99p Stores - Customer Base

Customer Base

A survey by the store reveals some of its 600,000 weekly customers are stockbrokers, solicitors, accountants and doctors, as opposed to an overwhelming majority of hard-up and poorly paid people. The retailer has noticed a lot more consumers from the AB social grade in their stores, expecting this trend to continue even after the economy recovers.

Some stores, such as one located in the seaside town of Clacton, are well positioned to attract a lot of passing tourists. In August 2009, the Clacton store was reporting more than 5000 customers per day, with sometimes as many as 400 customers passing through their doors every hour, and often clearing out most of the store's stock daily.