Overview
What Americans buy when they choose to — Amazon, Tesla, Home Depot and around 287 retail, travel and leisure companies.
Top Holdings
| Ticker | Holding | Weight |
|---|---|---|
| AMZN | Amazon.com Inc. | 21.4% |
| TSLA | Tesla Inc. | 12.8% |
| HD | Home Depot | 6.1% |
| MCD | McDonald's Corp. | 3.9% |
| BKNG | Booking Holdings | 3.6% |
| TJX | TJX Companies | 2.9% |
| LOW | Lowe's Companies | 2.6% |
| SBUX | Starbucks Corp. | 2.1% |
| NKE | Nike Inc. | 1.7% |
| CMG | Chipotle Mexican Grill | 1.5% |
Fund Details
Investment Thesis
Discretionary is the consumer's mood ring, and the slightly negative year tells that story: tariff pressure on goods, a cooling labour market, and two stocks — Amazon and Tesla at a third of the fund — whose idiosyncratic swings dominate the sector math. When rate cuts refill consumer wallets, this is historically among the first sectors to run.
Who It's For
Cyclical investors positioning for a consumer rebound, accepting the heavy Amazon/Tesla concentration that comes with any cap-weighted version of this sector.
10-Year History
| Year | Close | % Chg |
|---|---|---|
| 2016 | $113.14 | -- |
| 2017 | $138.03 | +22.0% |
| 2018 | $136.65 | -1.0% |
| 2019 | $173.54 | +27.0% |
| 2020 | $251.64 | +45.0% |
| 2021 | $322.10 | +28.0% |
| 2022 | $206.14 | -36.0% |
| 2023 | $288.60 | +40.0% |
| 2024 | $363.64 | +26.0% |
| 2025 | $400.00 | +10.0% |
| Year | Yield |
|---|---|
| 2016 | 1.40% |
| 2017 | 1.20% |
| 2018 | 1.30% |
| 2019 | 1.20% |
| 2020 | 0.80% |
| 2021 | 0.60% |
| 2022 | 0.90% |
| 2023 | 0.80% |
| 2024 | 0.70% |
| 2025 | 0.70% |
| Year | AUM | % Chg |
|---|---|---|
| 2016 | $2B | -- |
| 2017 | $2.5B | +25.0% |
| 2018 | $3B | +20.0% |
| 2019 | $3.5B | +16.7% |
| 2020 | $5B | +42.9% |
| 2021 | $7B | +40.0% |
| 2022 | $4.5B | -35.7% |
| 2023 | $5.5B | +22.2% |
| 2024 | $6.5B | +18.2% |
| 2025 | $6B | -7.7% |
Price history from exchange data. Dividend yields from reported distributions; some earlier years are derived from total-return vs price-return data or are ETFHub estimates. AUM history is an ETFHub estimate modelled from current assets and annual returns (fund flows not reflected) and may differ from official fund records. Data as of October 2026.
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