As independent paint and decorating retailers, understanding the purchasing behavior of different customer segments is crucial for effective stocking and marketing. Research from the Home Improvement Research Institute (HIRI) offers insights into how tool purchases differ between homeowners/DIYers and professionals/contractors.
By examining data from HIRI’s Q4 2024 Homeowner Project Activity Tracker, Contractor Business
Sentiment Tracker and the 2024 Product Purchase Tracking Study, retailers can better align product
offerings and sales strategies with customer needs. Retailers not yet members of HIRI should consider joining to access these invaluable resources.
Homeowner/DIYer Tool Purchases: Resilient Discretionary Demand
In 2024, homeowners consistently purchased more tools than planned across all four quarters. The data shows a strong demand for tools, even when projects are postponed or scaled back. Insights from
the 2024 Product Purchase Tracking Study Report show that two-thirds of homeowners purchase tools
themselves, while 33% rely on a spouse/partner, 4% on a professional and 9% on a family member or friend.
Retailer Takeaway:
Even in uncertain economic times, homeowners remain motivated to invest in tools for DIY projects.
Retailers should focus on tool promotions for DIYers, such as starter kits or multitools, and highlight the long-term value of quality tools. Price is less important than quality, durability and safety, so positioning tools as an investment in the home improvement journey is key.
Pro/Contractor Tool Purchases: Consistency and Growth in a Resilient Market
Contractors represent a more stable tool-buying segment. HIRI’s Q4 2024 Contractor Business Sentiment Tracker revealed that while project completions slightly declined, contractors remained positive, with 75% expecting revenue growth through 2025. Around half of all contractors made tool purchases each quarter in 2024. Tools were the fourth most common product purchased by professionals, following drywall supplies, adhesives and flooring.
Top Tools Purchased by Contractors in 2024:
- Adhesives, Caulks, Sealants and Tapes
- Drywall and Drywall Supplies
- Flooring
- Tools (Hand, Power, Outdoor Power Equipment)
- Paint and Paint Supplies
DIYers Purchasing Tools in 2025:
- 4% rely on professionals
- 9% rely on family members or friends
- 33% rely on spouse/partner
- 66% rely on themselves
Retailer Takeaway:
Consider catering to contractors by offering heavy-duty tools, specialty equipment and professional-grade
products. Loyalty-building options and emphasizing durability, reliability and service can help build long-term relationships with contractors, who depend on their tools for business continuity.
Strategic Adjustments for Success
By understanding the tool purchasing behaviors of DIYers and contractors, independent paint and decorating retailers can position themselves to effectively serve both segments in 2025.
Tailoring marketing efforts, inventory management and customer engagement strategies based on these insights will enhance their competitiveness in the market.
- 75% of contractors are expecting revenue growth through 2025
For additional insights, attend HIRI’s 2025 Home Improvement Insights Summit October 22-23 in Chicago, open to non-members and members alike. Learn more and register at hirisummit.com.
About HIRI
The Home Improvement Research Institute (HIRI) is the only nonprofit organization dedicated to home improvement research. The organization empowers its members with exclusive, ongoing home improvement data and information for making better business decisions. Members are the home improvement industry’s leading manufacturers, retailers and allied organizations. Learn more at hiri.org.
