Customer file — Thursday, July 23, 2026

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

Total buyers

3,078

one transaction, one buyer

New to file

455

14.8% of buyers

vs LY

−162 bp

new-to-file share, basis points

Repeat rate

85.2%

2,623 repeat buyers

New-customer sales

$25.2K

12.6% of net · AST $55.34

File size

116,853

identities acquired to date

Windows↑ menu

Window	Buyers	New	% new to file	Repeat rate
LW	24,377	3,882	15.9%	84.1%
WTD	15,302	2,204	14.4%	85.6%
MTD	64,339	9,980	15.5%	84.5%
QTD	298,911	47,515	15.9%	84.1%
YTD	609,925	56,334	9.2%	90.8%

By channel↑ menu

Channel	Buyers	New	% new to file	New-customer sales	New AST	CRM flag
Stores	2,374	387	16.3%	$21.1K	$54.55	—
E-commerce	704	68	9.7%	$4.1K	$59.85	fires

New-buyer capture by omni family↑ menu

Family	Buyers	% new to file
Buy Online, Pick up In Store	39	0.0%
Click & Reserve	25	0.0%
Order Online From In Store	21	0.0%
Real-Time Delivery	16	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	455
Net sales	$25,180.40
% of net sales	12.6%
AST	$55.34
AST index vs fleet	84.9%

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