CONSUMER&

BRANDBrandKPIs

for

DIY

&

garden

onlineshops:

Harbor

Freight

in

the

UnitedStatesConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Harbor

Freight’s

performanceinthe

DIY

&garden

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202474%

of

Harbor

Freight

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Harbor

Freight’sbrandingresonates

more

with

Gen

X

?Harbor

Freight

ranksfifth

inawareness

within

the

DIY&garden

online

shopmarket?Harbor

Freight

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

HarborFreight

is38%?Harbor

Freight

rankseighth

inusage?Among

HarborFreight

enthusiasts,28%

fallunderthe

high-income

category?Interms

of

loyalty,Harbor

Freight

isseventh

inthe?Consumers

want

theirDIY&gardenonline

shopbrandstohavehonesty

/trustworthiness,

reliability,andhigh

valueUnited

States?Harbor

Freight

hasascore

of

27%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Harbor

Freight

at

74%Brand

profile:

snapshotBrand

performance

of

Harbor

Freightin

theUnitedStates74%65%38%27%25%AwarenessPopularityUsageLoyaltyBuzz5Notes:DIY&gardenonline

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=811,

respondents

who

know

the

individual

brand

(popularity),

n=811,respondents

who

know

the

individual

brand

(usage),

n=202,

respondents

who

have

used

the

individual

brand

(loyalty),

n=811,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Harbor

Freight’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations38%37%37%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeHarbor

Freight

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatHarbor

Freight

islikedby9%

ofBaby

boomersand37%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is8%

and29%,

respectively.29%26%16%ForMillennials

andGen

Z,

38%

and

16%

feel

positivelytowards

Harbor

Freight,versus

37%

and26%.

Socurrently,

forHarbor

Freight,Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.9%8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoDIY&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=305,

HarborFreightenthusiast,

n=951,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Harbor

Freight

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Harbor

Freight

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.8%10%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Harbor

Freight

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.44%56%49%51%56%

ofmen

likeHarbor

Freightcompared

to

44%

of

women,

whereasfortheoverall

industry,51%

of

men

useDIY&garden

onlineshopscompared

to49%

ofwomen.90%8%

of

HarborFreight

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

DIY

&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=305,HarborFreightenthusiast,

n=951,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Harbor

Freight

enthusiasts,

28%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.26%25%Single29%34%19%19%CoupleSingleparentNuclear28%

ofHarbor

Freight

enthusiastsarefrom

high-income

households.Harbor

Freight’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,5%

of

HarborFreight

enthusiastshavethiscurrent

living

situation.11%11%36%35%31%21%20%Multi-generational5%4%35%11%ExtendedOther14%8%7%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=305,

HarborFreightenthusiast,

n=951,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

DIY

&

garden

online

shop

brands

to

have

honesty

/trustworthiness,

reliability,

and

high

valueBrand

profile:

qualitiesQualitiesuserswant

from

DIY&gardenonline

shop

brandsForDIY

&garden

online

shops,thetopthree

qualitiesusers

want

from

abrandarehonesty

/trustworthiness,

reliability,andhigh

value.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Harbor

Freight

users

alsoappreciatethese

key

attributes,indicatingHarborFreight

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatHarborFreightenthusiastsare

least

focused

on

arethrill/excitement

andsocialresponsibility.ReliabilityExclusivityInnovationInclusivenessFriendlinessHarbor

Freight

shouldwork

onpromoting

reliability

to

convertenthusiastsintoowners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

toDIY

&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

itcomesto

DIY&gardenonline

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=202,

HarborFreightusers’,n=305,

HarborFreightenthusiast,

n=951,

DIY&gardenonline

shopusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Harbor

Freight

fans,

25%

state

that

they

get

excited

about

DIY

&

gardenonline

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofDIY&garden

online

shopsingeneral?29%27%26%26%25%25%25%24%23%23%21%21%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustDIY&gardenonlineshopstopicsrelating

toDIY&gardenonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

DIY&gardenonline

shops

do

youagreewith?”;

Multi

Pick;“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=305,

HarborFreightenthusiast,

n=951,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1174%

of

Harbor

Freight

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

DIY

&garden

onlineshops,theaverage

awareness

of

abrandinthe

United

Statesis42%.

Awareness

of

Harbor

Freight,however,

is

at65%.Awareness38%

ofU.S.

DIY&garden

onlineshop

userssay

theylikeHarbor

Freight,compared

to

anindustryaveragebrandpopularityof

31%.25%

ofindustryusers

intheUnitedStatessaythey

useHarbor

Freight,with

the

average

usageofabrandat25%.BuzzPopularity74%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

73%.Harbor

Freight

hasbeen

noticed

similarly

inthemediacompared

to

other

brands,with

a“Buzz”score

of27%compared

to

27%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:DIY&gardenonline

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=811,

respondents

who

know

the

individual

brand

(popularity),

n=811,respondents

who

know

the

individual

brand

(usage),

n=202,

respondents

who

have

used

the

individual

brand

(loyalty),

n=811,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Harbor

Freightranks

fifth

in

awareness

within

the

DIY

&

garden

online

shopmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofHarbor

FreightRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1TheHomeDepot92%90%84%74%65%47%44%29%28%23%2Lowe's3Ace35%4TEMU5Harbor

FreightGraingerUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.665%7Menards8Do

it

BestOutofallrespondents,

65%

were

aware

of

HarborFreight.

Thisranksthemfifth

compared

to

otherbrandssurveyed

inthismarket.9Northern

Tool+EquipmentGardener's

SupplyCompanyAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Harbor

Freight

is

38%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofHarbor

FreightRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1TheHomeDepot59%59%42%39%38%36%33%31%30%2Lowe's3Ace38%4MenardsOutofconsumers

who

knew

thebrand,

38%

saidtheyliked

Harbor

Freight.

Thisranksthemfifth

comparedtootherbrandssurveyed

inthismarket.5Harbor

FreightGarden

GoodsBrighterBTEMU662%789Best

MaterialsPopularityN/A10Gardener's

Supply

Company

25%14

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=811,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Harbor

Freightranks

eighth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofHarbor

FreightRank#

BrandUsage

%45%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

DIY

&garden

onlineshops,which

of

the

following

brandshaveyou

usedinthepast12

months?”.1TheHomeDepot2Lowe's41%25%3Garden

GoodsBest

MaterialsAce31%Outofconsumers

who

knew

thebrand,

25%

saidtheyused

Harbor

Freight.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.429%528%6Menards27%7TEMU25%75%8Harbor

FreightBrighterB25%924%UsageN/A10Gardener's

Supply

Company

23%15

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;

Base:

n=811,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Harbor

Freight

is

seventh

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofHarbor

Freight’sconsumersRank#

BrandLoyalty

%90%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1TheHomeDepot2Lowe's87%26%3Menards87%4TEMU79%5Ace77%6Best

MaterialsHarbor

FreightGarden

GoodsMSC75%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

DIY

&gardenonlineshops,which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.774%74%872%970%Outofrespondents

whohaveused

Harbor

Freight,74%

saidthey

would

usethebrand

again.LoyaltyN/A10TrueLeaf

Market69%16

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

MultiPick;Base:

n=202,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Harbor

Freight

has

a

score

of

27%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofHarbor

FreightRank#

BrandBuzz%43%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Lowe's2TheHomeDepotBest

MaterialsAce40%27%335%Outofconsumers

who

knew

thebrand,

27%

saidtheyhadheardaboutHarbor

Freight

inthemedia.

Thisranksthemninth

compared

toother

brandssurveyedinthismarket.435%5TEMU35%6Garden

GoodsMenards33%729%73%8BrighterBHarbor

FreightDo

it

Best28%927%BuzzN/A1025%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=811,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsig