The Power Tools Market is Changing: Here's How | Q2 2025 Share & Rankings

The top retailer for Power Tools purchases is Home Depot, leading in both most units sold and dollar share. 

Amazon and Walmart match in units sold, but Amazon has Walmart beat in dollars earned. While Amazon and Walmart both come in at 17% market share by units sold, Amazon has a 10 ppt gain over Walmart in dollars sold. This emphasizes that consumers can expect to find lower prices at Walmart.

Our top market leaders also continue to lead in outlet draw rate, with:

1. Home Depot drawing in 42% of all Power Tools purchasers
2. Lowe’s drawing in 31% 
3. Walmart following as the third most considered outlet at 20%

Among these top three retailers, Home Depot also has the highest close rate at 74%. 

Walmart and Amazon run closely aligned in draw, close and unit share: Walmart attracts nearly one in five Power Tools shoppers, outperforming Amazon in initial consideration by only 4 ppt. Both retailers also have similar close rates, but Amazon outperforms Walmart in dollar share by 10 ppt. 

Harbor Freight closes the most shoppers: Home Depot continues to lead the category in reach, drawing 42% of Power Tools shoppers and closing 74%. Notably, while Harbor Freight wins only 8% of buyer consideration, they close the highest percent of their drawn in shoppers, winning with 76% of shoppers. This highlights an opportunity for Harbor Freight to win share by focusing on drawing in more consumers and then continuing to close at their market-leading rate.

For more insights on draw and close rates – and to see who is stealing the shoppers lost by the leading retailer — check out our quarterly Power Tools MarketSignal dashboard.

The top Power Tools brand is DEWALT, leading in both unit and dollar share.

Milwaukee comes in second for dollar share, but third for units: Despite willing nearly 20% of the market in dollar share, Milwaukee falls behind Ryobi in unit share by 3 pt, coming in as the third top-selling brand by units.

Hyper Tough ties for third in units sold despite low dollar share. Hyper Tough wins only 3% of dollars earned, yet sells the same percent of units as Milwaukee – who comes in second for dollars earned at 18%. This highlights the difference in price point for Milwaukee and Hyper Tough. 

When purchasing Power Tools, consumers consider the following brands most often: 

• DEWALT – 25%
• Milwaukee – 13%
• CRAFTSMAN – 12%
• Ryobi – 9%
• Black & Decker – 8%
• Dremel – 5%

Black & Decker makes it into the top 5 brands considered but not the top 5 brands by market share. Despite nearly matching Ryobi’s consideration rate (9%), Black & Decker does not make the top 5 brands by units sold or dollars earned. 

Dremel leads the top brands in close rate: Though only drawing in 5% of Power Tools shoppers, Dremel closes a whopping 88% of those shoppers. This is 16 ppts higher than the next leading brand – and brand consideration rate winner – DEWALT, who draws in 25% of consumers and closes 72%. This reveals an opportunity for Dremel by increasing brand awareness and subsequently brand consideration, all while continuing to convert customers at their market-leading rate.

Explore the drivers and promotions data that may contribute to low conversion rates in our quarterly Power Tools MarketSignal dashboard.

In Q2 2025, brick-and-mortar stores continued to dominate Power Tools sales, with online sales bringing in only a little over a quarter of the market.

• In-store: 73% of purchases
• Online: 27% of purchases

OpenBrand illustrates the typical Power Tools buyer using survey results from our long-standing and census-balanced consumer durables tracking survey.

As of Q2 2025, Power Tools consumers showed the following traits:

• 64% of purchasers are homeowners, 31% rent
• 48% of purchasers are married
• 68% of purchases made were with males only in the buying process; 32% were made with female only
• 34% of purchases were made by Millennials, coming in 6 ppts higher than Gen X buyers (28%)

Power Tools buying is male-dominated, but female-focused opportunity exists: Nearly seven in ten Power Tools purchases involve men as the sole decision-makers. However, a significant 32% are driven by women. Expanding product messaging and retail experiences to resonate beyond traditional male audiences could unlock incremental growth for Power Tools brands.

Homeowners remain the engine of Power Tools sales: With 37% of purchasers owning their homes, Power Tools demand continues to be rooted in maintenance and improvement. As rental rates rise nationally, the category’s dependence on homeownership underscores the importance of targeting stable, higher-income households.

Why do consumers select a specific retailer for purchase? The most frequently mentioned reasons for purchasing Power Tools at a specific retailer were:

Why consumers select a specific retailer

• Competitive price — 54%
• Good selection of products — 31%
• Convenient location — 25%
• Previous experience with store — 20%

Power Tools is a cost-driven category: More than half of Power Tools shoppers (54%) cite competitive pricing as their top reason for choosing a retailer, reinforcing the importance of affordability in this category. Product selection (smart, sustainable. etc.) comes in as the second motivating factor, with nearly a third of consumers stating good selection as a purchase driver.

Looking beyond Q2 2025, several factors are shaping the Power Tools market:

Sustainability and compliance reshape the competitive landscape
Battery platforms continue to expand as states phase out gas equipment and tighten emissions rules. Consumer demand is shifting toward cleaner, quieter, and lower-maintenance tools. Brands with established battery ecosystems and multi-tool compatibility are positioned to win as the category moves further into full electrification.

Smart technology and automation gain traction
Connected tools, diagnostics, and automation are moving from early adoption into mainstream use. Rising labor costs are accelerating interest in features like performance tracking, app-based management, theft prevention, and intelligent controls. Expect more high-capacity battery packs, faster charging innovations, and premium user experiences centered on efficiency and uptime.

Omnichannel execution becomes a key differentiator
In-store remains the anchor for Power Tools, but online growth continues to outpace the rest of the category. Amazon is closing the gap with Home Depot, and shoppers increasingly expect seamless pricing, strong digital content, and fast fulfillment. Retailers that integrate BOPIS, clear comparisons, and strong reviews will gain share as buying journeys shift.

Margin pressure increases and drives consolidation
Electrification, software integration, and regulatory compliance are raising the cost of doing business. Brands are reducing SKU complexity, leaning deeper into platform ecosystems, and taking a more disciplined approach to partnerships and pricing. The result is a more consolidated market where scale and innovation matter more than ever.

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