Home Depot Stock Dips Despite Launch of Enhanced Pro Builder Loyalty Program
Home Depot's shares edged lower in Wednesday trading despite the rollout of its upgraded Pro Xtra loyalty program for professional builders. The initiative offers tiered pricing, project management tools, and a proprietary digital wallet—features that failed to impress investors amid broader market pressures.
The home improvement retailer's strategic pivot toward trade professionals continues with this web-to-mobile program, which includes 20% rewards on painting supplies and exclusive equipment access. Its HD Pass digital wallet consolidates purchases, rewards tracking, and receipt management—a potential tax-time advantage for contractors.