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INDUSTRY REPORT
Tools & Home Improvement: 2025 year in review
Tools & Home Improvement revenue stayed flat in 2025, but profitability took a hit. CPC rose 9.7% while ROAS fell 15.8%. Out-of-stock losses jumped 30% despite better fill rates. The cost of maintaining baseline performance became significantly more expensive.
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Key takeaways
- Steady demand, weaker economics: Revenue stayed flat while costs to acquire and convert customers rose materially, compressing profitability despite consistent consumer interest
- Fulfillment improved but wasn't enough: PO Fill Rate climbed +7pp to 89%, yet operational gains couldn't offset deteriorating paid media returns and rising acquisition costs
- Pricing power remained elusive: Promotional frequency fell 4.3pp, but ASP still declined 2.8%, proving competitive pressure prevented margin recapture through price increases
- Paid efficiency deteriorated sharply: CPC rose 9.7% while ROAS fell 15.8%, creating a market where brands paid more per click and earned less per advertising dollar
- Forecasting gaps drove costly stockouts: OOS revenue loss increased 30% despite better fill rates, with sharp spikes in June and December revealing SKU-level prediction failures that cost the most when demand peaked
- Margin volatility exposed planning risk: Unit margins fell to 14% in July before rebounding to 32% by September, exposing profitability volatility in a year-round category
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