I think Craftsman name actually has more average Joe draw than people realize. I went to Lowe's a couple weeks back with a buddy from work who is probably the epitome of "average Joe dad". Around 40, has enough tools to fix up stuff around the house on the weekend, but nowhere hear as fanatical about his tools as anyone on here.
He went to Lowe's to get a DeWalt drill and driver combo that was on sale. We get there and they have a Craftsman cordless drill and driver combo that's the same price (reg price) as the DeWalt cordless set on sale. He says "oh hey look, craftsman!" and I actually had to convince him not to buy it over the DW. Couldn't believe it.
There's literally a million people like that.
I know & have met a fair amount of people, including grown *** home owning married men in their 30s & 40s who don't know **** about tools let alone how to execute any sort of DIY repair.
No joke few years ago I went through this whole thing with a guy who said there's a problem...funny looking screws.
They were hex bolts. Really.
Among my circle of friends I'm the only guy who has a roller stack & believe me it's nothing fancy... 26 husky & Cman combo & a blow mold socket set. Far from crazy...
More then once I've gone shopping with friends & friends of friends for tools. Like you can't borrow my **** but I'll help you put a kit together.
For people like that Cman was always a solid choice. Maybe I'm not shopping with them...go buy some craftsman. It'll be solid, better then buying no name junk and/or upgrade from whatever $20 tool kit they got when opening a checking account.
Frankly, back in the day I worked at Sears while in high school...early mid 90s & the vast majority of people who bought stuff were homeowners not pros but had plenty of them too.
I think the future of Cman is pretty safe with those kinds of people. The wife & kids who are coming in to get a set of screwdrivers or whatever as a present for dad.
Even if the hand tools are Stanley grade metal, which they are...as long as the warranty holds up & they replace on site I can't see a problem.
Fwiw - I ended up with some new sbd Cman for Christmas courtesy of momma Berry!
Asked for new tools for the box I keep in my truck, rarely used fwiw to replace missing & worn out bits. No they're not awesome but for as often as they'll get used? Good enough!
That's the target market so I sorta fail to see the problem.