Hardware Retailing The Industry's Source for Insights and Information
Research from The Home Improvement Research Institute (HIRI) suggests opportunities for independent retailers supplying materials for decking projects are evolving. Success now depends less on simple availability and more on how well retailers respond to a more deliberate and assurance-seeking homeowner.
Focus on Winning Among the “Renovation Ready” Customer Segment
HIRI’s 2025 Project Decision Study positions decking as a lifestyle-driven, discretionary project concentrated among “renovation-ready” homeowners—those with higher spending intent, broader project scope and stronger engagement in home and outdoor upgrades.
These customers are less price-sensitive but expect clarity, quality and complete solutions. In contrast, HIRI’s 2025 Annual U.S. Homeowner Project Activity Tracker shows rising cost sensitivity among the broader population, with many homeowners scaling back or delaying projects.
This divergence reinforces the importance of targeting the “renovation-ready” segment, where demand remains more resilient.
Position Across Research Channels and Sooner
Decking has always been inspiration-led, but the path to purchase has expanded. HIRI’s 2025 Project Decision Study highlights homeowner control over design and materials, while their 2025 Project Activity Tracker shows customer research now starts online and broadens to include in-store visits and professional input.
Local Retailers Can Win on Convenience and Confidence
Decking projects often come with evolving material needs and real-time problem-solving. At the same time, barriers to project initiation are expanding beyond cost to include time constraints, labor uncertainty and project complexity.
This is where independent retailers can differentiate by reducing friction and providing increased customer assurance with:
- Clear material takeoffs
- Phased project options
- Trusted contractor referrals
Reducing Friction Is Now as Important as Price
Beyond cost, homeowners increasingly face barriers like time constraints, labor uncertainty and unclear project scope, according to HIRI’s 2025 Project Activity Tracker.
The Bottom Line
As homeowners become more selective and their decision journeys more complex, the winners will be those who do more than stock product. Independent retailers who help customers plan, simplify and execute their projects will be best positioned to turn today’s cautious demand into tomorrow’s completed builds.
