expanded throughout the country. The number of Walmart stores per 1,000 people in 2019 was highest in Arkansas, Oklahoma, Louisiana, Alabama and Kansas, and lowest in Hawaii, California, New Jersey, Massachusetts and New York. California and New Jersey were two of the ten states with the largest increases in Supercenters between 2011 and 2020, along with Pennsylvania, Illinois, and Wisconsin. Walmart customers display strong customer loyalty and cite low prices as the most important reason for shopping there. Walmart has characterized their shoppers as falling into three main groups: "value-price shoppers" (people who like low prices and cannot afford much more), "brand aspirationals" (people with low incomes who buy well-known brands in hopes of assuring quality), and "price-sensitive affluents" (wealthier shoppers who seek deals). the average U.S. Walmart customer earned about $80,000 per year, above the U.S. average personal income of $63,214. Walmart reports that during times of rising inflation, customers become more sensitive to rising food prices, buying less expensive food items such as hot dogs and canned tuna rather than deli cold cuts. They also see more upper-income shoppers looking for bargains. Walmart shoppers have been reported to be politically conservative. A poll after the 2004 US presidential election reported that 76 percent of voters who shopped at Walmart once a week reported voting for George W. Bush while only 23 percent supported senator John Kerry. When measured against similar retailers in the U.S. in 2006, frequent Walmart shoppers were rated the most politically conservative. 54 percent of Americans who preferred to shop at Walmart reported that they opposed same-sex marriage, while 40 percent were in favor, reflecting the store's southern roots. Due to its concentration of stores in the Bible Belt, Walmart is known for its "tradition of tailoring its service to churchgoing customers". Walmart has carried clean versions of hip-hop audio CDs and in cooperation with The Timothy Plan, placed "plastic sheathes over suggestive women's periodicals and banned 'lad mags' such as Maxim" magazine. Walmart also caters to its Christian customer base by selling Christian books and media, such as VeggieTales videos and The Purpose-Driven Life, earning the company over annually. In 2006, Walmart took steps to expand its U.S. customer base, announcing a modification in its U.S. stores from a "one-size-fits-all" merchandising strategy to one designed to "reflect each of six demographic groups—African-Americans, the affluent, empty-nesters, Hispanics, suburbanites, and rural residents." Around six months later,