What do you do when your hardware store’s outdoor safety section is lagging, and customers keep asking for a durable bollard option you don’t have? That’s the question Jake Miller, owner of a family-run home improvement store in suburban Chicago, faced last spring. His shelves had plastic bollards (too flimsy for most buyers) and concrete ones (too heavy to ship easily), but nothing that checked the boxes for “strong, long-lasting, and easy to sell.” Then he stumbled on bulk Steel bollards—and within six months, they became his top-selling outdoor safety product, with customers leaving glowing reviews and coming back for more. How did a simple metal post turn his slow-moving section into a revenue driver? Let’s walk through Jake’s journey, from his initial doubt to his first big bollards sale and beyond.
Jake’s store, Miller’s Hardware, has been a staple in the community for over 20 years. It’s the kind of place where neighbors stop to chat, and customers trust Jake’s recommendations—whether they’re buying a hammer or a new lawnmower. Last year, though, Jake noticed a gap: more and more people were coming in asking for bollards. Some wanted them to protect their garage doors from accidental car hits, others for their backyard patios to keep kids away from the street, and local small businesses needed them for their storefronts. At first, Jake tried stocking plastic bollards—they were cheap, so he thought they’d sell. But customers returned them left and right: one said a stray basketball broke his, another complained it faded after a month in the sun. Concrete bollards fared a little better, but Jake heard the same complaint over and over: “They’re too heavy to carry, and I can’t fit one in my SUV.”
Jake knew he needed a better option. He started researching metal bollards—since metal is stronger than plastic and lighter than concrete—but he wasn’t sure which type to pick. A supplier suggested aluminum, but Jake worried it wouldn’t hold up to harsh Chicago winters (road salt and freezing temperatures can wear down aluminum fast). Then he thought about steel. He’d seen Steel bollards used outside local schools and grocery stores, but he’d never sold them before. Would customers be willing to pay a little more for steel? Would they understand the value? To test the waters, Jake ordered a small batch—50 Steel bollards—to display in his store. He placed them near the entrance, with a sign that read “Durable Steel Bollards—Perfect for Home & Business.”
The first person to notice them was Mrs. Gonzalez, a retired teacher who lived down the street. She’d been looking for bollards to put along her driveway, where her grandson loved to ride his bike. “I bought a plastic one last month, and it cracked when my husband backed out,” she told Jake. “Will these steel ones hold up?” Jake explained that Steel bollards are made with high-grade steel, treated to resist rust and corrosion, and strong enough to stop a car moving at low speed. He even showed her a sample—how it didn’t bend when he pressed on it, and how the smooth finish wouldn’t chip like paint. Mrs. Gonzalez bought two on the spot. A week later, she came back and bought three more for her daughter’s house. “They’re perfect,” she said. “My grandson can ride safely, and I don’t have to worry about replacing them every few months.”
That was Jake’s first taste of success with Steel bollards, but he knew he needed to go bigger if he wanted to make a real impact. He called his supplier and asked about bulk pricing for bollards sale—if he ordered 500 Steel bollards, could he get a discount? The supplier agreed, and Jake took a leap: he placed the order. His wife, Lisa, was nervous—“What if they don’t sell?” she asked—but Jake was confident. He rearranged the outdoor section of his store to make space for the bulk Steel bollards, adding clear labels that highlighted their benefits: “Rust-Resistant,” “Easy to Install,” “Perfect for Winter Weather.” He also created a small display: a Steel bollard next to a plastic one, with a note showing how the plastic one had cracked in a test, while the steel one was unharmed.
The bulk order arrived in early summer, just as homeowners were sprucing up their yards and small businesses were preparing for busy weekends. The first big bollards sale came from a local café owner, Mike, who needed bollards to protect his outdoor seating area. He’d tried concrete bollards before, but they were too heavy to move when he needed to clean the sidewalk. “These steel ones are light enough for two people to carry, but strong enough to stop a car,” Mike said after buying 10. A month later, Mike sent Jake a photo: a delivery truck had accidentally backed into one of the bollards, and the bollard was fine—no dents, no rust. “You saved my café,” Mike texted. “That truck would’ve gone straight through the seating area if it weren’t for the bollard.”
Word spread fast. Local contractors started buying Steel bollards in bulk for their projects—one ordered 20 for a residential development, another 30 for a new strip mall. Homeowners came in pairs, helping each other load Steel bollards into their cars. Jake even started getting online orders from customers outside the Chicago area—people who found his store through Google searches for “Steel bollards near me” or “bulk metal bollards.” He added a shipping option to his website, and suddenly, his bollards sale weren’t just local—they were national.
What made the Steel bollards so popular? Jake says it’s all about value. “Customers don’t mind paying a little more upfront if they know they’re getting something that will last,” he explains. “A plastic bollard costs $30, but it breaks in six months. A Steel bollard costs $80, but it lasts 10+ years—no rust, no cracks, no replacements. Over time, it’s cheaper.” He also points out the little things: Steel bollards are easy to install (most customers can do it with a drill and a few bolts), they come in different heights (3ft, 4ft, and 5ft) to fit different needs, and they look clean and modern—unlike clunky concrete.
The reviews started pouring in, too. On Jake’s website, one customer wrote: “I bought two Steel bollards for my garage, and they’re exactly what I needed. Easy to install, and they look great. No more worrying about backing into the door!” Another review from a small business owner said: “We ordered 15 Steel bollards for our storefront, and they’ve been a lifesaver. A customer hit one with their car last week, and the bollard didn’t move. Highly recommend!” Jake started sharing these reviews on his social media pages, and they only boosted sales—new customers would come in saying, “I saw your reviews online, and I want to buy a Steel bollard.”
By fall, Jake had sold over 400 of the 500 Steel bollards he’d ordered. He quickly placed another bulk order—this time for 700—since he knew winter would bring more demand (homeowners wanted to protect their property from snowplows, and businesses needed bollards to mark walkways in the snow). He also added a new service: custom engraving for Steel bollards. Local schools started ordering them with their logos, and small businesses got theirs engraved with “No Parking” or “Pedestrian Only.” It was a small add-on, but it made the Steel bollards even more popular.
Jake’s favorite part? Seeing how his Steel bollards are making a difference in the community. Last month, he drove past a park where the city had installed his Steel bollards around the playground. “I saw kids playing, and parents sitting on benches, and I thought—those bollards are keeping those kids safe,” he says. “That’s better than any sale. It’s why I do this job.”
Looking back, Jake can’t believe he hesitated to stock Steel bollards. “I was worried they’d be too niche, but they’re anything but,” he laughs. “Everyone needs a good bollard—homeowners, businesses, schools, parks. The key was finding the right type: Steel bollards are strong, durable, and easy to sell. They turned a slow section of my store into one of my top earners.”
For other retailers or business owners thinking about adding metal bollards to their inventory, Jake has simple advice: “Start small if you’re nervous, but don’t sleep on Steel bollards. Talk to your customers, show them the value, and let the product speak for itself. Once they see how much better Steel is than plastic or concrete, they’ll keep coming back. And don’t forget about bulk orders—bollards sale in bulk save you money and let you offer better prices to your customers. It’s a win-win.”
As for Miller’s Hardware? The Steel bollards are now a permanent fixture. They’re displayed front and center, with a wall of customer photos showing the bollards in use—at homes, businesses, and parks. Jake even has a “Bollard Corner” where he answers questions and helps customers pick the right size and style. “Who would’ve thought a metal post could change my store?” he says. “But it did. Steel bollards aren’t just a product—they’re a solution. And customers love solutions.”
If you’re in the market for bollards—whether for your home, business, or community space—Jake’s advice is clear: “Go with Steel. You won’t regret it. They’re strong, they last, and they make safety easy. And if you’re a retailer? Stock them. Your customers will thank you—and your sales will too.”
