Build Your Strategy: 5 Ways to Maximize Sales Opportunities in Decking

Provided by the Home Improvement Research Institute

Decking remains a high-potential category as homeowners continue investing in outdoor spaces, especially for independent building material retailers. Research from the Home Improvement Research Institute (HIRI) highlights buyer preferences and behaviors that can guide smarter sales strategies. Here are five data-backed ways to sharpen your approach.

1. Support the Steady DIY Base With a Balanced Approach

   Around 54% of decking projects were completed by homeowners, 32% by contractors and 14% by both DIYers and pros, according to HIRI’s 2024 Product Purchase Tracking Study. While DIY remains prevalent, professional involvement is substantial.

   Retailer Takeaway: Offer resources for both groups. Tailor product guidance, signage and staff expertise to meet the needs of both walk-in homeowners and contractors. Ensure merchandising supports planning for all skill levels.

2. Stock the Right Mix of Products

   Pressure-treated decking leads in homeowner preferences, followed by composite and stainable options, while PVC lags significantly.

   Retailer Takeaway: Align inventory with demand. Offer good, better and best product lines with clear value messaging to aid comparison. Showcase the visual and maintenance differences among materials while highlighting what’s in stock for customers ready to buy and build.

3. Make Online Ordering a Seamless Extension of In-Store Service

   Decking buyers often prefer in-person purchases for such tactile, high-involvement products. In 2024, top retailers were big-box stores, capturing 58% of customers, with local building materials stores attracting 12% and local hardware stores getting 11%.

   Retailer Takeaway: Provide clear specs, pricing and pickup/delivery info online. Sync inventory between digital and physical storefronts. For pros, promote job site delivery and time-saving tools like online reordering or bulk pricing.

4. Recognize the Role of Branding in Purchase Decisions

   28% of homeowners factored product brands into their decking decision, according to HIRI’s 2024 Product Purchase Tracking Study. This creates an opportunity for independents to leverage national brand equity.

   Retailer Takeaway: Promote brands with strong reputations and warranties. Use signage and displays to highlight standout features including value, durability or innovation.

5. Target Homebuyers to Increase Sales Momentum

   According to HIRI’s 2025 Recent Homebuyer and Seller Study, 23% of recent buyers purchased decking materials, compared to just 14% of sellers. Buyers are focused on enhancing their outdoor spaces.

   Retailer Takeaway: Target new homeowners with digital campaigns, in-store offers or local partnerships and reach out to this motivated audience with timely promotions aligned to peak planning periods.

Making Strategic Adjustments for Success

If you’re not yet a HIRI member, consider joining for enterprise-wide access to $1M+ annually in home improvement research. Learn more at HIRI.org/pricing.

With membership, you get access to quarterly U.S. Size of Market Reports and HIRI’s Bi-Annual Product Purchase Tracking Study. This comprehensive research covers a variety of items, ana­lyzing the pur­chas­ing behav­ior and pref­er­ences of home­own­ers across var­i­ous build­ing prod­uct groups and iden­ti­fying fac­tors most impor­tant for home­own­ers as they make prod­uct selec­tions and pur­chas­ing decisions for their homes.

For additional insights, make plans to attend HIRI’s 2025 Home Improvement Insights Summit, October 22-23, in Chicago, which is open to non-members and members alike.

Learn more and register at hirisummit.com.