Sears just got another depressing sign it is doomed

Before you go, we thought you'd like these...
Before you go close icon
Sears, Kmart Closing Stores to Cut Costs

Sears is losing some of its most loyal customers.

The department store has traditionally attracted female shoppers aged 55 years and older, but that demographic is now choosing to shop elsewhere, according to a recent study by Prosper Insights & Analytics.

In fact, most women would now rather shop at Goodwill than at Sears, according to the survey.

"Quite literally, Sears shoppers are a dying breed," Pam Goodfellow, an analyst for Prosper Insights & Analytics, writes in Forbes.

RELATED: Notable big box stores that went out of business

Notable Big box stores that went out of business
See Gallery
Sears just got another depressing sign it is doomed
Tourist and locals pass in front of the adobe storefront of the F.W. Woolworths store on the Santa Fe Plaza Thursday, July 17, 1997. Woolworths announced the closure of all its U.S. stores Thursday, with the loss of 9,200 jobs. (AP Photo / Michael Pahos)
Shoppers visit the newly opened bookstore at a shopping mall in Kuala Lumpur, Malaysia, Tuesday, April 19, 2005. U.S. bookshop chain Borders opened its largest 60,000-square-foot (5,574-square-meter) store at Kuala Lumpur's Berjaya Times Square shopping mall carries more than 200,000 books, movies and music titles with publications available in English, Chinese, and the Malay languages in the world in Malaysia Tuesday, saying the multiracial country was chosen because of its diverse culture. (AP Photo/Andy Wong)
Juan Carlos Gonzales of Miami, carries his early morning Christmas purchases out into an empty mall, from a KB Toys Store in Miami, Friday Nov. 26, 2004. The store opened at 5 am for it's one day sale, the rest of the mall opens at 7:30 AM. (AP Photo/Hillery Smith Shay)
Store closing and sale signs share the marquee at a Linens 'n Things store scheduled to close in Pasadena, Calif., Saturday, May 31, 2008. Employees at a dozen Linens 'n Things stores in Los Angeles, Ventura and Orange counties today began a going-out-of-business sale, as the chain shutters 150 of its 500 stores nationwide. (AP Photo/Reed Saxon)
The Sam Goody music store fills up with holiday shoppers Thursday, Dec. 7, 2000, at the Mall of America in Bloomington, Minn. Best Buy Co. announced Thursday that it will purchase Musicland Stores Corp. for about $425 million in a deal which will give them 1300 additional retail outlets including Sam Goody, Suncoast, Media Play and On Cue. Best Buy also announced it will expand into Canada with 65 stores over three years starting in 2002. (AP Photo/Dawn Villella)
In this Feb. 9, 2004 file photo, a pedestrian walks through the parking lot of Tower Records in Los Angeles. LA music fans are singing the blues after the West Hollywood City Council voted to deny landmark status for the Sunset Strip building that formerly housed the flagship Tower Records store. (AP Photo/Ric Francis, File)
Prompted by an industry wide drop in personal computer earnings, retailer CompUSA announced an expansion of its product line Thursday, June 24, 1999 to encompass more high-technology equipment and software. CompUSA, which operates 211 stores in 79 cities, announced that it will close four stores soon and was considering closing as many as 10 others. It currently employs about 21,000 people. The stores will delve into selling equipment and software for other entertainment formats, like DVD movies, MP3 Internet music distribution technology, as well as digital cameras and camcorders. (AP Photo/Donna McWilliam)
Customers move in and out of a Nobody Beats The Wiz electronics store on Fifth Avenue, Wednesday, Dec. 17, 1997, in New York. The Wiz, the metropolitan area's largest electronics retailer, filed Tuesday for protection from creditors under federal bankruptcy laws. The company said it would close 17 of its 50 stores, mostly those outside New York City. (AP Photo/Ed Bailey)
Customers visit a Blockbuster Video store in East Amherst, N.Y., Monday, April 14, 2008. Blockbuster Inc. said Monday it has offered to pay more than $1 billion for struggling Circuit City Stores Inc., but the nation's second biggest consumer electronics chain questioned whether the movie-rental company can finance the deal. (AP Photo/David Duprey)

In women's clothing alone, the share of shoppers who prefer Sears has dropped 53% from January 2006 to January 2016, the survey found.

Sears is also losing considerable ground in categories like sporting goods, linens and bedding, home improvement, and electronics.

It's a "dire" situation for Sears, according to Goodfellow. As older shoppers leave Sears, the company is failing to attract new, younger customers, she writes.

"Sears' biggest shopper losses have come from what was once was its core customer base: those 55 and over," Goodfellow writes. "Adding to Sears' woes are dramatic declines among those 18-34 and 35-54 as well, pointing to a very bleak outlook for Sears' future."

Sears has acknowledged some of its troubles in advertising. The retailer mocked its own empty parking lots in a 2013 ad geared toward millennials.

We reached out to the company for comment on the Prosper survey and will update when we hear back.

Sears' same-stores sales have fallen for the past five years, including a 10.1% drop in the first three quarters of 2015 compared to the same period a year earlier.

The department store chain has been closing hundreds of stores and the stock has lost 50% of its value in the last year.

NOW WATCH: One of America's longtime wardrobe staples could become extinct

See Also:

SEE ALSO: Aldi is fixing its biggest weakness, and that should terrify Whole Foods

RELATED: Check out money-saving online shopping tips

Money-saving online shopping hacks
See Gallery
Sears just got another depressing sign it is doomed

1. Clear your browser history

Some retailers might sneakily increase prices based on your browsing patterns and demand - so make sure to always clear your history and cookies before shopping! 

Photo credit: Shutterstock

2. Use an alternate email address

When you log in to a retailer's site with a new email address, retailers will often welcome you as a new customer with exciting new promotions and discounts. 

Photo credit: Shutterstock

3. Note price changes throughout the week

Another pro tip: Prices and deals can fluctuate based on the day of the week. For instance, if you're purchasing a flight, monitor prices for around a week to see if they take a dip on any particular day before purchasing. 

Photo credit: Shutterstock

4. Let items linger in your cart

Here's a hack: Add items to your cart, but let them sit for 24 hours before purchasing. The retailer might attempt to lure you back with additional discounts.

Photo credit: Shutterstock

5. Check out multiple sites

Do some research! Don't settle for the first price you see - poke around on a search engine and find the best deal. 

Photo credit: Shutterstock

6. Bargain with customer service

Use customer service to your advantage. If you ask (politely!) about an expired coupon, you'll often find yourself pleasantly surprised by an extension or new code! 

Photo credit: Shutterstock

7. Don't purchase impulsively

Try this shopping hack - don't buy that shiny, new toy right away. Step away for a few hours, and if you find yourself itching to go back and click 'purchase', then you know you won't regret your investment!

Photo credit: FogStock

8. Avoid shipping fees

Take advantage of free shipping! If you are a few dollars below the free shipping price point, add a low-cost filler item you need anyway (like socks!) and make the math work out in your favor. 

Photo credit: Alamy


Read Full Story

Want more news like this?

Sign up for Finance Report by AOL and get everything from business news to personal finance tips delivered directly to your inbox daily!

Subscribe to our other newsletters

Emails may offer personalized content or ads. Learn more. You may unsubscribe any time.

From Our Partners