Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a account? Log In

Home Improvement and Furnishings Jump

Ethan Chernofsky
October 18, 2021
Home Improvement and Furnishings Jump

The wider Home Improvement category was one of the retail bright spots early on in the pandemic, with brands like Home Depot and Lowe’s showing a unique level of strength. Yet, one of the more interesting storylines was the rise of Tractor Supply – a brand that also outperformed over the last 18 months. Home furnishings leaders were also among the better performers over the last year as key trends aligned to give an added boost to their specific offerings. 

With the retail recovery well on its way, we dove back into leaders from both sectors to check in on the continuation of their unique levels of strength.

Value in the Home Goods Space

By the summer of 2020, brands like HomeGoods, At Home, and Floor & Decor were already seeing exceptional visit metrics. The renewed focus on home upgrades amid limitations on movement positioned these chains especially well to drive visits and sales. Yet, while the initial wave could have been expected, the sustained strength of the sector has been exceptional. 

During August, visits to HomeGoods, At Home and Floor & Decor were up 26.8%, 22.8%, and 36.8%, respectively, when compared to August 2019. And while this was during a wider retail surge driven by the combination of pent up demand, the wider reopening, and the Back-to-School shopping season, the strength sustained even in September when much of retail was seeing declines.

In September, At Home and Floor & Decor saw visits up 12.7% and 28.5% respectively compared to the same month in 2019. However, not all surges were created equal. At Home clearly saw a massive boost by the pandemic. When looking at the period from July through September 2021, average monthly visits were actually down 7.4% compared to the same period last year, during the height of the home furnishings surge. Though this should not diminish the heightened strength of At Home and the ability of the brand to take advantage of its ‘lightning in a bottle’ moment, it does give added weight to HomeGoods. The value-oriented home furnishings leader saw visits up compared to 2019, but also saw a 16.8% jump in average monthly visits from July to September 2021 looking at year-over-year metrics. The jump speaks to the unique staying power of the brand’s surge and the foundation it is creating for longer term success.

The Third Home Improvement Wheel

Tractor Supply has been among the most impressive retail performers throughout the pandemic period, with visits up significantly every month in 2021 compared to both 2020 and 2019. And this strength is unlikely to dissipate with the brand’s aggressive expansion plan launching alongside a wider acquisition

But the real question may be what these moves mean for the chain’s positioning compared to sector giants Home Depot and Lowe’s.

Looking at overall visit share tells a very clear story. Impressively, Tractor Supply visits share has been growing consistently since September 2019. In September 2019, Tractor Supply had 5.9% of the visits for the three brands combined, a number that rose to 6.3% in September of 2020 and to 7.5% by September of 2021. Yet, there is clearly a long way to go to reach the levels set by Home Depot and Lowe’s. Home Depot has maintained their strong position with 52.5% of overall visits in 2021 compared to 40.1% for Lowe’s.

Could the competitive landscape in this space become increasingly interesting? Certainly. However, Home Depot and Lowe’s look to have done enough to make any significant shift unlikely in the near term.

Will HomeGoods continue to dominate? Can Tractor Supply continue to establish a greater visit share? 

Visit to find out.

Get 3 brand & industry
breakdowns every week

Subscribe to the newsletter

Great! Prepare your inbox for data-driven insights...
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Free
Oops! Something went wrong while submitting the form.
Peeking Behind The Curtain: Movie Theaters in 2023 and Beyond
Diving Into Brick-and-Mortar Eyewear
Getting Into Gear: Exploring The Auto Part Industry
Recapping Valentine’s Day 2024 Foot Traffic Trends
Fitness: A Strong Start to 2024
Dutch Bros. Continues To Percolate Visits
Super Bowl 2024:’s Postgame Foot Traffic Analysis
CAVA & sweetgreen Are On the Rise
Hats Off For Off-Price
Who Is Shopping at Malls?
Drilling Down Into Home Improvement
Walmart, Target, Costco & Superstore Space 2023 Recap
Catching Up With Shake Shack and Wingstop
Something To Chew On: Demographic Shifts at Steakhouse Chains Office Index: Looking Back at 2023
Recapping RBI & Yum! Brands’ 2023 Foot Traffic Performance White Paper Recap – January 2024
Who Shops at Anthropologie and Urban Outfitters?
Three Taco Chains to Watch in 2024
Starbucks and Dunkin’: 2023 in Four Data Points
Who Visits CVS and Walgreens?
Fashionably Frugal: Apparel in 2023
Catching Up With Fast Food
The Grocery Sector in 2023: An End-of-Year Recap
3 Mall & Shopping Center Trends for 2024
Bakery Chains Rising To The Top and Esri Partner to Deliver Geospatial Analytics
Tampa Tourism Trends
Going For The Green: The Changing Dynamics Of Country Clubs
Christmas Day Dining Recap
Major Urban Shopping Districts – Holiday Season Recap Office Index: December 2023 Recap
Recapping the 2023 Holiday Shopping Season White Paper Recap – December 2023
7 Retail & Dining Segments to Watch in 2024
Diving Into Holiday Season Favorites
Super Saturday and Christmas Eve Eve: A Winning Combination
3 Budget Grocery Chains Finishing 2023 On a High Note
Making It In America: International Chicken Chains Bring The Heat
Domestic Tourism at a Glance: A Q3 2023 Roundup
Five Pizza Chains On The Rise
Jewelry Brands Taking Advantage of the DTC Opportunity
Secondhand News: Kids' Thrift Shops
Recapping 2023’s Dining M&As
MetLife Stadium Kicks Off Football Season Office Index: November 2023 Recap
Small Coffee Chains Brewing Big Success White Paper Recap – November 2023
Thanksgiving Travel 2023 Recap
Checking in With Nike and Lululemon
Black Friday 2023 Retail Recap
Starbucks’ 2023 Holiday Menu & Red Cup Day Performance
Turkey Wednesday 2023
Who Attended the 2023 Pickleball Championship? 
Three Surprising Holiday Shopping Trends
What’s in Store for Ulta Beauty This Holiday Season?
Best Buy and Department Stores: A Holiday Deep Dive
Discount & Dollar Stores: Strength Toward The End of the Year
The State of Off-Price Retail: Discounts Seal The Deal
Placer Mall Index Recap: October 2023 Office Index: October 2023 Recap
Retail Corridors Ahead of the 2023 Holiday Season
California, Here Gap Comes
Checking in With Home Improvement
Getting Into the Glasses Game: Warby Parker Takes Over
Fitness Positioned for a Strong 2023 Finish
White Paper Recap: October 2023
Coffee Giants Brewing Up Business
Popeyes and Burger King Lead the Way
Diving into Yum!
Looking Ahead to Black Friday 2023
Blockbusters Drive Movie Theater Comeback
Crocs and Boot Barn: Shoe-Ins for Success
McDonald’s and Chipotle's Winning Recipe
The State Of Steak: Checking in With Texas Roadhouse
Pleasant Pastimes: Pickleball Potential Proves Potent
Who’s Driving Downtown Manhattan’s Weekend Revival?
Diving into Downtown Manhattan Foot Traffic Trends
Rite Aid: Rightsizing Right
Major League Soccer: Its Die-Hard and Casual Fans
The Anchor Recap: September 2023 Office Index: September 2023 Recap
Placer Mall Index Recap: September 2023
September White Paper Recap
The Consumer Habits of College Students
JCPenney: Rightsizing and Revitalizing
Pent-Up Demand Ahead of October Sales Events
4 Strategies Retailers are Using to Drive Traffic to Their Venues
5 Key Regional Grocery Players Impressing in 2023
Upscale Kitchenware Trending Up
Costco Finds More Room for Growth
Four C-Store Chains Making an A-Grade
National Parks + Outdoor Summer Activities
Diving Into Darden: Summer 2023 Update
The Summer Event Effect
Messi: Massive in Miami
Looking Back on Back to School 2023
The Anchor Recap: August 2023 Office Index: August 2023 Recap Mall Index: August 2023 Recap