Evolving shopper priorities, economic pressures and new competitors are reshaping how and where Americans buy everyday goods. And as value-focused players gain ground, legacy retail powerhouses are adapting their strategies in a bid to maintain their visit share. In this new consumer reality, shoppers no longer stick to one lane, creating a complex ecosystem where loyalty, geography and cross-visitation patterns — not just market share — define who is truly winning.

This report explores the latest retail traffic data for Walmart, Target, Costco, Dollar Tree and Dollar General to decode what consumers want from retail giants in 2025. By analyzing visit patterns, loyalty trends and cross-shopping shifts, the data reveal how fast-growing chains are winning over consumers and uncover the strategies helping legacy players stay competitive in today’s value-driven retail landscape.

THE NEW LANDSCAPE

In 2019, Walmart and Target were the two major