Consumer Behavior

Home Depot beats Lowe’s in Q4 2025 consumer spend, pricing a factor

Photo: Jammer Gene - stock.adobe.com

March 2, 2026

Summarize with

Home Depot captured 29% of home improvement spending, besting Lowe's which captured 17% in the fourth quarter of 2025.

When it comes to purchasing 45% of buyers choose a retailer based on product prices.

Those are findings from the Numerator Home Improvement Tracker which provides quarterly insight on omnichannel consumer buying behavior, according to a press release.

Additional findings in the latest update include:

Home Depot and Lowe's maintained their positions as category leaders throughout 2025, capturing an average of 28% and 17% share in tracked home improvement categories. Amazon rose to the #2 spot in select months, especially around holidays or key sales events.
With penetration and purchase frequency largely steady, share gains came primarily from competitive switching rather than category expansion.
Most home improvement categories are still dominated by name brand products, and private label brands show steady share across categories. Hand tools have the largest private label share (43%) followed by lawn and garden supplies (22%).
Consumers that purchased home improvement items in Q4 2025 said they purchased items because they needed supplies for a small DIY project (28%), needed supplies for a major DIY project (15%) or were replacing a damaged or broken item (12%).
Consumer reasons for purchasing from a specific retailer included best prices (45%), convenient location (44%) and product options/availability (35%).