NAICS 444120 Quarterly Industry Report
Paint and Wallpaper Stores
Comprehensive industry research for valuation professionals, business owners, buyers, and lenders
NAICS Code: 444120Sector: 44Updated: Q1 2026
About This Report
This Fair Market Value industry report for NAICS 444120 draws on verified data from the U.S. Census Bureau[5], Bureau of Labor Statistics[7], and Small Business Administration[6] to profile the paint and wallpaper retail sector. Our research team analyzes coating market trends, contractor purchasing patterns, and competitive dynamics to provide accurate market intelligence for business valuation purposes. The report covers SBA size standards, related NAICS classifications, and the competitive positioning between specialty paint stores and home center paint departments. Fair Market Value updates this NAICS 444120 profile quarterly to reflect new Census releases and industry developments.
Industry Snapshot
Key metrics for the paint and wallpaper stores industry.
Industry Definition & Overview
Paint and Wallpaper Retailers (NAICS 444120) encompasses establishments primarily engaged in retailing paint, wallpaper, and related supplies to consumers and professional painting contractors. Product lines include interior and exterior paints, stains, primers, varnishes, wallpaper and wall coverings, painting tools (brushes, rollers, tape), spray equipment, and surface preparation products. Manufacturer-owned store networks (Sherwin-Williams, Benjamin Moore dealer stores) represent a significant portion of this classification, alongside independent paint retailers and specialty wallpaper shops.
Professional painting contractors account for the majority of revenue at most paint specialty stores, as these customers purchase in higher volumes, visit more frequently, and value the expert color matching and product recommendation services that specialty stores provide. Contractor loyalty programs, volume discounts, and dedicated commercial counters differentiate specialty paint stores from the paint departments at home centers and hardware stores. According to the U.S. Census Bureau[5], the distinction between this code and home centers (444110) is that paint stores specialize in coatings and wall coverings as their primary merchandise line.
The SBA[6] sets the size standard at $34 million in average annual receipts for this industry. Seasonal patterns track residential and commercial painting activity, with spring and summer months generating peak demand as favorable weather conditions support exterior painting projects. VOC regulations influence product mix, as low-VOC and zero-VOC formulations have become standard offerings in regulated markets. Color trends and interior design preferences drive periodic wallpaper resurgences and specialty finish demand that paint retailers must anticipate through inventory planning.
What's Included in This Industry
- Retail sale of interior and exterior paints and primers
- Retail sale of stains, varnishes, and wood finishes
- Retail sale of wallpaper and decorative wall coverings
- Retail sale of paintbrushes, rollers, and painting tools
- Retail sale of spray equipment and painting accessories
- Custom color matching and paint tinting services
- Retail sale of surface preparation and cleaning products
- Retail sale of masking tape and protective coverings
- Retail sale of specialty coatings and textured finishes
- Retail sale of painting drop cloths and protective supplies
NAICS Classification Hierarchy
| Level | Description | Code |
|---|---|---|
| Subsector | Building Material and Garden Equipment and Supplies Dealers | 444 |
| Industry Group | Building Material and Supplies Dealers | 4441 |
| NAICS Industry | Paint and Wallpaper Retailers | 44412 |
| National Industry | Paint and Wallpaper Retailers | 444120 |
Related NAICS Codes
| Code | Description | Relationship |
|---|---|---|
| 444110 | Home Centers | Operates home centers retailing a general line of building supplies including paint departments that compete directly with specialty paint stores |
| 444140 | Hardware Retailers | Retails hardware through specialty stores that may carry limited paint selections, representing another building supply retailer with some product overlap |
| 444180 | Other Building Material Dealers | Retails other building materials through specialty dealers, sharing the building supply retail sector and serving some of the same contractor customers |
| 441330 | Automotive Parts and Accessories Retailers | Retails automotive parts and accessories including automotive paint supplies, with this code focusing specifically on architectural and decorative coatings |
| 444230 | Outdoor Power Equipment Retailers | Retails outdoor power equipment through specialty stores, sharing the home improvement retail space and professional contractor customer base |
| 444240 | Nursery, Garden Center, and Farm Supply Retailers | Retails nursery and garden supplies, sharing the seasonal home improvement demand patterns that drive spring and summer painting project activity |
Geographic Concentration
Top states by share of national establishments.
| # | State | % Est. | Total Est. |
|---|---|---|---|
| 1 | California | 10.1% | 733 |
| 2 | Texas | 7.9% | 572 |
| 3 | Florida | 7.7% | 559 |
| 4 | New York | 4.6% | 332 |
| 5 | Pennsylvania | 4.0% | 290 |
| 6 | Ohio | 3.8% | 272 |
| 7 | Illinois | 3.7% | 269 |
| 8 | North Carolina | 3.6% | 263 |
| 9 | Georgia | 3.6% | 260 |
| 10 | Michigan | 2.8% | 205 |
% Of Establishments
0%
10%
Source: County Business Patterns, U.S. Census Bureau[3]
SBA Lending Summary
128
Total SBA Loans
$64.8M
Total Loan Volume
$507K
Average Loan Size
10 yrs
Average Loan Term
10.10%
Average Interest Rate
904
Jobs Supported
Source: SBA 7(a) Program Data, U.S. Small Business Administration — FY 2025[4]
Key Insight: The SBA[6] classifies NAICS 444120 under building material and supplies dealers with a size standard of $34 million in average annual receipts. Businesses at or below this revenue threshold qualify as small for federal contracting preferences and SBA loan programs. Paint and wallpaper retailers can access SBA 7(a) loans[8] for inventory expansion, tinting equipment, and working capital. Firms purchasing retail store facilities may qualify for 504 loans[9]. Color matching technology, computerized tinting systems, and store renovation investments represent common capital needs for paint specialty retailers.
Top SBA Lenders
| # | Lender | Loans | Volume | Avg Loan |
|---|---|---|---|---|
| 1 | Newtek Bank, National Association | 16 | $41.3M | $2.6M |
| 2 | Zions Bank, A Division of | 8 | $7.9M | $982K |
| 3 | U.S. Bank, National Association | 16 | $5.0M | $315K |
| 4 | Eastern Bank | 16 | $2.8M | $175K |
| 5 | Manufacturers and Traders Trust Company | 16 | $1.8M | $113K |
Frequently Asked Questions
Common questions about this industry.
What types of businesses fall under NAICS 444120?
NAICS 444120 covers specialty retailers of paint, wallpaper, and related supplies. This includes manufacturer-owned store networks (Sherwin-Williams), authorized dealer stores (Benjamin Moore), and independent paint and wallpaper shops. Source: U.S. Census Bureau[5]
What is the SBA size standard for NAICS 444120?
The SBA sets the size standard at $34 million in average annual receipts for paint and wallpaper retailers. Businesses at or below this revenue threshold qualify as small for federal contracting preferences and SBA financing programs. Source: SBA Size Standards[6]
How do paint stores differ from home center paint departments?
Paint specialty stores focus exclusively on coatings and wall coverings, offering broader product selection, expert color matching, dedicated contractor services, and deeper technical knowledge than the paint departments within home centers that carry many product categories.
What NAICS codes are related to paint retailers?
Related retail codes include 444110 (home centers), 444140 (hardware stores), and 444180 (building material dealers). Manufacturing code 325510 (paint manufacturing) supplies products. Wholesale code 424950 (paint wholesalers) distributes products. Source: Census NAICS[5]
Who are the primary customers at paint stores?
Professional painting contractors typically account for the majority of revenue, purchasing in higher volumes and visiting more frequently than DIY consumers. Contractor loyalty programs, volume pricing, and commercial credit accounts build long-term customer relationships that drive repeat business.
Can paint and wallpaper retailers get SBA loans?
Yes, small businesses under NAICS 444120 can access SBA 7(a) loans for inventory and working capital, and 504 loans for store purchases. Computerized tinting systems and color matching technology are common capital investment needs. Source: SBA Loan Programs[10]
How does seasonality affect paint retail?
Spring and summer months generate peak demand as warm weather enables exterior painting projects. Interior painting activity runs more evenly throughout the year but increases during fall and winter when homeowners pursue indoor renovation projects during cooler months.
Where are paint retailers concentrated geographically?
Paint retailers operate in every state, with store density following population patterns and housing stock characteristics. Markets with older housing stock generate higher repainting demand. Sun Belt growth markets support new store openings tied to residential construction activity. Source: BLS QCEW[11]
Sources & References
Government datasets and editorial sources used in this report.
- [1]U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages bls.gov
- [2]U.S. Census Bureau, Economic Census census.gov
- [3]U.S. Census Bureau, County Business Patterns census.gov
- [4]U.S. Small Business Administration, SBA 7(a) Loan Program Data data.sba.gov
- [5]U.S. Census Bureau census.gov
- [6]SBA sba.gov
- [7]Bureau of Labor Statistics bls.gov
- [8]SBA 7(a) loans sba.gov
- [9]504 loans sba.gov
- [10]SBA Loan Programs sba.gov
- [11]BLS QCEW bls.gov
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