Prime Big Deal Days 2026 Shopper Insights for Durables Brands and Retailers
Prime Big Deal Days, Amazon’s October Prime Day event, ran October 6-7 with a healthy headline: $9.86 billion in U.S. online spend, up 8.5% year over year, according to Adobe Analytics. The shoppers behind that number were more deliberate, rewarding preparation over impulse.
OpenBrand surveyed shoppers before, during, and after the event and compared the results with June’s Prime Day and 2025 to track how durables shopper behavior is shifting into the holidays. Three forces stood out:
- Planned demand did the heavy lifting. Most shoppers arrived with a purchase already in mind
- Spend split toward the extremes. Small, practical buys and considered $500+ purchases both grew while the middle tier shrank
- Rival retailers converted with precision. Shoppers who left Amazon usually went somewhere specific to buy something specific
This post shares a sample of the findings. Access the full Prime Big Deal Days 2026 Shopper Insights Report now to see every chart, the full category breakdown, and OpenBrand’s recommendations for brands and retailers.
SOURCE: Unless otherwise noted, all data in this article comes from OpenBrand’s 2026 Prime Big Deal Days survey, a subset of the MindShare consumer survey. Results draw on more than 5,100 consumer responses collected October 1-12, 2026, and analyze durables shoppers specifically.
Prime Big Deal Days 2026 Key Stats
- 60% of shoppers came to Prime Big Deal Days with a planned purchase in mind
- 84% saw event advertising, down from 87% at June’s Prime Day and 94% in 2025
- 76% expected Amazon to have the best deals before the event started
- 92% of Home Depot’s cross-shoppers bought there, the highest conversion of any rival retailer
- 60% spent under $150, while 14% spent $500 or more, up from 10% who planned to
- 35% bought consumer electronics, the leading category
- 36% said Prime Big Deal Days deals beat what they expect from Black Friday, while 28% expect Black Friday to be better
Did Prime Big Deal Days shoppers come to buy or to browse?
They came to buy. According to OpenBrand’s 2026 Prime Big Deal Days survey, 60% of shoppers arrived with a planned purchase in mind, either a deal on something already on their list or a plan to stock up on essentials. Browsing still mattered, but it was secondary to the list.
Shoppers could select more than one reason for shopping, and the mix shows how mission-driven the event has become:
| Shopping reason (multi-select) | Share of shoppers |
| Find a deal on something already on my list | 46% |
| Browse discounts or find new products | 40% |
| Stock up on essentials | 30% |
Source: OpenBrand 2026 Prime Big Deal Days survey, durables shoppers
More than one in four shoppers also used the event for holiday shopping, a clear sign that seasonal demand is arriving in early October rather than waiting for November.
OpenBrand's Shopper Behavior Insights
When 60% of shoppers walk into a two-day sale with a purchase already planned, the deal is not what creates demand. It confirms a decision made earlier. For durables brands, the real competition for Prime Big Deal Days happens in the weeks before the event, when shoppers are building the list.
Prime Big Deal Days ad awareness slipped, but intent held
Fewer shoppers noticed the event this time. According to OpenBrand, 84% of shoppers saw advertising for Prime Big Deal Days 2026, down three points from June’s Prime Day and ten points from the October 2025 event. Softer reach did not translate into softer intent, because the shoppers who knew the sale was coming arrived ready to buy.
| Event | Saw event advertising |
| Prime Big Deal Days 2025 | 94% |
| Prime Day 2026 (June) | 87% |
| Prime Big Deal Days 2026 | 84% |
Source: OpenBrand 2026 Prime Big Deal Days survey; OpenBrand Prime Day 2026 survey
Where shoppers look for deals matters as much as whether they see an ad. Amazon’s own channels led, with Amazon.com at 55%, but 23% of shoppers looked on social media, 22% used Google, and 12% turned to AI tools. The full report ranks all twelve deal-discovery channels.
OpenBrand's Deal Discovery Insights
Declining ad recall alongside strong purchase intent says awareness is no longer the bottleneck. With one in eight shoppers already using AI tools to find deals, brands need to show up where people search, scroll, and ask questions, not only on the Amazon product page.
How did rival retailers perform during Prime Big Deal Days?
Rival retailers drew fewer shoppers but converted the ones they drew. According to OpenBrand, every major competitor converted more than 70% of the Amazon shoppers who also visited them, led by Home Depot at 92%. Cross-shopping softened from June, yet the shoppers who left Amazon usually had a specific purchase in mind.
Before the event, 76% of shoppers expected Amazon to have the best deals, with Walmart (5%), Best Buy, and Costco (3% each) leading the alternatives. Walmart still drew the most cross-shopping purchases, with 19% of Amazon shoppers also buying there, down from 22% in June.
| Rival retailer | Cross-shopper conversion |
| Home Depot | 92% |
| Best Buy | 87% |
| Walmart | 72% |
Source: OpenBrand 2026 Prime Big Deal Days survey. Conversion calculated on unrounded values. Full retailer results for Costco, Lowe’s, Sam’s Club, and Target are in the report.
OpenBrand's Retailer Insights
For retailers competing with Amazon’s window, traffic is the battle, not conversion. Conversion rates above 70% at every major rival mean the shoppers who show up are ready to buy. The harder job is getting onto a shopper’s route before they settle on Amazon by default.
Get the full retailer cross-shopping and conversion breakdown in the complete report.
Prime Big Deal Days spending split toward the extremes
Prime Big Deal Days did not push shoppers up a spending tier. It pushed them out of the middle. According to OpenBrand, 60% of shoppers spent under $150 and 14% spent $500 or more, while the $150 to $500 tier fell well short of what shoppers planned before the event.
| Spend tier | Planned before event | Actual spend |
| Under $150 | 54% | 60% |
| $150 to $500 | 36% | 26% |
| $500 or more | 10% | 14% |
Source: OpenBrand 2026 Prime Big Deal Days survey, durables shoppers
The $500+ group is where the event did its most persuasive work. Those big spenders bought from an average of three categories, compared with fewer than two for shoppers who spent under $150. Sixty-eight percent of them bought consumer electronics, and 60% said these deals beat what they expect from Black Friday.
OpenBrand's Spending Insights
The middle of the basket is where Prime Big Deal Days lost ground. Shoppers either kept purchases small and practical or committed to a considered major buy. Brands built around mid-tier price points should plan holiday offers that either sharpen everyday value or make a stronger case for trading up.
Which product categories led Prime Big Deal Days 2026?
Consumer electronics and home goods led. According to OpenBrand, 35% of durables shoppers bought consumer electronics and 34% bought home goods, both up year over year. Large appliances more than doubled from 7% in 2025, yet most categories still fell short of what shoppers said they planned to buy.
Electronics also stood out as a category where the event itself still changes minds. Most electronics buyers (65%) planned their purchase before seeing the deal, but 31% decided after. For brands, that gap is the opportunity: being on the list earns consideration, but the offer still has to close the sale.
The full report breaks down planned versus actual purchases across eight categories, the electronics product mix from headphones to TVs, and a seasonal shift in tools and outdoor power equipment purchases compared with June.
OpenBrand's Category Insights
Most categories at Prime Big Deal Days 2026 converted less demand than shoppers planned, with apparel and small appliances each finishing nine points short of intent. Large appliances were one of the few to beat it. For category managers and retail buyers, the gap between planned and actual purchases is a sharper read on event performance than deal counts alone, and a useful input for upcoming line review conversations.
For analyst reads on discount depth, brand participation, and pricing by category, see What Prime Big Deal Days 2026 Told Retailers and Brands: Category Reads.
Did shoppers think the deals were worth it?
Mostly yes, though few were wowed. According to OpenBrand, 27% of Amazon shoppers said Prime Big Deal Days discounts exceeded expectations, down from 29% in June, while 60% said deals met expectations. Planned buying paid off after checkout too: 71% said they do not plan to return anything, up from 68% in June.
That steady-but-unspectacular read lines up with OpenBrand’s pricing data. During the event, 66% of Amazon.com products hit their deepest discount of the prior 30 days, yet only 2% reached their lowest net price. OpenBrand Chief Economist Ralph McLaughlin explains why in Prime Big Deal Days: Bigger Discounts, Not Necessarily Lower Prices.
OpenBrand's Holiday Outlook Insights
Prime Big Deal Days may have pulled some holiday confidence forward. In OpenBrand’s survey, 36% of shoppers said the October deals beat what they expect from Black Friday, and only 28% expect Black Friday to be better. Brands and retailers heading into November should assume a meaningful share of shoppers already feel they got the deal.
What Prime Big Deal Days 2026 means for brands and retailers
Prime Big Deal Days worked, but on the shopper’s terms. Most decisions were made before the sale began, discounts turned planned purchases into sales rather than growing baskets, and rival retailers converted the shoppers they drew. Four priorities follow for holiday and 2027 event planning:
- Get on the list early. Most buyers decided before the sale, so holiday visibility has to start before the deal goes live
- Plan for both ends of the basket. Spend shifted toward small, practical buys and considered $500+ purchases, not the middle tier, so holiday assortment and offers should be built for both
- Plan beyond Amazon. Rival retailers converted 71% to 92% of the shoppers they drew, so event plans should cover every retailer where your shoppers buy
- Make deals easy to find. Mission-driven shoppers do not dig, so event pricing needs to be visible on the first visit
The full report adds OpenBrand’s retailer-specific recommendations, including how often Amazon shoppers visited during the event and how many always price compare.
Get the Full Prime Big Deal Days 2026 Shopper Insights Report
This post covers a portion of the findings. The complete Prime Big Deal Days 2026 Shopper Insights Report, prepared by OpenBrand Senior Analyst Scott Peterson and Analyst Bryce Tecson, gives brands and retailers the full shopper read on awareness, cross-shopping, spend, and category demand from the October event. It includes:
- All twelve deal-discovery channels shoppers used, from Amazon.com to AI tools and voice assistants
- Planned versus actual cross-shopping and conversion for seven rival retailers
- The full planned versus actual spend distribution, including June versus October comparisons
- Category purchases for $500+ spenders versus shoppers who spent under $150
- Planned versus purchased results across eight durables categories and the consumer electronics product mix
- OpenBrand’s recommendations for brands and retailers heading into the holidays and 2027
Click to view the full report, or contact OpenBrand to see how MindShare shopper insights, paired with OpenBrand market share and pricing data, can inform your next promotional window, assortment plan, or line review.
More Prime Big Deal Days and Prime Day analysis from OpenBrand
- What Prime Big Deal Days 2026 Told Retailers and Brands: Category Reads: analyst reads on discount depth, price floors, and retailer competition by category
- Prime Big Deal Days: Bigger Discounts, Not Necessarily Lower Prices: why record discounts did not mean record-low prices
- Prime Day 2026 Shopper Survey: Key Signals for Durables Brands and Retailers: the June baseline for awareness, cross-shopping, and spend
FAQ: Prime Big Deal Days 2026 Shopper Behavior
How long was Prime Big Deal Days 2026?
Prime Big Deal Days 2026 ran two days, October 6-7. OpenBrand fielded its MindShare event survey from October 1-12 to capture shopper plans before the event, behavior during it, and results afterward.
How much did shoppers spend during Prime Big Deal Days 2026?
According to OpenBrand’s MindShare survey data, 60% of durables shoppers spent under $150 and 14% spent $500 or more. The $500+ share beat pre-event plans of 10%, while the $150 to $500 tier fell to 26% from 36% planned.
Did Prime Big Deal Days deals beat Black Friday?
According to OpenBrand’s 2026 Prime Big Deal Days survey, 36% of shoppers said the October deals beat what they expect from Black Friday, while 28% expect Black Friday to be better. Among shoppers who spent $500 or more, 60% said Prime Big Deal Days deals were better.
Did shoppers buy from retailers other than Amazon during Prime Big Deal Days?
Yes. According to OpenBrand’s MindShare survey data, 19% of Amazon shoppers also bought from Walmart during the event. Every major rival retailer converted more than 70% of the cross-shoppers it drew, led by Home Depot at 92% and Best Buy at 87%.
How does OpenBrand survey shoppers during Prime events?
OpenBrand’s Prime Big Deal Days survey is a subset of the MindShare consumer survey, which tracks durable goods purchase behavior with more than 20 years of category history. For this event, OpenBrand collected more than 5,100 responses before, during, and after the sale and compared results with June’s Prime Day and 2025.
What Prime Big Deal Days 2026 Told Retailers and Brands: Category Reads
Prime Big Deal Days ran October 6-7, and the durables picture looked different from June’s Prime Day: fewer PC deals, higher net prices, and more competition from Walmart, Best Buy, and Target the same week.
According to Adobe, total US online spend across all retailers reached $9.86 billion during the 2026 event, up 8.5% from $9.09 billion in 2025. Most of that growth came from everyday items rather than big-ticket purchases, driving the value of a durables-specific read.
OpenBrand’s category analysts tracked Prime Big Deal Days 2026 across durables product lines. This wrap-up pulls together insights across various key categories (from consumer electronics to small appliances, outdoor power equipment, power tools, and more) into one place so you can see where discounting deepened, where brands sat out, and what each category signals heading into Black Friday and Cyber Monday.
OpenBrand Chief Economist Ralph McLaughlin covers the macro view of the event, including why bigger discounts didn’t mean lower prices in a year of rising durables costs, in his companion read, Prime Big Deal Days: Bigger Discounts, Not Lower Prices.
In This Wrap-Up
- Prime Big Deal Days 2026: Key Takeaways
- Category Reads: What the Analysts Saw
- Desktops
- Floor Care
- Headphones
- Notebooks
- OPE: Handhelds
- Power Tools
- Printers
- Smartphones
- Tablets & Detachables
- Televisions
- How Shoppers Approached Prime Big Deal Days 2026
- What Prime Big Deal Days 2026 Means Moving Forward
- What to Watch Heading into Black Friday
- How OpenBrand Helps Track Real-Time Movement During Promotional Windows
Prime Big Deal Days 2026: Key Takeaways
Across categories, the October event looked very different from June. Shoppers arrived with a plan and a modest budget, several categories shed both deals and depth, price floors moved up, and a handful of brands – led by Hisense, HP, and JLab Audio – discounted far deeper than their categories.
- Shoppers bought with a purpose. According to OpenBrand’s shopper survey, 56% of Prime Big Deal Days shoppers spent under $150 on Amazon, and more than half came with a planned purchase in mind. Discounts mostly turned planned purchases into sales rather than growing basket sizes.
- PCs and phones pulled back, and price floors rose. The average smartphone discount on Amazon was 21%, a Prime event low since 2016. Notebook discounts fell almost 4 points to 19% while the average net price rose to $1,139 from $846, and desktop deals were cut by more than half, to 22 from 46 last October. According to OpenBrand, fewer deals at higher net prices was the dominant PC story.
- Where brands leaned in, they leaned in hard. Hisense led TVs at 41% off, a 10-point jump. Amazon headphone deals nearly doubled to 219, at a deeper 39% average. Printer savings averaged 32% off, up from 29% in June, and HP ran the deepest notebook discounts at 31%. According to OpenBrand, aggression was concentrated in specific brands rather than spread across categories.
- Best Buy set the value ceiling off Amazon. Best Buy had the biggest TV savings at $752 (28% off) and promoted 86% of its current TVs, and it was the only merchant to grow tablet promotion values, up 11% to $128 excluding Apple. Walmart pulled back on TVs, dropping from 24% to 21% off.
- Apple showed up, but on its own terms. Apple made a rare Prime notebook appearance with $200 off every M5 MacBook Air configuration, cleared iPad mini inventory with $100 Limited Time and Lightning Deals, and featured a single AirPods Pro 3 deal. It did not appear among captured smartphone deals.
OpenBrand’s Takeaway: Read Prime Big Deal Days 2026 as a preview of holiday pricing. Deal counts and depth told different stories by category, but post-discount prices climbed in PCs, phones, and TVs alike, and that higher floor is what category managers should plan against for Black Friday.
Category Reads: What the Analysts Saw
OpenBrand covered Prime Big Deal Days 2026 across various durables product lines. Below is a short excerpt from our analysts’ full reports. For the full read on what our analysts saw during Prime Big Deal Days 2026, contact us today.
Desktops
The Smallest Desktop Prime Event Since July 2024
Analysis by Avery Bissett, Desktops Analyst, OpenBrand
October Prime Day 2026 was the smallest desktop event of the six Prime events tracked since July 2024, with many brands sitting out entirely. Unique desktop deals were cut by more than half, falling to 22 from 46 last October and 39 in June. Alienware, Corsair, Lenovo, Thermaltake, and iBUYPOWER, which together had 17 deals last October, weren’t featured. The average discount rose 3ppt YoY to 19%, with the average discount value up to $302 from $279.
Those that did participate discounted more aggressively, particularly HP in consumer and Stormcraft in gaming. All four of HP’s deals were consumer desktops at 24%-29% off, up 11ppt from its 17% average last October, and newcomer Stormcraft tied HP for the deepest average discount at 28%, highlighted by $770 (36%) off its Falcon gaming PC with RTX 5060 Ti. Gaming made up 15 of 22 deals (68%), but higher floors at RTX 5060 and RTX 5070 show component costs pushing post-discount prices up even where discounts held. The lowest RTX 5060 offer was $1,075, versus $839, and the lowest RTX 5070 offer jumped to $1,947 from $1,440.
Floor Care
Target Leads Floor Care Discounts During Full Prime Big Deal Days Week
Analysis by Jordan Carter, Vacuums Analyst, OpenBrand
Target showed the most aggressive floor care discount for the full Prime Big Deal Days week at 32% off, led by stick vacuums at 38%, while Amazon averaged 27% across the week and 31% during the two-day event. Best Buy continued to offer the deepest savings value YoY despite a 20% decline, from $205 off to $163 off.
On Amazon, the 31% average was down 2ppt YoY and the lowest of the past four Prime events. The pullback was concentrated in robotics, where discounts eased from 38% to 34% off and average savings fell $68, as robotic products are often positioned as secondary devices in the home rather than essentials. Non-steam wet/dry floor washers led all product types at 35% off for the second straight Prime event. iRobot led key brands at 53% off (+8ppt YoY), and Shark offered the deepest single deal at 58% off its $599 AI Ultra.
Headphones
Headphone Deals Nearly Double on Amazon as Promotions Get More Aggressive
Analysis by Nick Harpster, Headphones Analyst, OpenBrand
Across Amazon, Best Buy, Target, and Walmart, the average promotion value offered during the week of Amazon Prime Big Deals Day and competing October promotion events saw a 12% YoY decrease to $50, and the average discount decreased 2ppt to 29%. Apple, Beats, Sony, JBL, and JLab Audio all remained stable YoY for their average promotion values across merchants. Some of the largest shifts were seen by Bose, which decreased its average promotion value YoY to $67, due to fewer large promotions like last year’s $160 off on the QC Headphones.
On Amazon itself, the total number of deals featured nearly doubled from 2025’s 111 to now 219, driven by nearly every major brand increasing the number of audio offerings and color variants. JLab Audio and JBL were the most notable shifts this year, both brands nearly tripling their number of featured deals. Headphone promotions were also larger and more aggressive, with the average promotion value for flared deals up 18% YoY to $60 and average depth up 5ppt YoY to 39% off. True Wireless regained its growth with 53% of deals, up 10ppt YoY, and the premium $200 & Above and $50-$99 price bands combined accounted for 55% of flared deals. The deepest discount was 62% off the JBL Tune Flex and JBL Live 620NC, and the largest savings was $200 off (57%) the Sennheiser RS 175. Apple only featured one deal this year, on the AirPods Pro 3, with a Limited Time Deal flair rather than a Prime Big Deal flair.
Notebooks
A Rare Apple Appearance and a Broad Retreat from Windows Discounting
Analysis by Avery Bissett, Notebooks Analyst, OpenBrand
October Prime Day 2026 was shaped by a rare Prime appearance from Apple and a broad retreat from discounting by Windows brands. Unique deals rose to 87 from 75 last October, driven by Apple (20 deals, partly due to color options); excluding Apple, volume fell by 8. The average discount fell almost 4 ppt YoY to 19%, while the average discount value held flat at $243 as shelf prices climbed. Apple’s flat $200 discounts across 13- and 15-inch MacBook Airs worked out to 10%-15%, the shallowest in the event.
HP had the deepest discounts among major brands, averaging 31% (up 6ppt YoY), driven by budget OmniBook 3 offers as deep as 59%. Lenovo averaged 24% (up 4ppt) and nearly tripled its presence from last October. Last October’s discount leaders scaled back sharply: Microsoft fell 9ppt to 22% and Samsung fell 13ppt to 18%. Pricing shifted upward across the board, with the average net price rising to $1,139 from $846. Entry-level gaming effectively disappeared, with no gaming notebook under $1,000, and only one Chromebook came in under $240. This event reinforced the higher floor on post-discount pricing going into the holidays, with an additional wave of price increases expected around Q4.
OPE: Handhelds
Prime Big Deal Days Brings a Broad but Measured Set of Handheld Promotions
Analysis by Adrienne Spear, OPE Analyst, OpenBrand
Handheld SKUs promoted at Amazon, Walmart, and Home Depot nearly doubled from last October’s 439 to 858, but the average Handheld discount was 23%, down eight points YoY and two points below June’s Prime Day. Amazon carried the event’s volume with 468 promoted Handheld SKUs, and its 203 labeled deals averaged 29% off, while Walmart’s average discount slipped to 26% from 34% last October.
Chainsaws (38%) and Leaf Blowers (25%) accounted for nearly two-thirds of promoted SKUs. Cordless models made up 84%, and 52% were priced under $100, a range that aligns with the 56% of shoppers who spent under $150 during the event. Greenworks was the most promoted brand with 111 SKUs, while national brands mostly pulled back, as Milwaukee fell eight points to 14%. Part of the discount story came from shelf prices: 6% of promoted Handheld SKUs carried inflated shelf prices, advertising 31% off against a true discount of about 9%.
Power Tools
Amazon Leads Power Tools Discounts, Best Buy Leads Savings During Prime Big Deal Days 2026
Analysis by Lee Davis, Power Tools Analyst, OpenBrand
Amazon’s Prime Big Deals averaged 25% off ($35 off) across 488 SKUs, the deepest discount outside Costco’s single promotion, but savings trailed Best Buy and Walmart. Amazon’s deals skewed toward lower-priced tools, at a $90 median shelf price versus $124 at Walmart and $127 at Best Buy, which offered the deepest dollar savings at $43 off (24% off).
Compared with Prime Day 2026, fewer power tools carried an event deal: Amazon put 14% of its power tool assortment on Prime Big Deal, down from 17%, while the average discount held at 25%. Online-first and value brands drove the decline, as 85 brands that ran Prime Day Deals ran none in October. Challenger brands doubled their share of all deals from 17% to 34%, led by Metabo HPT in nail guns, Ingersoll Rand in air tools, and Greenworks in combo kits. The leaders stayed out, as DEWALT put 2% of its assortment on promotion, Bosch 4%, and Makita had none.
Printers
Prime Big Deal Days Drew Broader Printer Participation Than Prime Day
Analysis by Valerie Alde-Hayman, Printers Analyst, OpenBrand
OpenBrand captured 38 printer deals during Amazon’s two-day Prime Big Deal Days event, up from 30 during Prime Day 2026, with savings averaging 32% off list price compared to 29% in June. Amazon’s printer promotions centered on cartridge-based inkjet devices: of the 38 deals, 15 targeted cartridge-based inkjet devices, nine targeted laser devices, eight targeted ink tank devices, and six targeted portable photo printers. Canon led promotional activity with 20 offers, up from 14 during Prime Day 2026, and HP followed with 11.
By brand, Canon offered the most aggressive discounts at an average of 36% off list price, followed by Epson (34%), HP (29%), Brother (23%), and Kodak (15%). Canon’s PIXMA TR7120 carried the deepest single discount at 52% off, while Canon’s Color imageCLASS LBP674Cdw II offered the largest dollar savings at $292.88. By technology, cartridge-based inkjet devices carried the deepest discounts at an average of 40% off, while ink tank devices averaged a more moderate 26%. These trends suggest OEMs relied on deep cuts to cartridge-based hardware to drive volume, while protecting pricing on ink tank models that generate less ongoing supplies revenue per device.
Smartphones
Prime Big Deal Days 2026 Brought Smaller Smartphone Deals, Steady Savings
Analysis by Scott Peterson, Smartphones Analyst, OpenBrand
Smartphone discounts got shallower for Prime Big Deal Days 2026; the average across major online merchants fell from 24% last year to 18%, while dollar savings held near $170-$180. Amazon had the biggest average savings ($179, 18% off) and beat Best Buy on flagships, such as $390 off the Galaxy S26 Ultra (vs. $289). Best Buy discounted the most phones but gave shoppers less per phone, at $177 and 16% off, from $206 and 24%. Walmart had the deepest average discount (26%) but the smallest dollar savings ($143), mostly from older and budget phones. Across merchants, Google was the most promoted brand and Apple barely took part: 63% of Pixel listings had a discount, versus 45% for Samsung and 6% for Apple.
On Amazon, OpenBrand captured 78 smartphone deals, up 11% from last October but down 26% from July’s Prime Day, with unlocked deals from just four brands. Google accounted for 76% of captured deals, and the Pixel 11 Pro and Pro XL models alone made up 33 deals, pushing 58% of all deals into the $800 & up price band. The overall average discount across brands was 21%, seven points lower than last October and a Prime event low since 2016. Samsung was the top discounter at 26%, while Motorola, last year’s discount leader, fell 13 points to 24% and Google dropped six points to 20%. With Google making up most of the deal mix, its moderate discounts on the new Pixel 11 series pulled the overall average lower. As with prior years, Apple did not appear among captured deals.
Tablets & Detachables
More Tablet Deals, Less Promotional Punch
Analysis by Nick Harpster, Tablets & Detachables Analyst, OpenBrand
Merchants saw a YoY decrease in the average promotion value offered across all the October sales events, including Amazon’s October 6–7 Prime Big Deal Days event, with all promotions down 16% YoY to $107 and the average discount down 5ppt to 17%. These decreases were all driven by Apple: last year Apple led with larger $250 promotions on the iPad Pro 7, compared to $200 this year. Excluding Apple, average promotion values increased 7% YoY to $122. Amazon remained flat YoY at $126, Best Buy saw an increase of 11% YoY to $128, and Target and Walmart both saw decreases of 19% and 8%, respectively.
On Amazon, this was the highest number of tablet deals highlighted during the event in the past four years, with a near-even amount of deals from Amazon (37), Samsung (36), and Apple (35). The average promotion value dipped 18% YoY to $113, and the average discount dipped 4ppt to 27%. Apple notably did not feature any non-refurbished models with a Prime Big Deal flair, instead promoting its iPad mini across all of its configurations with a $100 (10%-17%) Limited Time or Lightning Deal in an attempt to clear inventory ahead of its overdue mini refresh. Google was absent, while TCL limited its promotions to Lightning Deals on its NXTPAPER lineup. Overall consumers could find solid deals on tablets this October Prime Day, but the event lacked some promotional punch, especially with some consumers feeling spending constraints.
Televisions
Best Buy Leads TV Discounts as Rivals Hold Back for Prime Big Deal Days 2026
Analysis by Scott Peterson, TVs Analyst, OpenBrand
Average TV discounts across major online merchants held at ~25%, roughly flat to last year (24%), and dollar savings fell everywhere except Best Buy. Best Buy again had the biggest savings ($752, 28% off), up from $736 and 27% last year, and it promoted 86% of its current TVs for its Techtober event. Best Buy’s bigger discounts come partly from higher list prices; its pre-discount price was higher on 73% of the TVs that Amazon also sold, but net prices after discounts ended up almost identical. Walmart pulled back for the sale week, with its average discount dropping from 24% to 21%, now tied with Amazon, and its average savings falling from $501 to $300. Store brands were key to discounting: Insignia averaged 38% off at Best Buy and Amazon-brand TVs 32% at Amazon, but Walmart’s Onn averaged just 13% off.
On Amazon, OpenBrand captured 95 TV deals, up 30% from last October’s 73, and Sony, Hisense, TCL, and Amazon together accounted for 72% of them. The overall average discount across brands was 26%, up two points YoY. Hisense was the event’s clear discount leader at 41%, a 10-point jump YoY, including 55% off the 85″ S7 series ($1,797). Samsung (21%) and TCL (20%) pulled back sharply, down nine and 12 points YoY. Larger screens were nearly as visible as the mainstream: 30% of deals were 75″ or larger, and those deals averaged a slightly deeper 27% off. Prime Big Deal Days 2026 rewarded TV brands that were in front of planned buyers with the right big-screen and premium models, at a price that justified trading up ahead of the holiday season.
How Shoppers Approached Prime Big Deal Days 2026
OpenBrand surveyed shoppers before and during the sale to see how their plans turned into purchases. The results revealed a disciplined shopper who bought with a purpose, spent modestly, and was not fully convinced that Amazon had the lowest prices and best deals.
More than half of shoppers came with a planned purchase in mind. 39% wanted a deal on something already on their list, and 22% planned to stock up on essentials. Nearly as many came to browse discounts or find new products, and more than 1 in 4 did both. Expectations were measured leading into the event, as 54% planned to spend less than $150 on Amazon, and only 9% planned to spend $500 or more. Actual behavior aligned with those plans with 56% spending under $150.
More shopper insights will be available soon, right here on our blog.
What Prime Big Deal Days 2026 Means Moving Forward
All our analysts reports point to Prime Big Deal Days 2026 setting a higher floor for holiday pricing. Shoppers made their decisions before the sale started, brands chose their spots, and post-discount prices rose even where discount percentages held.
Participation is a strategic choice. Desktop deals were cut by more than half as Alienware, Corsair, and Lenovo sat out, Google skipped tablets, and Apple promoted only the products it wanted to clear. Brands that read the event as one discount number will miss who chose not to compete and why.
As in June’s Prime Day, the value ceiling moved off Amazon in some categories and back onto it in others. Best Buy led TV savings at $752 and was the only merchant to grow tablet promotion values excluding Apple, while Amazon beat Best Buy on flagship phones. Any brand watching a single retailer is watching the wrong ceiling.
Higher price floors matter most heading into the holidays. No gaming notebook under $1,000, a $1,075 floor on RTX 5060 desktops, and 58% of Amazon smartphone deals at $800 and up all point to component costs and premium mixes pushing net prices higher.
OpenBrand’s Insight: The brands that won Prime Big Deal Days 2026 picked their categories, products, and retailers deliberately, and that same discipline, applied against a higher price floor, is the plan to stress-test before Black Friday.
What to Watch Heading into Black Friday
The next major promotion event is the Black Friday and Cyber Monday run, when deeper and more widespread promotions are typically expected. Questions worth tracking:
- Do price floors keep rising, or do discounts finally offset them? Watch whether the higher net prices in notebooks, desktops, and smartphones hold through Black Friday, especially with an additional wave of notebook price increases expected around Q4.
- Do the brands that sat out come back? Desktops will likely hinge on whether absent OEMs and system integrators return with broader participation, and tablets on how Apple clears iPad mini inventory and how Amazon positions its new tablet lineup.
- Does Best Buy keep the value lead? Best Buy promoted 86% of its current TVs and grew tablet promotion values excluding Apple, while Walmart pulled back on TVs. Watch whether that gap widens or closes through Black Friday.
For the pricing read on Prime Big Deal Days 2026, why 66.1% of Amazon products hit their highest discount of the prior 30 days while only 2.0% hit their lowest net price, OpenBrand Chief Economist Ralph McLaughlin breaks it down in Prime Big Deal Days: Bigger Discounts, Not Lower Prices.
Tracking Pricing & Promos in Real-Time
OpenBrand tracks pricing, promotions, and market share across durable goods categories in real time, so you head into each promo window knowing which brands discount deepest, how retailers sequence their deals, and where assortment gaps open up. The same data behind these 10 Prime Big Deal Days reports feeds line review prep, competitive intelligence, and promotional planning for brands and retailers, and category-level views are available in OpenBrand’s free quarterly MarketSignal dashboards.
Watch our 30-min best practices webinar for insight into how to stay on top of key promotional events.
See what OpenBrand’s data can tell you about your categories before Black Friday
A conversation with our analyst team gets you a walkthrough of category-level pricing and promotion trends specific to your lines, so you can prep your next line review and holiday plan against real competitive movement rather than last year’s assumptions.
Frequently Asked Questions
When was Prime Big Deal Days 2026 and how long did it run?
Prime Big Deal Days 2026 ran two days, October 6 to 7, alongside Walmart’s Fall Deals (October 5-11) and Best Buy’s Techtober event. According to Adobe, total US online spend across all retailers reached $9.86 billion during the event, up 8.5% year over year. OpenBrand tracked pricing, promotions, and shopper response before and during the event to see how the market shifted.
Which retailers competed with Amazon during Prime Big Deal Days 2026?
Walmart, Best Buy, and Target all ran competing promotions during the week. According to OpenBrand, Best Buy led TV savings at $752 (28% off) and grew tablet promotion values 11% to $128 excluding Apple, while Walmart pulled back on TVs and ran the deepest smartphone discounts at 26%, mostly on older and budget phones.
Did discounts get deeper during Prime Big Deal Days 2026?
It depended on the category. According to OpenBrand, smartphone discounts on Amazon fell to 21%, a Prime event low since 2016, and notebooks fell to 19%. Headphones, TVs, and printers went the other way, with Amazon headphone depth up 5 points to 39%, TVs up 2 points to 26%, and printers averaging 32% off versus 29% in June.
Which product categories saw the most promotional activity during Prime Big Deal Days 2026?
Headphones and TVs led on volume. According to OpenBrand, Amazon headphone deals nearly doubled to 219, and TV deals rose 30% to 95, led by Sony, Hisense, and TCL. Desktops moved the opposite way, with deals cut by more than half to 22, the smallest desktop event of the six Prime events tracked since July 2024.
How does OpenBrand track Amazon Prime Big Deal Days and other promotional events?
OpenBrand monitors pricing, promotions, and market share across durable goods retailers and categories in real time, and surveys shoppers before and during major events. Brands and retailers use that data for line review prep, competitive intelligence, and promotional planning ahead of each major window.
Kitchen & Bath Market Insights: Top Brands, Retailer Share & Trends
Kitchen and bath purchases rarely start with a wish list. They start with a leak, a failed fixture, or a remodel that finally got budgeted. That reality shapes the entire kitchen and bath market, which currently turns on three forces:
- Demand concentrated in the lowest price tiers
- A retailer market controlled by two home centers competing directly with each other
- Shelf-level fragmentation so wide that no brand holds even 4% of placements
Using data from OpenBrand’s latest Kitchen & Bath Total Market Insights report [download now], we analyzed how consumers shop the category, where retailers win and lose share, and which brands are converting shelf presence into sales.
The kitchen and bath market referenced here includes bathroom faucets, bathroom sinks, kitchen faucets, kitchen sinks, bathtubs, bathroom vanities, shower stalls and enclosures, shower heads, shower doors, and toilets.
While the data reflects Q4 2025, the trends highlighted below represent the current direction of the kitchen and bath market heading into 2026.
SOURCE: All data insights in this article covers Q4 2025 data within the OpenBrand Total Market Insights Kitchen & Bath category. This includes bathroom faucets, bathroom sinks, kitchen faucets, kitchen sinks, bathtubs, bathroom vanities, shower stalls and enclosures, shower heads, shower doors, and toilets.
Summary: Kitchen & Bath Market Key Stats
- Home Depot leads kitchen and bath retailer unit share at 52%, ahead of Lowe’s at 37%
- Delta is the top brand by unit share at 12%, followed by Glacier Bay at 11% and Kohler at 8%
- Kohler outperforms on dollar share at 10% despite ranking third in units
- Products priced $250 or less account for 38% of units, the largest single tier
- Routine maintenance and repair drives 43% of category purchases, well ahead of remodeling at 19%
- Baby Boomers make 38% of kitchen and bath purchases, the largest generational segment
- The category tracked 116,397 total placements across retailers, with no brand holding more than 3.6% share of shelf
Who are the top retailers in the kitchen and bath market?
According to OpenBrand’s Q4 2025 market data, kitchen and bath retail is more concentrated than almost any other durables category. Three retailers account for essentially all tracked unit share, and the top two are home centers competing for the same project-driven shopper.
Top Retailers in the Kitchen & Bath Market (Unit Share)
| Rank | Kitchen & Bath Retailer | Unit Share (%) |
| 1 | Home Depot | 52% |
| 2 | Lowe's | 37% |
| 3 | Amazon | 12% |
Source: OpenBrand Kitchen & Bath Market Total Market Insights, Q4 2025
OpenBrand's Kitchen & Bath Trend Insights
A market where one retailer holds more than half of units changes what growth looks like for a brand. Distribution at Home Depot is not an advantage in this category, it is the price of entry. Differentiation happens through assortment position, price tier coverage, and shelf visibility inside two accounts.
For brands, that concentration also raises the cost of a single line review loss. Losing a slot at either home center removes access to the majority of category volume at once.
For more kitchen and bath retailer insights, including leakage, conversion trends, and shopper behavior data, download the full infographic.
Kitchen and bath retailers are competing harder for conversion than for traffic
Only 34% of kitchen and bath purchases happen online, so most of this category is still decided in an aisle, in front of a display, with a shopper who needs the part to fit. Draw rate shows who gets considered. Close rate shows who finishes the job.
Q4 2025 Kitchen & Bath Retailer Draw Rates
| Kitchen & Bath Retailer | Draw Rate | Close Rate |
| Home Depot | 42% | 75% |
| Lowe's | 32% | 63% |
| Amazon | 18% | 83% |
| Walmart | 12% | 57% |
Source: OpenBrand Kitchen & Bath Market Total Market Insights, Q4 2025
Home Depot draws the most shoppers and closes three out of four of them. Amazon draws far fewer shoppers but closes 83% of the ones it gets, the highest close rate in the category. If Amazon can draw in more shoppers, their conversion rate will convert to share growth.
Want deeper insight into retailer conversion and shopper leakage? Download the infographic for the full breakdown.
OpenBrand's Kitchen & Bath Trend Insights
Draw and close tell two different stories about the same shopper:
- Home Depot wins on both, which is how it reaches 52% unit share
- Lowe’s draws well but converts 12 points below Home Depot, and that gap is where its share goes
- Amazon converts intent that arrives already decided, usually on a known replacement part
Shopper leakage shows where lost kitchen and bath sales actually go
When a shopper walks out of the leading retailer without buying, someone else gets that sale. OpenBrand’s proprietary retail leakage analysis tracks exactly where those shoppers land. Home Depot’s walk rate sits at 25%, meaning a quarter of shoppers leave the store without buying anything.
Where Home Depot's Lost Kitchen & Bath Shoppers Go
| Retailer | Share of Lost Shoppers |
| Lowe's | 48% |
| Amazon | 15% |
| Costco | 9% |
| Menards | 8% |
| Other outlets | 7% |
Source: OpenBrand Kitchen & Bath Market Total Market Insights, Q4 2025
Nearly half of the shoppers Home Depot fails to close go directly to Lowe’s. This is a two-store category for most consumers, and the competition between them is close to zero-sum.
OpenBrand's Kitchen & Bath Trend Insights
Head-to-head leakage of this magnitude means share movement in the kitchen and bath market is rarely about category growth. It is transferred, one failed conversion at a time. For category managers, the practical implication is that in-stock position, comparable price tiers, and installation support at the shelf matter more than broad awareness spend.
Value-driven pricing continues defining the kitchen and bath market
According to OpenBrand’s market data, kitchen and bath demand sits heavily at the bottom of the price ladder. More than six in ten units sell below $500.
Kitchen & Bath Market by Price Range (Unit Share)
| Price Range | Share of Units |
| $0 to $250 | 38% |
| $251 to $500 | 24% |
| $501 to $1,000 | 20% |
| $1,001 to $2,000 | 12% |
| $2,001+ | 7% |
Source: OpenBrand Kitchen & Bath Market Total Market Insights, Q4 2025
OpenBrand's Kitchen & Bath Trend Insights
The tier distribution reflects what the category actually is: mostly small, functional replacements punctuated by occasional large remodel purchases. Faucets, shower heads, and sinks fill the entry tiers. Vanities, tubs, and enclosures carry the $1,000-plus band, which still accounts for 19% of units combined.
Brands playing only at the top of the range are competing for a fifth of the volume. Brands playing only at the bottom are competing on price against private label.
Purchase drivers reinforce a repair-first market
Kitchen and bath demand is triggered by necessity far more often than by design ambition, and that shows up clearly in why shoppers enter the category.
Kitchen & Bath Purchase Triggers and Retailer Selection Drivers
| Driver | Share |
| Price | 55% |
| Selection | 52% |
| Familiarity | 22% |
| Location | 18% |
| Routine maintenance or repair (purchase trigger) | 43% |
| Remodeled (purchase trigger) | 19% |
Source: OpenBrand Kitchen & Bath Market Total Market Insights, Q4 2025
Routine maintenance and repair drives 43% of purchases, more than twice the rate of remodeling projects at 19%.
OpenBrand's Kitchen & Bath Trend Insights
Price and selection are nearly tied at 55% and 52%, which is unusual. In most durables categories price runs well ahead. Here, shoppers need the specific finish, size, or valve type, so breadth of assortment functions as a competitive weapon on par with price.
That combination rewards retailers who can carry depth in the entry tiers:
- price competitiveness on high-frequency replacement items
- assortment breadth across finishes and configurations
- in-stock reliability, since repair demand cannot wait
Top kitchen and bath brands ranked by market presence
Which brands lead kitchen and bath market share in Q4 2025?
Leading brands in the kitchen and bath market include:
- Delta
- Glacier Bay
- Kohler
- Allen + Roth
- Project Source
Top Kitchen & Bath Brands by Unit and Dollar Share
| Rank | Kitchen & Bath Brand | Unit Share | Dollar Share |
| 1 | Delta | 12% | 9% |
| 2 | Glacier Bay | 11% | 7% |
| 3 | Kohler | 8% | 10% |
| 4 | Allen + Roth | 7% | 6% |
| 5 | Project Source | 6% | 2% |
Source: OpenBrand Kitchen & Bath Market Insights, Q4 2025
Two of the top five are retailer private label programs. Glacier Bay and Project Source belong to Home Depot, and Allen + Roth belongs to Lowe’s, which means private label controls 24 points of unit share in the top five alone.
At the SKU level, the leaders are inexpensive and specific.
Kitchen & Bath SKU-Level Share Winners
| Product | Unit Share | Average Price |
| Delta Alcove Deep Soaking Bathtub (B23605-6032L-WH) | 1.1% | $299 |
| Bootz Industries Aloha Soaking Bathtub (011-3365-00) | 1.1% | $239 |
| Glacier Bay China Bathroom Sink, White (13-0013-4WHD) | 1.0% | $42 |
Source: OpenBrand Kitchen & Bath Market Total Market Insights, Q4 2025
For deeper brand share trends, product launches, and competitive positioning, download the full infographic.
OpenBrand's Kitchen & Bath Trend Insights
The unit-to-dollar gap is the story in this table. Kohler converts 8% of units into 10% of dollars, the only top-five brand with a positive spread. Project Source runs the opposite direction, turning 6% of units into 2% of dollars, which is exactly what an opening-price-point private label program is built to do.
Delta holds volume leadership while giving up three points between unit and dollar share, a sign of how much of its business sits in the sub-$300 replacement bands.
Product strategy is diverging across brands
The competitive intelligence data shows brands pulling in different directions on price, promotion, and newness:
- Discount depth held between 19% and 24% across the second half of the year, peaking in September and October
- Average net price declined steadily from July through December, with the sharpest drop in December
- Product debuts clustered tightly, with Wyndham, Kingston Brass, Streamline, and Kohler each at 4% of new introductions and Glass Warehouse at 3%
- Share of shelf is extremely fragmented, with Wyndham Collection leading at just 3.6% of 116,397 tracked placements and 42.7% of shelf held by brands outside the top 16
OpenBrand's Kitchen & Bath Trend Insights
Brands are splitting between two strategies:
- protecting price realization through premium positioning and slower, higher-value introductions
- buying visibility through discount depth and rapid SKU proliferation across a crowded shelf
With no brand holding even 4% of placements, shelf presence alone no longer differentiates. The brands gaining ground are the ones pairing placement with a clear price tier and a reason to be chosen at the moment of repair.
Kitchen & Bath Shopper Demographics
Kitchen and bath skews older than most durables categories, and it is not close. OpenBrand’s census-balanced consumer data shows Baby Boomers and Gen X combining for two thirds of purchases.
Kitchen & Bath Purchases by Generation
| Generation | Share of Purchases |
| Baby Boomers | 38% |
| Gen X | 29% |
| Millenials | 18% |
| Gen Z | 10% |
| Matures | 5% |
Source: OpenBrand Kitchen & Bath Market Total Market Insights, Q4 2025
OpenBrand's Kitchen & Bath Trend Insights
Homeownership drives this skew. Boomers and Gen X own the aging housing stock that generates repair demand, and they buy accordingly: in store, at the home center, in the lower price tiers.
Millennials and Gen Z together account for 28% of purchases, and their share will move as they take on ownership. Brands positioning for that shift should watch online conversion closely, since the 34% online rate is likely to rise as the buyer base turns over.
What this means for the kitchen and bath market
The Q4 2025 data describes a category that is stable in demand and unusually concentrated in execution:
- Retail share sits with two home centers, and 48% of the leader’s lost shoppers go straight to the other one
- Private label holds 24 points of the top five brand unit share, compressing pricing for national brands in the entry tiers
- Demand concentrates below $500, while the $1,000-plus remodel bands hold 19% of units and a disproportionate share of dollars
- An older, repair-driven buyer base keeps purchases in store, but a 28% Millennial and Gen Z share signals where the next channel shift comes from
The clearest opportunity sits in the gap between unit share and dollar share. Brands that can move a repair shopper one tier up, or convert a maintenance purchase into a partial remodel, capture value the volume leaders are currently leaving on the table.
Want the Full Kitchen & Bath Market Report?
The trends highlighted here represent only a portion of the latest kitchen and bath market data available through OpenBrand.
Download the full infographic to explore deeper insights into:
- kitchen and bath market share by unit and dollar
- top brands, retailer rankings, and private label performance
- SKU-level share winners and price points
- pricing, discount depth, and promotional cadence
- share of shelf and product debut activity
- consumer shopping behavior, leakage, and demographics
All of this data is also available at the individual category and product level, from bathroom faucets to shower enclosures. To see the numbers for a specific category, brand, or retailer, get in touch with our team.
FAQ: Kitchen & Bath Market Trends
Which retailer has the largest kitchen and bath market share?
According to OpenBrand’s modeled MarketShare data, Home Depot leads kitchen and bath retailer unit share at 51.5% in Q4 2025, followed by Lowe’s at 36.6% and Amazon at 11.9%.
What are the top kitchen and bath brands right now?
According to OpenBrand’s Q4 2025 MarketShare data, Delta leads by unit share at 12.0%, followed by Glacier Bay at 11.0%, Kohler at 8.0%, Allen + Roth at 7.0%, and Project Source at 6.0%. Kohler leads the group in dollar share at 10.0%.
What price range dominates the kitchen and bath market?
According to OpenBrand’s Q4 2025 data, products priced $250 or less account for 38% of unit sales, and 62% of all units sell below $500.
What is driving kitchen and bath purchases?
According to OpenBrand’s MindShare consumer insights survey data, routine maintenance and repair triggers 43% of kitchen and bath purchases compared with 19% from remodeling projects, while price at 55% and selection at 52% are the leading drivers of where consumers buy.
Paint & Stain Market Share Insights: Top Brands & Retailers (Q4 2025)
Home improvement demand held steady through the back half of 2025, and paint market share closed the year shaped by three forces:
- Retailer share concentrating around a single dominant player
- Value-tier volume holding firm while net prices climbed
- A widening gap between shelf presence and share capture
Using data from OpenBrand’s latest Paint & Stain Total Market Insights report [download now!], we analyzed how consumers are shopping the category, where retailers are winning and losing share, and which top paint brands are gaining traction.
The paint and stain market referenced here includes interior and exterior paint and stain purchases measured per ticket, meaning multiple products or brands could appear in a single transaction.
While the data reflects Q4 2025, the trends highlighted below represent the current direction of the paint and stain market heading into 2026.
SOURCE: All data insights in this article covers Q4 2025 data within the OpenBrand Total Market Insights Paint & Stain category. This includes interior and exterior paint and stain, measured per ticket, excluding spray paint.
Summary: Paint & Stain Market Key Stats
- Home Depot leads paint and stain retailer unit share at 58.5%, more than 23 points ahead of Lowe’s
- BEHR ranks as the top brand by unit share at 31.1%, followed by Glidden and Valspar
- Products priced under $50 account for the largest share of units at 32.7%
- Sherwin-Williams posts the category’s highest retailer close rate at 83.1% on the smallest draw among the top three
- Category average net price per gallon rose from $48.47 in July to $54.02 in December
- In-store still accounts for 93.2% of purchases, with only 6.8% bought online
- Baby Boomers are the largest buyer group at 31.9% of purchases
- OpenBrand tracked 5,217 total category placements across retailers, led by Glidden at 15.7% share of shelf
Which retailers have the highest market share for paint and stain?
According to OpenBrand’s Q4 2025 market data, retail leadership in the paint and stain market is far more concentrated than in most durables categories. Home Depot is the leading retailer for paint purchases with 58.5% of unit share, Lowe’s takes 35.4%, and Ace Hardware rounds out the measured field at 6.1%. Two retailers account for roughly nine in ten units sold.
Top Paint & Stain Retailers by Unit Share
| Rank | Paint & Stain Retailer | Unit Share (%) |
| 1 | Home Depot | 58.5% |
| 2 | Lowe's | 35.4% |
| 3 | Ace Hardware | 6.1% |
Source: OpenBrand Paint & Stain Market Insights, Q4 2025
OpenBrand's Paint & Stain Trend Insights
Concentration this tight changes what growth looks like. In a fragmented category, a brand can win by adding doors. Here, national distribution effectively means two accounts, so assortment position, planogram depth, and promotional calendar alignment inside those accounts carry most of the weight.
For brands, that raises the stakes on every line review. For independents and regional chains, the opening is service, color expertise, and contractor relationships rather than price.
For more paint and stain retailer insights, including retailer leakage, conversion trends, and shopper behavior data, download the full infographic.
Paint and stain retailers are competing more aggressively for shopper conversion
Unit share tells you who sold the paint. Draw rate looks at how many consumers a retailer brought in regardless of where they ultimately purchased, and close rate shows how many of those shoppers converted. In coatings, those two numbers separate sharply.
Q4 2025 Paint & Stain Retailer Draw Rates
| Paint & Stain Retailer | Draw Rate | Close Rate |
| Home Depot | 47.6% | 79.6% |
| Lowe's | 34.6% | 62.0% |
| Sherwin-Williams | 14.5% | 83.1% |
| Walmart | 13.9% | 65.6% |
| Ace Hardware | 7.4% | 58.6% |
Source: OpenBrand Paint & Stain Market Insights, Q4 2025
Home Depot both draws the most shoppers and converts nearly four in five of them. Sherwin-Williams draws only 14.5% of shoppers but closes 83.1%, the strongest conversion rate in the category. The opportunity for Sherwin-Williams would be to increase their traffic, which would then increase their share.
Lowe’s has the second-largest draw and the weakest close among the top three, which is where its unit share leaks away.
Want deeper insights into retailer conversion and shopper leakage trends? Download the infographic for the full breakdown.
OpenBrand's Paint & Stain Trend Insights
A high draw with a soft close is a merchandising problem, not a traffic problem. Shoppers who reach the aisle and leave without buying are usually blocked by:
- color matching and tinting wait times
- out-of-stock sheens or base sizes
- unclear price-per-gallon comparisons across container sizes
- weak staff guidance on prep and coverage
Sherwin-Williams shows the ceiling. Specialist service converts intent at a rate mass retail has not matched.
Shopper leakage reveals how directly retailers compete
Retail competition becomes clearer when a retailer loses a sale and someone else captures it. OpenBrand’s proprietary retail leakage analysis tracks exactly where those shoppers land.When Home Depot does not close a paint or stain shopper:
- Lowe’s captures 50% of those lost shoppers
- Sherwin-Williams captures 18%
- Walmart takes 12%, Menards 7%, and Ace Hardware 6%
Half of every shopper Home Depot loses walks into a Lowe’s, which makes these two retailers direct substitutes in the consumer’s mind more than any other pair in the paint and stain market.
OpenBrand's Paint & Stain Trend Insights
The leakage pattern explains why competitive pricing and promotion between the two home centers moves category share so quickly. It also explains the outsized value of Sherwin-Williams capturing 18.1% of Home Depot’s lost shoppers: those consumers are already in project mode and are trading up to service rather than shopping down on price.
What are the top paint and stain brands?
Who leads paint market share by brand in Q4 2025? The top 5 leading brands in the paint and stain market include BEHR, Glidden, Valspar, Sherwin-Williams, and PPG.
Top Paint & Stain Brands by Unit and Dollar Share
| Rank | Paint & Stain Brand | Unit Share | Dollar Share |
| 1 | BEHR | 31.1% | 30.4% |
| 2 | Glidden | 17.9% | 11.4% |
| 3 | Valspar | 16.4% | 17.4% |
| 4 | Sherwin-Williams | 8.2% | 10.8% |
| 5 | PPG | 3.6% | 1.6% |
Source: OpenBrand Paint & Stain Market Insights, Q4 2025
The unit-to-dollar spread is where the strategy shows. Glidden converts 17.9% of units into only 11.4% of dollars, while Valspar and Sherwin-Williams both index higher on dollars than units. Brands outside the top five still account for 15.9% of units, so fragmentation below the leaders remains meaningful.
For more insights into top paint and stain brands, share trends, product launches, and competitive positioning, download the full infographic.
OpenBrand's Paint & Stain Trend Insights
BEHR leads on both units and dollars, which is the strongest position in the category and reflects the value of owning the dominant retailer’s premium shelf. Glidden is running a volume-and-access strategy at a lower average selling price. Valspar and Sherwin-Williams are running mix strategies, capturing more dollars per unit sold.
At the SKU level, the winners confirm it: Glidden’s 5-gallon Pure White Base leads all SKUs at 4.4% unit share at a $25 average price, ahead of BEHR’s 1-gallon Ultra Pure White at 3% and a $47 average.
Which paint brands compete most directly?
Brand-level leakage shows who wins a shopper when the category’s top-drawing brand does not close the sale. When BEHR loses a shopper, Sherwin-Williams captures 36.4% of them, Glidden takes 18.4%, Valspar 16.1%, Benjamin Moore 6.8%, and all other brands split 12.2%.
BEHR’s closest competitor by leakage is the highest-priced national brand rather than the closest-priced one, which suggests its lost shoppers are trading up on service and color expertise instead of hunting a lower price.
Average Paint & Stain Selling Price by Brand
Which brand a consumer picks moves the ticket as much as which tier they shop, and the spread across the majors is wide.
| Paint & Stain Brand | Average Selling Price |
| Benjamin Moore | $78 |
| Sherwin-Williams | $76 |
| BEHR | $62 |
| Valspar | $57 |
| Glidden | $49 |
| PPG | $48 |
Source: OpenBrand Paint & Stain Market Insights, Q4 2025
Benjamin Moore and Sherwin-Williams sell at roughly 1.5 times Glidden and PPG, which is the clearest read on how the category’s premium and value tiers are actually priced at retail.
OpenBrand's Paint & Stain Trend Insights
Rising net price with flat promotional support and volume still anchored under $100 is a squeeze, not a premiumization story. Consumers are protecting ticket size by buying smaller quantities, choosing base-tier product lines, or delaying rooms rather than by trading up. Brands holding price should expect volume pressure at the entry tier. Brands with a credible good-better-best ladder can defend units by making the step-up justify itself on coverage and durability rather than on discount.
How much do consumers spend on paint and stain?
Demand still sits at the bottom of the price ladder, but the ladder itself moved up during the second half of 2025.
Paint & Stain Market by Price Range (Unit Share)
| Price Range | Share of Units |
| $0 to $49 | 32.7% |
| $50 to $99 | 25.1% |
| $100 to $149 | 14.7% |
| $150 to $199 | 12.3% |
| $200+ | 15.2% |
Source: OpenBrand Paint & Stain Market Insights, Q4 2025
Nearly 58% of units sold for under $100 per ticket. At the same time, category average net price per gallon climbed from $48.47 in July to a $55.23 peak in November before settling at $54.02 in December, while average discount depth narrowed from 23.8% in October to 19.3% in December.
Source: OpenBrand Paint & Stain Market Insights, Q4 2025
Purchase drivers reinforce a value-first market
Price matters, but it is not what consumers say decides the brand.
Purchase Drivers: Why Consumers Choose a Paint Brand
| Driver | Share |
| Quality product | 46.6% |
| Good brand name | 37.9% |
| Previously owned brand | 34.9% |
| Competitive price | 31.7% |
Source: OpenBrand Paint & Stain Market Insights, Q4 2025
The leading trigger for entering the market is routine maintenance or minor repair at 44.7%, followed by redecorating at 27.6%.
OpenBrand's Paint & Stain Trend Insights
Quality, brand name, and prior ownership all rank ahead of competitive price, which puts coatings in rare company among value-concentrated durables categories. A failed paint job costs a weekend, not just a return. That gives established brands real pricing latitude and makes repeat purchase the most efficient growth lever in the category:
- 34.9% of buyers name prior ownership as a reason to buy again
- maintenance-driven demand means shorter, more frequent purchase cycles
- shelf adjacency to primer, tape, and applicators reinforces the same brand choice
Product strategy is diverging across brands
Shelf and innovation data separate the leaders further. OpenBrand tracked 5,217 total category placements across retailers in Q4 2025:
- Glidden holds the largest share of shelf at 15.7%, followed by Rust-Oleum at 10.4% and BEHR at 8.5%
- Glidden also led product debuts with 23% of all new items in the category
- Benjamin Moore, Prestige, Minwax, and Varathane each accounted for 5% to 7% of debuts
- BEHR launched 4% of category debuts, despite leading share
OpenBrand's Paint & Stain Trend Insights
Two strategies are visible, and they are close to opposites:
- flood the shelf and the launch calendar to hold access and entry-tier volume, which is Glidden’s approach
- concentrate on fewer, higher-value items and let brand equity carry conversion, which is closer to BEHR and Sherwin-Williams
Shelf share and market share are not tracking together here. Glidden nearly doubles BEHR on placements and debuts and still trails it by 13 points of unit share, which is a signal for any category manager evaluating how much space entry-tier lines should hold.
Paint & Stain Market Buyer Demographics
Older consumers still carry this category, which sets it apart from most home improvement segments. OpenBrand’s census-balanced MindShare data shows Baby Boomers and Gen X together accounting for more than 61% of purchases.
Paint & Stain Purchases by Generation
| Generation | Share of Purchases |
| Baby Boomers | 32% |
| Gen X | 30% |
| Millennials | 25% |
| Gen Z | 12% |
| Matures | 2% |
Source: OpenBrand Paint & Stain Market Insights, Q4 2025
Online vs. in-store sales trends in the paint and stain market
In-store overwhelmingly remains the top sales channel for paint purchases, accounting for 93% of all sales in Q4 2025. Only 7% of purchases were made online, among the lowest digital penetration of any category OpenBrand measures.
Source: OpenBrand Paint & Stain Market Insights, Q4 2025
OpenBrand's Paint & Stain Trend Insights
Homeownership tenure drives coatings demand, so the age skew is structural rather than a temporary swing. It also reinforces why the channel stays physical: color matching, tinting, and sheen decisions are hard to make on a screen. Millennials at 25% are the group to watch. As they take on more maintenance projects, brands that establish preference now inherit decades of repeat purchases in a category where 35% of buyers cite prior ownership.
What this means for the paint and stain market
The latest paint and stain market data describes a category with stable demand and very little room to maneuver.
- Retail share is concentrated, so brand growth runs through two accounts and their line reviews
- Half of Home Depot’s lost shoppers go to Lowe’s, making promotional response between the two the fastest lever on share
- Net prices rose while volume stayed under $100 per ticket, pressuring entry-tier units
- Quality and brand name outrank price as brand selection drivers, protecting established players
- Shelf presence is not converting to share for every brand, which makes assortment productivity the sharpest question heading into 2026
Together these forces define the current direction of the paint and stain market and where the greatest opportunities for growth may exist moving forward.
Want the Full Paint & Stain Market Report?
The trends highlighted here represent only a portion of the latest paint and stain market data available through OpenBrand. Download the full infographic to explore deeper insights into:
- paint market share by brand and retailer
- SKU-level share winners and pricing
- retailer draw, close, and leakage performance
- average selling price by brand
- net price and discount depth by month
- share of shelf and product debut activity
- consumer purchase drivers and demographics
FAQ: Paint & Stain Market Trends
Which retailer has the highest paint market share?
According to OpenBrand’s modeled MarketShare data, Home Depot leads paint and stain retailer unit share at 58.5% in Q4 2025, ahead of Lowe’s at 35.4% and Ace Hardware at 6.1%.
What are the top paint brands right now?
BEHR, Glidden, Valspar, Sherwin-Williams, and PPG lead the category, with BEHR holding 31.1% unit share according to OpenBrand’s Q4 2025 MarketShare data.
How much do consumers spend on paint and stain?
According to OpenBrand’s Q4 2025 MarketShare data, tickets under $50 account for the largest share of units at 32.7%, average net price landed at $54.02 per gallon in December, and average selling price by brand ranges from $48 for PPG to $78 for Benjamin Moore.
What is driving paint and stain purchases?
According to OpenBrand’s MindShare consumer insights survey data, routine maintenance or minor repair is the leading purchase trigger at 44.7%, while quality product at 46.6% is the top reason consumers choose a brand.
Lawn & Garden Industry: Lawn Care Market Share Trends & Rankings
As consumers close out another treatment season, the lawn care market continues to evolve around three major forces:
- Habit-driven repeat purchasing
- A tightening two-retailer race for share
- A widening split between premium and volume brand strategies
Using data from OpenBrand’s latest Lawn Care Total Market Insights report [download now], we analyzed how consumers are shopping the lawn care category, where retailers are winning and losing share, and which top lawn care brands are gaining traction.
While the data reflects Q4 2025, the trends highlighted below represent the current direction of the lawn care market heading into 2026. The report includes data across our Market Measurement and Competitive Inteligence insights solutions.
SOURCE: All data insights in this article covers Q4 2025 data within the OpenBrand Total Market Insights Lawn Products category. This includes fertilizer, grass seed, pesticides, and weed killer.
Summary: Lawn Care Market Key Stats
- Home Depot leads lawn care retailer unit share at 36%
- Scotts ranks as the top lawn care brand by dollar share at 31%, more than double its unit share
- Products priced between $10 and $19 account for the largest share of units
- 76% of purchases are tied to routine maintenance rather than a one-time problem
- Brand familiarity is the leading purchase driver at 50%, ahead of quality and price
- Baby Boomers represent the largest lawn care buyer segment at 49%
- One in three shoppers leaves without purchasing, with a category walk rate of 33%
Who are the top retailers in the lawn care market?
According to OpenBrand’s Q4 2025 market data, retail leadership in the lawn care market is more concentrated than in most durable categories. Among the major retail players, Home Depot and Lowe’s together account for 64% of unit share.
Top Retailers in the Lawn Care Market (Unit Share)
| Rank | Lawn Care Retailer | Unit Share (%) |
| 1 | Home Depot | 36% |
| 2 | Lowe's | 28% |
| 3 | Walmart | 20% |
| 4 | Amazon | 9% |
| 5 | Ace Hardware | 8% |
Source: OpenBrand Lawn Care Market Insights, Q4 2025
OpenBrand's Lawn Care Trend Insights
Concentration at the top changes what growth looks like in this category. With two home improvement retailers controlling nearly two thirds of units, share movement depends less on national availability and more on assortment depth, seasonal reset execution, and shelf position within those two accounts.
For brands, that raises the stakes of every line review at Home Depot and Lowe’s, because losing a single facing in a category this concentrated is difficult to replace through other channels.
For more lawn care retailer insights, including retailer leakage, conversion trends, and shopper behavior data, download the full infographic.
Lawn care retailers are competing more aggressively for shopper conversion
Because lawn care shoppers buy on a seasonal schedule rather than waiting for a product to fail, the retailer that captures a shopper early in the season often captures the repeat trips that follow.
Q4 2025 Lawn Care Retailer Draw Rates
| Lawn Care Retailer | Draw Rate | Close Rate |
| Home Depot | 39% | 75% |
| Lowe's | 32% | 68% |
| Walmart | 21% | 71% |
| Amazon | 9% | 74% |
| Ace Hardware | 8% | 69% |
Source: OpenBrand Lawn Care Market Insights, Q4 2025
Home Depot leads on both measures, drawing 39% of shoppers and closing 75% of them. Amazon presents the sharpest contrast in the category, drawing just 9% of lawn care shoppers while closing 74% of the ones it does attract.
Want deeper insights into retailer conversion and shopper leakage trends? Download the infographic for the full breakdown.
OpenBrand's Lawn Care Trend Insights
Amazon’s profile is the most instructive number in the draw and close data. A 9% draw rate paired with a 74% close rate describes a channel that few shoppers browse for lawn care, but one that converts efficiently when a shopper arrives with intent already formed.
That pattern separates two very different retailer problems. Home Depot and Lowe’s compete for undecided seasonal traffic. Amazon competes for the shopper who already knows the product and is replenishing it.
Shopper leakage reveals how directly retailers compete
Retail competition becomes clearer when looking at what happens when a retailer loses a sale, and who gains those lost shoppers. This is uncovered through OpenBrand’s proprietary retail leakage analysis data.
Where Home Depot's Lost Lawn Care Shoppers Go
| Retailer | Share of Home Depot's Lost Shoppers |
| Lowe's | 41% |
| Walmart | 20% |
| Amazon | 7% |
| Ace Hardware | 6% |
Source: OpenBrand Lawn Care Market Insights, Q4 2025
When Home Depot does not close a shopper, Lowe’s captures 41% of that lost traffic, twice the share Walmart captures and roughly six times Amazon’s.
OpenBrand's Lawn Care Trend Insights
Leakage confirms what the share data implies. The lawn care market functions as a direct two-retailer contest, and the primary beneficiary of a missed Home Depot conversion is the retailer most likely to sit across the street from it.
With a category walk rate of 33%, one in three lawn care shoppers leaves without buying anything at all. In a seasonal category, that shopper does not simply delay the purchase. They often complete it elsewhere within the same weekend.
How much do consumers spend in the lawn care market?
According to OpenBrand’s market data, lawn care carries a low ticket relative to most home improvement categories. Units concentrate heavily below $30, which shapes how both pricing and promotion work in the category.
Lawn Care Market by Price Range (Unit Share)
| Price Range | Share of Units |
| $0 to $9 | 15% |
| $10 to $19 | 28% |
| $20 to $29 | 24% |
| $30 to $39 | 14% |
| $40+ | 19% |
Source: OpenBrand Lawn Care Market Insights, Q4 2025
OpenBrand's Lawn Care Trend Insights
Units priced under $30 account for 67% of the lawn care market. At that ticket, a single promotion rarely justifies a dedicated shopping trip, which is why lawn care volume tends to attach to a broader basket rather than drive traffic on its own.
The $40 and above tier still holds 19% of units, so the category is not uniformly low priced. That tier is where dollar share is won, and it explains how a brand can hold a modest unit position while commanding a much larger share of category revenue.
What are the top brands in the lawn care market?
Who leads lawn care market share by brand in Q4 2025?
As replenishment behavior compounds, the gap between brands that win volume and brands that win revenue continues widening.
Leading brands in the lawn care market include:
- Scotts
- Spectracide
- Ortho
- Pennington
- Roundup
Top Lawn Care Brands Ranked by Market Share
| Rank | Lawn Care Brand | Unit Share | Dollar Share |
| 1 | Scotts | 15% | 31% |
| 2 | Spectracide | 10% | 5% |
| 3 | Ortho | 8% | 6% |
| 4 | Pennington | 8% | 12% |
| 5 | Roundup | 5% | 5% |
Source: OpenBrand Lawn Care Market Insights, Q4 2025
At the same time, the category remains highly fragmented. Brands outside the tracked leaders account for 23.8% of total shelf placements, with more than a dozen brands holding roughly 1% each.
For more insights into top lawn care brands, share trends, product launches, and competitive positioning, download the full infographic.
OpenBrand's Lawn Care Trend Insights
Scotts converts 15% of category units into 31% of category dollars, the widest unit to dollar gap among the top five lawn care brands. Its two Turf Builder items are also the top two SKUs in the category by unit share, at 1.6% and 1.5%, with average selling prices of $28 and $33.
Spectracide runs the inverse profile, holding 10% of units against 5% of dollars. Pennington sits closer to Scotts, turning 8% of units into 12% of dollars. Three of the top five brands are therefore competing on entirely different terms, and a unit share ranking on its own would misread who leads the lawn care market.
Purchase Drivers: Why are consumers making lawn care purchases?
Lawn care purchase behavior looks different from most categories OpenBrand tracks. Demand is driven by maintenance routine rather than product failure, and brand selection is driven by familiarity rather than price.
Top Purchase Drivers for Lawn Care Brands
| Driver | Share |
| Familiarity | 50% |
| Quality | 38% |
| Price | 36% |
| Features | 31% |
Source: OpenBrand Lawn Care Market Insights, Q4 2025
In addition, 76% of lawn care purchases are tied to routine maintenance, making this a replenishment category rather than a replacement category.
OpenBrand's Lawn Care Trend Insights
Familiarity leading at 50%, ahead of both quality at 38% and price at 36%, is the defining behavioral fact of the lawn care market. Shoppers are reaching for the product they used last season, and they are doing so on a predictable seasonal cycle rather than in response to a problem.
That combination rewards incumbency and raises the cost of switching a shopper. For challenger brands, the implication is direct:
- price promotion alone is unlikely to break a familiar repeat purchase
- shelf adjacency to the familiar brand matters more than a lower price point
- packaging that communicates application and timing competes on the shopper’s actual decision
- trial has to be won during the seasonal reset, not mid season
Product strategy is diverging across lawn care brands
Across 5,687 total category placements tracked at retail, brands are taking measurably different approaches to growth. The latest data shows:
- variation in discount depth across brands
- differences in shelf presence relative to share
- an uneven pace of product introductions
Lawn Care Brand Discount Depth and Product Debuts
| Brand | Discount Depth | Product Debuts | Share of Shelf |
| Scotts | 20% | 27% | 11.4% |
| Spectracide | 26% | 17% | 4.8% |
| Ortho | 20% | 28% | 5.7% |
| Pennington | 19% | 18% | 6.7% |
| Roundup | 23% | 10% | 4.8% |
Source: OpenBrand Lawn Care Market Insights, Q4 2025
OpenBrand's Lawn Care Trend Insights
Brands are following one of two strategies, and the shelf data separates them cleanly:
- Ortho and Scotts are pursuing growth through newness, at 28% and 27% of product debuts
- Spectracide and Roundup are pursuing growth through price, at 26% and 23% discount depth
- Pennington is doing neither aggressively, running the shallowest discount depth at 19% while holding the second largest share of shelf at 6.7%
Scotts is the only top brand pairing the largest shelf presence at 11.4% with a high rate of new introductions, which is a difficult position for a challenger to attack on price alone in a category where familiarity is the leading purchase driver.
Online vs. in-store lawn care sales trends
Lawn care remains a predominantly in-store category. Online accounts for 16% of lawn care purchases, with the remaining 84% completed through other channels.
OpenBrand's Lawn Care Trend Insights
A 16% online rate is low for a category this repetitive, and weight and bulk only partly explain it. Fertilizer and grass seed are among the least convenient products to ship, and seasonal timing pushes shoppers toward immediate availability when conditions are right for application.
That keeps physical shelf position central to lawn care share, and it explains why Amazon converts efficiently on thin traffic rather than building broad category presence.
Lawn Care Shopper Demographics
Older homeowners continue anchoring the lawn care market
OpenBrand’s census-balanced data provides a snapshot of today’s lawn care buyer. Unlike most categories OpenBrand tracks, purchases here skew decisively toward older generations, with Baby Boomers alone accounting for nearly half the market.
Lawn Care Purchases by Generation
| Generation | Share of Purchases |
| Baby Boomers | 49% |
| Gen X | 26% |
| Gen Y | 16% |
| Matures | 5% |
| Gen Z | 3% |
Source: OpenBrand Lawn Care Market Insights, Q4 2025
OpenBrand's Lawn Care Trend Insights
Baby Boomers and Gen X together account for 75% of lawn care purchases, while Gen Z holds 3%. That age profile reinforces the familiarity finding, since older buyers have had more seasons to establish a brand routine and a preferred retailer.
It also frames the category’s medium term risk. Lawn care demand is tied to homeownership and yard responsibility, so the pace at which younger generations take on both will shape category volume more than any pricing or promotional decision made in the near term.
What this means for the lawn care market
Lawn Care in 2026
The latest lawn care market data points to a category with unusually stable demand and unusually entrenched buying behavior.
Several trends are shaping the market simultaneously:
- Two retailers control 64% of units, making Home Depot and Lowe’s line reviews decisive for brand growth
- Familiarity outranks price and quality, rewarding incumbent brands and raising the cost of winning a switch
- Brands are splitting between newness-led and discount-led strategies, with Scotts holding both scale and innovation pace
- An older buyer base concentrates near-term demand while framing the category’s longer-term volume question
Together, these forces define the current direction of the lawn care market and where the greatest opportunities for growth may exist moving forward.
Want the Full Lawn Care Market Report?
The trends highlighted here represent only a portion of the latest lawn care market data available through OpenBrand.
Download the full infographic to explore deeper insights into:
- lawn care market share by unit and dollar
- retailer performance, draw, close, and leakage
- pricing, discount depth, and average net price trends
- product debuts and SKU-level share winners
- consumer shopping behavior and demographics
Data is also available by individual category, including fertilizer, grass seed, pesticides, and weed killer. To learn how OpenBrand can help your business stay ahead of market shifts, get in touch with our team.
FAQ: Lawn Care Market Trends
Which retailer has the largest lawn care market share?
According to OpenBrand’s modeled MarketShare data, Home Depot leads lawn care retailer unit share at 36%, followed by Lowe’s at 28%. The two retailers together account for 64% of category units.
What are the top lawn care brands right now?
Scotts, Spectracide, Ortho, Pennington, and Roundup are the leading brands in the lawn care market based on OpenBrand’s Q4 2025 data. Scotts leads on both unit share at 15% and dollar share at 31%.
What price range dominates the lawn care market?
According to OpenBrand’s Q4 2025 data, products priced between $10 and $19 account for the largest share of units at 28%, and units under $30 represent 67% of the category.
What is driving lawn care purchases?
According to OpenBrand’s MindShare consumer survey data, 76% of lawn care purchases are tied to routine maintenance, and brand familiarity is the leading purchase driver at 50%, ahead of quality and price.
Consumer Electronics: Computing Market Trends & Rankings [Q1 2026]
Apple ended Q1 2026 with 19.1% of computing units, its highest position in five quarters and more than four points above where it sat a year ago. The computing market share story underneath that number is less settled. Samsung and Amazon both gave up ground, and Lenovo posted the largest single-quarter gain of any tracked brand while holding the weakest close rate in the category.
Best Buy and Amazon define retail in desktops, notebooks, monitors, tablets, and wireless routers, but they win on opposite measures. Amazon moves more units. Best Buy captures more dollars. The distance between those two facts is the most useful thing in the quarter’s retailer data.
Our public MarketSignal Computing dashboard tracks how these shifts are playing out across retailer performance, brand share, pricing, and consumer behavior.
Keep reading for the Q1 2026 findings, or open the dashboard for the full view.
Category Grouping Note: All data insights in this article reflect Q1 2026 data from an OpenBrand aggregate category that includes Desktops, Notebooks, Monitors, Tablets & Detachables & Wireless Routers
Key Takeaways: Q1 2026 Computing Market
- Apple reached 19.1% unit share, a five-quarter high, up from 14.8% in Q1 2025 and 18.9% in Q4 2025
- Amazon leads units at 40.6% while Best Buy leads dollars at 49.8%, converting a smaller share of volume into half the category’s revenue
- Lenovo gained 1.0 point to 4.6% unit share, the largest brand gain of the quarter, despite the lowest close rate among major brands at 56%
- Samsung fell to 6.2% unit share (-0.9 pts QoQ), its lowest in five quarters
- Online holds a narrow 51% of purchases against 49% in store, the closest channel split of any durables category OpenBrand tracks
- Generational demand is nearly flat: Millennials 28%, Gen X 24%, Gen Z 23%, Baby Boomers 23%
- Apple Stores close 81% of the shoppers they draw, the highest conversion of any outlet in the panel
Who are the top retailers for Personal Computer market share?
According to OpenBrand’s Q1 2026 market data, Best Buy and Amazon continue to lead computing retail, with Best Buy taking the larger share of dollars and Amazon the larger share of units.
Q1 2026 Computing Retailer Dollar Share Winners
| Computing Retailer | Q1 2026 Dollar Share |
| Best Buy | 49.8% |
| Amazon | 34.0% |
| Walmart | 16.0% |
Q1 2026 Computing Retailer Unit Share Winners
| Computing Retailer | Q1 2026 Unit Share |
| Amazon | 40.6% |
| Best Buy | 36.7% |
| Walmart | 22.5% |
Note: OpenBrand’s share split is based on our retailer panel, which currently consists of Home Depot, Lowe’s, Amazon, Walmart, and Best Buy. Retailers with >1% share are not shown. More retailers are coming soon.
Q1 2026 Computing Retailer Draw Rates
According to OpenBrand’s consumer survey data, the top computing retailers rank as follows on shopper traffic:
- Best Buy draws 32% of all computing shoppers
- Amazon and Walmart tie at 27%
On conversion, Best Buy closes 72% of the shoppers it draws and Amazon closes 71%, while Walmart trails at 61%.
OpenBrand's Computing Trend Insights
Best Buy converts a minority of units into half the category’s dollars. Best Buy takes 36.7% of computing units and 49.8% of dollars, a 13.1 point positive gap. Amazon runs the inverse, turning 40.6% of units into 34.0% of dollars. Amazon leads volume by 3.9 points and still trails on revenue by 15.8. The two retailers are selling fundamentally different baskets, and a buyer benchmarking against unit rank alone will misread which account carries the premium business.
Best Buy’s leakage splits almost evenly between its two rivals. According to OpenBrand’s Q1 2026 leakage data, 28% of shoppers who consider Best Buy buy elsewhere. Walmart captures 29% of those lost shoppers and Amazon 28%, with Apple taking 11% and Costco 6%. No single competitor is pulling Best Buy’s traffic away, which means the defense is a general one rather than a head-to-head fight.
Apple Stores convert better than any retailer in the category. Apple draws just 12% of computing shoppers but closes 81% of them, the strongest conversion in the panel. Target sits at the opposite pole, drawing 8% of shoppers but closing only 29%. Reach and conversion are running almost inversely across the smaller outlets.
Who leads the Computing market share by brand?: Apple Market Share Wins & More
According to OpenBrand’s Q1 2026 market data, Apple leads computing in both unit and dollar share, and its lead in dollars is far wider than its lead in units.
Q1 2026 Computing Brand Dollar Share
| Computing Brand | Q1 2026 Dollar Share |
| Apple | 27.6% |
| HP | 14.6% |
| Samsung | 4.6% |
| TP-Link | 2.7% |
| Amazon | 1.8% |
Q1 2026 Computing Brand Unit Share
| Computing Brand | Q1 2026 Unit Share |
| Apple | 19.1% |
| HP | 12.6% |
| TP-Link | 8.8% |
| Samsung | 6.2% |
| Amazon | 5.9% |
For more brand share insights, including data on these share trends over time, access our public Consumer Electronics: Computing dashboard now.
Computing Brand Consideration Rates
When purchasing desktops, monitors, notebooks, tablets and detachables, and wireless routers, consumers consider the following brands most often, per OpenBrand’s Q1 2026 survey data:
- Apple: 28%
- HP: 23%
- Dell: 22%
- Samsung: 12%
- Lenovo: 10%
- Kindle: 4%
OpenBrand's Computing Trend Insights
Apple leads consideration and conversion at the same time. Apple draws 28% of computing shoppers against HP at 23% and Dell at 22%, then closes 74% of them where HP closes 66% and Dell 61%. Winning both ends of the funnel is what carried Apple to 19.1% of units, up from 14.8% in Q1 2025 according to OpenBrand’s five-quarter brand series. The climb has been steady across every quarter in that span rather than concentrated in a single move.
Lenovo gained the most share while converting the least. Lenovo added 1.0 point to reach 4.6% unit share, the largest single-quarter gain of any brand OpenBrand tracks in computing. It did this with a 56% close rate, the weakest among the major brands, and only 10% consideration. A brand growing share on a small, poorly converting funnel is growing on availability and price position rather than preference, which makes the gain worth watching but not yet worth assuming will hold.
Unit share and dollar share have decoupled at the bottom of the table. TP-Link holds 8.8% of computing units but only 2.7% of dollars, and Amazon holds 5.9% of units against 1.8% of dollars. Both brands sell high-volume, low-ticket hardware, routers in one case and Kindles in the other, which inflates unit rankings in a category where a single Apple notebook can carry the dollar weight of a dozen competing SKUs. Buyers reading a unit-share table alone will misjudge who actually drives category revenue.
Apple’s own leakage goes to the PC field, not to a single rival. According to OpenBrand’s Q1 2026 leakage data, 26% of shoppers who consider Apple buy something else. Dell wins 22% of them and HP 22%, with Samsung at 15% and Lenovo at 10%. Apple loses shoppers to the Windows category broadly rather than to one challenger.
Explore the drivers and promotions data behind these conversion patterns in our quarterly Consumer Electronics: Computing MarketSignal dashboard.
How are online and in-store sales trending for the Consumer Electronics market?
In Q1 2026, online remained the majority channel for computing purchases, but its lead narrowed sharply.
- In-store: 49% of purchases
- Online: 51% of purchases
OpenBrand's Computing Trend Insights
Computing is the most evenly split category OpenBrand tracks. Online holds 51% of purchases and in-store 49%, a two point separation. Categories like major appliances and outdoor power equipment run roughly seven in ten purchases through physical retail. Computing is the outlier, and planning against a durables-wide channel assumption will misallocate spend here.
Even so, the dollars concentrate in stores. Best Buy holds the largest dollar share in the category and the strongest draw rate among the national accounts, and Apple Stores post the highest close rate of any outlet at 81%. Volume splits close to evenly. Higher-ticket transactions still close in person.
Computing Consumer Demographics
Who is buying desktops, monitors, notebooks, tablets and detachables, and wireless routers? OpenBrand profiles the typical buyer using results from our census-balanced consumer durables tracking survey.
As of Q1 2026, computing purchasers showed the following traits:
- 60% of purchasers are homeowners, 37% rent
- 48% of purchasers are married
- 56% of purchases involved males in the buying process, 44% involved females
- 28% of purchases were made by Millennials, followed by Gen X at 24%, Gen Z at 23%, and Baby Boomers at 23%
OpenBrand's Computing Trend Insights
Computing has the flattest generational profile of any durables category OpenBrand tracks. Four generations sit within five points of each other, with Millennials leading at 28% and Gen Z, Gen X, and Baby Boomers effectively tied behind them. Most durable goods categories concentrate demand in two generations. Computing does not.
The practical consequence is that segmentation by age produces almost no signal here. Renters at 37% of purchasers and household size, where one and two person homes account for 55% of purchases, are the more useful cuts for assortment and messaging decisions.
Purchase Drivers for Computing Products
According to OpenBrand’s Q1 2026 consumer insights, the most frequently mentioned reasons for purchasing computing products at a specific retailer were:
Why consumers select a specific retailer
- Competitive price: 54%
- Good selection of products: 31%
- Previous experience with store: 27%
- Convenient location: 16%
Price decides more than half of retailer choices, which is unsurprising in a category where cross-shopping is a click away. The ranking underneath it is the more interesting part. Previous experience with the store, at 27%, outweighs convenient location at 16% by a wide margin. Proximity barely registers when half the category buys online, and the retailer relationship is doing the work that location does in other durables categories.
Get more Consumer Electronics: Computing market share trends
Apple is at a five-quarter high, Lenovo is gaining on a funnel that should not support it, and the two largest retailers in the category are winning on opposite measures. Reading any one of those in isolation gets you the wrong strategy.
For full retail sales data, brand and retailer share, draw and close rates, and consumer behavior across the computing category, access the Consumer Electronics: Computing MarketSignal dashboard.
To see insights for other industries or find out how we can help power growth for your business, contact us today.
Frequently Asked Questions: Computing Market Share
Who has the largest computing market share in 2026?
Apple leads computing brands with 19.1% of units and 27.6% of dollars in OpenBrand’s Q1 2026 data, its strongest position in five quarters. Among retailers, Amazon leads on units at 40.6% while Best Buy leads on dollars at 49.8%.
Why does Amazon sell more computing units than Best Buy but earn fewer dollars?
Mix. OpenBrand’s Q1 2026 data shows Amazon at 40.6% of units against 34.0% of dollars, while Best Buy converts 36.7% of units into 49.8% of dollars. Amazon’s volume skews toward lower-ticket hardware including routers and e-readers, where Best Buy carries a heavier share of premium notebooks and desktops.
Which computing brand converts shoppers most efficiently?
Kindle, at an 85% close rate in OpenBrand’s Q1 2026 tracking, though it draws only 4% of shoppers. Among brands with meaningful reach, Apple leads at 74%, followed by HP at 66% and Dell at 61%.
Do more people buy computing products online or in store?
Online held 51% of computing purchases against 49% in store in OpenBrand’s Q1 2026 survey data, a near-even split. Computing runs more digital than durables categories like major appliances and outdoor power equipment, where roughly seven in ten purchases happen in a physical store.
Who is the typical computing buyer?
OpenBrand’s Q1 2026 consumer tracking survey profiles the typical buyer as a homeowner (60%), male-involved (56%), and slightly more likely to be single than married (48% married). Generational demand is unusually flat, with Millennials at 28% and Gen Z, Gen X, and Baby Boomers all within a point or two of each other.
Where did Apple’s lost shoppers go in Q1 2026?
Apple’s walk rate was 26% in OpenBrand’s Q1 2026 leakage data, with Dell capturing 22% of those shoppers, HP 22%, Samsung 15%, and Lenovo 10%. The leakage spreads across the Windows field rather than concentrating with any single competitor.
Outdoor Power Equipment Market Share: Q1 2026 Trends & Rankings
The Outdoor Power Equipment (OPE) market opened 2026 with the conversion advantage changing hands and the category’s biggest brand giving back share for the first time in a year.
Q1 sets the tone for the season. Pre-spring buying, snow thrower demand, and early handheld replacement cycles all land in the same quarter, which means assortment and availability decisions made in January show up in share by March.
Our public MarketSignal dashboard shows that while Home Depot and Lowe’s remain firmly in control, the efficiency story that defined Q4 has reversed, and premium battery brands are gaining on both units and dollars.
Key Takeaways
According to OpenBrand’s Q1 2026 OPE market intelligence data:
- Home Depot leads the category in both reach and conversion, posting the highest draw rate (38%) and the highest close rate (70%), taking back the conversion lead Amazon held in Q4.
- Ryobi leads the category by more than 12 points at 21.3% unit share, easing 2.3 points from a promotional Q4 as Black & Decker, Ego, and DEWALT picked up share.
- Ego continues to outperform on value, capturing 12.5% of dollar share on 8.2% of units and gaining in both measures while most of the top five declined.
- Lowe’s and Ace Hardware gained dollar share as Home Depot lost 1.4 ppts, the largest dollar share decline of any retailer in the quarter.
- Price sensitivity eased notably, with 45% of shoppers citing competitive price as their reason for retailer choice, down from 51% in Q4.
Explore these and the rest of our latest insights or dive into the dashboard to see how the market is moving.
SOURCE: All data insights in this article cover OpenBrand Q4 2025-Q1 2026 market intelligence data within an OpenBrand aggregate category of several products including Mowers, Handhelds, Snow Throwers and Pressure Washers.
Who are the top Outdoor Power Equipment retailers by market share?
According to OpenBrand’s Q1 2026 market intelligence data, the top OPE retailers are Home Depot and Lowe’s, leading in both unit and dollar share, with Lowe’s recovering the dollar share it lost during the holiday quarter.
Q1 performance shows a category where unit rankings held but value per transaction moved meaningfully between accounts. Check out the retailer share movement from Q4 2025 to Q1 2026, as well as the quarter-over-quarter (QoQ) percentage point (ppt) change below.
Note: OpenBrand’s share split is based on our retailer panel, which currently consists of Home Depot, Lowe’s, Amazon, Walmart, Ace Hardware, Best Buy, and Tractor Supply Co. These retailers make up a majority of non-individual dealer sales in the OPE industry.
Outdoor Power Equipment Retailer Unit Share Winners
| OPE Retailer | Q4 2025 Unit Share | Q1 2026 Unit Share | QoQ Change |
| Home Depot | 36.5% | 36.0% | -0.5 ppts |
| Lowe's | 26.0% | 26.2% | +0.2 ppts |
| Amazon | 16.2% | 16.6% | +0.5 ppts |
| Walmart | 13.6% | 12.9% | -0.7 ppts |
| Ace Hardware | 6.4% | 6.8% | +0.4 ppts |
Outdoor Power Equipment Retailer Dollar Share Winners
| OPE Retailer | Q4 2025 Dollar Share | Q1 2026 Dollar Share | QoQ Change |
| Home Depot | 38.3% | 36.9% | -1.4 ppts |
| Lowe's | 30.7% | 31.8% | +1.1 ppts |
| Ace Hardware | 9.9% | 9.9% | +0.1 ppts |
| Amazon | 10.4% | 9.6% | -0.9 ppts |
| Walmart | 9.2% | 8.2% | -1.0 ppts |
OpenBrand’s OPE Retailer Trend Insights
Home Depot takes back the conversion lead but loses value per transaction. Home Depot is now the only retailer leading both ends of the funnel, pairing the highest draw rate in the category (38%) with the highest close rate (70%). That is a reversal from Q4, when Amazon held the conversion advantage. The tradeoff shows up in value: Home Depot gave back -1.4 ppts of dollar share while holding unit share within half a point, which points to a lower-priced mix moving through a very efficient funnel.
Lowe’s recovers the dollar share it lost in Q4. After a -4.0 ppt dollar share decline during the promotional fourth quarter, Lowe’s added back +1.1 ppts to reach 31.8%, its strongest position since Q3 2025. It did this on essentially flat unit share, meaning the recovery came from mix and pricing rather than traffic. Its close rate of 59% remains the weakest among the national accounts, so the opportunity is still in conversion rather than reach.
Amazon gains units but loses value. Amazon posted the largest unit share gain of any retailer at +0.5 ppts while shedding -0.9 ppts of dollar share, and its close rate fell from the category-leading 72% in Q4 to 69% in Q1. That combination indicates more transactions at lower average value, likely weighted toward smaller handhelds rather than the higher-ticket equipment that drives dollar share.
Walmart declines on both measures. Walmart lost -0.7 ppts in units and -1.0 ppts in dollars, the steepest unit decline in the panel, despite continuing to draw 19% of category shoppers. Its close rate of 60% remains well behind its reach, so the gap between consideration and conversion that defined its Q4 performance widened rather than narrowed.
Outdoor Power Equipment Retailer Draw Rates
| Retailer | Q1 2026 Draw Rate | Q1 2026 Close Rate |
| Home Depot | 38% | 70% |
| Lowe's | 32% | 59% |
| Walmart | 19% | 60% |
| Amazon | 12% | 69% |
| Ace Hardware | 6% | 57% |
OpenBrand’s OPE Retailer Trend Insights
Q1 shows the gap between attracting shoppers and converting them shifting in Home Depot’s favor.
Home Depot now leads both measures outright, which it did not do in Q4. Amazon still converts efficiently at 69%, but it no longer holds the category’s best close rate, and its draw rate slipped to 12% from 14%.
Walmart remains the most frequently considered retailer outside the two home centers, drawing 19% of shoppers, but converts only 60% of them. Lowe’s continues to serve as the primary alternative destination, capturing 53% of the shoppers Home Depot loses, by far the largest single destination for category leakage.
Home Depot’s own walk rate sits at 30%, meaning roughly three in ten shoppers who consider it buy elsewhere, and more than half of those go to Lowe’s.
Learn more about the impact of our leakage analysis.
Who leads the Outdoor Power Equipment market share by brand?
According to OpenBrand’s Q1 2026 market intelligence data, the top three Outdoor Power Equipment brands are Ryobi, Craftsman, and Ego.
Outdoor Power Equipment Brand Unit Share Winners
| OPE Brand | Q4 2025 Unit Share | Q1 2026 Unit Share | QoQ Change |
| Ryobi | 23.6% | 21.3% | -2.3 pts |
| Craftsman | 9.0% | 8.8% | -0.2 pts |
| Ego | 7.7% | 8.2% | +0.4 pts |
| DEWALT | 5.4% | 5.7% | +0.3 pts |
| Kobalt | 5.6% | 4.6% | -1.0 pts |
Outdoor Power Equipment Brand Dollar Share Winners
| Outdoor Power Equipment Brand | Q1 2026 Dollar Share |
| Ryobi | 15.2% |
| Ego | 12.5% |
| Craftsman | 6.7% |
| DEWALT | 6.0% |
| Kobalt | 3.1% |
For more brand share insights, including share trend over time, access our public OPE dashboard now.
OpenBrand’s OPE Market Trend Insights
Ryobi holds a commanding lead while giving back its Q4 gains. Ryobi still leads the category by more than 12 points, a margin no other brand approaches, though unit share eased from 23.6% to 21.3% after a promotional fourth quarter. The shoppers who moved went to premium and pro brands rather than value tiers, with Black & Decker taking 15%, Ego 13%, and DEWALT 9%. Against a category where units fell 14.1% year over year, share movement at the top is happening in a contracting market.
Ego is the clearest winner of the quarter. Ego gained unit share to 8.2% (+0.4 pts) and captured 12.5% of category dollars, a 4.3 pt positive gap between dollars and units. It was one of only two brands in the top five to gain unit share, and it did so while Ryobi and Kobalt both declined. Its position at Lowe’s, combined with premium battery pricing, makes it the most revenue-efficient brand in OPE.
Value brands lost the most ground. Kobalt fell -1.0 pts to 4.6% and Hyper Tough dropped -1.3 pts to 4.0%, dropping Hyper Tough out of the top five entirely. Against a quarter where average category price rose, the opening price point tier compressed rather than expanded.
Brand Consideration Rates
When purchasing Outdoor Power Equipment, consumers consider the following brands most often:
| Brand | Q1 2026 Consideration | Q1 2026 Close Rate |
| Ryobi | 11% | 68% |
| Toro | 8% | 66% |
| Stihl | 8% | 70% |
| Craftsman | 8% | 64% |
| John Deere | 6% | 79% |
| Black & Decker | 6% | 72% |
OpenBrand’s OPE Market Trend Insights
John Deere again posts the strongest conversion in the category at 79%, converting nearly four of every five shoppers who consider it on just 6% consideration. Black & Decker follows at 72%, and both brands demonstrate that awareness is not the constraint in OPE, presence in the consideration set is.
How are online and in-store sales trending for the Outdoor Power Equipment market?
According to OpenBrand’s MindShare consumer insights, Q1 2026, brick-and-mortar stores continued to dominate OPE sales, with online holding just under a third of the market:
- In-store: 69% of purchases
- Online: 31% of purchases
OpenBrand’s OPE Channel Trend Insights
Outdoor Power Equipment Consumer Demographics
OpenBrand’s consumer tracking survey provides a census-balanced view of who is purchasing Outdoor Power Equipment and how that profile is evolving over time.
In Q1 2026, the typical OPE buyer reflects a category still closely tied to homeownership and maintenance-driven needs:
- 72% of purchasers are homeowners, while 25% rent
- 54% of purchasers are married
- 70% of purchases were made by males only in the buying process, compared to 30% by females only
- Millennials accounted for 34% of purchases, followed by Gen X at 27%
OpenBrand’s OPE Consumer Trend Insights
OPE Purchase Drivers
Why do consumers select a specific retailer for purchase? According to OpenBrand, the most mentioned reasons for purchasing Outdoor Power Equipment at a specific retailer were:
Why consumers select a specific retailer
- Competitive price: 45%
- Good selection of products: 29%
- Convenient location: 22%
- Previous experience with store: 18%
Price remains the leading driver but fell 5 ppts from Q4, the largest quarterly move among the four. Convenient location was the only driver to gain, rising to 22%. Coming out of a heavily promotional holiday quarter into a spring buying season, shoppers weighted proximity and availability more and headline price less.
Key OPE Pricing and Promotions Insights
Driving Share & Strategy in Q1 2026
Promotional activity in Q1 2026 followed a very different pattern than Q4, front-loading into January before settling into a steady climb through the spring ramp.
OpenBrand’s Pricing and Promotion Insights
-
Promotions peaked early, not late.
Average promotional value spiked to $138 in week 4 before falling to a quarter low of $67 in week 7, then climbing steadily to $98 by week 13. The January clearance window, not the end of the quarter, was the most aggressive promotional period. -
Discount depth thinned as the quarter progressed.
Average discount percentage started at 23.0% and ended at 21.3%, hitting a quarter low of 20.2% in week 13. Retailers reduced promotional depth heading into the spring season rather than deepening it. -
Average net price rose 52% across the quarter.
Net price moved from $509 in week 1 to $773 by week 14, with the increase concentrated after week 9. Because discount depth fell over the same period, the increase reflects a shift toward higher-priced mowers and pressure washers as snow thrower demand cleared out. -
Home Depot promoted more aggressively than the category.
Home Depot’s average promotional value peaked at $207 in week 11, more than double the category average that week, and ran above $150 for six of the fourteen weeks. That aligns with its dollar share decline, indicating share defended through price. -
Category pricing power improved year over year.
Average selling price across the category rose to $278 in Q1 2026 from $258 in Q1 2025, an increase of 7.7%, even as unit volume declined. Mix, not discounting, is carrying category dollars.
See more pricing and promotions data on the MarketSignal dashboard.
OPE Industry Outlook and Emerging Trends
What to expect in 2026 for the US Outdoor Power Equipment market?
What to expect through the rest of 2026 for the US Outdoor Power Equipment market?
The OPE market enters the spring season with a mix shifting upward, a category leader under pressure, and retail conversion advantages moving between accounts quarter to quarter.
Volume is contracting while value holds up.
Category units fell 14.1% year over year in Q1 2026 while dollars declined only 7.5%, lifting average selling price 7.7% to $278. Growth in 2026 will come from mix and attachment rather than unit expansion.
Battery premium is beating opening price point.
Ego gained on both units and dollars while Kobalt and Hyper Tough lost a combined 2.3 pts. Consumers trading up to battery platforms are outpacing those trading down on price, which reverses the value-driven narrative that dominated 2025.
Handhelds carry the category.
Handhelds account for 56.8% of category volume, ahead of mowers at 20.2%, pressure washers at 15.3%, and snow throwers at 7.7%. Battery platform compatibility across handheld tools is the primary path to multi-unit purchases.
Renters are a growing constituency.
With renters now at 25% of purchasers and Gen Z at 18%, a quarter of the category is buying for smaller properties. Compact, storage-friendly, shared-battery formats will matter more in assortment planning than they have historically.
Retail conversion advantages are unstable.
Amazon led close rate in Q4, Home Depot leads it in Q1. That volatility means conversion cannot be treated as a fixed retailer characteristic when planning channel strategy or line reviews.
Get more insight into Outdoor Power Equipment market trends
The market insights don’t stop here.
For more retail sales data, market share, and insights on the Outdoor Power Equipment industry, access the Outdoor Power Equipment MarketSignal dashboard now.
To see insights for other industries or find out how we can help power growth for your business, contact us today.
Frequently Asked Questions: Outdoor Power Equipment Market Share
Who has the highest market share in the Outdoor Power Equipment category?
According to OpenBrand’s Q1 2026 data, Home Depot leads all retailers in both unit share (36.0%) and dollar share (36.9%). Among brands, Ryobi holds the top position with 21.3% unit share and 15.2% dollar share, the largest of any single brand in the category.
Which OPE brand has the best close rate?
According to OpenBrand’s Q1 2026 data, John Deere leads all tracked brands with a 79% close rate, followed by Black & Decker at 72% and Stihl at 70%. These rates indicate that when shoppers consider these brands, they convert to purchase at a very high frequency.
Is Amazon still gaining share in Outdoor Power Equipment?
Partially. According to OpenBrand’s Q1 2026 data, Amazon gained unit share (+0.5 ppts) but lost dollar share (-0.9 ppts) from Q4 2025 to Q1 2026, and its close rate fell to 69% from 72%. It is winning more transactions at lower average value, weighted toward smaller handheld equipment.
What percentage of OPE purchases happen online vs. in-store?
According to OpenBrand’s Q1 2026 data, in-store purchases continue to dominate at 69%, while online accounts for 31% of sales. The split held essentially flat from Q4, suggesting the channel shift has plateaued.
Who is the typical Outdoor Power Equipment buyer?
Based on OpenBrand’s Q1 2026 consumer tracking survey, the typical OPE buyer is a homeowner (72%), married (54%), and male (70%). Millennials represent the largest generational segment at 34% of purchases, followed by Gen X at 27%.
What drives consumers to choose a specific retailer for OPE purchases?
According to OpenBrand’s Q1 2026 data, competitive price is the top driver, cited by 45% of shoppers, down from 51% in Q4. This is followed by good product selection (29%), convenient location (22%), and prior store experience (18%).
Where did Ryobi’s Q1 2026 shoppers go?
According to OpenBrand’s Q1 2026 data, Ryobi’s unit share fell 2.3 pts to 21.3% and its walk rate reached 32%. Black & Decker won 15% of its lost shoppers, Ego 13%, and DEWALT 9%, indicating the leakage moved toward premium battery platforms and professional-grade brands rather than toward lower-priced alternatives.
Where can I access the full OPE market share data?
OpenBrand’s public OPE MarketSignal dashboard is free and covers brand share trends over time, draw and close rates, pricing and promotions, and consumer demographics. Contact OpenBrand for current and historical market share data beyond the quarterly snapshot.
US Major Appliance Market Share: Q1 2026 Trends & Rankings
Samsung led every major appliance brand in consumer consideration in Q1 2026 and still lost more unit share than anyone else in the category. LG took the top spot instead, its highest in five quarters. US major appliance market share shifted more at the brand level this quarter than it has in a year, even as Lowe’s and Home Depot held retail almost exactly where they were.
Our public MarketSignal dashboard tracks this at the brand, retailer, SKU, and shelf level.
Keep reading for the latest Q1 2026 insights, or explore the full dashboard for a deeper view into the market.
SOURCE: All data insights in this article cover Q1 2026 data within the OpenBrand Market Measurement suite. This category covers an aggregate of several products including Refrigerator, Clothes Washer, Clothes Dryer, Dishwasher, Freezer, Free-Standing Range, Cooktop, Wall Oven, Compact Refrigerator, and Built-In Range.
Key Takeaways:
Q1 2026 U.S. Major Appliance Market
- Lowe’s leads retail with 42% unit share (+0.5 pts QoQ), the largest unit gain of any national retailer; Home Depot posted the largest dollar share gain (+0.6 pts)
- Walmart saw the largest declines in both unit share (-0.5 pts QoQ) and dollar share (-0.5 pts), reversing three quarters of gains
- LG leads brand unit share at 19%, its highest in five quarters, and leads dollar share at 22%
- Samsung fell to 12.4% unit share (-1.8 pts QoQ), the largest brand decline of the quarter, despite leading all brands in consideration
- 75.4% of appliance purchases happen in-store, up 1.8 pts as the online shift reversed post-holiday
- Millennials and Gen X account for 60% of appliance buyers; price drives 49% of retailer selection decisions, down from 52%
- Frigidaire leads close rate among major brands, converting 65% of shoppers
Who are the top major appliances retailers by market share?
According to OpenBrand’s Q1 2026 market data, retail leadership held steady in Q1, with Lowe’s and Home Depot continuing to capture more than three-quarters of appliance volume.
Q1 2026 Major Appliances Retailer Unit Share Winners
| Major Appliance Retailer | Q4 2025 Unit Share | Q1 2026 Unit Share | QoQ Change |
| Lowe's | 41.9% | 42.4% | +0.5 pts |
| Home Depot | 35.2% | 35.0% | -0.2 pts |
| Best Buy | 7.5% | 7.5% | -0.1 pts |
| Costco | 4.6% | 4.7% | +0.1 pts |
| Amazon | 3.9% | 3.8% | -0.1 pts |
| Walmart | 3.8% | 3.4% | -0.5 pts |
Q1 2026 Major Appliances Retailer Dollar Share Winners
| Major Appliance Retailer | Q4 2025 Dollar Share | Q1 2026 Dollar Share | QoQ Change |
| Lowe's | 38.7% | 38.6% | -0.1 pts |
| Home Depot | 35.6% | 36.2% | +0.6 pts |
| Best Buy | 8.5% | 8.3% | -0.2 pts |
| Costco | 5.7% | 5.4% | -0.3 pts |
| Amazon | 3.1% | 2.9% | -0.2 pts |
| Walmart | 2.9% | 2.4% | -0.5 pts |
Biggest QoQ Major Appliance Movers (Q4 2025 → Q1 2026)
- Largest unit share gain: Lowe’s (+0.5 pts)
- Largest dollar share gain: Home Depot (+0.6 pts)
- Largest unit share decline: Walmart (-0.5 pts)
- Largest dollar share decline: Walmart (-0.5 pts)
OpenBrand’s Major Appliance Trend Insight
Lowe’s posted the strongest unit performance in Q1, adding +0.5 pts to reach 42.4% and extending its lead over Home Depot to 7.4 pts. Its dollar share held essentially flat at 38.6%, indicating volume growth at a steady average ticket rather than a premium-driven lift.
Home Depot moved the opposite direction, giving back -0.2 pts in units while gaining +0.6 pts in dollars. That combination points to a richer mix, with fewer transactions carrying higher value.
Best Buy stabilized after three quarters of decline, holding 7.5% of units and easing -0.2 pts in dollars, its smallest quarterly movement in the past year.
Among secondary retailers:
- Costco edged up in units (+0.1 pts) but slipped -0.3 pts in dollars, a reversal of the pattern it showed in Q4
- Amazon lost ground in both units (-0.1 pts) and dollars (-0.2 pts), pausing the gradual progress it made through 2025
- Walmart posted the quarter’s clearest reversal, losing -0.5 pts in units and -0.5 pts in dollars after gaining share in three consecutive quarters
Regional and independent retailers, which sit outside the national accounts above, took 6.2% of category dollars on just 3.3% of units and recorded the largest dollar share gain of any retail group at +0.7 pts. That makes independents the highest-value channel per transaction in major appliances.
Q1 2026 Major Appliance Retailer Draw Rates
According to OpenBrand’s consumer survey data, the top major appliance retailers continue to lead in consumer traffic:
- Lowe’s: 38.9% draw rate
- Home Depot: 38.7% draw rate
- Best Buy: 19.1% draw rate
OpenBrand’s Major Appliance Trend Insight
Lowe’s and Home Depot are now separated by just 0.2 pts of draw, effectively tied at the top of the funnel. The 7.4 pt gap in unit share between them is built almost entirely on conversion.
Best Buy continues to stand out on that measure, closing 69.6% of shoppers who consider it, compared to Lowe’s (64.3%) and Home Depot (61.1%). It holds the highest close rate in the category on roughly half the consideration base of the home centers.
Walmart shows the widest gap between traffic and conversion, drawing 9.0% of appliance shoppers but closing only 40.2%, meaning roughly six of every ten shoppers who consider Walmart buy elsewhere.
This reinforces a consistent pattern: secondary retailers face a traffic challenge, not a conversion problem.
For more insights on draw rates, and to see how these retailers compare in closing the consumers they brought in, explore the quarterly major appliances MarketSignal dashboard.
Who leads the major home appliances market share by brand in Q1 2026?
Brand rankings reordered at the top in Q1, with LG taking the unit share lead and Samsung recording the steepest decline of any major brand.
Q1 2026 Major Appliances Brand Unit Share Winners
| Major Appliance Brand | Q4 2025 Unit Share | Q1 2026 Unit Share | QoQ Change |
| LG | 17.4% | 18.7% | +1.3 pts |
| GE | 16.2% | 16.4% | +0.2 pts |
| Whirlpool | 15.3% | 14.5% | -0.8 pts |
| Samsung | 14.2% | 12.4% | -1.8 pts |
Q1 2026 Major Appliances Brand Dollar Share Winners
| Major Appliance Brand | Q1 2026 Dollar Share | Q1 2026 Unit Share | Unit-to-Dollar Gap |
| LG | 21.6% | 18.7% | +2.9 pts |
| Samsung | 13.1% | 12.4% | +0.7 pts |
| GE | 13.1% | 16.4% | -3.3 pts |
| Whirlpool | 11.7% | 14.5% | -2.8 pts |
Biggest QoQ Major Appliance Movers (Q4 2025 → Q1 2026)
- Largest unit share gain: LG (+1.3 pts)
- Largest unit share decline: Samsung (-1.8 pts)
- Highest dollar share: LG (21.6%)
- Widest unit-to-dollar gap: GE (-3.3 pts)
OpenBrand’s Major Appliance Trend Insight
LG took the unit share lead in Q1, rising from 17.4% to 18.7% (+1.3 pts), its highest level in five quarters. It also holds the top dollar share position at 21.6%, making it the only major brand leading both metrics at the same time.
GE gained modestly in units, moving from 16.2% to 16.4% (+0.2 pts), and now sits 2.3 pts behind LG in volume. Its dollar share of 13.1% against 16.4% of units reflects a value-weighted mix, the widest negative unit-to-dollar gap among the leading brands.
Whirlpool declined from 15.3% to 14.5% (-0.8 pts), giving back most of the momentum it built in Q4.
Samsung recorded the steepest drop of the quarter, falling from 14.2% to 12.4% (-1.8 pts). Its dollar share of 13.1% still exceeds its unit share, so the pressure is on volume rather than price realization.
Overall, Q1 shows a shift toward premium-weighted growth, with LG extending its lead in both units and dollars while value-oriented positions lost ground.
Brand Consideration Rates
When purchasing major appliances, consumer consideration remains concentrated among a few key brands. OpenBrand’s Q1 2026 survey data shows:
| Major Appliance Brand | Q4 2025 Brand Consideration Rate | Q1 2026 Brand Consideration Rate |
| Samsung | 34% | 36.9% |
| LG | 32% | 34.9% |
| Whirlpool | 27% | 25.7% |
| GE | 26% | 23.5% |
OpenBrand’s Major Appliance Trend Insight
- Frigidaire again stands out for efficiency. While considered by just 6.5% of shoppers, it converted 64.7% of those into buyers, the highest close rate among major brands.
- Samsung and LG both grew consideration this quarter, but only LG converted it into share. Samsung closed 61.4% of the shoppers it drew and still lost 1.8 pts of unit share, which points to a volume problem at the point of purchase rather than a demand problem.
- GE and Whirlpool both saw consideration decline while holding steadier on share, indicating they are converting a smaller funnel more efficiently.
Discover the factors, from pricing dynamics to promotional activity, influencing lower conversion rates in our latest quarterly major appliances MarketSignal dashboard.
How are online and in-store sales trending for the Major Appliance market?
Channel mix shifted back toward physical retail in Q1. According to OpenBrand’s Q1 2026 data, in-store now accounts for more than three-quarters of all appliance purchases.
| Major Appliance Purchase Channel | Q4 2025 | Q1 2026 | QoQ Change |
| In-Store | 73.6% | 75.4% | +1.8 pts |
| Online | 26.4% | 24.6% | -1.8 pts |
OpenBrand’s Major Appliance Trend Insights
Online purchases declined in Q1, giving back the gain recorded during the holiday quarter and landing below where the channel sat in Q3 2025. The Q4 lift looks like a seasonal promotional effect rather than a structural move.
The retailer data lines up with this. Amazon and Walmart, the two most digitally weighted appliance retailers, both lost unit and dollar share in the same quarter that in-store buying strengthened.
The category continues to rely on physical retail due to delivery logistics, installation requirements, and the need for in-person product evaluation.
Major Appliance Consumer Demographics
OpenBrand’s census-balanced data highlights today’s appliance buyer.
In Q1 2026:
- 71% of buyers were homeowners
- 55% were married
- 62% of purchases were made by males only, compared to 38% by females only
- 60% of purchases came from Millennials and Gen X
- Millennials: 33%
- Gen X: 26%
- 19% of purchases came from Gen Z, nearly matching Baby Boomers at 19%
OpenBrand’s Major Appliance Trend Insights
Millennials remain the largest buying group, continuing to shape demand patterns across the category. Gen X also represents a significant portion of buyers.
The clearest movement this quarter is at the younger end. Gen Z now accounts for roughly the same share of appliance purchases as Baby Boomers, and 27% of all buyers are renters rather than homeowners. Compact and entry-price formats are serving a larger cohort than the category has historically planned around.
Major Appliance Purchase Drivers
Several key factors continue to influence where consumers choose to purchase major appliances, according to OpenBrand’s Q1 2026 consumer survey:
- Competitive pricing: 48.5%
- Product selection: 34.6%
- Prior experience: 25.9%
- Store location convenience: 25.8%
OpenBrand’s Major Appliance Trend Insights
Price remains the most influential factor, but its weight fell 3.5 pts from Q4, the largest single-quarter drop among the four drivers. Selection and convenience also eased slightly.
Prior experience with the store was the only driver to gain, rising to 25.9% and moving ahead of location for the first time. Against a quarter where promotional depth thinned, buyers leaned modestly more on familiarity and less on the deal.
This is a shift in emphasis rather than a break from the 2025 pattern. Value still decides most purchases, but retailer relationships are doing incrementally more work than they were during the holiday quarter.
Appliance Industry Outlook and Emerging Trends
What’s next for the US Major Appliance market in 2026?
Looking ahead through 2026, several themes continue to shape the appliance market:
Retail remains concentrated: Lowe’s and Home Depot account for 77.4% of category units, making retail partnerships critical for brands.
Q1 acts as a normalization quarter: Post-holiday, promotional intensity, and channel mix both reset toward baseline, making Q1 a cleaner read on underlying demand than Q4.
Premium and value strategies are diverging further: LG leads both units and dollars while GE carries the widest negative unit-to-dollar gap, showing two distinct paths through the same category.
In-store regained ground: After a holiday-driven online lift, three of every four purchases moved back into physical locations.
Independents are punching above their volume: Regional retailers took 6.2% of dollars on 3.3% of units and posted the largest dollar share gain of any retail group.
Younger consumers are broadening the base: Gen Z now buys at nearly the same rate as Baby Boomers, reinforcing the need for entry-price and compact assortment alongside premium replacement.
Get more insight into Major Appliance market trends
Samsung led every brand in consideration this quarter and still lost 1.8 pts of unit share. That gap is not visible in a share report. It shows up in draw, close, and leakage.
OpenBrand’s MarketSignal dashboard tracks retailer performance, brand movement, and consumer behavior across the major appliance category, updated quarterly.
Explore the Q1 2026 dashboard, or talk to our team about what the data shows for your brand.
To learn how OpenBrand can help your business stay ahead of market shifts, get in touch with our team.
US Small Appliance Market Trends: Brand & Retailer Market Share Insights
Latest Update: June 2026
The small appliance market heading into 2026 is defined by three forces pulling against each other:
- Value-driven purchasing concentrated in the sub-$200 range
- A retail channel split sharply between two dominant players
- A brand hierarchy where unit leadership and dollar leadership no longer tell the same story
Using data from OpenBrand’s latest Small Appliances Total Market Insights report [download now], we analyzed how consumers are shopping the category, where retailers are drawing and closing shoppers, and which brands are converting shelf presence into share.
The small appliance market referenced here covers an aggregate of categories including air fryers, blenders, coffee makers, mixers, and vacuums, reflecting how consumers shop across the small appliance category today.
While the data reflects Q4 2025, the trends below represent the current direction of the small appliance market heading into 2026.
SOURCE: All data insights in this article cover Q4 2025 data within the OpenBrand Total Market Insights Small Appliances category. This includes air fryers, blenders, coffee makers, mixers, and vacuums.
Summary: Small Appliance Market Key Stats
- Walmart is the #1 retailer for small appliances, followed by Amazon
- Ninja is the top small appliance brand by unit share at 33%, and its dollar share climbs to 47%
- Products priced $199 or less account for roughly three-quarters of unit sales
- Replacement demand drives 52% of purchases, with an old product breaking as the leading trigger
- Price and quality remain the top brand purchase drivers
- Millennials (Gen Y) are the largest small appliance buyer segment
- Online accounts for 39% of purchases, and retail competition is concentrated between Walmart and Amazon
Who are the top retailers in the small appliance market?
Among OpenBrand’s Q4 2025 small appliance market share panel, Walmart leads the market decisively, and Amazon holds a strong second position.
Q4 2025 Top Retailers in the Small Appliance Market (Unit Share)
| Rank | Small Appliance Retailer | Unit Share (%) |
| 1 | Walmart | 58% |
| 2 | Amazon | 38% |
| 3 | Best Buy | 4% |
At the time of analysis, OpenBrand’s retailer market share data looked across a panel of key retailers, including Walmart, Amazon, and Best Buy. At the time of publication (July 2026) more retailers have been added to our panel, with more coming in Q3 2026. The latest data and additional retailer set is available by subscription. Download the infographic to see all the free market insights or contact us today to see the latest data.
Source: OpenBrand Small Appliances Total Market Insights, Q4 2025
OpenBrand's Small Appliance Trend Insights
The small appliance market is heavily concentrated within retailers like Walmart and Amazon, making shelf placement, pricing, and conversion efficiency the deciding factors for a brand’s unit share. This is exactly the kind of shift OpenBrand’s modeled MarketShare data is built to track across the full category.
For brands, being on the shelf is not the same as winning it. In a channel this consolidated, assortment decisions at major retailers like Walmart and Amazon can make or break a category strategy.
For more small appliance retailer insights, including leakage and conversion trends, download the full infographic.
How are small appliance retailers competing for shopper conversion?
Walmart both draws the most small appliance shoppers and closes them at the highest rate, but Amazon converts high-intent shoppers nearly as efficiently. In a concentrated channel, the ability to close a shopper who is already in the aisle matters more than raw traffic.
Q4 2025 Small Appliance Retailer Draw & Close Rates
| Small Appliance Retailer | Draw Rate | Close Rate |
| Walmart | 50% | 75% |
| Amazon | 31% | 70% |
| Target | 21% | 50% |
| Best Buy | 7% | 55% |
| Home Depot | 6% | 46% |
Source: OpenBrand Small Appliances Total Market Insights, Q4 2025
Walmart leads in both drawing and converting shoppers, while Amazon stays close on close rate. Smaller players like Best Buy, Target, and Home Depot have a limited draw, but convert roughly half of the shoppers they attract.
OpenBrand's Small Appliance Trend Insights
Consumers shopping for small appliances compare price, quality, features, and retailer experience before buying. Traffic alone does not win the category. Retailers that convert efficiently, and reduce the number of shoppers who walk without buying, are better positioned to hold share.
Who wins when a retailer loses a shopper?
When Walmart fails to close a small appliance shopper, Amazon captures the largest share of those lost shoppers, followed closely by Target. OpenBrand’s proprietary retail draw, close, and leakage analysis shows a 25% walk rate for Walmart shoppers, and it reveals exactly where that demand goes.
Where Walmart's Lost Small Appliance Shoppers Go (Leakage)
| Retailer Capturing Lost Shoppers | Share of Leaked Shoppers |
| Amazon | 33% |
| Target | 29% |
| Best Buy | 8% |
| Home Depot | 4% |
Source: OpenBrand Small Appliances Total Market Insights, Q4 2025
OpenBrand's Small Appliance Trend Insights
Consumers rarely commit to a single retailer before buying a small appliance. This behavior makes final-stage conversion and shopper retention central to protecting market share, especially for the two retailers absorbing the bulk of leaked demand.
Which brands lead small appliance market share?
According to OpenBrand’s MarketShare data, Ninja leads the small appliance market on both unit and dollar share, and the gap between the two tells the real story. Ninja converts a 33% unit share into a 47% dollar share, while Hamilton Beach wins volume at value pricing but trails sharply in revenue.
Q4 2025 Top Small Appliance Brands by Market Share
| Rank | Small Appliance Brand | Unit Share |
| 1 | Ninja | 33% |
| 2 | Hamilton Beach | 19% |
| 3 | Magic Bullet | 8% |
| 4 | KitchenAid | 7% |
| 5 | NutriBullet | 6% |
Source: OpenBrand Small Appliances Total Market Insights, Q4 2025
At the SKU level, the highest-share individual products skew to value pricing. Hamilton Beach’s model 50180 leads with a 4.0% unit share at a $26 average price, followed by the Ninja BE200 at 3.7% and a $50 average price.
For more small appliance brand insights, including share of shelf and product launch trends, download the full infographic.
OpenBrand's Small Appliance Trend Insights
Ninja’s dominance reflects a brand that has translated feature-forward positioning into premium pricing power. Winning nearly half of category dollars on a third of the units is the clearest signal in the data.
Hamilton Beach plays the opposite game, converting a strong 19% unit share into just 9% of dollars by anchoring the value tier. NutriBullet is the only top-five brand whose dollar share exceeds its unit share, a sign of favorable mix.
What is driving small appliance purchases?
Replacement demand is the leading reason consumers make small appliance purchases, with 52% of purchases triggered by an old product breaking. Once shopping, price is the top brand purchase driver, followed by quality.
Beyond brand attributes, the strongest product trigger is a broken predecessor at 52%, while first-time purchases account for 13% of demand.
Q4 2025 Top Purchase Drivers for Small Appliance Brands
| Brand Driver | Share |
| Price | 43% |
| Quality | 34% |
| Features | 30% |
| Name Brand | 27% |
Source: OpenBrand Small Appliances Total Market Insights, Q4 2025
OpenBrand's Small Appliance Trend Insights
Because the category is so heavily replacement-driven, consumers arrive with practical intent and a clear reference point: the product that just failed. That raises the importance of competitive pricing, trusted quality, and easy availability at the two retailers that dominate the channel.
Brands that communicate durability and value are best positioned to capture a shopper who is already motivated to buy.
How is small appliance product strategy diverging across brands?
OpenBrand’s competitive intelligence data tracked 6,591 total category placements across retailers in Q4 2025. Among these placements, the data shows brands are splitting into two strategies: protecting margin through premium pricing, or driving visibility through aggressive promotion and product launches.
On share of shelf, Shark leads at 7%, followed by Hamilton Beach at 6%, with the rest of the field fragmented across dozens of brands each holding low single digits.
Brand Strategy Signals in Small Appliances (Q4 2025)
| Brand | Share of Shelf | Discount Depth |
| Hamilton Beach | 6% | 24% |
| KitchenAid | 4% | 25% |
| Shark | 7% | 28% |
| Bissell | 4% | 23% |
| Black+Decker | 4% | 21% |
Source: OpenBrand Small Appliances Total Market Insights, Q4 2025
OpenBrand's Small Appliance Trend Insights
Hamilton Beach and KitchenAid are the most active on new product debuts, together accounting for nearly three-quarters of launches among the tracked brands.
Notably, despite its market share leading position, Ninja fell below the top five brands with the highest share of shelf, staying disciplined on discounting while continuing to introduce products.
The takeaway for category managers: shelf presence is fragmented, so a brand’s assortment and launch cadence matter as much as headline market share. For teams heading into a product line review, that fragmentation is where assortment decisions are won or lost.
Who is buying small appliances?
Younger and middle-aged consumers drive the small appliance market, with Gen Y and Gen X together accounting for more than half of purchases. OpenBrand’s census-balanced data provides a snapshot of who is shopping the category today.
Q4 2025 Small Appliance Purchases by Generation
| Generation | Q4 2025 Unit Share |
| Gen Z (born after 1996) | 20% |
| Millennials (born 1981–1996) | 33% |
| Gen X (born 1965–1980) | 28% |
| Baby Boomers (born 1946–1964) | 18% |
| Matures (born before 1946) | 1% |
Source: OpenBrand Small Appliances Total Market Insights, Q4 2025
OpenBrand's Small Appliance Trend Insights
Small appliance demand is more evenly distributed across generations than most durables categories, with Gen Y, Gen X, and Baby Boomers each holding roughly a quarter of purchases. That breadth reflects how essential these products are across every household stage, from first-time buyers to replacement shoppers refreshing a vacuum or floor care product.
As Gen Z grows its share, brands and retailers will keep adapting toward digitally informed, price-sensitive shopping behavior, reinforcing the value orientation already visible in the pricing data.
What this means for the small appliance market
Small Appliances in 2026
The latest small appliance market data points to a category with steady, replacement-led demand and intense competition on execution.
Several trends are shaping the market at once:
- Demand is concentrated in value-oriented price tiers below $200
- Retail share is heavily led by Walmart and Amazon, making conversion and leakage decisive
- Brand leadership splits between volume players and premium players, with Ninja capturing outsized dollar share
- Product launches and shelf strategy are the levers brands are pulling to gain visibility
- Younger buyers are steadily reshaping the long-term direction of the category
Together, these forces define the current direction of the small appliance market and where the greatest opportunities for growth may exist moving forward.
Want the Full Small Appliance Market Report?
The trends highlighted here represent only a portion of the latest small appliance market data available through OpenBrand.
Download the full infographic to explore deeper insights into:
- small appliance market share
- top brands and rankings
- retailer performance and leakage
- pricing and promotions
- product launches and SKU trends
- consumer shopping behavior
Access the Small Appliance Total Market Insights Infographic
Get the complete Q4 2025 picture: brand and retailer share, draw and close rates, price-band breakdowns, SKU winners, share of shelf, discount depth, and product debuts in one view.
Want the data for a specific category, brand, or retailer? Contact us today!
FAQ: Small Appliance Market Trends
Which brand has the largest small appliance market share?
According to OpenBrand’s Q4 2025 data, Ninja leads the small appliance market with a 33% unit share and a 47% dollar share, well ahead of Hamilton Beach in second.
Which retailer has the largest small appliance market share?
According to OpenBrand’s modeled MarketShare data, Walmart leads small appliance retailer unit share at 58%, followed by Amazon at 38% and Best Buy at 4%.
What price range dominates the small appliance market?
According to OpenBrand’s Q4 2025 data, products priced $199 or less account for roughly three-quarters of unit sales, confirming a value-driven category.
What is driving small appliance purchases?
According to OpenBrand’s MindShare consumer survey data, replacement demand is the leading trigger, with 52% of purchases prompted by an old product breaking. Price and quality are the top brand purchase drivers.
Where do consumers buy small appliances?
According to OpenBrand’s Q4 2025 data, 39% of small appliance purchases happen online, and the channel is concentrated between Walmart and Amazon.
Prime Day 2026 Shopper Survey: Key Signals for Durables Brands and Retailers
Prime Day 2026 still drove strong shopper participation, but OpenBrand’s latest survey shows a more disciplined, value-focused consumer taking shape beneath the headline sales numbers.
Prime Day 2026 landed as a major mid-year checkpoint for retail, but it didn’t behave like a simple deal frenzy. The event stretched across four days in late June, overlapped with other summer promotions, and still drove strong ecommerce volume, yet the more interesting story is how unevenly that momentum showed up across categories, retailers, and shopper behavior.
OpenBrand’s Prime Day 2026 Shopper Survey Report digs into that behavior, focusing on how durable goods shoppers discovered, evaluated, and purchased during the event. Rather than rehashing headline sales numbers, the report shows where engagement softened, where intent stayed strong, and how those patterns point to a more disciplined, value-focused consumer heading into the back half of the year.
Fast facts
| Prime Day 2026 shopper signal | What the survey suggests |
| Awareness | Shopper awareness declined versus 2025 |
| Cross-shopping | Spillover beyond Amazon remained meaningful, but softened year over year |
| Conversion | Shoppers who visited rival retailers often arrived with stronger intent to buy |
| Spend mix | Spending skewed toward lower price bands and practical categories |
| Strategic takeaway | Prime Day ended up being a more deliberate shopping event than years past |
Inside the shopper read
At a high level, the survey shows that Prime Day 2026 still worked, but it worked differently than in 2025. Awareness slipped, cross-shopping at rival retailers was less intense, and spending clustered in lower price bands.
At the same time, shoppers who did engage often arrived with clear purchase plans and followed through at high rates.
Here are a few themes that stood out in our report:
Engagement was broad but less explosive. Most Prime Day shoppers (87%) recall seeing advertising. However, this number is down 7 percentage points (ppts) from 2025, pointing to an event that reached the market with a bit less built-in momentum.- Spillover was more selective. Prime Day continued to drive traffic to Walmart, Target, Costco, and others, but cross-shopping rates were lower year over year, suggesting that fewer shoppers were casually browsing across multiple retailers. Walmart saw the highest spillover, drawing in 27% of shoppers.
Intent was high once shoppers engaged. Among those who did visit competing retailers, conversion rates remained notably strong – Costco saw a 100% cross-shopping conversion rate – indicating that cross-shopping was often tied to specific missions rather than window shopping. - Spend skewed toward disciplined baskets. The distribution of spend leaned into lower price bands (with 58% spending $150 or less) and practical categories, reinforcing a more budgeted, value-driven mindset.
The full report provides even more insights into how Prime Day shifted this year, including where shoppers over-delivered versus their pre-event intentions, and where interest failed to convert.
Download the full Prime Day 2026 shopper report to see the detailed charts on awareness, retailer cross-shopping, spend distribution, and category mix, along with OpenBrand’s forward-looking takeaways for Q3 and holiday planning.
What this means for brands and retailers
Prime Day 2026 did not fail to drive demand, but it did reveal a more disciplined shopper. Awareness fell to 87% from 94% in 2025, cross‑shopping softened across rival retailers, and spend concentrated in lower bands, with 58% of shoppers spending $150 or less. Even so, shoppers who engaged converted with purpose, suggesting that demand was still there, just more selective and less event-driven.
For brands and retailers, that raises the bar for Q3 and holiday planning. Broad promotional volume is less likely to break through when only 29% of shoppers said deals exceeded expectations, while 62% said deals simply met them. The better strategy is sharper execution around high-intent moments: stronger category positioning, more relevant offers, and value that feels practical, timely, and easy to act on.
In durables especially, Prime Day points to a market where winning means capturing planned demand, not just generating noise. In electronics, 58% of buyers said they planned their purchase before seeing Prime Day deals, versus 35% who decided after the promotion, while cross‑shopping conversions remained high at Costco, Target, Walmart, and Home Depot. In a more deliberate consumer environment, the advantage goes to brands and retailers that make the path to purchase feel more credible and more relevant, not simply more promotional.
Download the full Prime Day 2026 Shopper Report
Want the full picture behind Prime Day 2026? Get the complete report for deeper insight into shopper awareness, cross-shopping behavior, conversion patterns, spend mix, and category-level trends, plus forward-looking implications for brands and retailers planning for Q3 and holiday.
Complete the form below to access the report.
More Prime Day analysis from OpenBrand
This shopper report is one part of a broader Prime Day 2026 coverage set. For a fuller view of the event, from pricing mechanics to retailer strategy, explore these related pieces:
- Prime Day 2026: Pricing and Promotions Insights — A category-by-category look at how retailers approached discount depth, assortment visibility, and promotional intensity across the event.
- What Prime Day Data Reveals About Consumer Behavior and Retailer Strategy — A broader strategic read on what Prime Day signals about shopper behavior, retail timing, and the evolving role of large promotional events.
Taken together, these pieces offer complementary views of Prime Day 2026: shopper-level insight into behavior and intent, plus market-level visibility into pricing, promotions, and retailer execution.
Conclusion
Prime Day 2026 showed that strong event volume and cautious consumer behavior can exist at the same time. Shoppers stayed engaged, but they behaved more deliberately, with lower awareness, tighter budgets, and clearer purchase intent.
For brands and retailers, that is the clearest signal heading into Q3 and holiday: winning the next promotional moment will depend less on participating loudly and more on showing up with focused value, relevant assortments, and offers built for consumers who are planning carefully before they buy.
If you’re looking to get ahead of the next big promotional window with real-time consumer and pricing insights, contact us today to see how we can help.
Want to prepare for the next key promotional window?
OpenBrand tracks pricing, promotions, and market share across durable goods categories in real time, so you head into each promo window knowing which brands discount deepest, how retailers sequence their deals, and where assortment gaps open up. The same data behind these eleven Prime Day reports feeds line review prep, competitive intelligence, and promotional planning for brands and retailers.
Contact us today to see what OpenBrand’s data can tell you about your categories before the next promo window.