Home Stores Find Growth with Ladies’ Nights

Apr 01, 2002

It’s no secret that women have been purchasing and using tools and other home-improvement products for years. But they are now doing so in greater numbers. Both Home Depot Inc., the nation’s largest home-improvement chain, and Lowe’s Cos., second in the field, estimate that about half of all purchases made in their stores are made or influenced by women, according to the Wall Street Journal.

It’s a trend that is partly due to demographics: Single women make up the second-largest group of home buyers after couples, according to the National Association of Realtors. It is also a response to increased marketing to women by retailers and tool manufacturers.

Moderator Comment: What lessons can other retail channels
learn from the experience of DIY stores?

Give a fish – feed a person for a day.

Teach to fish – a person can feed themselves forever.

Farm fish – make money selling fish to people that don’t
want to learn how to catch the fish for themselves. Then you can go out and
buy steak. (This did have a point when we started out. Not sure what that is
now.) [George
Anderson – Moderator

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