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Ace Hardware
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Annual Global Sales
$2,100,000,000
Total U.S. Sales
$9.1 billion in fiscal 2023 (ending Dec. 30, 2023)
Total U.S. Stores
5,870 stores in some 60 countries, more than 4,900 of which are in the U.S. (as of Dec. 30, 2023)
Headquarters
Oak Brook, Illinois
Key Facts
- Largest cooperative, by sales, in the hardware industry
- Ace’s customer loyalty program boasts 46 million members
- Ten years in a row of increased same-store sales
- Ranked No. 1 in J.D. Power 2023 U.S. Home Improvement Retailer Satisfaction Study
Key Executives
- President, Chief Executive Officer: John S. Venhuizen
- EVP, Chief Merchandising and Sales Officer: John J. Surane
- EVP, Chief Supply Chain Officer: Lori Bossmann
- EVP, Chief Financial Officer & Chief Risk Officer: William Guzik
- SVP, Chief Marketing Officer: Kim Lefko
- SVP of Merchandising: Brian Wiborg
- VP, Retail Operations and New Business: John Kittell
- VP, Retail Development and Strategy: Andy Enright
- VP of Information Technology: Rick Williams
- VP of Distribution and Supply Chain Innovation: Kirk Armstrong
- VP of Digital and Retail Strategy and Innovation: Bill Kiss
Resources
- 2023 Ace Hardware Annual Financial Report
- 2022 Ace Hardware Annual Financial Report
- 2021 Ace Hardware Annual Financial Report
- 2020 Ace Hardware Annual Financial Report
- 2019 Ace Hardware Annual Financial Report
- 2018 Ace Hardware Annual Financial Report
- 2017 Ace Hardware Annual Financial Report
- 2016 Ace Hardware Annual Financial Report
- Ace 2022 Financial Performance Infographic
- Ace 2023 Financial Performance Infographic
- Market Position and Strategy Overview
- Must-Know Terms
- Promotional Strategy
- Merchandising
- Collaborative Alliances
- Displays & Signage
- In-Store Media
- Store Formats/Growth
- Special Departments/Services
- Customer Segments
- Internet Marketing Strategy
- Mobile Marketing
- Social Media
- E-Commerce
- Circulars
- Loyalty Programs
- Private Label
- Cause/Community Programs
- Advertising Strategy
- Solution Providers
- Sponsorships
- Marketing Expenditures
Market Position and Strategy Overview
Market Position and Strategy Overview
Ace Hardware is the largest retailer-owned hardware cooperative in the world. Founded in 1924 by a small group of Chicago hardware store owners, the company now operates a franchise network of hardware stores with locations in all 50 states as well as approximately 60 countries. Local entrepreneurs own more than 5,800 of the company’s 5,870 stores worldwide. Stores buy as a cooperative, leveraging volume purchases while maintaining their individuality to choose which products to buy.
Ace’s cooperative strength, therefore, is said to be its ability to sell the key items that most appeal to local shoppers. Field team members and category experts make recommendations to store owners to localize the product assortment, placement and pricing based on market needs. Many stores supplement products they purchase through Ace with items from other suppliers, filling niches specific to their market. Ace also offers optional merchandising and store layout services, though each location takes a different approach based on its competitive situation, size and footprint.
The company provides two basic options for its member retailers stores: Ace branded and individually branded. Individually branded stores are ideal for those who carry strong individual name recognition in their local communities. They go to market under their own business name and identity, while still relying on Ace’s product assortment, pricing and distribution network.
Sales started declining after the recession, but have turned around in recent years, thanks in part to a revamped paint department as well as the co-op’s “20/20 Vision” long-term retail growth strategy. Launched in 2013 and run in partnership with Pinnacle Performance Retailing, the program uses analytics and market research to help Ace retailers improve their performance. It also encourages franchisees to open new stores or purchase existing ones, using analytics to help them find good locations.
The franchise network competes against big-box stores as well as mass merchants with hardware departments. The company has primarily targeted do-it-yourselfers working on maintenance and repair projects and highlights departments such as paint, hardware, electrical, plumbing and gardening. According to Ace, what makes it stand out from its peers are:
- Strong Ace Brand recognition
- Customer service and convenience
- Strong distribution operations
- Consolidated purchasing power
- Differentiated and localized product and service options
- A diversified network of independent retailers
In 2023, the company began expanding its Ace Home Services in response to growth in do-it-for-me spending. By June 2024 the home service offerings were available in more than 5,000 zip codes, with at least one branch location in each of the 48 continental United States.
The retailer also is considering a program dubbed "Ace Yard Rx," which would develop a personalized lawn and garden care plan for customers and possibly launch in 2024.
Averaging 8,000 square feet, the relatively small stores get shoppers in and out quickly. The company also emphasizes that its friendly, knowledgeable staff aids the swiftness of transactions.
Must-Know Terms
Must-Know Terms
- Ace Rewards: The retailer’s loyalty program good for instant as well as points-based discounts.
- ACENET Direct: An intranet site that serves as the primary communication platform between Ace and its retailers. Product catalogs and special ordering functions are accessed through this program.
- The Paint Studio: A newly designed, boutique-style paint department launched jointly with Valspar Corp.
Thought Starters
- Ace primarily targets do-it- yourselfers working on maintenance and repair projects, so position your products within that context.
- Keep it simple: The retailer looks for ways to make the customer experience as easy and quick as possible.
- Consider social media: The retailer utilizes social media accounts to engage with customers and promote brands through content such as how-to guides.
- Localized product assortment is a priority, so show how your product fills a market-specific niche.
Promotional Strategy
Promotional Strategy
Ace stores run numerous sales events throughout the year — supported by circulars and social media updates — such as stock-up sales and seasonal sales for occasions including Labor Day, Memorial Day and Christmas. Other promotions include online-only sales and “Red Hot Buys” on both national-brand and private-label products.
In recent years Ace has begun to hold Ace Rewards Days, an event that typically occurs around the same time as Amazon's Prime Days promotions, either in July or October. For its fifth go-around the hardware cooperative offered exclusive online deals and special offers — including 15% off regularly priced items and opportunities to earn double bonus points — for rewards members that include brands such as Craftsman, DeWalt, EGO, Milwaukee, Kamado Joe and others.
In time for the 2023 holiday season, Ace rolled out a new "Ready in 15" pledge. Purchases of customers who place online orders for in-stock merchandise will be ready for pickup from their local Ace store in 15 minutes.
Stores use data from members’ loyalty cards to devise new promotional programs and tweak existing ones. Some stores analyze customers’ purchases on multiple visits in order to make product recommendations. Each store uses targeted direct mail (often funded by cooperative financing) and e-mail campaigns to entice customers to make more trips.
Merchandising
Merchandising Strategy
The key categories at a typical Ace store are tools, hardware, electrical, gardening, home goods, paint and plumbing. Some Ace locations also stock building materials.
With a slowing economy, some shoppers are reining in bigger purchases, but the home improvement and hardware sector is adapting, keeping inventory well-stocked and adding variety (including toys, housewares and apparel). To help commemorate its 100th anniversary, Ace Hardware in 2024 launched Vintage Threads, a collection of shirts and hats featuring historic logos from the retailer's past. Ace partnered with Chicago-based American Needle to create the line. In time for the 2024 grilling season, Ace also launched Loud Mouth Barbeque, a line of sauces and seasonings.
Many stores additionally carry unique categories to meet local needs, such as candles, small gifts, firearms, fireplace equipment and fishing supplies. The goal is to monitor local tastes closely and stock shelves accordingly so customers will feel connected to Ace as a small, independent store.
Ace’s 16 retail support centers stock about 75,000 products for quick delivery to stores, with about 11,000 of those SKUs being private-label items. A key requirement of the company’s “20/20 Vision” long-term growth strategy is ensuring that each store offers the right mix of categories with high-quality merchandise at competitive prices. To that end, many stores underwent resets to maximize efficiency.
Ace works with a large number of vendors, from whom its members buy individually (through Ace) to meet specific, localized needs. This represents a different approach from big-box stores, where chain buyers purchase products on a national/regional basis. At Ace, vendors must first get into the Ace network and then convince storeowners individually to buy their products.
Ace holds a “Maker to Market” event — formerly known as Open Buying Day — during which supplies can pitch their product to a panel of Ace experts who make purchasing decisions for more than 5,000 Ace Hardware stores around the globe. Participants are encouraged to share their product information with Ace via innovatewithace.com. Participants will be contacted directly once their product submission has been reviewed.
The company also operates an online vendor portal. The Product Content Management section allows vendors to upload large amounts of new product information via Excel-based category-specific template
Collaborative Alliances
Collaborative Alliances
Ace generally focuses on its exclusive brands and private labels and rarely works with national brands.
In one notable exception, Valspar Corp. has taken over all manufacturing and supply of Ace-branded paint products, acquiring Ace’s paint-manufacturing assets, including two manufacturing plants in Chicago.
The partners’ “Paint Studio” merchandising concept was launched in May 2014 with a $75-million investment from Ace to revamp 3,200 stores with the new department, which includes a variety of aesthetic updates such as color-chip racks in curated groupings and boutique drawers offering style ideas.
In early 2024, Ace Hardware entered into a multi-year agreement with ServiceMaster Brands, a franchise provider of residential and commercial services that include restoration, cleaning, moving and bioremediation. The partnership enables local ServiceMaster franchise owners to buy business supplies with exclusive benefits from Ace Hardware stores.
Ace Hardware maintains a vendor care center at www.acehardware-vendors.com that hosts information on becoming a domestic or import supplier.
Displays & Signage
Displays & Signage
Ace supplies stores with catalogs of approved merchandising pieces and programs. Each store selects the ones they want to use, although Ace’s corporate program is advertised nationally and benefits stores that tie in to it. Ace also accepts a variety of vendor-supplied P-O-P materials including ceiling banners, posters, endcap displays, shelf talkers, power wings, sidekicks, dump bins and other freestanding units. For themed promotions participating stores carry identical ceiling banners and signs.
To help shoppers navigate the sometimes-dense aisles and product assortments, violators often call out categories and provide information and tips (such as advice on what to look for in a staple gun or paint primer). Private labels and national brands usually receive equal placement and prominence. Endcaps showcase more elaborate or seasonal items, such as bird feed or spring-cleaning products.
Vendors who earn temporary endcap placement provide headers featuring products and sale prices, which in some cases are positioned under the permanent Ace header. To appeal to the DIY mindset, racks are placed throughout the store stocking ancillary products, such as how-to books or product guides.
In-Store Media
In-Store Media
Ace’s in-store media varies between retailers. Owners typically take advantage of vendor-supplied media, such as monitors and other technology, as their products and space allow.
Store Formats/Growth
Store Formats/Growth
Ace operates more than 5,800 locally owned hardware stores in all 50 states and approximately 60 countries, approximately 4,900 of which are spread throughout all of the U.S., having opened 203 locations domestically and 222 worldwide in 2023 and more than 1,100 stores globally in the past five years.
In second half of 2023, Aubuchon Company, a family-owned 112-store chain in the Northeast, agreed to join Ace's cooperative. Seventy-six of Aubuchon's stores will convert to the Ace brand, and the remainder will remain independent due to their proximity to existing Ace stores. Aubuchon stores are located in Maine, New Hampshire, Vermont, Massachusetts, Connecticut, New York, Pennsylvania, Virginia and Maryland.
The average Ace Hardware store size is 12,000 square feet, but they can range up to 150,000 square feet. Stores are typically located in strip malls or in freestanding buildings in high-traffic areas.
Several stores have remodeled, typically with more square footage. The exact changes and offerings vary by location, but many stores are growing their barbecue and outdoor living sections as well as showcasing specialty departments and store-within-a-store concepts that include brands such as Stihl, Ego, DeWalt, Weber, Craftsman and more.
The company also operates smaller “Express” locations, consisting of 3,000- to 5,000-square-foot stores stocking about 11,000 of the most profitable and popular SKUs. The Express format has four models:
- Store-within-a-store in existing grocery or paint stores
- Annex locations, or smaller branch stores near main retail locations
- Rural Market supplying ranches and farms with home improvement products tailored to a geographic location
- Urban Market serving apartment and smaller-space living.
There are more than 400 of these stores across several states including Kansas, Massachusetts, New York, North Dakota, Tennessee and Texas.
Special Departments/Services
Special Departments/Services
Ace has focused significant attention on one part of the paint department, renaming it “The Paint Studio.” Valspar Corp. operates the boutique-style store-within-a-store. The retailer hopes to gain 10% of category market share by 2024. In addition to a revamped appearance, the Paint Studio has its own advertising and training, as well as a dedicated website.
Ace offers a variety of hardware-store-type services, including:
- Window screen/screen door repair
- small engine repair
- Package shipment via the US Postal Service at select stores.
- utility payment center
- propane refills
- pipe cutting and threading
- key cutting/automotive chip-key cutting
- installation/assembly (plumbing, paneling, electrical, hardware)
- in-store lock servicing
- hunting/fishing licenses
- glass repair
- glass and acrylic sheet cutting
- computerized paint-color matching
- carpet-cleaning machine rental
- blade sharpening
Its Ace Handyman Services also employs craftsmen to do more than 1,000 different types of home improvement projects, including doors, painting, drywall, carpentry and more. In 2023, the Ace Handyman website listed 251 participating locations with the service.
In 2023 Ace bought Unique Indoor Comfort Holdings, based out of King of Prussia, Pennsylvania, from private equity investment firm Grove Mountain Partners in Atlanta. Unique Indoor's brands, a collection of HVAC specialty companies, will join Ace Home Services division.
Customer Segments
Customer Segments
Ace stores compete for customers in the “convenience hardware” segment of the home-improvement industry. Ace considers that niche to be characterized by purchases of products related to DIY home-improvement and repair, including paint as well as and lawn and garden equipment, and products less focused on large-scale building, renovation and remodeling projects. These typically represent smaller purchases than at big-box stores, but also allow for impulse purchases less closely related to DIY projects due to the wider range of products offered.
The typical Ace customer is middle-class, middle-income and slightly older.
Still, the typical Ace store has 400 active business accounts that it services for bulk or repurchased products.
Internet Marketing Strategy
Internet Marketing Strategy
Acehardware.com is the online face of the retailer’s brand and averages more than 150,000 daily visitors. Seventy percent of orders placed on the site are picked up in store, while 20% of online orders are delivered.
Ace plans to grow its digital search capacity, which delivers $8 in revenue for every advertising dollar spent. The hardware cooperative has invested $100 million in paid search advertising, and believes an increased investment would bring solid results. In 2023, traffic to acehardware.com rose 27%.
The website spotlights category-specific promotions available at most stores. Most individual stores also operate their own websites with information and promotions specific to their location. The stores typically have an identifier before the “Ace Hardware” name (such as Elliott's Ace Hardware) which distinguishes their website.
Ace’s home page hosts a carousel that promotes current offers, which often are seasonal or tied to an event. The site organizes products by key categories: lawn & garden, outdoor living, paint, home goods, hardware, plumbing, heating & cooling, electrical and automotive.
The website spotlights different shops based on a season (such as “Back to School” or “Lawn and Garden Essentials”) or simply to highlight a brand. Additionally, a permanent “Brands” page lists brands alphabetically while also spotlighting featured partners: Weber-Stephen Products’ Weber, Scotts Miracle-Gro Co.’s Scotts, Stanley Black & Decker’s Black & Decker, Craftsman and DeWalt, Valspar Corp.’s Valspar and private label Clark + Kensington.
Additional sections of the website include:
- Tips & Advice: interactive project videos, step-by-step instructional information, learning guides, tips from “Ace’s Home Expert," lawn & garden advice, paint tips and ideas, moving tips and information on preparing for natural disasters.
- To-Done List: a digital shopping list for consumers that also spotlights promotions and monthly deals (“Red Hot Buys”), online-only specials and clearance items.
- Sale & Specials: highlights "Red Hot Buys," items on clearance and online-only offers.
A separate website for The Paint Studio offers color palettes for the Clark + Kensington and Valspar brands, plus color suggestions, tips, frequently asked questions about painting, video tutorials and product pages.
Ace provides local stores with a digital communications template they can customize and send to their own customers. Ace sends about six emails per month, including one that provides a reminder about online-only sales. Stores often use their emails to spotlight national-brand products with “shop now” links. Coupons and savings reminders also are sent to members via emails.
Mobile Marketing
Mobile Marketing Strategy
Ace has an Ace Hardware mobile application, available only for iPhone, that allows users to:
- locate a store,
- browse monthly offers,
- research and read reviews on products,
- browse local circulars,
- access how-to articles and videos,
- snap a photo of an item and do a visual search,
- check their local store’s inventory, and
- place an order through the retailer’s e-commerce store.
The app also integrates with Ace’s rewards program. Members of the loyalty program can use the app to check their loyalty point totals, review purchase history and update profile information. First-time users can sign up for the program through the app.
In store, QR codes are used to link to additional product information and reviews.
The company makes extensive use of mobile advertising, running ads on third-party mobile websites such as those for Hearst Communications’ Esquire and Good Housekeeping. The company also runs geo-targeted ads on mobile applications such as Pandora and The Weather Channel.
Additionally, Ace has added location-based technology to its mobile app to encourage online shoppers to instead make purchases in-store. The company has partnered with The Weather Channel on a weather-triggered mobile ad campaign since 2010. Consumers who use The Weather Channel’s mobile app while standing near an Ace store are shown relevant ads based on the current weather conditions in the area. For example, in warm sunny weather, customers will see ads for lawn maintenance products.
Social Media
Social Media Strategy
Facebook: 787k followers (as of April 2023)
The retailer posts nearly every day to link to blog posts, spotlight new product offerings, share member exclusives, showcase new products, and tout deals and cause campaigns. The page also regularly hosts Q&As with grilling and home improvement experts.
X, formerly known as Twitter: 136.3k followers (as of April 2023)
Activity largely mirrors Facebook though the retailer only posts on the platform a few times each week.
YouTube: 112k subscribers (as of April 2023)
Shares about two to three videos each week offer home improvement and cooking advice, promote specific products or brands, or sharing feel-good stories tied to Ace's cause campaigns.
Instagram: 128k followers (as of April 2023)
Activity is very similar to Twitter and Facebook.
Pinterest: 34.2k followers (as of April 2023)
Boards showcase DIY ideas, painting advice, recipes and organization tips while linking to content and SKUs within the retailer's website.
E-Commerce
E-Commerce Strategy
Online purchases can be shipped to a home or nearby store, sometimes on the same day. Ace Rewards members get free next-day delivery on orders over $50, or pay $15 for next-day delivery for orders under $50. Same-day delivery is available at several locations for a cost of $25, provided the order is placed by noon. Non-rewards members can opt for next-day delivery for a $15 fee.
Ace worked with eBay Enterprise to launch the in-store pickup program, which has provided a significant boost to the company’s e-commerce sales. The program expanded on the existing approach of shipping products to the local store; allowing the closest store to fill the order directly, eliminating shipping delays in some cases.
Ace also continues to build its distribution network. It plans to open a Retail Support Center in Kansas City, Missouri, sometime in 2025. The facility will be approximately 1.5 million square feet — nearly double the size of the average Ace RSC — and be equipped with state-of-the-art technology, automation, and warehouse management systems.
Additionally, Ace operates a business-to-business site (thesupplyplace.com) that connects small businesses and government agencies with area Ace Hardware stores. The goal is to sell in large quantities on a regular basis to business accounts. The effort represents the company’s first nation-wide push aimed at professional customers. Orders are fulfilled through local store inventory or a distribution center. Participating stores must be certified as B2B retailers to handle the needs of business customers. The company worked with Epicor Software Corp. to launch the platform in January 2014.
Circulars
Circulars & Publications
Each Ace store produces its own circulars, which are available on the store’s website, in-store and within local newspapers. The stores use a customizable template supplied by corporate. Members tend to advertise in groups and distribute circulars as often as weekly or as infrequently as twice per month.
For Ace's national sales events, participating stores distribute uniform circulars nationally. The circulars are typically between six to eight pages long.
Loyalty Programs
Loyalty Programs
Ace offers an Ace Rewards loyalty card that accrues points redeemable for rewards including discounts. The program boasts more than 30 million members linked to more than 3,000 stores.
Members receive
- A sign-up bonus of 1,000 points, then earn 10 points for every dollar spent (on most purchases in-store and online),
- After accumulating 2,500 points they receive a certificate for $5 in store credit,
- Free delivery from store with qualifying online purchases of at least $50, and
- Coupons, sale reminders and instant savings offers.
Rewards members get a $5 birthday reward (from participating stores).
Those who download the app and link it to their Ace Rewards account get a $10 bonus.
Rewards members who achieve a qualifying spend of $750 over a 12-month period get bumped to Premier status, which carries all the benefits of the standard reward program, but Premier members get a $10 birthday offer, 10% off a single purchase of their choice, and triple points on one purchase of their choosing.
The Ace app offers its own benefits, including a $5 download bonus, exclusive savings and offers.
In 2016, Ace Hardware adopted ProLogic Retail Services’ technology, enabling use of the Ace Rewards loyalty program in Ace Hardware sites located within grocery stores under the “store within a store” model.
In 2010, Ace introduced the Ace Rewards Visa card, an enhancement to its existing loyalty card. The card offers the ability to earn more rewards by using it as a credit card to make additional purchases outside of Ace stores.
The Ace Rewards Business Visa Card offers the same benefits as the Ace Rewards Visa card, plus free mobile banking, a scoreboard business tool to monitor spending and an option to purchase security and extended protection. For every dollar spent, cardholders receive 5% back on purchases at Ace, 2% back at gas stations and groceries, and a quarterly 10% in points in a popular category. Ace has more than 75,000 Visa card members.
Private Label
Private Label
Ace's private label brands are:
- Ace: hand power tools, electrical, plumbing, cleaning, lawn and garden, paint and paint sundries and automotive items. Competes with leading national brands.
- Celebrations: trim-a-tree and decorative lighting line, aimed at value-minded shoppers.
- Grill Mark: national brand equivalent exclusive outdoor cooking tool and accessory line.
- Living Accents: interior and garden decor such as home and patio furniture, fans and lighting.
- Loud Mouth Barbeque: A line of sauces and seasonings.
- OakBrook: national-brand equivalent for decorative plumbing, such as kitchen faucets and accessories, lavatory faucets, showerheads, tub spouts, decorative plumbing replacement and repair products.
- Steel Grip: value-brand hand tools aimed at light job and casual do-it-yourselfers.
- Clark + Kensington: premium line of paint-and-primer in one.
- Royal Paint: paints and primers.
Cause/Community Programs
Cause/Community Programs
To supplement its neighborhood-oriented, community approach to business, Ace runs many programs through its Ace Foundation, founded in 1991. The organization has raised more than $122 million for Children’s Miracle Network Hospitals and also regularly donates product from local stores to the American Red Cross. In 2023, it raised more than $23.6 million for its charitable partners and programs.
Each year Ace chooses an Ace All-Star to serve as ambassador for its fundraising programs on behalf of Children's Miracle Networks. Each member hospital has the opportunity to nominate a patient. The winning hospital receives a $10,000 donation from Berkshire Hathaway's Duracell while the child receives a trip to Disney World and additonal prizes from the retailer throughout the year.
Stores host several fundraising efforts for CMN throughout the year, including encouraging shoppers to round up their change at the register. An annual Miracle Bucket campaign held in August allows shoppers to purchase a bucket for $5 and then use it to shop, awarding a 20% discount on everything they can fit in the container. The retailer also holds an annual Ace Shootout celebrity golf tournament to benefit the nonprofit.
Advertising Strategy
Advertising Strategy
Tagline: “Ace is the place with the helpful hardware folks”/”The Helpful Place”
Primary Media: online display, radio, newspaper, TV spots, opt-in emails, FSIs
Ace believes that “The Helpful Place” is one of the most recognized slogans in the industry. The long-time slogan is part of a 2016 "Ace Is the Place" campaign covering television, radio and digital channels. The slogan also appeared in 2013 part of a “Meet the Aces” campaign that emphasized the neighborly feeling of shopping at an Ace store. Another ad highlighted Ace’s 90-year history. The goal was to establish Ace as an alternative to the large, often overwhelming big-box stores.
For its 100th anniversary, Ace Hardware launched its Heartware Stories campaign, part of a mini-documentary series highlighting 100 transformative moments originating with Ace employees from stores across all 50 states. The Heartware Stories focus on acts of compassion and Ace’s commitment to being “The Helpful Place” in the community. The campaign draws from direct customer feedback, social media, local news coverage, and insights from Ace’s corporate field staff.
The stories are available on www.acehardware.com/heartwarestores. Limited featured episodes are being made available for purchase on Apple TV, Google Play and Amazon Prime. ROKU users can view the series in fall 2024.
Ace uses a mix of national television, radio, online and print advertisements. It also provides stores with grand opening planning, local-store marketing, public-relations strategies and other materials. Additionally, the retailer offers a local portal, called Ace Brand Place, which provides retailers with customizable marketing materials.
Local Ace stores often buy ad space in newspapers to advertise special sales, with peak activity occurring in the fall.
Radio spots focus on private-label products and encourage listeners to sign up for an Ace Rewards card.
Since 2002, Ace has worked with Lou Manfredini, a home-improvement expert who hosts several radio shows also appears on TV. He has served as Ace’s resident “Home Expert” and media spokesperson. In this role, he has hosted a variety of media tours during which he represents Ace as well as other home-improvement companies.
In 2023, Ace Hardware brought back its Holi-DIY "instrumental" tribute. The bit reimagines the holiday song "Carol of the Bells" using more than 65 hardware store products — including brands such as Milwaukee, Traeger, Weber and Yeti — as musical instruments.
Solution Providers
Solution Providers
- Strategic and Creative: O’Keefe Reinhard & Paul, Chicago
- Media Buying and Planning: Starcom MediaVest Group’s Spark, Chicago
- Active Data Warehouse: Teradata, Miamisburg, Ohio
- Mobile application: Kargo, New York, New York
- Creative: Beacon Street Studios, Los Angeles
Sponsorships
Sponsorships
Ace’s local stores individually sponsor area organizations such as Minor League Baseball teams.
In June 2015, Ace inked a multiyear deal with the PGA Tour that designates the retailer as the “Official Hardware Store of the PGA Tour and Champions Tour.” Ace also sponsors PGA golfer Hunter Mahan.
Marketing Expenditures
Marketing Expenditures
Ace’s gross advertising expenses were $297.7 million in fiscal 2023, $263.6 million in fiscal 2022, $264.9 million in 2021, $240.7 million in 2020, $209.2 million for 2019, $207.6 million in 2018, and $187.1 million in fiscal 2017.
![ACE logo](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2022-07/ace_logo_2.png)
Ace Hardware Promotional Calendar
A roundup of seasonal promotions.
January
- Organization: The retailer focuses on shelving units and storage products through circulars and online activity.
- Ace Rewards Exclusive: One-day sale for loyalty program members. Social media and website remind people that signing up is free.
- Color of the Month: Social media posts feature paint from various manufacturers. Other social media posts offer decorating tips and tout services like color-matching.
- Winter: Product suggestions to keep heating bills down.
- Gardening: Product suggestions for starting seeds indoors.
February
- Winter: Snowblower deals.
- Valentine’s Day: Multiple social media updates spotlight decorations and in-store purchase incentives.
- Spring: Looking ahead with lawnmowers and other yard tools.
- Presidents' Day: In-store paint deals on select private label brands.
- Ace Rewards Exclusive
- Color of the Month
March
- Spring: Circular features focus on yard products and planting. In 2024, rewards members get a $25 bonus reward when spending $150 on qualifying products, including from Ortho, Roundup, Miracle-Gro, Tomcat and Scotts.
- Spring Holidays: Easter and St. Patrick’s day decorations get the spotlight in circulars and social media.
- Scotts Days Sale: Scotts Miracle-Gro Co. lawn and garden products are spotlighted in stores and circulars.
- Flavor Fest: Participating stores hold grilling demos and offer lawncare tips, family activities and deals.
- All-Star Backyard Sweepstakes: In 2023, a collaboration between Scotts, Ace and Major League Baseball for a chance to win a VIP trip to the All-Star Game.
- Lawn and Garden
- Ace Rewards Exclusive
- Color of the Month
April
- Earth Day: An online-only sale with themed social media updates.
- Tax Day: Limited to an online spotlight.
- Mother’s Day: A special Mother’s Day gift guide highlights deals from multiple departments.
- Children's Miracle Network Hospitals: In 2023, Ace and the Golf Channel partnered to raise funds.
- All-Star Backyard Sweepstakes
- Lawn and Garden
- Ace Rewards Exclusive
- Grilling
- Color of the Month
May
- Memorial Day: A special three-day event supported with a themed circular. In 2023, participating stores handed out free U.S. flags.
- Mother's Day: Circular, website and social media highlight gift ideas, including DIY presents.
- Spring: An end-of-season sale with a dedicated circular and support form social media updates.
- Grilling: Equipment for barbecues, tailgates and camping.
- Toro Days: Savings on Toro outdoor power equipment.
- Gardening
- Ace Rewards Exclusive
- Color of the Month
June
- Father’s Day: A special gift guide focuses on tools and grills; a sweepstakes generally also marks the holiday, with support from themed features and social media updates.
- 100th Anniversary Block Party: To celebrate its centennial in 2024, participating stores are hosting an event that includes exclusive deals, demos and more.
- Children's Miracle Network Hospitals: Social media posts raise awareness. Participating brands offer discounts. In 2023, select Craftsman V20 power tools and accessories were on sale, and the brand pledged a $100,000 donation.
- Hurricane season: Social media suggests generators and solar-powered equipment for storm-preparedness.
- Camping
- Grilling
- Lawn and Garden
- Ace Rewards Exclusive
- Color of the Month
July
- 4h of July: A “Star Spangled Event” with a dedicated circular and social media updates. In 2023, select hardware stores had a barbecue party with deals and demos.
- Rewards Days: Two-day event featuring deals for rewards members. In 2023, participating brands included Yeti, Benjamin Moore, DeWalt and Char-Broil.
- Children's Miracle Network Hospitals
- Ace Rewards Exclusive
- Grilling
- Lawn and Garden
- Color of the Month
August
- Ace Cares for Kids/Miracle Bucket Promo: For a $5 donation to Children’s Miracle Network Hospitals, shoppers receive 20% off anything they can fit into a five-gallon bucket. Social media activity spotlights stores' Miracle Bucket Display Contest entries and winners.
- Labor Day: In 2022, participating locations held a barbecue party that raised funds for Children's Miracle Network Hospitals and included grilling demos, deals, giveaways and family activities.
- Summer: An end-of-season sale with a dedicated circular and support form social media updates.
- Ace Rewards Exclusive
- Grilling
- Color of the Month
September
- Tailgate: With product suggestions like Yeti coolers.
- Labor Day: For 2023, the retailer gave customers who bought a new grill at participating stores an online code that they could redeem for a barbecue package from Omaha Steaks.
- Holiday
- Children's Miracle Network Hospitals
- Ace Rewards Exclusive
- Grilling
- Color of the Month
October
- Halloween: Seasonal products such as decorations and pumpkins are highlighted in circular feature and via social media updates.
- Fall: Themed circular features and social media updates. Product suggestions for seasonal home and yard projects.
- Ace Rewards Exclusive: For 2022, Ace held a two-day event coinciding with Amazon's second Prime Day of the year, with 15% off for Rewards members. In 2023, the retailer brought back the event, with deals and promotions as well as extra points-earning opportunities for rewards members.
- Color of the Month
November
- Black Friday: Emails, social media updates and circular features support the sale.
- Cyber Monday and Cyber Week: Wishing shoppers a "Happy HoliDIY," with deals for loyalty program members.
- Thanks Grillin': Turkey grilling demos and deals at participating stores.
- Gifts and Grillin': Party at participating Ace locations with deals, demos and giveaways.
- Holiday: Sales supported by themed circulars and social media posts. Social media suggests decorations and gift ideas.
- Ace Rewards Exclusive
- Color of the Month
December
- Organization: For the new year; social media, newsletters and websites tout storage and cleaning supplies.
- Winter: Snow removal equipment, and services like Ace's free assembly.
- Holiday: Monthlong gift suggestions, including for last-minute shoppers. Sales on decor, including LED light sets.
- Ace Rewards Exclusive
- Color of the Month