Hardware Retailing The Industry's Source for Insights and Information
Provided by the Home Improvement Research Institute
Understanding consumer behaviors and purchasing patterns is crucial for retailers navigating trends in paint and sundries. Research from The Home Improvement Research Institute (HIRI) offers valuable insights into how homeowners and contractors make decisions regarding painting projects and their evolving purchase drivers.
DIY vs. DIFM: Shifting Preferences
A key trend is the growing demand for aesthetic upgrades, particularly interior and exterior painting. HIRI’s 2025 Recent Home Buyer and Seller Study found that 61% of homebuyers conducted interior painting after purchasing a home and 25% tackled exterior painting, highlighting painting as a “quick win.” HIRI’s 2024 Home Services Study found 50% of homeowners intend to take on aesthetic maintenance projects, like painting. In the second half of 2024, more homeowners hired painting contractors, with 17% doing so in Q3 and 12% in Q4.
Supporting Contractors
Contractors face challenges like homeowner indecision and payment delays, according to HIRI’s 2024 Quarterly Contractor Project Activity Tracker. With half of contractors purchasing paint and supplies quarterly, retailers can support pros by ensuring consistent access to key products, flexible payment terms and solutions for cash flow challenges. This can help build stronger relationships and boost sales.
Product Mix and Branding
HIRI’s Pro Attitudes of Good-Better-Best Product Offerings research highlights two key opportunities for retailers because contractors prioritize availability and ease of installation. Retailers should differentiate pro-grade products from DIY options, focusing on clear messaging and brand loyalty. Position the “better” tier as affordable quality, while the “best” tier targets professionals seeking premium products.
Evolving Channel Preferences
In-store purchases remain dominant but showed some signs of possible seasonality in 2024. HIRI’s Q4-2024 Quarterly
Homeowner Project Activity Tracker revealed that 82% of homeowners bought paint in-store during Q2, while only 72% did in Q4. Contractors maintain a 60/40 split between in-store and online purchasing. Retailers should provide an omnichannel experience, catering to both in-person and online shopping preferences. Additionally, HIRI’s Retail Selector Study found that pros are more likely to switch brands than channels when a product is unavailable.
Strategic Opportunities for Retailers
- Diversify product offerings. Provide a range of products
to meet DIY and pro customer needs. - Support contractors. Offer flexible payment terms,
loyalty programs and products to streamline purchasing. - Stay relevant across channels. Strengthen digital
and in-store experiences to accommodate evolving
shopping preferences.
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 covering the paint market specifically and HIRI’s bi-annual Product Purchase Tracking Study. This comprehensive research covers a variety of items including garage floor coatings, interior paint, interior wood cleaners/strippers, spackling, sandpaper/steel wool, paint brushes/rollers/pans/pads, paint sprayers/power rollers, paint scrapers/putty knives, primer and interior stains.
For additional insights, make plans to attend HIRI’s 2025 Home Improvement Insights Summit, October 22-23, in Chicago and open to non-members and members alike.
Learn more and register at hirisummit.com.
