John Deere

John Deere Market Overview

John Deere, a brand of Deere & Company (NYSE: DE), experienced significant in-store and online performance challenges during the first eight months of 2026, with overall revenue declining 34.4% since the beginning of the year according to Grips Intelligence data. The brand maintains a heavily concentrated retail presence, with Lowe's commanding 67.8% of revenue share, followed distantly by Amazon at 23.9%, while Home Depot and Ace Hardware account for 4.7% and 3.5% respectively. Average product pricing across channels stood at $89.84, though prices declined 16.8% over the tracking period, indicating significant downward pressure on the brand's pricing strategy. The product mix reveals a wide range spanning from budget-friendly toys averaging $27.75 on Amazon to premium lawn equipment on Lowe's exceeding $3,300, reflecting a diverse customer base across multiple price points. Most recent monthly data shows continued deterioration, with revenue dropping 29.3% month-over-month and average prices falling 21.9% in the latest period tracked.