Cardholder Demographics
The Cardholder Demographics dataset provides a breakdown of the shopper population for each Business Location over a defined reporting period. All demographic fields represent counts of unique customers segmented by attribute — enabling analysis of who shops at a location by income, age, ethnicity, gender, household composition, homeownership, and wealth.
All metrics are scoped to a Business Location and a specific time window defined by start_at and end_at.
Schema
Period & Location
business_location_id
String
No
UUID of the associated Business Location
001dd142-4627-4bcf-be8a-b048e...
start_at
Date
No
Start date of the reporting period (inclusive)
2024-03-01
end_at
Date
No
End date of the reporting period (inclusive)
2024-03-31
Income
income_less_than_20k
Integer
No
Customers with estimated annual household income below $20,000
income_21k_40k
Integer
No
Customers with estimated annual household income between $21,000–$40,000
income_41k_60k
Integer
No
Customers with estimated annual household income between $41,000–$60,000
income_61k_80k
Integer
No
Customers with estimated annual household income between $61,000–$80,000
income_81k_100k
Integer
No
Customers with estimated annual household income between $81,000–$100,000
income_101k_150k
Integer
No
Customers with estimated annual household income between $101,000–$150,000
income_151k_plus
Integer
No
Customers with estimated annual household income above $151,000
Age
age_18_24
Integer
No
Customers aged 18–24
age_25_34
Integer
No
Customers aged 25–34
age_35_44
Integer
No
Customers aged 35–44
age_45_54
Integer
No
Customers aged 45–54
age_55_64
Integer
No
Customers aged 55–64
age_65_plus
Integer
No
Customers aged 65 and above
Ethnicity
ethnicity_caucasian
Integer
No
Customers identified as Caucasian
ethnicity_african_american
Integer
No
Customers identified as African American
ethnicity_hispanic
Integer
No
Customers identified as Hispanic
ethnicity_asian
Integer
No
Customers identified as Asian
ethnicity_other
Integer
No
Customers identified as another ethnicity
Gender
gender_male
Integer
No
Customers identified as male
gender_female
Integer
No
Customers identified as female
Household Composition
adult_in_household_1
Integer
No
Customers with 1 adult in the household
adult_in_household_2
Integer
No
Customers with 2 adults in the household
adult_in_household_3_plus
Integer
No
Customers with 3 or more adults in the household
households_with_children
Integer
No
Customers with at least one child in the household
Homeownership
homeowner_status_homeowner
Integer
No
Customers who own their home
homeowner_status_renter
Integer
No
Customers who rent their home
homeowner_status_other
Integer
No
Customers with another homeownership status
Business Ownership
business_owners
Integer
No
Customers who own a business
Wealth
wealth_less_than_50k
Integer
No
Customers with estimated net wealth below $50,000
wealth_50k_99k
Integer
No
Customers with estimated net wealth between $50,000–$99,000
wealth_100k_499k
Integer
No
Customers with estimated net wealth between $100,000–$499,000
wealth_500k_plus
Integer
No
Customers with estimated net wealth of $500,000 or above
Notes
Segment counts are subsets of the total shopper population. Each demographic field represents a count of unique customers within that segment. Summing all segments within a category (e.g. all income brackets) should approximately equal the total unique customer count for that period. Minor discrepancies may occur due to unclassified or unresolved records.
Reporting period — Data is typically delivered at monthly granularity, where start_at is the first day of the month and end_at is the last day.
wealth_* — Represents estimated net wealth (assets minus liabilities), distinct from the income_* fields which reflect annual household income. Use wealth fields for segmentation by accumulated financial standing rather than earnings.
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