Shopping styles
Classifies the household's dominant shopping channel preference (e.g., online, in-store, catalog). Known or imputed for 247.9 million individuals — 99.3% of Faraday's identity graph.
At a glance
- Coverage today
- 99.3%
- Typical coverage
- 99.3%
- Individuals with a value
- 247.9M
- Share in largest category
- 23.7%
- Most values come
- from the person
- Latest collection
- May 1, 2026
How the categories split
n = 247,862,630Share of individuals in each category. 6 categories, with 23.7% in the largest.
Category shares over time
Traditional in-store shoppers who want to physically interact with products before buying, distrust online shopping, and rely on newspaper and circular coupons.23.7% (largest)The 5 largest categories, each followed across 12 collections. Estimated from a 1% sample of individuals.
What the delivered codes mean
6 codes
- Amazon loyalist
- Online-only loyalists who default to Amazon and will only consider other retailers if they match on price and free two-day shipping.
- Luxury in-store
- High-spending, brand-loyal shoppers who prefer the in-store experience and occasionally browse their favorite retailers online.
- Omnichannel deal hunter
- Deal-hunting omnichannel shoppers who check online for bargains before visiting stores and leverage multiple credit cards and rewards programs.
- Online convenience
- Convenience-driven online shoppers who use Amazon Prime for shipping and streaming but willingly shop across any online retailer or grocery app.
- Social bargain shopper
- Budget-conscious, social shoppers who enjoy in-store experiences with friends and are motivated by samples, giveaways, deals, and online coupons.
- Traditional in-store
- Traditional in-store shoppers who want to physically interact with products before buying, distrust online shopping, and rely on newspaper and circular coupons.
Coverage
Latest collection: 229,689,060 individualsCoverage by state
Percentage of individuals in each state with a value.
Coverage over time
99.3% todayShare of individuals holding a value at each monthly snapshot. A value carries forward for one year.
How we arrive at a value
Whether a value was observed on the person themselves, carried from their address, or estimated from the people around them.
- On the person — 100%
- A named person, from a record about that person.
- From address — 0%
- Not used for this attribute — no value is inherited this way.
- From geography — 0%
- Not used for this attribute — no value is inherited this way.
Coverage, in context
Where 99.3% sits on the catalog’s own coverage range.
Higher coverage than 48% of individual-level attributes in the catalog
Freshness
How recently this was collected, and how often a new collection arrives. Each bar is the number of individuals in that collection. Gaps are real — collection is periodic, not continuous.
Change between collections
The share of individuals whose category changed.
of individuals changed value between the two most recent collections — 2.0× steadier than the catalog median of 13.5%.
Contribution ledger
13 ingestions
1 authority contributed since Jul 2023.
| Observed | Ingested | Count | ID |
|---|---|---|---|
| 2026-05-01 | 2026-09-10 | 266,506,942 | c5492806… |
| 2026-03-01 | 2026-07-01 | 264,096,977 | 1181277b… |
| 2026-02-01 | 2026-07-02 | 264,777,400 | af53c569… |
| 2025-12-01 | 2026-08-11 | 268,508,091 | 84d6a1c5… |
| 2025-11-01 | 2026-08-11 | 268,299,874 | a071c538… |
Technical details
- API name
- shopping_styles
- Category
- fig/lifestyle
- Type · unit
- Text
- Statistical type
- nominal
- Allowed values
- null
- Derivations
- Modeled
- — the attribute is calculated using an algorithm that takes known records as input.
- Directionality
- null
- Deprecation
- false
In a payload
{
"attributes": {
"shopping_styles": "Traditional in-store"
}
}