Sears is losing some of its most loyal customers.

The department store has traditionally attracted female shoppers aged 55 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.

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