The home improvement industry is moving into a period of steadier demand, but shoppers are more picky and selective than ever. Growth in 2026 will come from brands that plan ahead, sharpen their messaging, and show up with stronger digital and in-store performance. Here are the top six strategies that will matter most as you prepare for the year ahead.
1. Strengthen Your Digital Shelf Performance
The digital shelf is now the first place shoppers compare products and decide what they trust. Updated images, rich content, and clear descriptions reduce returns and increase conversion. As retailers increase expectations for their digital shelf, brands that invest in accurate product information and eye-catching visuals will gain a clear advantage. If your digital shelf falls short, you risk losing the shopper before they even enter the aisle.
If you need a deeper look at what strong content includes, explore our article Digital Shelf Optimization for Home Improvement Brands.
2. Build Relevant Content Paths for DIYers and Pros
DIYers and Pros move through the buying journey with different goals, pressures and levels of expertise. When brands use the same message for both groups, they risk losing relevance and trust.
DIYers often need more support and inspiration. They want:
- Clear, step-by-step guidance
- Seasonal project ideas
- Reassurance that they are choosing the right product
Pros need efficiency and accuracy. They want:
- Fast, straightforward information about job lot quantities
- Bulk or value pack options
- Clear specs that help them make quick decisions
- Content that respects their experience and time
Preparing for 2026 means building content paths that meet each audience where they are. Project guides and simple how-to content help DIYers feel confident, while jobsite-friendly resources, quick spec references and bulk-focused messaging keep Pros working efficiently.
When brands tailor their content this way, they build stronger trust and create a smoother path to purchase for both audiences.
3. Use Data for Smarter Targeting and Personalization
Shoppers expect recommendations that make sense for their project and their skill level. Data allows brands to respond with content that fits the moment. This can include:
- Highlighting project kits during early planning
- Surfacing value bundles when shoppers show budget sensitivity
- Showing Pro packs when contractors browse related categories
Personalization should make decisions easier not harder. Brands that do this well will earn stronger trust and repeat interest.
4. Improve Retail Readiness in Packaging and Merchandising
Retailers want partners that make execution easier. Strong packaging communication can lift performance both in-store and online. For 2026, focus on understanding a retailer’s packaging and point-of-purchase standards before presenting to them. This should include:
- Clear hierarchy that communicates what the product does
- Fewer claims but stronger, more direct ones
- Packaging layouts that scale down well for digital
- Merchandising suggestions that help retailers envision sell-through
Retail readiness is now a requirement, and brands that deliver it consistently will stand out.
5. Do Not Sleep on Email Marketing
Email continues to be one of the most reliable channels for engagement and conversion. Unlike social media and its ever-changing algorithms, email gives direct access to your audience for a more cost-effective, targeted and measurable channel. Shoppers expect updates, instructions and support to come through email, especially after purchase.
For 2026, brands should build email programs that include:
- Seasonal project series
- Post-purchase instructions and care tips
- Segmented messages for different target audiences
- Launch announcements and value offers
Email is not flashy, but it drives consistent results across digital and retail channels.
6. Test New Creative Approaches Before the Market Shifts
Creative testing helps brands learn what resonates before investing at scale. It also prevents teams from relying on outdated messages or stale claims.
Testing can include short-form videos, packaging callouts, seasonal themes or value-focused positioning during promotion windows. Brands that test early will be able to scale stronger ideas faster and with more confidence.
Porchlight’s Perspective
The brands that win in 2026 will be the ones that prepare now. Growth will come from sharper content, clearer communication and smarter execution across every part of the shopper journey. At Porchlight, we build creative strategies to help suppliers strengthen their digital content and improve their packaging clarity.
If you want to step into 2026 with more consistency and confidence, reach out to us – we’d love to help you get there.