Despite increased spending, a new survey finds middle-class shoppers feel underserved by retailers:

  • Nearly all dissatisfied: 98% of middle-class consumers believe retailers could improve efforts to meet their needs.
  • Price a top concern: Better pricing and more promotions are high on the wish list.
  • Loyalty programs and service matter: Survey highlights a desire for improved loyalty programs and customer service.
  • Generational differences emerge: Millennials and Gen Z prioritize mobile apps, social media engagement, and alternative payment options.

The findings suggest a need for retailers to better understand and cater to the evolving needs of middle-class shoppers across generations.