Dissecting patterns in consumer behavior can be challenging, especially since there are numerous factors that affect how a customer makes decisions during their purchasing journey. Narrowing down the right product, brand and even shopping location all depends on the customer's personal preference. But do professional contractors follow a simpler customer journey?
To explore this question, the Home Improvement Research Institute (HIRI) studied contractors' preferred channels for home improvement purchases through our biennial Contractor Product Purchase Incidence report.
The data in the report—collected from approximately 1,200 remodelers, general contractors, and industry specialists—helps shed light on where home improvement professionals are shopping most often, the biggest incentives for their preferred channel, and the products that are in the highest demand.
What are Key Trends in Contractor Purchasing Behaviors in 2026?
The Contractor Product Purchase Incidence report is administered every two years, enabling HIRI to track trends and changes when it comes to the main suppliers used for home improvement products and materials, as well as purchase incidence rates and spending behaviors based on specific product categories.
Take a look at some of the insights obtained from data in 2025 and what sort of consistencies and changes we’re observing:
Trends in Product Categories Purchased
Professionals buy broadly, with the bulk of their spending centered on materials, finishes, and tools, while outdoor and mechanical supplies and materials remain more specialized. When asked if they purchased from these product categories in the past year, here is how pros responded:
- Building materials and structural systems (99%)
- Interior finish (95%)
- Tools and accessories (95%)
- Exterior envelope (92%)
- Furniture, appliances, and cleaners (86%)
- Mechanical systems (81%)
- Yard and outdoor living (73%)
Average Number of Product Categories Purchased
Generalists purchase a broader range of products than specialists, with remodelers and general contractors leading in category diversity. For example, according to research in HIRI’s Contractor Product Purchase Incidence Report for 2025, the professionals with the highest average number of different product categories purchased in 2024 were:
- Remodelers with 27.5 product categories
- General contractors with 26.3 product categories
- Kitchen/bath specialists with 22.7 product categories
- Carpenters with 21.9 product categories
- Home builders with 21.4 product categories
What Do Contractors Value in Home Improvement Brands?
Quality, durability, and availability drive brand choice among home improvement professionals, while sustainability and innovation remain secondary priorities. According to HIRI’s research, the most important attributes when choosing brands are:
- Quality
- Durability
- Availability
- Price
- Ease of Installation
- Warranty
- Looks and aesthetics
Trends in Purchase Channels for Brands to Consider in 2026
Big Box Share of Purchases
Across nearly all product categories, big-box retailers continue to be most preferred channel. About 50% of contractors or more used a big-box store the most for nearly every product category, with these categories exceeding 70%:
- Wall and ceiling coverings
- Interior doors and modeling
- Hardware (interior)
- Power tools
There are a few exceptions. For example, when it comes to concrete, masonry, and stone, only 49% of contractors report using big-box stores the most. For furniture, that drops to 38%.
Local Hardware Store Share of Purchases
Local hardware stores remain another popular channel for purchasing home improvement products and materials, albeit at far below purchase incidence rates than their big-box competitors. Here are the categories where they have the most share:
- Solar, generator and battery storage (with 14% of contractors reporting it is their most common channel)
- Concrete, masonry, and stone; hand tools; hardware; window treatments; and landscaping supplies (with 13% of contractors reporting it is their most common channel)
- Supplementary tools; paint and stain; and outdoor living (with 12% of contractors reporting it is their most common channel)
Direct from Manufacturer Share of Purchases
Meanwhile, direct purchasing remains limited for the home improvement industry. The product categories where we see it the most are:
- Windows (with 13% of contractors reporting it is their most common channel)
- Solar, generator and battery storage (with 12% of contractors reporting it is their most common channel)
- Adhesives, caulks, sealants, and tape (with 10% of contractors reporting it is their most common channel)
- Cabinets, gutters, and overhead garage doors (with 9% of contractors reporting it is their most common channel)
Local Building Material Store Share of Purchase
Local building material stores are used most frequently for building materials and structural systems and exterior envelope products. For example, these are product categories where local building material stores are most competitive:
- Fascia and soffits (with 11% of contractors reporting it is their most common channel)
- Gutters and fencing (with 10% of contractors reporting it is their most common channel)
- Lumber; concrete, masonry, and stone; house wrap; roofing and shingles; decking and siding (with 9% of contractors reporting it is their most common channel)
Mass Retailers Share of Purchase
Mass retailers capture only a small percentage of sales for home improvement products among industry pros. The few product categories where there are higher purchase incidence include:
- Cleaning supplies (with 13% of contractors reporting it is their most common channel)
- Furniture (with 10% of contractors reporting it is their most common channel)
- Outdoor living (with 8% of contractors reporting it is their most common channel)
Specialty Suppliers Share of Purchases
Specialty suppliers, as the name implies, lead in the more regulated or high-skill product categories, such as:
- Furniture (with 14% of contractors reporting it is their most common channel)
- Flooring (with 12% of contractors reporting it is their most common channel)
- Cabinets and HVAC products and supplies (with 11% of contractors reporting it is their most common channel)
Online-Only Retailers Share of Purchase
Driven by a desire for convenience, only-one shopping channels remain a lesser, yet growing, option for home improvement professionals. This channel performs most competitively for these product categories:
- Furniture; standalone grills and fire pits; and outdoor living supplies (with 9% of contractors reporting it is their most common channel)
- Concrete, masonry, and stone; appliances; and solar, generator and battery storage (with 7% of contractors reporting it is their most common channel)
Trends in Purchase Channel Spending Among Contractors
HIRI’s Contractor Channel Activity Study gives further insight into channel behaviors and preferences among contractors, as well as what drives their decision-making when choosing where to purchase home improvement products. According to the 2025 study, here is a breakdown of annual spending on home improvement products and materials among contractors:
- $100K or more (29% of contractors)
- $25K to $99K (27% of contractors)
- $10K to $24.9K (18% of contractors)
- $1K to $9.99K (21% of contractors)
- Less than $1,000 (4% of contractors)
Material spending remains concentrated, with Home Depot the most dominant retailer. However, higher-spending professionals show a tendency to diversify more with specialized channels.
Retail Drivers Among Industry Pros
There are a variety of factors that drive home improvement professionals from choosing one channel over another. However, our research indicates that the core retail experience, overall, is still the most influential driver. This includes attributes such as:
- Wide variety of products
- Most products I need are generally in stock
- Competitive prices
- Convenient for me
- Easy checkout
The second most influential group of attributes, having to do with pro relationships and expertise, include:
- Industry knowledge
- Knowing and understanding my needs
- Caters to the needs of pros
- Can make special orders
This is consistent with data from HIRI's Product Purchase Channel Preferences Study from 2022, which explored what draws home improvement pros to one channel over another. These are the reasons cited by respondents in that study, organized by channel type:
Retailer:
- Best selection/always have what I need: 37%
- Convenient/easier: 18%
- Better pricing: 18%
- Closer/better location: 13%
- Faster/same day: 9%
- Other: 5%
Manufacturer:
- Better pricing: 60%
- Convenient/easier: 15%
- Best quality: 10%
- Better customer service/knowledgeable employees: 10%
- Other: 5%
Specialty Dealer/ Pro Dealer:
- Best selection/always have what I need: 33%
- Better pricing: 18%
- Better customer service/knowledgeable employees: 18%
- Best quality: 15%
- It's the store I'm most familiar with: 11%
- Other: 5%
LBM Dealer:
- Best selection/always have what I need: 28%
- Better pricing: 24%
- Best quality: 21%
- Better customer service/knowledgeable employees: 14%
- Delivery: 10%
- Other: 3%
As the data shows, home improvement professionals highly prioritize availability, variety, and price over digital features or loyalty perks. As a result, big-box stores and specialty suppliers have the strongest performance overall, while niche channels like national lumber building material dealers and Amazon offer standout support or digital convenience but sacrifice other key capacities the professionals are wanting in a supplier.
Some of the ways suppliers can respond to these shifts in contractor behaviors and preferences is by prioritizing operational basics (such as stock, staffing, and delivery) over bells and whistles. This can help with retaining professional and drive repeat shopping. Manufacturers seeking growth should prioritize selling through channels that share strengths that cater best to their target market needs.
Digging Deeper into the Channel Preferences of Industry Pros
Contractors have existing perceptions about the channels they use to shop, and that influences their behaviors on a regular basis. If your manufacturing brand operates in one of these channels to sell home improvement products and supplies, it's important to ensure your customers are getting the experience they expect. You may also consider expanding your reach with a retail partnership, or you can prioritize effective sales and marketing techniques to emphasize the advantages of your current channels. Having quality research into the behaviors and preferences of industry professionals as it pertains to their channel choices is critical, especially if you can track trends and changes over time. For even more insights into contractor purchasing journeys, join HIRI as a member and get access to $1 million worth of home improvement industry research. 
