US Major Appliance Market Share: Q2 2026 Trends & Rankings

According to OpenBrand’s Q2 2026 market data, Lowe’s and Home Depot still captured more than three-quarters of appliance volume in Q2, but the gap between them narrowed as Lowe’s gave back share.

• Largest unit share gain: Walmart (+0.9 pts)
• Largest dollar share gain: Walmart (+0.8 pts)
• Largest unit share decline: Lowe’s (-1.4 pts)
• Largest dollar share decline: Lowe’s and Costco (-0.9 pts each)

The story in Q2 is the narrowing race between the two home centers. Lowe’s gave back -1.4 pts of units to 41.0% while Home Depot added +0.5 pts to 35.5%, cutting the unit gap from 7.4 pts to 5.5 pts. On dollars, the gap shrank from 2.4 pts to just 0.8 pts.

The two are also winning in different ways. Home Depot’s dollar share runs 1.4 pts above its unit share, while Lowe’s runs 3.3 pts below. Lowe’s still leads on volume, but Home Depot is capturing more value per transaction.

Beyond the home centers, Walmart (+0.9 pts in units) and Amazon (+0.4 pts) both more than recovered their Q1 losses, while Costco slipped in both units (-0.6 pts) and dollars (-0.9 pts). Best Buy was the steadiest national retailer, holding at 7.6% of units.

Regional and independent retailers held at 6.2% of dollars on 3.3% of units, still the highest-value channel per transaction in major appliances.

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

• Lowe’s: 39.6% draw rate
• Home Depot: 37.8% draw rate
• Best Buy: 18.8% draw rate

Lowe’s lost share in a quarter when its survey funnel improved. Its draw rate rose to 39.6% and its close rate to 67.1%, while Home Depot’s draw (37.8%) and close rate (59.5%) both slipped. Share moved toward Home Depot anyway, which points to factors beyond traffic and conversion, such as pricing, promotion, or assortment at the shelf.

When Lowe’s did lose a shopper, 61.1% of them bought at Home Depot, and 16.5% at Best Buy. For Lowe’s, nearly all competitive pressure comes from one place.

Best Buy kept the highest close rate in the category at 69.9%, on roughly half the consideration base of the home centers.

Secondary retailers face different gaps in the funnel. Amazon converts 59.7% of the shoppers who consider it, on par with Home Depot, but draws only 5.7%. Walmart draws more shoppers (9.4%) but closes just 39.4%, the lowest rate among national retailers, even in a quarter when it gained share.

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.

LG extended its lead in Q2, while Whirlpool recorded the steepest decline of any major brand and Samsung slipped to fourth in units.

• Largest unit share gain: LG (+0.9 pts)
• Largest unit share decline: Whirlpool (-2.0 pts)
• Highest dollar share: LG (23.0%)
• Widest unit-to-dollar gap: GE (-3.7 pts)

LG pulled further ahead in Q2. It added +0.9 pts of units to 19.6% and +1.4 pts of dollars to 23.0%. Its dollar lead over the next brand is now 9.6 pts, up from 8.5 pts in Q1, and its +3.4 pt unit-to-dollar gap is the strongest premium position among the leading brands.

The bigger shift is at the bottom of the top four. Whirlpool and Samsung have each lost 2.8 pts of unit share since Q4 2025, Whirlpool falling to 12.5% and Samsung to 11.4%. They took different paths, though. Samsung’s dollar share (12.8%) still sits above its unit share, so its pressure is on volume. Whirlpool’s dollar share fell to 10.3%, the lowest of the four, so it is losing on both.

GE continued to climb on a value-weighted mix, adding +0.7 pts to 17.1% of units while carrying the widest negative unit-to-dollar gap at -3.7 pts.

Not all of the volume Whirlpool and Samsung gave up went to LG and GE. The four leading brands combined held 60.6% of units, down from 62.0% in Q1.

When purchasing major appliances, consumer consideration remains concentrated among a few key brands. OpenBrand’s Q2 2026 survey data shows:

• Samsung’s 2 pt consideration lead from Q1 is gone. LG and Samsung are now effectively tied at 35.0% and 34.9%, and when Samsung lost a shopper, 46.5% went to LG, more than Whirlpool (19.4%) and GE (14.6%) combined.
• Close rates among the five largest brands now fall within about 2 pts of each other, from Whirlpool at 60.2% to Frigidaire at 62.3%. With conversion this even, consideration and where lost shoppers go are doing most of the work in separating winners from losers.
• Whirlpool is the exception to that pattern. Its consideration rose 1 pt to 26.7%, and its close rate trails the leaders by about 2 pts, yet it lost 2.0 pts of unit share. The funnel survey alone does not explain the decline.
• GE had the smallest consideration base of the four leading brands at 23.2% and still gained share, converting 61.7% of the shoppers it drew.

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

Channel mix moved further toward physical retail in Q2. According to OpenBrand’s Q2 2026 data, in-store accounted for 76.6% of all appliance purchases, its second straight quarterly gain.

Online’s share fell for a second straight quarter to 23.4%, the lowest of the last four quarters. Rather than leveling off after the post-holiday reset, the move toward stores continued.

That makes Walmart’s and Amazon’s Q2 gains notable. The two most digitally weighted appliance retailers grew both unit and dollar share in a quarter when online’s overall share eased, so their gains did not come from a broader channel shift.

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 highlights today’s appliance buyer.

In Q2 2026:

• 71% of buyers were homeowners
• 54% were married
• 61% of purchases were made by males only, compared to 39% by females only
• 59% of purchases came from Millennials and Gen X
  • Millennials: 34%
  • Gen X: 25%
• 19.5% of purchases came from Gen Z, level with Baby Boomers at 19.5%

The appliance buyer profile barely moved from Q1. Homeownership, marital status, gender, and generational mix all held within about a point, which suggests the brand and retailer shifts this quarter reflect competitive dynamics rather than a change in who is buying.

The one pattern worth planning around is how broad the base has become. Gen Z now buys at the same rate as Baby Boomers, and 27% of buyers rent rather than own. Compact and entry-price formats are serving a larger cohort than the category has historically planned around.

Several key factors continue to influence where consumers choose to purchase major appliances, according to OpenBrand’s Q2 2026 consumer survey:

• Competitive pricing: 47.2%
• Product selection: 36.2%
• Store location convenience: 27.6%
• Prior experience: 22.7%

The biggest move in Q2 was in loyalty, not price. Prior experience with a store fell 3.2 pts to 22.7%, erasing its Q1 gain and dropping back behind location. Selection (+1.6 pts) and location convenience (+1.8 pts) both gained.

That weaker pull from past experience fits the retail picture above. Lowe’s lost share despite stronger funnel metrics, and Walmart and Amazon won back share they had given up a quarter earlier.

Price is still the top driver at 47.2%, but it has declined for two straight quarters, down 4.8 pts from 52.0% in Q4 2025. Buyers are weighing what a store carries and how easy it is to reach more heavily than they did during the holiday quarter.

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

Retail remains concentrated, but the top is tightening: Lowe’s and Home Depot account for 76.5% of category units, and the unit gap between them narrowed to 5.5 pts.

Mass and online retailers are regaining ground: Walmart and Amazon both grew units and dollars in Q2, recovering the share they gave back in Q1.

Premium and value strategies are diverging further: LG widened its positive unit-to-dollar gap to +3.4 pts while GE’s negative gap grew to -3.7 pts, showing two distinct paths through the same category.

Whirlpool’s funnel is the one to watch: Consideration rose while unit share fell 2.0 pts, the largest decline among the leading brands.

In-store keeps gaining: In-store purchases rose for a second straight quarter to 76.6%.

Independents still punch above their volume: Regional retailers held 6.2% of dollars on 3.3% of units.

Younger consumers are broadening the base: Gen Z now buys at the same rate as Baby Boomers, reinforcing the need for entry-price and compact assortment alongside premium replacement.

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