Harbor Freight ads are very visible these days, and they’re changing.
It used to be that everything Harbor Freight put out would scream “hey, look at our super cheap stuff!!” There are still plenty of “save money on…” types of ads, and coupon offers, but then there are the ads that do not fit Harbor Freight’s more traditional focus.
Advertisement
With this new Harbor Freight ad that I came across in a news feed, here’s the primary message: Shine Like new Again, Your Auto Detailing Destination.
That’s different – right?
Sure, there are “compare to” examples of lower pricing, but read the secondary copy:
Shine your car or truck like new again | Restore that new car glow with our wide selection of auto detailing tools & supplies.
This is an angle either I haven’t seen them focus on before, or maybe I saw something similar and it was outshined by Harbor Freight’s typical “ridiculously low-price” sales pitches.
This… divergence or evolution – or marketing experiment? – seems to be progressing.
Advertisement
This is Different – Harbor Freight Marketing Claims of “Reliable Performance”
In March, I posted about what looked to be a marketing shift for Harbor Freight, where their focus wasn’t on low pricing, but on their tools as a solution.
I also spotted an automotive creeper ad, and it too was different than what I would have expected from Harbor Freight.
Even looking at the newsletters in my inbox, there’s a notable shift in their marketing strategy. There are still “instant savings” and “free gift” newsletter headings, but also ones that frame Harbor Freight as your floor jack headquarters.
I can’t be the only one noticing this, right?
Some of their tools? Oh yeah, they’re still junky, but Harbor Freight is also doing things like expanding their Hercules line of cordless power tools with brushless options. There’s also their Icon line of “tool truck quality” hand tools and storage options.
They have also added more name-brand tools to their catalog:
Harbor Freight also recently added Gorilla Tape products on their website.
Last year I wrote a post – Do Not Underestimate Harbor Freight Tools. At the time, I had become aware that Harbor Freight has grown to be a lot more popular than I had realized.
Objectively, they are also quite large. Harbor Freight now has more than 1100 stores whereas about a year ago, they were at “1000+” stores.
They have the potential to shake up the industry. But is that what they’re trying to do?
Part of me wonders if I’m finding changes because that is I want to see.
Is Harbor Freight chipping away at their former reputation as a “cheap tools, cheap quality” destination? Is that what they’re trying to do here?
Harbor Freight’s current logo/tagline reads: Quality Tools Lowest Prices. Are they working towards Quality Tools [at] All Prices?
Is your perception of Harbor Freight Tools any different today than it was 5 or 10 years ago?
Mike McFalls
I’m fairness; I rarely pay attention to most marketing. Long ago I can to realize it’s all spin and rarely trustworthy. Even my favorite and near the top of believable band, Apple, will sell you the Brooklyn Bridge if they could. So that’s the lens I come at this with.
No change in my perception; which has always been, one time use tools and unique speciality items you can’t always find other big box stores. There are tools in HF that will break the first use and others with care that will last.
When I know I am going to use something one time and/or when I don’t want to invest a lot of money in something like consumables (think bungee straps, cable ties, shop rags) I will pop into HF.
fred
I haven’t been to a HF since COVID became a thing here. But prior to that – my forays coincided with being nearby for some other purpose and stopping by to stock up on boxes of chip brushes and nitrile gloves. I recall that the store always seemed busy with people buying lots more different items. Not everyone shopping seemed to be from the purely DIY crowd. So given the data – they seem to be doing something right in appealing to their customer base. But I’m still not sure that I would buy anything from them where a catastrophic failure might cause an injury, damage what I was working on or require me to run back for an exchange. They seem to be trying to improve their image – and there is nothing like adding years of positive new end-user data to help do that. But for me – at my age – and finances – I’d prefer to look elsewhere for most tools.
teicher
I find myself a bit less interested in HF than 5-10 years ago. As the quality of their tools improved, their prices are now more in line with better brands at Lowes or Home Depot, but without the reputation or warranty that comes with it.
Their marketing is much improved, no doubt about it.
Mike McFalls
thats a great point and since they stopped coupons as Kane pointed out its worth it to spend an incremental amount more for the reputation and warranty.
Plus with a Ryobi, Home Depot is great at taking stuff back, no questions asked. I’ve never had a situation to return power tools at Lowes, but assume its similar there.
Paul
I shop at HF for work. They’re a great industrial supplier for the small landscape shop I manage. I work on outdoor power equipment, vehicles, and some carpentry. They sell items for all these things.
Most of the “proper” industrial suppliers in my area (Seattle) are geared towards shipping and aerospace. The stuff is too big or expensive for us.
Harbor Freight sells a ton of useful stuff for us in a small store, with many locations in the area. They have a better selection and prices than the big box stores. Their employees are more helpful as well.
It’s not my only supplier, but it’s an important one for keeping the shop running. It’s a “just right” industrial supplier for the small business I work for.
I have to imagine there are a lot of other HF customers like me.
Kane
I see them as trying to move away from the bargain basement tier and price buyers only; HF dropping the coupons is a signal to that. It’s getting tougher to simply compete on price alone with many newer tool (or “tool”) companies being little more than a drop-ship or FBA operation.
Their challenge is that as prices creep up, the quality and reputation has to follow too. Right now, though, their 90 days warranty on power tools still suggests “we don’t have confidence in ourselves.” When Ryobi has 3 years warranties and Skil offers 5 years, it’s hard to consider HF — especially with little to no price advantage.
Jared
I always think it’s weird how much criticism Harbor Freight gets compared with it’s nearest Canadian equivalent: Princess Auto.
Princess Auto is a national treasure. 😁
It seems like there is a lot of crossover in products – but quite a bit of separation too. Granted I’m much less familiar with Harbor Freight.
Princess Auto also has it’s own line of mostly mediocre power tools. Much like many of you, I don’t shop for power tools there either. They also have a line of hand tools, which are cheap – some are not great, others ok and a few are great. I’ve definitely seen Harbor Freight and Pittsburg tools that are identical to those from Princess Auto’s “Power Fist” brand.
Much like HF, Princess Auto has ventured into higher-quality tools too (marketed under the “Pro Point” brand). They are not up to ICON standards, but they’re mostly pretty decent. Sometimes the pricing puts them up with Tekton, Gearwrench etc. Princess Auto started that… 10-15 years ago, so they’ve been at longer than HF.
Another thing that’s different is that Princess Auto sells a lot of surplus items and carries some name brands as regular-stock items. E.g. You can get the full range of Channellock at PA.
Princess Auto doesn’t engage in the “compare to” marketing. Their flyers are basically just products and sale prices – with the occasional product review copied from their website.
Last thing that’s different – and this may be the key to how HF and PA are perceived – Princess Auto’s return policy is nuts. They’ll take anything back.
Mike McFalls
Princess auto! this made my day learning this is the name of a chain of stores in the great north.
I hope there are commercials… I imagine either the old school “monster truck event ‘Sunday Sunday Sunday’ advertisements or the “Wiz” TV commercials. lol
Youtube here I come.
Frank D
It is like HF went 100% the opposite direction of what they used to do, which was spam everything, weekly flyers and gimmicks and continuous false claims about clearance, liquidation, closeout, once in a lifetime opportunities, …
I am pretty sure they feel the negative results in terms of sales and traffic; between their various price increases and the lack of coupons.
There is not much need to go to HF any more, if any other retailer has that product.
The attraction was, oh instead of getting this at big box store x, I may go over to HF, use a coupon on that thing and see what else they have. Now it is pretty much, just shop wherever you are, grab what you need and skip HF.
The only reason I go to HF any more is, if I absolutely need something now that half a dozen other stores do not have. And when I go, there’s only ever a handful of people shopping, one cashier, … A fraction of how busy it used to be.
Taylor
I work down the road from my local HF and always go a kick out of their sale banners. “Last chance!” “Everything must go!” and “Final clearance!”. It seemed like they just kept rotating those same 3 huge banners every month but since places started closing down during the pandemic last year they haven’t displayed those anymore.
I never thought about a change in marketing until now, I just thought it was due to maybe not being able to have large crowds inside from city mandates leading to not having those types of signs back up.
John
I’m just guessing here, but I suspect their operational costs have increased exponentially as they have grown. Instead of a few people doing things, they probably now have entire departments of people doing those things on a much larger scale. I’m sure there are more executives running around the office, larger warehouses, more marketing programs, more leases, etc. All this extra expense drives prices higher. With prices creeping upwards, their brand proposition is getting strained. They can no longer offer barely-adequate products at cheap prices due to the increased cost of running a large, retail business. Once their pricing gets close to that of name brand manufacturers, their business model starts to fall apart. Their reputation for hit-or-miss quality will hurt them when customers have to start paying name brand prices for HF products. When your entire business model is built on selling mediocre products at cheap prices, it’s hard to break free of these expectations.
Yadda
I haven’t noticed greatly diminished crowds in any of the big box or HF stores. Slightly diminished maybe. I assume they are making the changes to be proactive in remaining a viable company. I hope it works for them.
Deanna Oboyle
They havent slowed down if anything sped up in sales. People dont like change bottom line. People are more drawn to seeing that change fail then for it to succeed. Everything in this article in true. They are fighting inflation cost just like everywhere else and are making tools that are meant for everyone for every job. Good better best is the way things are lined up in the stores. Example: pittsburg Quinn icon. Good better best. Warrior bauer Hercules. Good better best. From what I have heard, tools are still cheaper than the big box stores and more reliable and sustainable. Everyonr is more upset they did away with the free item than anything. But name a store that handed out free items day in and day out? Nobody is complaining that Lowes or home depot isn’t doing that. It’s because they did and they stopped and its change. Times are changing though my friends. Inflation is one of many things this world is dealing with. I dont blame them one bit. To remain open they have to keep up with the times and with prices being so high on everything in sure the cost of running and keeping a business is too. Especially the last two years with covid. I mean guys if you are business owners you know first hand.
Mr. Certainly
Eh, don’t see much of a reason to buy HF tools. Their normal prices are in line with lower-end tool lines at Home Depot/Lowes, such as Kobalt/Craftsman/Husky. And those are much more respected.
The 20% off + coupon code + wacky sales made it appealing. I always felt like a grandmother going into there with a box of coupons though. On the other hand, I nabbed some excellent deals that way. And gave away a TON of freebies to friends and family.
Now? Everything has an effective 20% price increase. On top of normal price increases.
I see zero reason to shop there anymore. Their original prices weren’t that great to begin with to be honest. Inflation and scarcity has shrunk my buying power — and is only going to get significantly worse, so why reward a company with my business for providing *at best* middle of the road quality? I might as well pony up the cash for DeWalt/Ridgid/Milwaukee right now before things get really bad.
TMedina
They’re definitely moving away, or at least trying to expand on, their base of cheap and cheap-ish tools with off-market branding.
The problem is, they’re trying to muscle in on a market dominated by Home Depot, Lowes, and Ace Hardware.
Unfortunately, their previous brand identity puts them at a disadvantage – nothing about Harbor Freight makes me want to gamble on paying Icon prices when I can spend that much at more accessible stores that carry more established brand names.
When I shop at HF, it’s usually for a fairly disposable set of tools – something that I won’t cry over if it grows legs and walks off, or doesn’t quite do the job I need for whatever reason. Sometimes its because they happen to have cheaper offerings that are, for the most part, just as good as the brand names at Home Depot and elsewhere. On rare occasions, it’s because they have that odd tool that isn’t commonly available in the mainstream.
Throw in the added headache of their stores typically being off the beaten path where rent is cheaper, which adds another level of irritation when HD/Lowes/whatever is almost literally right around the corner.
Hon Cho
I suspect HF is doing just fine. They’ve been opening more retail locations in recent years, they’re confident enough to abandon their long-standing tradition of coupons and the stores seem to have plenty of customers every time I go in one (which, admittedly, isn’t very often). Sure, the Big Box retailers and Amazon have plenty of down market options that have put a squeeze on Harbor Freight, I’ll argue that Harbor Freight has risen to the challenge and is succeeding. The fact that HF gets as much press as it does on ToolGuyd and other outlets is indicative of the mindshare they’ve generated for themselves over the years. Spend your shekels wherever you wish but don’t count HF out
Matt F
I am kicking myself for not buying a few things I needed in the final round of coupons. Of course I didn’t realize change was happening and there wasn’t going to be a coupon to get the Yukon 9 drawer box $300 or less for a long time. I didn’t have time to get to the store and thought there would just be another coupon next week. I haven’t seen much good on the same old deal, no need for a coupon front.
I need a shallow 18″ box, otherwise I would go with something else. The Yukon seems like one of the better ones in that shallow depth. I have my eye out for a series 1 US General or something pre tariff depth increase.
Roger
I was looking for a spindle sander, the Harbor Freight model looks the same as 4 other makes (Wen, Griszzly, Triton) all are close to the same cost. They look the same except the colors, specs are the same.
PW
You aren’t the only one noticing the marketing change. The shift from what felt like a tacky, fly-by-night liquidator flier to modern marketing materials was pretty dramatic. They completely shifted gears over the course of a few months.
I’m curious how it works out for them. The lack of coupons cured me of an unhealthy cheap tool habit, so I guess it’s working out for me!
On top of the coupons disappearing, the store nearest me shortened their hours during COVID. It’s also out of the way, and I just haven’t been motivated to make a special trip over there to pay near-Home Depot prices for low quality goods.
They still have a place in my mind for one-off tools you can’t even source locally (outside suppliers I don’t have access to.) I won’t make a special trip over there for auto detailing supplies though.
Jerry
I think HF is trying to transition to a more respectable brand from their old cheapest price on everything image from the past. The store near me has zero issues replacing things under warranty, and while prices have risen, so did quality, although their low end stuff is still kind of cheesy. Where they get my business is from having things I want/need on hand. I do farm maintenance and repair and HF is one of the few places that will have some of the specialty tools I need at prices I can afford. While tool truck tools are nice, the reality is j can only justify spending so much on a tool that will only get used a couple times a year. However, when I can get tools and a manual for half a shop bill or less, I try to do the work myself. Save a few bucks, and have the tools for next time.
If I were to give HF a bit of advice, it would be to pick one battery platform for all their cordless tools and stick with it. IMO Ryobi is as successful as it is more because any tool can use any battery, at a reasonable price, than any other reason. Want a budget drill, they have one. Need to move up to a better one? Fine, and your old battery and charger still work. How many different battery platforms has HF had in the last 2-3 years, in the 18/20V class? I’m not sure but I’m thinking maybe 3-4 or maybe more. Instead of different brands/platforms go with a cheap/pro line on the same interface.
DC
No HF in Hawaii so when we’re stateside, I always find one nearest to our hotel and pay them a visit.
Perk
HF for me was for disposable tools. It was cheaper to buy HF then rent and I could take my time without incurring additional rental fees. Or when needed a hand tool that you expect to be one time use. Why buy and pay for quality when you just need to get by once.
If they have moved away from that model, I have no reason to go in there anymore. I am not buying any tool for long term use with a poor warranty.
Sean
I think HF is really filling a void left by Sears. Decent tools at a decent price. Warranty for hand tools …no questions asked.
I agree with Jerry concerning the power tools. HF should reduce that line down to just one or two. Each power tool company has a range within their platform for good, better, best. Having Hercules and Earth Quake power tools makes no sense.
I also think HF should over a minimum of 3 year warranty automatically to put themselves inline within industry standards.
If they changed reduced the number of battery platforms and offered decent warranties, I think more people would be willing to them a go.
Overall HF provides good value for money. Like other retailers, you as the consumer, still have to shop around to fine the best deals.
Kane
IMHO, HF definitely took over the “weekend warrior” market from Sears through two aspects. 20+ years ago, HF tools were indeed the cheapest of the cheap — but with every revision, they improved towards reasonable quality level; tolerances got tighter and finishes got better. In the same years, Sears/Craftsman went down in quality without lowering their prices. That leveled the playing field — both imported, both offer lifetime warranties with practically zero questions, but HF sold the hand tools at about a third of the price.
Unifying the battery platforms may be tougher, as HF probably has different suppliers for each lineup.
Offering a better warranty on the power tools is a key for consumer perception; even Walmart’s Hyper Tough offers a 2 year warranty, so HF’s 90 day standard warranty is absolutely insufficient.
Steve
Hmmm, all this has made me think I need to drop in on my local HF. I haven’t been in this year and mostly only go there for nytril gloves, O-ring picks, wire fishes, qc couplings, welding carts, dollies, and such like. Never wanted anything to do with their electric tools but have heard their top line welders are good. You’ve all made me curious so if I come home with an arm load of stuff I didn’t really need it’s on you.
Mister Mike
The big thing I’ve noticed about HF it that they no longer market the 25%-off coupon. That discount was always useful for buying a specialty power tool like a tile saw or disc grinder, but it came with a lot of exclusions in the fine print so their newer “quality” in-house brand lines like Bauer and Hercules were locked out from the discounts. Now they push an annual $30 insider club membership which many retailers like Costco and Sam’s Club use as an incentive to attract customers from local small businesses. In this case, an HF club discount might work for someone in a trade like painters, carpenters, plumbers, etc.
But the math doesn’t work for me. A $30 subscription for 25% off won’t get any real value until you buy $240 worth of cheap junk, and my shop already has enough of that. I think HF’s new scheme is partly driven by their problems in manufacturing and shipping goods from Asia and the competition from the Big Box retailers who are aggressively selling more cheap stuff online than they stock in their stores.
I’ve also noticed that HF’s competitor Northern Tools is also changing. NT still offers discount coupons for $5, $10, $20 off but theirs work differently from HF and don’t have many exclusions. Recently NT have added Rockler Tools and last week I used a coupon to buy nice Rockler clamps which were not locked out. NT is also now stocking plumbing and electrical parts, and offering special orders online with free delivery to your local store.
Hammer1963
It’s a legitimate business transition to me. The move towards better quality products makes good sense to me and there is plenty of room in the business for another option other than home improvement stores. All the complaining about no more 20 percent coupons etc. is just that, complaining. They are trying to run a business and advance in the market. A ball player doesn’t want to spend his career in single A. His plan is to make it in the major leagues. Same with Harbor Freight. Stealing a base on the competition is a good thing
Trippy
The owner of Harbor Freight has a reported net worth of $6.05 billion as of March of this year. Though Forbes has pegged his wealth at $4.8 Billion as of May of this year.
The reason for changing the HF business model by adding higher cost or should I say different color and branded items to there inventory I am sure is a well thought out plan.
Unless the name of the company changes. I don’t see this change being extremally successful. Out with the old and in with the new. Maybe that means customers as well this time.
There prices have definitly gone up. If you did make purchases from HF regularly you did count on that 20% off coupon that is no longer available. That is a 20% price increase in my book.
Mopar4wd
The no coupons thing seems to have slowed the social media chatter in my feeds about them. I have to imagine it is having some effect on sales. That said I understand what they are trying to do and the world does need a replacement for the old sears tool section which seems to be what they are aiming for.
I see a fair number of HF toolboxes around shops still. I think they really do dominate certain parts of the market like jacks, tool boxes, and cheap welders. Getting my tires changed the other day I noticed a row of Daytona trolley jacks in the corner and a couple of the techs had US General boxes. So some part of this is for sure working.
But I also agree with everyone above that they really need to standardize their battery system and increase their power tool warranties for that side of the business to really work.
Side note any one else see that HF introduced a whole bunch of Hercules 12volt ratchets last month?
Paul C
Out in retail space at one point Sears/K-Mart attempted to go even cheaper than Walmart, both quality and price. Needless to say there is such a thing as a minimum acceptable quality at any price because sales went from bad to worse.
There is a point where even in DIY markets when a tool is so cheap that it either malfunctions or becomes dangerous that it is not acceptable at any price. And even trolling that very bottom end many users are willing to pay a few bucks more for an item that is perceived to be a step up at any price point. So paint or laser etching on sockets, an ultra-cheap upgrade as far as manufacturing earns a profit/price increase. TiN coating on ultra cheap garbage drill bits earns them above machine tool grade prices. Better grade alloys that cost twice as much earn 300% margin. It’s easy for HF to greatly improve both profit and quality.
I also think the usual categories of tool buyers are silly. I spend about $100-150 per month on average on tools. My employer spends even more on bigger tools that cost thousands. My spending is for expanding my capabilities and upgrades. My employer covers replacements. I have all but stopped making Lowe’s trips for tools…HF quality (Craftsman) at HD prices.
HF seems to be moving from the “Big Lots” model to something more like Tractor Supply or Northern Tool. It is noticeable and pleasant. Even the employees seem to have stepped up a bit. You don’t get that Dollar General vibe. So they get a lot of my hand tool money. I mean sure their sockets are 50% or less of say HD prices and nowhere near SK. But honestly when is the last time you broke an impact socket? Hex 3/8” adapters sure…I shatter one every few months from ANY brand. But I’m more likely to LOSE a socket. Sure you need to pick through the selection but that’s with ANY vendor. I don’t just grab the first tool I see anywhere.
That was NOT the case 5 years ago. I shopped there then but it was more like a Big Lots trip. Maybe rags or throw away tarps or brushes.’no way I’d buy hand tools. HF has changed for the better. They just need to keep it up.
I shop multiple stores often. If HF keeps up what they are doing I’ll keep spending more money there. Just can’t bring myself to buy power tools there though. Too many bad experiences. Too many failed/broke bearing pullers, one time use tools that failed on first use, that sort of thing. Hard to break an impact socket though.