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The WDDA’s partnership with The Farnsworth Group provides an annual benchmarking study measuring the sales, value propositions, and business confidence of window and door dealers, wholesale dealers, lumber and building material dealers, and window retailers/replacement dealers. This research helps members better understand the current climate of the window and door dealer sector.

Find key data points from the study below. The full report, available exclusively to WDDA members, includes additional takeaways, detailed analyses, expert commentary and future projections.

Contact Katie Gregg to request your copy.

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  • Of the dealers surveyed, 60 percent have sole owners, while 19 percent are partnerships. Other ownership structures such as LLC, investor and corporation are all far less popular. Most owners in the industry are hands-on, as 95 percent of respondents said owners are involved in day-to-day operations.
  • Window and door dealers are an enduring, mature group—59 percent of dealerships have been in business for 25 years or more, and 52 percent of respondents are over 50 years old. The industry is also overwhelmingly male at 80 percent of dealers surveyed.
  • The aging population and lack of diversity within the entire fenestration industry are issues reflected in the labor crisis at large. WDDA and Window + Door magazine offer resources and commentary on the subject which can be found in the Workforce Development Toolkit.
  • Nearly all dealers surveyed sell a combination of windows and doors, with just 4 percent selling only windows and 1 percent selling only doors.
  • 72 percent of dealers sell both interior and exterior doors, while 26 percent sell only exterior and 1 percent sell only interior.
  • Vinyl windows hold the most market space, with 88 percent of dealers selling vinyl windows, compared with those selling wood (46 percent) and aluminum (36 percent).
  • Vinyl also has the largest share of window sales, averaging 63 percent of window sales across all dealer types.
  • In terms of entry doors, fiberglass is the most commonly stocked, with 75 percent of dealers selling fiberglass doors. Wood and vinyl doors are less common at 46 and 34 percent, respectively.
  • The average dealer said homeowners account for 52 percent of sales; builders make up 33 percent; and remodelers, just 10 percent. Architects do not represent a large customer pool, making up only 3 percent of sales for respondents.
  • Showrooms are the most popular marketing method at 42 percent. Other top methods of sales and distribution are in-home/on jobsites at 35 percent and by phone at 17 percent. Only 14 percent of dealers surveyed sell online, but that number is increasing.
  • More than half of dealers reported increases in sales over the last quarter and expect increases next year.
  • The mean number of direct competitors for a dealer is 12.
  • 64 percent of dealers claimed service as their value proposition and 49 percent claimed quality.
  • 45 percent of respondents focus their sales efforts in a 50-mile or less radius, with 39 percent focusing efforts on a 51- to 100-mile radius, and only 17 percent with a focus beyond the 100-mile radius.

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