Bright Ideas for Winning Over Younger Shoppers 

American hardware stores have a rich legacy—rooted in blacksmith shops, lumber mills, and general stores that once fueled the nation’s pioneering spirit. But while tradition is a strength, clinging too tightly to the past can be a liability. To thrive in today’s retail landscape, hardware stores must evolve to meet the expectations of younger, tech-savvy shoppers.   

A GENERATIONAL SHIFT IN SPENDING POWER

Retail is undergoing a generational transformation. Millennials (1981-1996) now lead the way in home buying and home improvement spending, according to the National Association of Realtors and the Home Improvement Research Institute. Gen X (1965-1980) follows closely behind, while baby boomers (1946-1964) are gradually sliding back.   

Meanwhile, Gen Z (born 1997–2012) is emerging as a dominant force in retail, with over $360 billion in annual spending power. And, according to SOCi’s 2025 Consumer Behavior Index, they’re researching and buying unlike any previous generation. They do more than a typical Google search. Their journey can start on TikTok, veer to social media reviews like Yelp, and finish on Google Maps. 

“Legacy retail marketing models weren’t built for today’s buyer,” said Monica Ho, CMO of SOCi. “Gen Z is redefining what discovery looks like; they don’t follow a path, they create one. Brands that can’t meet them across platforms with authenticity and proof won’t earn their trust or their business.”  They’re also fueling growth in sectors like lawn and garden, which is projected to reach $147.3 billion by 2028, according to Statista.   

DIGITAL NATIVES, DEFFERENT EXPECATIONS

Unlike previous generations, Gen Z and millennials grew up with smartphones, social media, and instant access to information. Their shopping habits reflect this digital upbringing. They expect seamless online experiences, personalized content, and mobile-friendly tools—even when shopping in-store.   

Despite their digital fluency, 83% of retail sales in 2024 still happened in physical stores, according to Statista. That’s good news for brick-and-mortar retailers—but only if they’re willing to meet younger shoppers halfway.   

Bridging the Gap: Go Digital to Drive Foot Traffic   

Younger consumers don’t just browse online — they research, compare, and plan their purchases digitally before stepping into a store. In fact:   

To stay relevant, hardware stores must blend physical and digital experiences. That means offering mobile-friendly websites, online catalogs, and social media engagement that drives in-store visits.   

A Simple Solution: PaladinShop™   

Getting online doesn’t have to be complicated or expensive. Tools like PaladinShop™, built into Paladin Point of Sale, make it easy for independent retailers to launch a digital storefront with minimal setup.   

“You want to connect with your customers both in-store and online, so it’s crucial to offer multiple purchasing options,” says Charles Owen, Chief Experience Officer at Paladin Data Corporation. “PaladinShop™ allows you to reach new customers, engage existing ones, and even make sales 24/7—even when your store is closed.”   

Be Responsive: Winning Over the DIY Generations   

Millennials and Gen Z aren’t just browsing Pinterest for home inspiration—they’re rolling up their sleeves and getting to work. These younger generations are confident, capable, and committed to improving their homes. And they expect the same level of responsiveness and support from the stores they shop at.   

DIY Is in Their DNA   

Millennials are leading the charge in home improvement spending, with 1 in 5 investing over $5,000 annually in DIY projects. According to the National Association of Realtors, they made up 38% of homebuyers in 2024, with Gen X contributing another 24%. These two generations are also more likely than boomers to take on repairs and renovations themselves.   

A recent Craftsman survey found that 75% of younger homeowners feel confident and motivated to tackle home improvement projects in 2025.   

“Today’s DIYers are some of the most resilient and determined individuals out there,” says Eric Bernstein, President and GM of CRAFTSMAN. “They power through the messy middle and get the job done.” 

Speed, Support, and Smart Selling   

When younger shoppers walk into a hardware or LBM store, they’re not just looking for products — they’re looking for answers. They want fast, friendly, and knowledgeable help from staff who take the time to understand their projects.   

Here’s how stores can meet those expectations:   

Offer project guides: Provide signage or handouts listing all the tools and materials needed for common DIY projects.   

Train staff to advise, not just sell: Encourage employees to ask questions, listen carefully, and recommend solutions based on the customer’s goals.   

Focus on add-on value: By anticipating their needs, you can increase sales while building trust.   

Fit your inventory with your clientele: Over 75 years ago, Rosedale Town & Country in Pennington, New Jersey, began serving the needs of large family farms. As those farms broke up over the years, the store’s clientele changed and their inventory had to change, too. 

“A lot of people have hobby farms now, so we stock hay, straw, seed and feed. We offer chicks seasonally because a lot of people have backyard flocks. We’re a real farm store, but about a third of our business is pets, now,” says store manager Elizabeth Schreiber. 

Elizabeth says Paladin Point of Sale played a significant role in that transition.  “We’re using Paladin reports to find out what’s selling and what isn’t. That helps us improve our product lines and our profit. We’re really working on improving our product pricing and margins,” she explains.  

Authenticity Over Influence   

Contrary to popular belief, younger shoppers aren’t blindly following influencers. An Entrepreneur survey found that only 12% of them are swayed by influencer endorsements.   

To earn their loyalty, retailers first need to earn their trust. That means being transparent, helpful, and authentic. Pushy sales tactics won’t work. Instead, offer options, explain the pros and cons, and let them decide.   

Social Media: Your Digital Showroom 

Younger generations may prefer texting and messaging, but they still want to know who they’re buying from. Social media is a chance for merchants to show them.   

When customers see real conversations and genuine care, it builds trust—and that’s exactly what younger shoppers are looking for.   

UPSHOT

Today’s younger shoppers are informed, fast-moving, and expect a seamless experience. They value:  

To win their business, shift from selling to collaborating. Show them you care about their needs, and they’ll reward you with loyalty—and likely share their positive experience with others.   

brian bullock 

Author