Shein’s average shopper is older than you think — and she’s spending far more on clothing than your average American

• The average Shein shopper is a nearly 35-year-old woman, according to a UBS report. 
• She spends $100 per month on women’s clothing, 60% more than the average US woman.
• UBS analysts suggested that Shein will continue to gain market share.

While much of Shein’s worldwide popularity comes from fashion-loving 20-somethings on TikTok, the average Shein shopper is actually 34.7 years old. 

According to a new report by UBS Securities, most Shein shoppers are millennials and Gen Zers. While the average Shein customer skews older than the influencers associated with the brand, they are still 13 years younger than the average American adult shopper. 

Shein is a fast-fashion online retailer that’s gained popularity for its low prices on dresses, swimwear, and shirts. This year, the company was valued at $66 billion, and it generated $23 billion in revenue last year, the Wall Street Journal reported. It is also the second most-downloaded shopping app in the US this month, according to UBS Evidence Lab data.

The average Shein customer is female, earns $65,300 in annual income, and reported spending $100 per month on women’s clothing. That’s 60% higher than the average US woman, UBS reported. Shein customers also shop more frequently than the average American, both online and in stores. 

Of the 684 regular Shein customers UBS surveyed, 30% said that fashion was less important than value and comfort, compared to 42% for the average customer. They also shop at Amazon, Walmart, Target, and T.J. Maxx.

While price is the most important factor for all consumers, Shein shoppers prioritize selection, quality, fashion, and newness more than average. Environmental, social, and ethical business practices ranked among the lowest priorities for all American shoppers surveyed. Fast-fashion companies including Shein have come under fire for contributing to overcrowded landfills and for using manufacturers that have violated labor rights.

Shein has more followers on TikTok than any other apparel retail brand and is the most Google-searched apparel retailer in the US, according to UBS data. Analysts suggested that its low prices aren’t the only reason for Shein’s success and that product assortment, marketing, and supply chain could contribute to its growing market share.