Study Shows Sales to Big Box Retailers Leveling Out

The 2003 Window and Door Distribution Channel Study, conducted by the Ducker Research Company, offers a wealth of statistical information on the industry including the effect of big box retailers. The study was sponsored jointly by the American Architectural Manufacturers Association (AAMA) and the Window and Door Manufacturers Association (WDMA), and reveals trends in the residential distribution channels.

This study offers new insights because in the past big box chains were lumped with traditional hardware retail chains and lumberyards. Using the new channel definitions that set apart the big box retailer, Ducker researchers re-evaluated data from the 2001 survey, so direct correlation could be made with the updated 2003 market data.

"After reviewing the statistics on window and door volume flowing through the big box channel-- and segregating that group from lumberyards with traditional hardware departments--it appears that window sales through the big box retailer may be leveling out," said Richard Walker, AAMA executive vice president. "In terms of numbers, the big box market share was 16 percent in 2001, and the same in the 2003 study. If the trend continues, window numbers in our 2006 study may actually decline by a percentage point," he said.

The study also offers a more detailed look at the door category, for the first time segmenting residential entry doors from residential interior doors.

"It was found, for example, that 52 percent of entry door sales by big box retailers are made to remodeling contractors, while the balance of total entry door sales are split almost evenly between the builder and the homeowner," said Walker.