a 45-year-old white man with a school diploma incomes over $80,000

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  • Residence Depot has 2,296 shops throughout North America and employs greater than 500,000 folks.

  • Half of US customers are Residence Depot prospects, and the shop has comparable buyer loyalty as Costco.

  • The shop’s common buyer is a middle-aged white man with a school diploma incomes over $80,000 per 12 months.

Residence Depot is the world’s main residence enchancment retailer, and the fourth-largest retailer within the US, making gross sales of $132.1 billion in 2020.

Initially based in 1978 in Atlanta, Georgia, the corporate now has 2,296 shops throughout North America and employs greater than 500,000 folks.

Greater than half of customers within the US make at the least two journeys to Residence Depot every year, in line with knowledge from the analytics agency Numerator ready for Insider.

Numerator discovered that Residence Depot’s typical shopper is a middle-aged white man, who’s married with out kids at residence. They have a tendency to dwell within the suburbs, have a school schooling, and earn greater than $80,000 per 12 months. The shop can also be particularly standard amongst Hispanic or Latino customers.

The shop serves two core teams of shoppers that it refers to as DIY and professional segments. DIY customers flip to the shop for provides to finish their very own tasks, whereas professionals are usually contractors and tradesmen, like electricians, plumbers, and painters.

About 72% of those that shopped in 2020 visited the shop in 2021, per Numerator – on par with Costco and different large field retailers, however nicely behind Walmart’s 95% buyer loyalty proportion. Additionally, Residence Depot added barely fewer new prospects than these it misplaced final 12 months, indicating that the model shrank its buyer base in 2021.

The standard buyer picks up a median of six objects per journey for a price of $74.13 and tends to go to 13 instances per 12 months for an annual expense of $978, Numerator discovered.

About 3.3% of their general spending takes place at Residence Depot — a few third of what they spend at Walmart, the place they spend essentially the most of their purchasing {dollars}.

Residence Depot carries between 30,000 and 40,000 totally different merchandise, however the typical buyer’s favourite merchandise to purchase are constructing provides, fasteners, paint (from Behr), and garden and backyard provides (from Scotts).

The corporate makes extra in gross sales in its constructing supplies class with $46.5 billion in 2020, adopted by $43.4 billion for decor (like paint, flooring, and home equipment), and $42.1 billion for different {hardware}, instruments, and backyard provides.

Learn extra typical shopper profiles:

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