Hardware stores are ‘essential’ for work-at-home employees
By: Shamontiel L. Vaughn
Tags: Hardware, Do It Yourself, Social Isolation, Retail News, Retail Sales

Hardware stores are ‘essential’ for work-at-home employees

Why your local hardware store managed to stay above water during the quarantine

Every day, I get a Google reminder to verify when new stock for Simpson Strong Tie’s 12-gauge ZMAX galvanized staircase angle brackets come in. In July 2020, I didn’t even know what these were. I’ve recently ordered aluminum downspout bands, galvanizing compound spray, joist hangers and external hex flange hex-head structural-connector screws. I’m also eyeing my Bar Keepers Friend to make sure the container doesn’t get too low. As a new homeowner, I walked around Home Depot more in 2018 than I’d done for my entire adult life (36 years at the time). As a loyal watcher of “Fix This Build That” and “DIY Creators,” I had no problem understanding one painter recently explaining to me why epoxy could make more sense than oil-based paint on an aluminum door.

My grandfather (a master mechanic and veteran, who built his home from top to bottom) would be astounded that I wrote this entire paragraph above. Twenty-five percent of me can rationalize this “handywoman” education as being a condo owner and condo association president. But the other 75 percent of me is doing what other homeowners and condo owners are doing in social isolation — staring way too hard at what needs to be fixed around their homes.

While tens of millions of jobs in retail are shrinking due to the coronavirus outbreak, Home Depot is one of those essential retailers that has remained above water. Why? People who are working from home — whether voluntarily or involuntarily — are getting involved in more home improvement projects, stocking up on cleaning supplies and investing in safety-related products. Forbes reports that consumers went online to order supplies for their DIY projects, boosting Home Depot’s e-commerce sales. In Quarter 1, Home Depot’s revenues grew by 7.1 percent to $28.3 billion.

While popular department stores, chain retailers and restaurants are shuttering their doors for good, Home Depot is expanding. In Georgia, the corporate site announced that it will open three new distribution centers during the next 18 months. This expansion is due to a “growing demand for flexible delivery and pick-up options for Pro and DIY customers.” This expansion will also create approximately 1,000 additional jobs to the Atlanta area, including full-time and part-time positions.

Photo credit: Jelleke Vanooteghem/Unsplash

Traditional plumbers, painters, electricians, renovators and other home repair experts were already getting business, and now their clientele has gotten a boost in pretty much every area during 2020. But how is this happening if so many people are newly unemployed or underemployed? Part of the boost in at-home projects could be pure boredom and finally having the opportunity to get that one project completed.

Another reason could be that work-from-home employees need to expand their homes so they can properly prepare to be at home on a long-term basis. Then there’s the third reason that may seem more bittersweet than convenient, depending on how you look at it: White collar workers no longer have to worry about juggling their schedules to be home when the [insert home repair expert here] is available. They’re already there, which means there’s more work to be done and more supplies to be ordered.

While Home Depot was busy executing a “stop-sale” on all N95 masks in stores and HomeDepot.com to redirect these donations to hospitals, healthcare providers and first responders, homeowners’ wheels were turning. And they’re ready to fix something else. Similar success patterns are happening across other hardware retailers, including Ace Hardware, which plans to hire 30K new employees, and various garden centers who have also been instrumental in the 23 percent year-over-year increase.

A Consumer Specialists survey from June (via Business Wire) found that 57 percent of 600 homeowners did a home improvement project from March to May. On average, those homeowners spent $1,750 making home improvements and sited “time” as the primary reason driving their efforts. Only “time” will tell if this pattern will continue as workers slowly head back to work — if they are lucky enough to still have their original jobs at all.