Nielsen: U.S. Consumers Making Fewer Shopping Trips

Shopping frequency across most retail channels is flat or on the decline; "Supercenters," however, which enable consumers to combine shopping trips with more items in one store, continue to show growth. Alternative channels are increasing competition among retailers and offering alternate distribution opportunities for manufacturers as well.

In addition, Nielsen reports that "retailers are responding to consumers’ desire for value and convenience with increased store openings. Store count is on the rise in many retail channels, particularly in warehouse clubs, supercenters, dollar stores and convenience stores. Store closings and conversions of mass merchandise stores to supercenter formats has resulted in a decline in overall mass merchandise count, and while supermarket count is up, the growth is not at the rate of other retail channels."

This research also addresses the types of consumers who visit different retail channels; for example, younger and older families shop more at mass merchandise stores, supercenters, grocery stores, and warehouse clubs, while older couples and single people shop more frequently at drug stores.