America’s Test Kitchen members shopped at Williams-Sonoma at the highest relative rate
Retailer purchase rate among ATK members divided by the rate among 646,206 other active digital subscribers; 1.00× means equal rates
Times the benchmark purchase rate
Source: YipitData U.S. e-receipt panel. ATK member cohort n=2,540. Period: July 2025–July 20, 2026. Analysis conducted July 20, 2026. The Williams-Sonoma estimate is less certain because it is based on 81 ATK buyers.
Chart data
| Series | Times the benchmark purchase rate |
|---|---|
| Williams-Sonoma | 3.76× |
| Whole Foods | 2.88× |
| Home Depot | 2.44× |
| Costco | 2.43× |
| Target | 2.31× |
Where did America’s Test Kitchen members shop at higher rates?
From July 2025 through July 20, 2026, America’s Test Kitchen members shopped at Williams-Sonoma at 3.76 times the rate of other active digital subscribers. Because that estimate is based on 81 ATK buyers, it is less certain than the broader pattern. Whole Foods followed at 2.88 times, while Home Depot, Costco, and Target ranged from 2.31 to 2.44 times the benchmark rate. The higher rates appeared across cookware, grocery, home improvement, warehouse-club, and mass retail.
How many America’s Test Kitchen members shopped at both Costco and Home Depot?
During the same period, 13.4% of measured America’s Test Kitchen members shopped at both Costco and Home Depot. This overlap is a share of measured members, not another relative-rate multiple.
Assumptions & Methodologies
We analyzed our U.S. e-receipt panel on July 20, 2026, covering July 2025 through July 20, 2026. The cohort comprised 2,540 panelists with America’s Test Kitchen, Cook’s Illustrated, or Cook’s Country membership or subscription signals who were observed before the period and active within 30 days of its end. The benchmark was 646,206 other active digital subscribers. Retail purchases came from receipt subject and line-item text. Each multiple divides the cohort purchase rate by the benchmark rate. The 81-buyer Williams-Sonoma estimate is directional, meaning less certain.