Customer file — Saturday, July 11, 2026

New-to-file derives only from each customer's first purchase date (BR-12)

Total buyers

4,880

one transaction, one buyer

New to file

777

15.9% of buyers

vs LY

−13 bp

new-to-file share, basis points

Repeat rate

84.1%

4,103 repeat buyers

New-customer sales

$43.1K

13.5% of net · AST $55.43

File size

110,767

identities acquired to date

Windows↑ menu

Window	Buyers	New	% new to file	Repeat rate
LW	25,928	4,130	15.9%	84.1%
WTD	24,660	3,894	15.8%	84.2%
MTD	24,660	3,894	15.8%	84.2%
QTD	259,232	41,429	16.0%	84.0%
YTD	570,246	50,248	8.8%	91.2%

By channel↑ menu

Channel	Buyers	New	% new to file	New-customer sales	New AST	CRM flag
Stores	3,634	587	16.2%	$32.2K	$54.82	—
E-commerce	1,246	190	15.2%	$10.9K	$57.30	—

New-buyer capture by omni family↑ menu

Family	Buyers	% new to file
Buy Online, Pick up In Store	64	0.0%
Click & Reserve	28	0.0%
Order Online From In Store	30	0.0%
Real-Time Delivery	24	0.0%

The same first-purchase-date rule produces every figure on this page and the new-buyer lines inside the omni panels. There is no second definition (BR-12).

New Customer block↑ menu

new-customer sales are a slice of the same day's net sales, not an addition to them (BR-9)

	Value
New customers	777
Net sales	$43,066.01
% of net sales	13.5%
AST	$55.43
AST index vs fleet	85.0%

Colour tokens: gold = an input the business asserted · blue = a figure presented as given · green = calculated here. Dotted underline = hover for the formula.