Nordstrom and Macy’s are two of the most well-known department stores in the United States. Their longstanding presence in brick-and-mortars has made them household names. However, the rise of e-commerce and economic uncertainties has influenced who shops at these retailers.

Per the latest CivicScience data, 40% of U.S. adults ‘like’ or ‘love’ shopping at Macy’s, and 31% say the same about Nordstrom. Both department store brand-favorable shoppers are most likely to be adults aged 55+ and consumers with a household income of $50K-$125K. However, Nordstrom favorables have a higher percentage of under-35 shoppers and consumers with a household income of $125K+. What further differentiates these brand-favorable consumers? Here’s what the CivicScience InsightStore says:

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