MANCHESTER, Iowa — A business decision in the late 1980s helped ensure that a Delaware County store could continue to operate well into its future.

Palmer Hardware, located in downtown Manchester, enters its 72nd year of operation in 2024.

“We had a lot of housewares stuff, but in 1989 we shrank that down to almost nothing and took that money and stuck it into rental equipment,” said Steve Palmer, owner of Palmer Hardware.

The business was founded in 1952 by Steve’s late father, Doug Palmer.

“When dad and I went with the rental (equipment), that kind of saved us,” Steve said. “It’s now maybe a third of our business.”

Palmer, 58, said it’s a good feeling to extend the family business through the decades.

“We’ve seen other hardware stores in town come and go,” he said.

Steve’s parents were Doug, who died in October 2008, and Martha Palmer, who died in November 2016. Martha wasn’t involved in the hardware business.

“She was a PE teacher for years,” Steve said.

Doug Palmer launched the family business when he bought a tire and appliance store in 1952.

“It was a single storefront and he had to sell off the stuff that was in the tire and appliance store,” Steve said.

Doug Palmer started a hardware store in his newly acquired storefront.

“We also had a shoe shop and we sold bikes,” Steve said.

The business began expanding in 1974, when Doug Palmer purchased the adjacent storefront and took out the walls to create a larger store footprint. The business purchased another adjacent storefront on the block in the 1980s, and eventually purchased a corner gas station that was turned into the expanded equipment rental service space.

“You have to spread out and look at different avenues,” Steve said.

Steve began working at the business when was about 12 years old. He didn’t expect to own the hardware store as an adult.

“I started going to college but didn’t like that, so I went out to California for a few years,” he said. “I worked for Santa Cruz (Calif.) Lumber.”

Steve decided he didn’t like California as much as Iowa.

“I came back and started going to Kirkwood (Community College) for a while,” he said. “That’s when I met my wife (Anita).”

Anita Palmer is from Manchester.

“I moved here when I was in kindergarten,” Anita said. “I went off to college and I would return in the summers.”

Anita is a retired speech pathologist for Keystone Area Education Agency who spent much of her career working in Western Dubuque Community School District.

“I retired a year-and-a-half ago,” she said.

Steve worked for his father at Palmer Hardware after returning from California.

“I started working full time in about 1987,” he said.

Doug Palmer gradually began to turn over more of the business to Steve.

“He kind of slowly stepped aside,” Steve said.

“He always came in, though,” Anita said of Doug.

“He would come in and tell me what I was doing wrong,” Steve said, laughing.

Dave Wakefield, executive director of Manchester Area Chamber of Commerce, said it is important for communities to have businesses with proven longevity, such as Palmer Hardware.

“It shows continuity, and it shows that if a business has been around for a long time, it has been successful – which is a good sign for other businesses.”

Wakefield said longstanding businesses also develop relationships of trust with their customers.

“Trust is huge in the business world,” he said.

Steve credits the community for supporting the business.

“We have a great community and we wouldn’t be here if we didn’t have the support of the people of Delaware County,” he said. “People walk in, and I try to call everybody by name. That makes them feel good and us feel good.”

Competing with larger retail chains on prices can be a challenge for his business, Steve said. Larger retailers can often sell items at a less-expensive cost because they are able to buy in bulk.

“I’m not buying things 100 at a time,” Steve said. “I’m maybe buying two (of the items) in a week. Being competitive in price is a challenge, but you have to be in the game every time.”

Steve said emphasizing customer service helps Palmer Hardware compete with larger stores.

“If an older lady comes in and needs one bolt, I will walk her back there and spend 10 minutes with her finding the right bolt,” he said.

Anita said he often hears about Steve’s commitment to service.

“People will tell me, ‘I can go into your store and bring (an item), and I don’t know anything about plumbing, and Steve will sell me the part and also give me the advice on how to repair it.’ That’s what people tell me,” Anita said.

“I’ve done a lot of these (home improvement) projects,” Steve said.

Palmer Hardware is open Monday through Saturday. Steve doesn’t miss a day.

“I’m here six days a week,” he said. I get here at 6 in the morning and I’m the last one to leave.”

Steve said he often accommodates local contractors who seek supplies outside of store hours.

“They are happy to get what they want and get going,” he said.