Firefly Consumer Insights

Who buys Firefly?

A Firefly consumer is generally very low income, African American, and young adult age. Firefly consumers are more likely to purchase Firefly during larger pantry stocking trips. Brands such as Crest, Oral-B, and Colgate also tend to be purchased in the same trip. See sample consumer insights data below.

Firefly Consumer Receipt Data

The sample data below is captured directly from our users' consumer shopping receipts.

Brand $ per Basket
$3.48
% of Basket $ (median)
5.3%
Total Basket $ (median)
$66.05

See More Data

Get in touch with our team to learn more about our insights. Includes:

  • Omnichannel data (online & offline)
  • Real-time consumer and shopper insights
  • Behavioral data
  • Attitudinal surveys
  • And more!

Firefly Consumer Demographics

demographic
index
Female
101
Male
88
<24
30
25-34
135
35-44
109
45-54
79
55-64
37
65+
41
African American
135
Asian
59
Caucasian
105
Hispanic
86
demographic
index
Has Kids
125
No Kids
43
- $20k
127
$20k-40k
77
$40k-60k
94
$60k-80k
94
$80k-100k
100
$100k-125k
122
$125k +
110
No College
73
College
107
Adv. Degree
95

Understand Firefly Consumer Behavior

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Firefly Basket Affinity & Size

brand
basket affinity
Crest 12.7x
Oral-B 12.6x
Colgate 11.6x
Listerine 8.7x
basket size
index
Urgent Need (1-2 Items)
16
Express Lane (3-10 Items)
54
Fill Up (11-20 Items)
154
Pantry Stocking (21+ Items)
391

Where is Firefly Purchased?

channels
index
Beauty
73
Dollar
61
Drug
87
Food
28
Gas & Convenience
108
Mass
179
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Dannon Danimals 1.9x
Yoplait Go-Gurt 1.7x
Kelloggs Froot Loops 1.6x
Kelloggs Pop Tarts 1.6x

How Did They Pay?

method
index
Cash
98
Credit
118
Debit
90
Food Stamps
72

When is Firefly Purchased?

day of week
Sun
14.3%
Mon
11.0%
Tue
10.0%
Wed
11.8%
Thu
13.1%
Fri
18.1%
Sat
21.6%
time of day
Morning
12.7%
Noon
15.7%
Afternoon
32.8%
Evening
31.7%
Late
7.1%

Get More Firefly Data

Better understand Firefly consumers with the latest demographic and purchase data.

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Find Answers to Questions

One arrow going a different direction

Which brands do Firefly consumers switch to?

Stop sign

Why do consumers stop buying Firefly products?

Store front

Which retailers do Firefly shoppers prefer to shop at?

Sale sign

What motivates consumers to try Firefly products?

Research the Firefly Target Market

Arrow and target

Who actually buys Firefly? Do these consumers match the intended target market of Firefly?

Thought bubble

What motivates the target market to buy Firefly?

Magnifying glass

What other target market should Firefly look at?

Venn diagram

Which other brands have a similar target market?

About Our Firefly Demographic Data

InfoScout has over 300,000 shoppers uploading their shopping receipts (paper and electronic) through our portfolio of mobile apps. Receipts and behaviorally triggered surveys allow us to provide brands with real-time omnichannel shopper and consumer insights. Demographic data is collected through demographic surveys taken in the apps.