Lowe's average customer is a white baby boomer who spent $809 there last year

• Lowe's has 1,746 stores and employs about 300,000 people across North America.
• A little over half of US consumers shopped at Lowe's at least once last year.
• The store's typical customer is a more rural baby boomer who earns $60K a year and owns her home.

Originally founded in 1921 as a small general store in Wilkesboro, North Carolina, Lowe's is now the world's number-two home improvement retailer, with 300,000 employees and sales of $86.3 billion last year.

A little more than half of shoppers in the US make at least one trip each year to one of Lowe's 1,746 locations, according to data from the consumer analytics firm Numerator.

But which of those millions of shoppers is the "typical" Lowe's shopper? Here's what the data suggests.

Numerator found that Lowe's typical shopper is a white woman over 60 years old who owns her home in the suburbs, but she tends to skew more rural than her more urban counterpart at Home Depot.

Like Home Depot, Lowe's serves two core groups of customers: DIYers and Pros.

DIY shoppers turn to the store for supplies to complete their own projects, while pros are typically contractors and tradespersons, like electricians, plumbers, and painters.

The company says it primarily serves DIY shoppers but is actively seeking to boost its share of high-spending pros to compete with Home Depot.

In addition to taking on Home Depot, Lowe's is looking to win over customers from outdoor lifestyle retailer Tractor Supply Co. with a push into smaller-format rural stores.

About three-quarters of those who shopped at Lowe's last year came back to the store in 2023, according to Numerator, on par with the customer loyalty for rival Home Depot.

Lowe's shoppers have dialed back in recent months, but the company said a few are still splurging on its offerings of high-tech, futuristic appliances at price points of $2,500 or more.

The typical customer earns between $40,000 and $80,000 a year and now makes nine trips to Lowe's, spending about $90 per trip for an annual total of $809.