You probably have a mental map of your local hardware stores. There are the massive orange and blue warehouses where you buy lumber and appliances, and then there are the smaller spots where you grab a single bolt or a bag of soil.
We spend billions at the giants, assuming their size guarantees the best experience. But a recent report suggests that when it comes to trust and loyalty, the biggest names are falling behind.
The latest annual Home Improvement Retail Benchmark Study from Market Force Information flips the script on the home improvement hierarchy. While Home Depot and Lowe’s still command the lion’s share of actual sales, they are not the stores Americans appreciate the most.
The big box problem
The study is based on input from over 1,000 U.S. consumers. Half considered themselves DIY enthusiasts, while 26% said they buy materials but hire professionals — which Market Force considers “a sign that both do-it-yourself and do-it-for-me segments are fueling growth.”
The results highlight a clear divide between where we shop out of necessity and where we shop out of loyalty.
Home Depot remains the sales leader, capturing nearly 46% of purchase share, with Lowe’s trailing at roughly 32%. However, market dominance does not equal customer love. The study found that Ace Hardware and Menards significantly outperformed their larger rivals in the metrics that matter most for long-term loyalty: trust, service, and the overall customer experience.
Why smaller stores are winning
Ace Hardware and Menards tied for the top spot in the study’s Customer Experience (CX) index. Their success comes down to two distinct advantages: service and value.
Ace Hardware lived up to its “helpful place” slogan, securing the highest scores for staff availability and helpfulness. In an era where finding an employee at a big-box store can feel like a scavenger hunt, Ace ensures customers can actually find someone to answer their questions.
Menards, a Midwestern chain with a cult-like following, excelled in a different lane. It received top marks for “value for money” and store layout. While it has a fraction of the physical footprint of Home Depot, its customers are fiercely loyal because they feel they are getting a better deal in a store that is easier to navigate.
In a summary of the study findings, David Murray — Senior Director of Customer Experience Strategy at Market Force — explains:
“This year’s results show that great experiences still beat great advertising. Shoppers reward brands that make their lives easier—clean stores, fast checkouts, helpful staff, and real value. That’s where Ace and Menards shine.”