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

ALEX EDELMAN/AFP/Getty Photographs

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

  • Half of US buyers are Residence Depot clients, and the shop has related buyer loyalty as Costco.

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

Residence Depot is the world’s main dwelling 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 individuals.

Greater than half of buyers within the US make not less than two journeys to Residence Depot annually, in response to information 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 dwelling. They have a tendency to stay within the suburbs, have a university schooling, and earn greater than $80,000 per yr. The shop can be particularly well-liked amongst Hispanic or Latino buyers.

The shop serves two core teams of shoppers that it refers to as DIY and professional segments. DIY buyers flip to the shop for provides to finish their very own initiatives, 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 massive field retailers, however effectively behind Walmart’s 95% buyer loyalty proportion. Additionally, Residence Depot added barely fewer new clients than these it misplaced final yr, indicating that the model shrank its buyer base in 2021.

The everyday buyer picks up a mean of six objects per journey for a price of $74.13 and tends to go to 13 occasions per yr for an annual expense of $978, Numerator discovered.

About 3.3% of their total spending takes place at Residence Depot — a couple of 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 completely 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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