that could be a good move.
We're assuming that the pollsters told customers that they would be paying for these purchases. Think of how the results might change if the hypothetical was a bit different: say, if someone else is picking up the bill. Although, Neiman Marcus doesn't really sell food, except for gourmet treats and special order items we usually only look at during Christmas. So, could we really live on Godiva and imported coffee for the rest of our lives just so we have a limitless supply of Christian Louboutin heels and Prada handbags? Why... Yes We Can!