US: Saks Off 5th makes senior-level appointments - What are shoppers buying at discount stores?

Discount department store chain Saks Off 5th has expanded its leadership team with appointments to two executive positions. The company’s senior vice president of marketing Sara Griffin will now occupy the position of chief marketing and analytics officer. Similarly, Bed Bath & Beyond veteran Mara Sirhal is joining Saks Off 5th as its chief merchant and brand officer.

As the retailer makes headlines for leadership changes, we profiled its current customers or those who would consider shopping from the brand (i.e. Saks Off 5th’s target audience) to understand more about them and see the types of items they buy at discount stores.

According to YouGov Profiles, which covers demographic, psychographic, attitudinal and behavioural consumer metrics, Millennials account for 43% of Saks Off 5th’s target audience. Gen X make up 27% of this group, followed by Baby Boomers (21%) and Gen Z (5%).

When it comes to the types of products Saks Off 5th’s target audience buys at discount stores, 18% of them purchased women’s clothing at discount stores in the last three months and another 18% of them purchased beauty products. The general US population is significantly less likely to have purchased women’s clothing (7%) and beauty items (5%) from discount stores in the last three months.

Profiles data shows that 64% of Saks Off 5th’s target audience hasn’t bought anything from a discount store in the last three months. By comparison, the general US population (84%) is more likely to not have purchased anything from a discount store in the last three months.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

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