Tariffs Reshape Pricing and Sentiment in Home Improvement

Article Summary

Tariffs are once again influencing the home improvement industry, with experts anticipating a long-term 10% universal tariff that could affect pricing, sentiment, and project activity. While the direct impact on shelf prices may be modest—often just 2%–4%—the psychological effect on homeowners is far greater. Many feel financially stable but are delaying or scaling back projects due to economic uncertainty, especially those over $5,000.

Contractors are also adjusting to shrinking backlogs and increased competition, with project scopes changing in real time. Companies with domestic manufacturing or diversified sourcing are better positioned, and “Made in America” messaging is gaining traction. Strategic planning and transparent collaboration across the supply chain are key to maintaining consumer trust and loyalty. Despite current softness, long-term forecasts remain optimistic, with the industry expected to grow by nearly $500 billion through 2029.

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Local Business Types for Broadcasters to Consider Contacting

Independent Hardware Stores – These retailers can use broadcast media to reassure customers about pricing stability and promote American-made products.
Local Lumberyards – With tariffs affecting Canadian lumber, these businesses can spotlight domestic sourcing and value-driven solutions through broadcast campaigns.
Home Renovation Contractors – Facing shifting consumer sentiment, contractors can benefit from broadcast advertising that builds trust and highlights flexible project options.

Three Creative Campaign Ideas for Broadcasters to Consider

Radio Station Commercial Idea: “Built to Last, Priced to Trust” – Feature a local hardware store emphasizing durable, American-made products and transparent pricing amid tariff changes.
TV Station Commercial Idea: “The Home You Deserve” – Showcase a renovation contractor helping families navigate economic uncertainty with adaptable project plans and honest communication.
Digital Advertising Campaign Idea: “Tariff Talk Tuesdays” – Launch a weekly digital series where local businesses share tips on managing costs, sourcing smart, and planning home upgrades—paired with limited-time offers and interactive Q&A.