The Home Depot Target Market and Demographics (Everything You Need to Know)
Home Depot has become the world’s leading home improvement retailer, with customers averaging more than 150 million transactions per year.
But what type of customer does Home Depot serve? What is its target market and demographics? I’ve researched and this is all I know!
The Home Depot Target Market and Demographics
Home Depot’s target market focuses on those working on Do-It-Yourself projects, professional contractors, and those seeking Do-It-For-Me services. The store’s customer base, with an average age of 50, is made up mostly of male baby boomers. However, there are also more women and millennials shopping at Home Depot now.
If you want to learn more about Home Depot customer demographics and average customer spending by race, age and gender, keep reading!
What is the average age of a Home Depot customer?
Baby boomers, or the generation born immediately after World War II, are Home Depot’s most important customers and bring in the most revenue.
This age group makes up about 40 percent of U.S. homeowners, and they’re more likely to shop for home improvement supplies and spend more in the process.
Still, the average age of Home Depot customers is actually around 50.
This is due to younger do-it-yourself (DIY) shoppers falling into the millennial age bracket and pulling down the average.
What are the racial demographics of The Home Depot’s customers?
A recent survey revealed that 69 percent of Home Depot customers are white.
The second most represented customers are Hispanic, making up 15.3 percent of Home Depot customers.
Finally, another 8.5 percent of customers were African American and 5.5 percent were Asian.
Which gender is most likely to shop at Home Depot?
Home Depot is considered a male-friendly store because male shoppers are more attractive to the general home improvement store because they spend 30% more on average.
About 55 percent of Home Depot shoppers are men and 45 percent are women.
In recent years, Home Depot has begun to cater more to women after considering the gender behind home improvement decisions.
Likewise, an increase in female shoppers in the online home improvement marketplace has prompted the store to change its gender focus.
What is the average household income of a Home Depot customer?
In 2018, a survey found that the average Home Depot shopper earned about $60,800.
That’s significantly higher than the U.S. median income of about $31,000, indicating that upper-middle-class people typically spend at Home Depot.
What is Home Depot’s target market?
Home Depot divides its target market into three distinct groups, described below:
do it yourself
This is mostly made up of younger Home Depot customers looking to improve their homes themselves, where DIY is the most affordable option.
do it for me
This group includes the young and old in Home Depot’s customer base, as well as customers who use Home Depot’s home delivery and installation services.
Instead of saving costs by doing everything themselves, these people choose to have the heavy lifting done for them easily while renovating their home.
professionals
Professionals made up of contractors, plumbers, painters, builders and other home improvement specialists contribute a large portion of Home Depot’s revenue.
How much of Home Depot’s sales go through contractors?
One of Home Depot’s target customer groups is professional customers.
While this group only accounts for around 5% of the company’s customer base, it generates significant revenue.
At Home Depot, contractors are responsible for about 45 percent of the revenue the retailer brings in.
Additionally, Home Depot hopes to engage more with these customers by developing online and in-store marketing to attract more professionals.
How often do Home Depot customers shop in-store?
On average, a typical Home Depot customer visits the store about 4 to 6 times a year.
However, Home Depot is also pushing online sales, with its customer base increasingly shifting to online purchases.
The shift to online has also increased the need for a smooth transition between online and offline customer service, as many customers browse online and shop in-store.
How many people shop at Home Depot each year?
On average, 1.756 billion customer transactions were made at Home Depot stores across the country.
That’s up from the 1.616 billion customer transactions retailers have made in recent years.
How much does the average customer spend at Home Depot?
On average, customers spend near Home Depot every time they visit Home Depot.
Note that this is slightly lower than the average spend at competitor Lowe’s, whose customers spend an average of $85 per transaction.
Once you understand Home Depot’s target market, you can also read our related articles on whether Home Depot is in the UK, Home Depot’s slogan and Home Depot’s mission.
in conclusion
The average Home Depot customer is most likely to be a white male, in his mid-50s.
Their annual household income is about $60,800, and they probably visit the store four to six times a year, spending an average of $75 per visit.
Home Depot’s target market falls into three categories: DIY, DIY, and Professionals.
Although professionals make up only a small portion of the customer base, they generate the majority of Home Depot’s revenue.
