The typical Home Depot customer is a 45-year-old white man with a college degree earning over $80,000
Home Depot has over 2,300 stores and employs about 475,000 people across North America.
Half of US shoppers are Home Depot customers, and the store has similar customer loyalty as Costco.
The store's average customer is a middle-aged white man with a college degree earning over $80,000 per year.
Home Depot is the world's leading home improvement retailer, and the fourth-largest retailer in the US, making sales of $157.4 billion in 2022.
Originally founded in 1978 in Atlanta, Georgia, the company now has 2,322 stores in all of North America and employs about 475,000 people.
More than half of shoppers in the US make at least two trips to Home Depot each year, according to data from the analytics firm Numerator prepared for Insider.
Numerator found that Home Depot's typical shopper is a middle-aged white man, who is married without children at home. They tend to live in the suburbs, have a college education, and earn more than $80,000 per year. The store is also especially popular among Hispanic or Latino shoppers.
The store serves two core groups of customers that it refers to as DIY and pro segments. DIY shoppers turn to the store for supplies to complete their own projects, while pros are typically contractors and tradesmen, like electricians, plumbers, and painters. Home Depot says high-spending pros are the strongest piece of its business.
About 83% of those who shopped in 2021 visited the store in 2022, per Numerator – on par with Costco and other big box retailers, but well behind Walmart's 97% customer loyalty percentage. Also, Home Depot added slightly fewer new customers than those it lost last year, indicating that the brand slightly shrank its customer base in 2022.
The typical customer picks up an average of six items per trip for a cost of $83.55 and tends to visit 12 times per year for an annual expense of $1,052, Numerator found.
About 3.3% of the typical shopper's overall spending takes place at Home Depot — about a third of what they spend at Walmart, where they spend the most of their shopping dollars.
Home Depot carries between 30,000 and 40,000 different products, but the typical customer's favorite products to buy are building supplies, fasteners, paint (from Behr), and lawn and garden supplies (from Scotts).
The company makes more in sales in its building materials category with $55 billion in 2021, followed by $50.4 billion for decor (like paint, flooring, and appliances), and $45.7 billion for other hardware, tools, and garden supplies.
Read more typical shopper profiles:
Walmart: A 59-year-old white suburban woman earning $80,000 a year
Costco: A 39-year-old Asian American woman earning more than $125,000 a year
Target: A millennial suburban mom with a household income of $80,000
Whole Foods: A highly educated West Coast millennial woman earning $80,000
Amazon: A college-educated married woman in the South earning $80,000
Dollar General: An older rural worker with a high school education and an income of less than $40,000
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