The data: The US disability consumer market is expected to reach $675 billion this year, and people with disabilities account for $107 billion in annual discretionary income, roughly 7% of total US disposable income, per Disability:IN and the American Institutes for Research (AIR).

That forecast arrives at a time when retailers are moving to capture that underserved audience:

• Sephora is rolling out its Quiet Hours initiative globally after a pilot in 32 stores across eight markets.
• Walmart offers daily sensory-friendly hours and vision-accessibility tools across its US footprint.

Zooming in: Though consumers with disabilities have lower average income than non-disabled ones, there’s still a sizable opportunity for retailers to make inroads with a sizable share of consumers. Brands that invest in serving these consumers stand to unlock meaningful gains.

Some are developing specialized products that can appeal to a broader audience. Last year, Primark began incorporating inclusive and sensory-friendly features, including removing neck labels from T-shirts, hoodies, sweatshirts, and pajamas and introducing seamless socks—changes that resonate well beyond consumers with sensory sensitivities.

Others are aiming to become the brand of choice by offering more accessible experiences and products. Zalando, for example, offers an adaptive fashion collection for children, while Sephora is using its in-store strategy to make shopping more inclusive.

Implications for retailers and brands: The $675 billion market gives retailers a concrete business case for accessibility investments that are all-too-often treated as compliance costs. And not every initiative needs to be complicated. For example, Sephora and Walmart’s sensory-friendly adjustments to lighting, sound, and staffing are a low-tech way to broaden their appeal–not only to those with sensory issues but also older shoppers and anyone sensitive to crowded, high-stimulation retail environments.

The potential payoff is significant. By serving an underserved segment, retailers can build deeper, longer-lasting relationships—not just with consumers with disabilities, but also with their families and advocates, expanding their potential customer base.

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