Business Week argues that it's not about the white men this election, but rather lower-middle-class white women, the "Wal-Mart Women" as they call the demographic. These are the nearly 20 percent of American women who shop at Wal-Mart once a week or more, and they are, for the most part, a solid swing voting demographic. Forty-one percent of frequent Wal-Mart shoppers make less than $35,000 a year, (compared to 25 percent of the general population), and 39 percent have a high school education or less.