Paint and Wallpaper Stores NAICS 444120

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Industry Summary
The 1,400 firms in the US sell paint, wallpaper, and related supplies to consumers and commercial contractors. Major product categories include architectural paint; painting equipment; coatings; painting supplies; and wallpaper.
Sensitivity to Remodeling, Construction, and Economic Trends
Demand for architectural paint and wallpaper is dependent on the health of the remodeling and construction industry, which is cyclical and influenced by economic conditions.
Seasonal Fluctuations in Demand
The paint market is seasonal and subject to uneven demand throughout the year.
Recent Developments
Jul 28, 2025 - New Home Sales Weaker than Expected
- New single-family home sales rose 0.6% month-over-month and were down 6.6% year-over-year in June 2025, according to the US Census Bureau. June’s total new home sales reached 627,000 units. Economists polled by Reuters had expected June new home sales to reach 650,000. Higher interest rates and a lack of affordability have contributed to slower new home sales and an oversupply of unsold homes. In June, there were 511,000 new homes on the market, marking the highest level since October 2007.
- Home builder confidence in the single-family market rose slightly in July but remained in negative territory for the 15th consecutive month, according to the National Association of Home Builders (NAHB). Home builder sentiment, as measured by the NAHB/Wells Fargo Housing Market Index (HMI), increased one point to 33 in June 2025. Any HMI reading over 50 indicates that more builders see conditions as good than poor. The US housing market faces headwinds from high interest rates and economic uncertainty. The HMI survey also showed that 37% of builders have reduced home prices to lure potential buyers off the sidelines, although the average price reduction of 5% has remained unchanged since November 2024.
- Single-family housing starts decreased 4.6% in June 2025 from May, marking the weakest starts activity since June 2024, according to the US Census Bureau. Permitting activity for single-family housing – an indicator of future homebuilding activity – rose 0.2% in June compared to the month before. High interest rates, economic uncertainty, and an oversupply of unsold new homes are weighing on the US homebuilding market, according to Reuters. The inventory of new homes waiting to be sold is the highest since 2007. Some economists suggest that lower interest rates would be a lifeline for the sluggish housing market, but the Federal Reserve is concerned that lowering rates could exacerbate the inflationary effects of the Trump administration’s tariff policies.
- Home remodeling spending growth is expected to remain flat in 2025 and the first half of 2026, according to the Leading Indicator of Remodeling Activity (LIRA) report by the Joint Center for Housing Studies at Harvard. Homeowner improvements and repairs are expected to increase 2% to $509 billion in the third quarter of 2025 compared to Q3 2024. In the fourth quarter of 2025, remodeling spending will rise quarter-over-quarter to $511 billion, up 1.8% from Q4 2024. Spending will increase to $524 billion in Q1 2026, up 2.2% from Q1 2025. In the second quarter of 2026, year-over-year spending is forecast to rise 1.2% to $518 billion. Joint Center expects a weak housing market to put downward pressure on remodeling spending. However, recent federal cuts to incentives for efficiency improvements may spur short-term growth as homeowners make upgrades before benefits expire at the end of the year.
Industry Revenue
Paint and Wallpaper Stores

Industry Structure
Industry size & Structure
The average paint and wallpaper retailing company employs less than 24 workers and generates $12 million annually.
- The paint and wallpaper retailing industry consists of about 1,400 firms that employ about 33,500 workers and generate about $16.3 billion annually.
- The large paint and coatings manufacturers, such as Sherwin-Williams, PPG, and Benjamin Moore, dominate the paint and wallpaper retail landscape through company-owned locations. Sherwin-Williams is also one of the largest distributors of wallpaper in the US.
- About 36% of firms generate less than $500,000 annually; 25% generate between $500,000 and $1 million annually.
- About 83% of firms employ fewer than ten workers.
- Franchises account for a small (about 2.5%) of the industry.
Industry Forecast
Industry Forecast
Paint and Wallpaper Stores Industry Growth

Source: Vertical IQ and Inforum
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