Hardware Retailing The Industry's Source for Insights and Information
In a market currently dominated by tariff concerns, rising prices and economic shifts, consumers in the home improvement industry have shifted their purchasing priorities, according to the Home Improvement Research Institute’s analysis of OpenBrand’s consumer tracking survey.
More consumers are focusing on “need-based” home improvement projects as higher prices have led to tighter budgets. Purchases driven by needing to repair a broken or failed item or system increased 3.2% in the last five years and consumers purchasing because an item was likely to break soon also saw year-over-year increases. Routine maintenance decreased 1.2%, remodeling decreased 1.1%, redecorating decreased 1.0% and first-time purchases decreased 1.1%, suggesting a prioritization of function over upgrades.
Tariffs are significantly shaping the home improvement market for consumers. The number of consumers delaying purchases due to higher prices increased 8% since Q1 2025. Preferences also trended towards American-made products, with 5% saying they had bought American-made products and 11% reporting that they were considering buying more domestically made items.
Prices have also increased dramatically in major appliance categories, including cooktops and wall ovens, dishwashers, laundry machines and refrigerators. Looking to 2026, prices on these items are expected to trend down. Outdoor power equipment has also seen price hikes that are not expected to cool in the coming months.
