Boomers made 160 million fewer CPG in-store trips to Walmart, contributing to a $6. Shutterstock Walmart’s strategy for competing with Amazon and winning online is creating two distinct consumer stories, according to the latest data from Numerator released Thursday. Gen Z and higher-income households earning over $100K are fueling new growth, while boomers and lower-income households—central pillars to its business today—are pulling back. The tension between attracting its new growth cohorts while retaining its longtime core shopper base is creating opportunities and potential risk for the world’s largest retailer. Gen Z and higher-income households are driving opportunities for Walmart: Traffic gains among growth cohorts are translating into billions in new spending for the retailer.