Americana

Americana Market Overview

According to Grips Intelligence in-store data tracked across Home Depot and Lowe's from January 1 to July 31, 2026, Americana's retail footprint remains concentrated between just two accounts. Home Depot led with a 55.3% revenue share, while Lowe's captured 43.9%, leaving the brand's performance closely tied to how these two chains merchandise its assortment. Momentum has weakened considerably, with revenue falling 61.1% over the tracked period and declining a further 28.4% month over month in the most recent reading. Pricing has softened alongside volume, as the average price slipped 23.0% across the period to $48.74, against a blended average product price of $52.48. With top-selling items ranging from roughly $105 to $233, the brand's mix skews toward higher-ticket units, making the recent price erosion a key metric to watch heading into the back half of the year.