More and more homeowners are choosing to upgrade their homes themselves, with 79% tackling multiple projects annually¹—a hardware retail marketing opportunity to acquire new customers by offering solutions to help them achieve their DIY goals.

Hardware retailers are benefitting from recent economic growth and a robust real estate market, which are fueling demand for everything from basic building supplies to high-end tools. ²

In 2023, consumer spending on home improvement in the U.S. reached $507 billion, influenced by lifestyle changes and higher homeownership rates among younger age groups, particularly Millennials. ³ This growth is projected to continue from an estimated $59 billion U.S. Hardware Stores Retail Market size in 2025 to reach $75 billion by 2030.⁴

Over the next 90 days 2/3 of consumers plan to spend either the same or more on home improvement.⁵

Hardware/Home Improvement 90-day spending outlook (March 2025)

In 2024, the categories with the highest dollar share in home improvement were major appliances (20%), lawn and garden (14%) and home care products (14%).⁵

Consumers also became increasingly price-conscious last year, often choosing replacements over upgrades and comparing prices across retailers before making a purchase. ⁵  

In fact, price is the top factor (61%) when consumers choose a hardware retailer, followed by selection (51%), location (51%), and quality (42%).⁶

Reasons for Choosing a Hardware Retailer

How Independent Hardware Retailers Can Stand Out

Independent retailers can differentiate themselves by tailoring offerings and services to their local community, including:

• Personalized recommendations
• Tailored product offerings for local needs (e.g., weather-related items)
• Strong community engagement. With the rise of DIY culture, creating workshop spaces where customers can learn new skills or work on projects with provided tools and materials could be a unique offering that drives foot traffic and engagement. ⁵

Nearly 40% of consumers do NOT make their home improvement and hardware purchases online. This is a tremendous opportunity for retailers to engage consumers to drive traffic to their physical stores.⁶

Percentage of Your Home Improvement/Hardware Purchased Online

Achieve Hardware Retail Marketing Goals with a Multi-Channel Approach

Hardware customers are highly responsive to mail and digital media.⁷

A coordinated, multi-channel hardware retail marketing approach is proven to drive results and increase ROI.

• Digital advertising + mail can increase response rates up to 450% and increase conversion rates up to 28%.⁸
• Consumers respond to integrated campaigns: 43% are more likely to make a purchase when they receive both print and digital messaging.​⁹
• Earn a 388% return on ad spend with in-market audiences.¹⁰

Target Your Most Valuable Prospects

Mspark’s targeting capabilities identify your most valuable target consumers as well as the right media to engage them throughout their purchase journey. Below are just a few examples of how efficient targeting can help achieve your goals:

• Target Homeowners: We can identify neighborhoods and households who are more likely to own their own home. ⁷
• Reach Consumers Who Live in Your Area: Most customers are drawn from a 15-mile radius. ⁷
• Engage Consumers Who Have Searched for Your Products: Retarget consumers searching for products you sell locally.

Ready to acquire new hardware customers? Click “get started” below to connect with an expert to discuss your marketing goals.

Sources: Home Improvement Research Institute ¹;KenResearch ² IBIS World ³; Mordor Intelligence ⁴; Admall Hardware local account intelligence report⁵; Prosper Insights & Analytics May 2024⁶; AdMall AudienceSCAN 2024; Do-It-Yourselfers/Hardware⁷; U.S. Modern Postcard, Direct Mail Statistics 2023⁸;USPS Mail Moments 2024⁹; Mspark Response Database.¹⁰