Understanding Store Visitor Demographics

Learn how to explore and interpret demographic insights for any store in Almanac.

Overview

Almanac’s Store Visitors view gives you detailed demographic insights into the people visiting a specific store. These insights — including age, income, education, and more — help you better understand your customers and optimize your business strategy.

Accessing Store Visitor Data

1. Go to the Places tab.
2. Select a store.
3. Click Store Visitors from the Data button group.

Once inside, you can switch between various demographic dimensions using the dropdown menu — including:

• Age
• Income
• Education
• Homeownership
• Commute
• Industry

Working with Demographic Insights

Each view displays the data as visit share percentage by default — showing what proportion of store visitors fall into each demographic segment.

You can optionally add a comparison baseline to understand how this visit share compares to the state or national population average:

• View the raw share of each demographic in the general population.
• Or switch to difference mode, which highlights whether your store is over-indexing or under-indexing with a particular group.

These comparisons help you identify meaningful patterns — such as stores that attract more high-income shoppers than the area average, or locations that may be underperforming with certain age groups.

Visualization and Export Options

To help you present and share insights:

• Chart type: Choose between Bar, Line, and Pie charts.
• Comparison baseline: Toggle between national and state population averages.
• Export: Download charts and data as needed.
• Shareable links: Copy a link to send the exact view to a teammate.

Use Cases

Here are a few ways teams use demographic data in Almanac:

• Marketing: Align campaigns with top demographic segments for each store.
• Merchandising: Tailor product assortments to the age or income profile of customers.
• Inventory Planning: Adjust stock levels based on local demand indicators.
• Performance Analysis: Compare demographic alignment across stores and against competitors.