Specialty trades contractors and installers have their own set of job-site challenges, opportunities for business growth, and priorities when it comes to shopping for the products and materials they need for their projects.  

Even among this segment, there are some notable contrasts between the purchasing behaviors of professionals who are working in the commercial trades versus those who are focused on residential trades.

Consequently, a one-size-fits-all approach is a losing strategy for building products manufacturers and retailers. As a brand, it’s imperative to tailor your value proposition to the specific needs of each segment and offer the type of engagement and practical, jobsite-relevant support they’re looking for to stay competitive in their fields.

‍What is a Specialty Trade Contractor?

According to the North American Industry Classification System (NAICS), Specialty Trade Contractors fall under a sub-sector of building construction and remodeling. "The production work performed by establishments in this sub-sector is usually subcontracted from establishments of the general contractor type or operative builders, but especially in remodeling and repair construction, work also may be done directly for the owner of the property."

Specialty tradespeople are carpenters, painters, electricians, roofers, plumbers, landscapers, HVAC specialists, and other skilled laborers who implement foundational or finishing work on a building or home improvement project.

Purchase Behaviors Among Specialty Trades

So, are building product research and purchase behaviors among general contractors (GCs), builders, remodelers, contractors, specialty tradespeople, and installers the same? To determine the answer to this question, The Farnsworth Group asked specialty trades contractors and installers from across the United States (such as HVAC contractors, plumbers, electricians and painters) what has shifted in how they research, find, select, and purchase building materials products. The results were included in the 2026 Building Products Customer Guide, along with data from architects, engineers, builders, GCs, remodelers, and DIY homeowners.

While all are considered industry professionals, their path to purchase behaviors, attitudes, and product uses varies. Specialty trades often have different needs than general contractors and builders, so their focus and behaviors when purchasing building products also varies.

When preparing and adjusting your go-to-market strategies, it's important to view specialty trades and installers separately from general trades and builders. A quick note before we dive in: These trends cover the broader building products market and should be used to influence discussions within your organization to build out your plan to get deeper insights specific to your brand, your product, your customer.

Here’s a look at how the two key segments of trade professionals (commercial and residential) are behaving amidst changing market pressures in 2026:

1. Quality and Price Drive Product Purchase Decisions

Quality and price are key product decision factors, but their importance varies by segment. All specialty trades say product quality and availability are what keeps them loyal to brands or drives them to find new ones. However, residential trades are more sensitive to price, with 53% citing it as one of the most important factors when selecting building product brands, compared to just 35% of commercial trades. Meanwhile, the latter place a higher value on long-term performance assurances, such as warranties, brand reputation, and support from manufacturers. Additionally, manufacturer loyalty programs are important to 17% of commercial trades compared to just 6% of residential trades. Winning in specialty trades requires a blend of high-quality products, consistent availability, and a strong support infrastructure.

2. Tradespeople Prioritize Digital Channels for Research

Both residential and commercial trades spent more time researching products online in 2025 compared to the year prior. For residential trades, the amount of time spent on online research increased slightly from 32% in 2024 to 35% in 2025; for commercial trades, intense online research (an hour or more) progressed from 46% to 55%. Additionally, they’re both doing less in-store research relative to the previous year, or a drop from 36% to just 25% of residential trades and a decrease from 44% to 40% of commercial trades. About 39% of commercial trades professionals conduct a “good amount” (roughly an hour) of online research before making a purchase, and 16% do “a lot” (multiple hours). For residential trades, 28% do a “good amount” of online research and 7% do “a lot.” Custom market research can help your brand identify what they're looking for in building products, what sort of messaging and information resonates with them, and what can help them defer to your brand during the purchasing journey.

3. Websites are Key Digital Resources for the Trades

Supplier and manufacturer websites remain the dominant digital destinations for research, with more than 60% of trades visiting these sites for product information. However, search engines, such as Google, are additional reliable sources of product information, and they seem to be growing popularity relative to supplier and manufacturer websites. The use of AI tools like ChatGPT have nearly doubled over the past year between both segments. It’s important for building products manufactures who want to increase sales among specialty trades contractors and installers to create a seamless experience between online and in-person channels, providing in-depth and consistent product information. Utilizing AI to optimize the shopper journey is also likely to grow increasingly important in future years.

4. Social Media Strategies Must be Tailored to Each Segment

Roughly 50% of both commercial and residential specialty trades self-identify as being low media consumers. That includes social media, as well as websites and blogs. However, about 57% of residential trades reported using YouTube for product research and 29% used Facebook in 2025. About 61% of commercial trades also used YouTube and 36% used Facebook. Meanwhile, Reddit is quietly growing in use among residential trades (15% in 2025 compared to 10% in 2024), while Instagram is the third-most popular resource for commercial tradespeople. It’s important for manufacturing and retail brands to not mistake low media engagement for low influence. Rather, this data indicates the need to proactively push content into the channels where specialists already spend time. Consider developing a content strategy that uses YouTube and influencer partnerships to meet specialty trades pros where they are at with trusted voices and valuable information, especially for young contractors, who are more tech-savvy and also more skeptical about what they see online. For example, 50% of commercial and residential specialists prefer “how-to” videos and in-person training for installation instructions. That’s another opportunity to create an omni-channel experience to connect prospective and existing tradespeople and installers to your brand and products.  

5. Specialty Trades Contractors are Actively Trying New Brands

While brand loyalty and retention are steady among specialty trades professionals, they are also willing to try a different brand or product—and new brand satisfaction is high. About 47% of commercial trades claim to be very loyal to building products brands, and 36% of residential trades report the same. Roughly 44% of residential and 57% of commercial trades tried a new brand in the past year, and more than 80% of trades were satisfied with their new choice. This creates an open door for manufacturers to win new business through emphasized quality and ensuring availability. Established brands must double down on delivering value and support to retain customers, while up-and-coming brands can use a great product and a solid support strategy to gain a foothold.

6. Cost Increases Create Challenges in the Trades

Both residential and commercial trades expect material and project costs to rise this year, especially in light of the United States’ tariffs and trade policy. Both residential and commercial trades are bracing for higher material costs, with 77% and 79% (respectively) anticipating an increase of some sort. This is exacerbated the fact that 45% of residential and 50% of commercial trades expect project costs to climb. Commercial trades are actively preparing to address cost concerns by locking in pricing and stockpiling materials, while a significant portion of residential trades are taking no action. Manufacturers who can provide solutions that help smaller residential trades manage cost volatility and streamline their operations can build a competitive advantage and earn long-term loyalty.

7. Specialty Tradespeople are More Inclined to Shop from Specialty Suppliers

For specialty trades, choosing a supplier is driven by project needs, availability and price. Big-box retailers, such as Home Depot and Lowe’s, are still the most dominant channel among both residential and commercial specialty trades. But commercial specialty trades professionals, in general, purchase from a wider array of suppliers, using five suppliers on average compared to four for residential. About 46% also shop from product-specific suppliers. For residential trades, about one-third shop from product-specific suppliers, which demonstrates that, in general, specialty trades professionals are more likely to use specialty suppliers to fit their unique needs.

‍Digging Deeper into the Data on Specialty Trades

To gain more insights into customer attitudes and behaviors among specialty trades professionals (as well as architects, engineers, builders, contractors, designers, and DIYers), request access to the full 2026 Building Products Customer Guide. You can also go a step further and conduct customer market research to get more tailored data regarding this specific segment of industry pros. Our team at The Farnsworth Group will provide you with more than 30 years of home improvement industry expertise and specialized market research knowledge to ensure you get the valuable insights you need to make data-driven decisions for your brand.