Milwaukee's dollar share of the power tool combo kit category at Home Depot and Lowe's surged from 43.8% in November 2024 to 51.9% in January 2025 — an 8-point gain in a single quarter. DeWalt moved in the opposite direction, dropping from 33.5% to 26.0%. The holiday season reshuffled this category decisively in Milwaukee's favor.
Milwaukee Won the Holiday Season Decisively
Milwaukee holds two of the top five SKUs: its leading kit at $399 commands 14.5% of category dollars, and a second at $294 holds 6.0%. Together they account for over 20% of the category.
The surge built month over month — 43.8% in November, 45.8% in December, 51.9% in January. Milwaukee gained every period while DeWalt lost every period. Crossing the 50% threshold means more than half of every combo kit dollar at these retailers now goes to one brand.
DeWalt's Price Advantage Did Not Protect Share
DeWalt's second-ranked SKU sells at $149 — the lowest ASP in the top five. Lower price points did not prevent a 7.5-point share decline.
The gap widened from roughly 10 points in November to nearly 26 points by January. At 26.0% versus Milwaukee's 51.9%, the distance between first and second is now larger than DeWalt's entire share.
Everyone Else Is Fighting for Scraps
Ryobi held steady near 13% across all three months — stable but distant. Makita stayed below 5%. Ridgid dropped from 5.0% to 2.5%, halving its already small position. The top three brands collectively control over 91% of the category.
Combo kits carry high ASPs, which magnifies dollar-share impact. Milwaukee's top SKU at $399 generates nearly twice the revenue per sale as DeWalt's $149 kit — Milwaukee does not need to outsell DeWalt unit-for-unit to dominate dollar share. Datavations tracks every SKU, every store, every sale across 11,936+ locations daily, catching an 8-point holiday share swing as it develops.
Who leads the power tool combo kit category at Home Depot and Lowe's?
Milwaukee leads with 51.9% dollar share as of January 2025, holding two of the top five SKUs. The brand gained 8 points during the holiday quarter while DeWalt dropped from 33.5% to 26.0%.
Why did DeWalt lose combo kit share over the holidays?
DeWalt dropped 7.5 points from November 2024 to January 2025 despite holding the lowest-priced SKU in the top five at $149. Milwaukee's momentum at higher price points drove dollar-share gains that DeWalt's volume positioning could not offset.
How concentrated is the combo kit category?
Milwaukee (51.9%), DeWalt (26.0%), and Ryobi (13.2%) collectively hold over 91% of category dollars. Makita and Ridgid split less than 8% between them, making this one of the most concentrated power tool categories on the shelf.
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