Home Depot consistently releases its annual report while simultaneously announcing a new advertising slogan. Many of their campaigns seem to divert away from one of their longstanding slogans of days past. The latest slogan arrived in 2019 and reads “How Doers Get More Done.” This changed from 2009 when they switched from the more fiscally-sensitive tone of “More saving. More doing.” The periodic changing of the Home Depot slogan seems part of their overarching advertising plan—so what do you think?
Suffice it to say, some of the new slogans indicate that The Depot has a renewed focus on projects and DIY building. While government spending typically remains out of control, consumers still drive the economy. In this economy, people, rather than being concerned with saving money, seem more focused on fixing up and adding to their homes.
Most of the more recent Home Depot slogans tend to support those looking to save by doing it themselves. As far as getting their materials at discounted prices, even Home Depot had to succumb to market forces during the 2020-2021 supply crunch spike.
“Right now what the consumer is responding to is value. Frankly, it’s almost the only thing.”Howard Davidowitz, chairman of a national retail consultancy and investment bank Davidowitz & Association in New York
Home Depot slogans and ad campaigns don’t come easily. They’re typically the result of months of research. They also tend to swing in one of two key directions. The first deals with The Home Depot’s ability to provide the know-how and materials to help you get work done. The second addresses a commitment to bring more value to consumers. Some, like the 2009 Home Depot slogan, attempt to combine both.
Home Depot Slogans Over the Years
- 2019: How Doers Get More Done.
- 2009: More saving. More doing.
- 2003: You can do it. We can help.
- 2001: Driving down the cost of home improvement.
- 2001: First in home improvement.
- 1993: Where low prices are just the beginning.
From what we’ve seen, the newest ad campaign effectively takes aim at the more clean-cut Lowe’s. Lowe’s seems to target a more holistic approach to home improvement, with more emphasis on accessories and appliances. In this economy, Home Depot’s raw styling and warehouse-looking persona actually lend more credibility to its bargain pricing marketing efforts. But now, Depot has shifted focus to address getting projects done—even as Lowe’s shifts more towards enticing professional tradesmen.
The Home Depot demonstrated serious flexibility to continue operating effectively in what we would all call a very challenging environment. They managed, during a pandemic, to deliver record-breaking sales and earnings. In fact, the company grew by over $21 billion in the 2020 fiscal year. Whether the Home Depot slogan helped that or not remains to be seen!
Home Depot Gross Advertising Expenses
- 2020: $1.2 billion
- 2019: $1.186 billion
- 2018: $1.156 billion
- 2017: $995 million
- 2016: $955 million
- 2015: $868 million
- 2014: $884 million
- 2013: $865 million
- 2012: $831 million
- 2011: $846 million
- 2010: $864 million
- 2009: $897 million
- 2008: $1.0 billion
- 2007: $1.2 billion
- 2006: $1.2 billion
- 2005: $1.1 billion
What’s Your Favorite?
So, what’s your favorite Home Depot slogan? We really like “You can do it. We can help.” It conveys that feel-good hometown hardware store vibe. It encourages you in whatever project you want to tackle. It says: “Go for it—we’ve got your back!” Everything since then seems to simply be a play on words designed for catchiness (or even “kitschiness”). It does little to inspire or encourage. One thing we do know—once they pick one it shows up everywhere. That includes the popular Home Depot Pro app.
You may have a different opinion, so leave that in the comments below, and thanks for reading!