US Major Appliance Market Share: Q4 2025 Trends & Rankings

According to OpenBrand’s Q4 2025 market data, retail leadership remained largely unchanged in Q4, with Lowe’s and Home Depot continuing to capture the majority of appliance sales.

• Largest unit share gain: Lowe’s (+0.7 pts)
• Largest dollar share gain: Lowe’s (+1.1 pts)
• Largest unit share decline: Costco (-2.1 pts)
• Largest dollar share decline: Best Buy (-0.7 pts)

Lowe’s delivered the strongest performance in Q4, gaining +0.7 pts in unit share and +1.1 pts in dollar share, widening its lead during the holiday period.

Home Depot saw modest unit growth (+0.3 pts) but remained flat in dollar share, suggesting steadier performance without a premium-driven lift.

Best Buy declined across both metrics, losing -0.5 pts in units and -0.7 pts in dollars, indicating softer holiday performance relative to competitors.

Among secondary retailers:

• Amazon gained modestly in both units (+0.2 pts) and dollars (+0.2 pts), continuing gradual progress in appliances
• Walmart remained largely flat, with minimal QoQ movement
• Costco shows a mixed story, with a sharp drop in unit share (-2.1 pts) but a more modest -0.5 pt decline in dollar share, suggesting fewer transactions but relatively higher average ticket sizes

According to OpenBrand’s consumer survey data, the top major appliance retailers continue to lead in consumer traffic:

1. Lowe’s: 42% draw rate
2. Home Depot: 41% draw rate
3. Best Buy: 18% draw rate

While Amazon, Walmart, and Costco maintain presence in the category, consumer traffic remains heavily concentrated in Lowe’s and Home Depot.

Best Buy continues to stand out on conversion, closing 66% of shoppers who consider it, compared to Lowe’s (65%) and Home Depot (59%).

This highlights 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 — quarterly major appliances MarketSignal dashboard.

Brand rankings remained stable overall, though Q4 introduced some movement driven by promotions and product mix.

• Largest unit share gain: Whirlpool (+0.5 pts)
• Largest dollar share gain: Whirlpool (+0.3 pts)
• Largest unit share decline: LG (-0.6 pts)
• Largest dollar share decline: LG (-0.8 pts)

GE maintained its leadership in unit share at 20.1% (flat QoQ), reflecting consistent volume performance across retailers.

LG saw a decline in unit share from 17.7% to 17.1% (-0.6 pts), but remains the leader in dollar share at 20.9%, despite a -0.8 pt QoQ decline from 21.7%. This reinforces LG’s premium positioning, even as it faced some pressure during a highly promotional quarter.

Whirlpool delivered the strongest unit share growth, increasing from 15.0% to 15.5% (+0.5 pts), and also gained in dollar share from 12.3% to 12.6% (+0.3 pts), indicating improved momentum in value-oriented segments.

Samsung posted moderate gains in both metrics, with unit share rising from 14.0% to 14.2% (+0.2 pts) and dollar share increasing from 15.2% to 15.3% (+0.1 pts), reflecting stable performance through Q4.

Overall, Q4 shows a slight shift toward value-driven growth, with Whirlpool gaining share while premium leaders like LG experienced modest declines.

When purchasing major appliances, consumer consideration remains concentrated among a few key brands. OpenBrand’s Q4 2025 survey data shows:

• Frigidaire stands out for efficiency. While considered by just 9% of shoppers, it converted 67% of those into buyers, the highest close rate among major brands.
• LG and Samsung continue to lead at the top of the funnel, while GE and Whirlpool maintain strong presence through the middle of the purchase journey.
• Samsung is the only brand seeing growth in QoQ consideration.

Discover the factors — from pricing dynamics to promotional activity — influencing lower conversion rates in our latest quarterly major appliances MarketSignal dashboard.

Channel mix remained largely consistent in Q4, with physical retail continuing to dominate. According to OpenBrand’s Q4 2025 data, in-store still accounts for nearly three-quarters of all appliance purchases.

Online purchases increased slightly in Q4, but the shift remains gradual. Even during peak holiday shopping, the majority of appliance purchases took place in-store.

The category continues to rely on physical retail due to delivery logistics, installation requirements, and the need for in-person product evaluation.

OpenBrand’s census-balanced data provides a snapshot of today’s appliance buyer.

In Q4 2025:

• 74% of buyers were homeowners
• 54% were married
• 60% of purchases were made by males only, compared to 40% by females only
• 63% of purchases came from Millennials and Gen X
  • Millennials: 35%
  • Gen X: 28%

Millennials remain the largest buying group, continuing to shape demand patterns across the category. Gen X also represents a significant portion of buyers, while Gen Z is gradually increasing its presence.

Several key factors continue to influence where consumers choose to purchase major appliances, according to OpenBrand’s Q4 2025 consumer survey:

• Competitive pricing: 52%
• Product selection: 35%
• Store location convenience: 27%
• Prior experience: 25%

Price remains the most influential factor, but it is not the only one. Selection, convenience, and familiarity still play meaningful roles in shaping retailer choice.

This aligns with broader pricing pressure seen throughout 2025, where rising costs and promotional cycles have pushed consumers to weigh value more carefully against premium features.

Looking ahead to 2026, several themes continue to shape the appliance market:

Retail remains concentrated: Lowe’s and Home Depot continue to control the majority of sales, making retail partnerships critical for brands.

Q4 acts as a reset moment: The holiday season has become a key window where promotions can temporarily shift share and influence momentum.

Premium and value strategies are diverging: LG leads in dollar share while GE leads in units, highlighting different paths to growth.

In-store continues to lead: Despite steady digital influence, most purchases still happen in physical locations.

Younger consumers are driving demand: Millennials remain the largest segment, reinforcing the need for strong omnichannel experiences.

To learn how OpenBrand can help your business stay ahead of market shifts, get in touch with our team.