The holiday season isn’t just a busy shopping time for consumers. Pros plan to shop heavily in November and December, according to a survey conducted on behalf of Lowe’s.
Pros who are planning to participate in holiday sales shopping expect to make purchases in an average of eight product categories, according to Lowe's. Almost half of pro respondents are likely to purchase products from the drill, tool set, or cutting tool categories. Around 34% of surveyed pros reported they will be shopping for building exterior products and skilled trade products, while roughly one-third of respondents will be looking to stock up on products for kitchen and bath projects.
Self-employed pros reported they will be shopping for bathroom projects most frequently, while pros working for companies are the most likely to be shopping for building exterior products. Generalist pros, including contractors and remodelers, will make purchases across more trade and hardware categories (9 vs. 7.2) than specific skilled tradespeople, according to the survey. Skilled tradespeople surveyed by Lowe's expect to work on more kitchen and bath projects in 2020 than the average respondent.
The survey found 85% of pros will be shopping for hand tools and power tools during the holiday season, with popular products including tool sets, drills, cutting tools, hammers and wrenches, and nail and staple guns. Other product categories pros are likely to shop for include hardware, outdoor power equipment, and tool storage.
Of the pros planning to shop holiday sales, two-thirds plan to shop in-store rather than online, a marked difference from the DIY customer market, according to Lowe’s. Lowe’s has “taken a lot of pride” in how it is servicing its customers in stores in the first half of the fiscal year, says Fred Stokes, Lowe’s senior vice president of pros, in a call with REMODELING outlining the survey’s results. Stokes said through education, improved job-lot quantity, and additional staffing, Lowe’s is gearing up to continue to go after the pro customer and service their needs in-store.
The Lowe’s survey compiled results from 300 home improvement professionals, including self-identified general contractors, remodelers, and skilled trades workers. Respondents were asked about their shopping plans during the holiday season and the products and tools they are most likely to purchase in the final two months of the calendar year. The study was commissioned by Lowe’s as part of its overarching commitment to curating experiences for pros that save them time and money.