Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

US DIY Home Improvement and Maintenance market report

"Participation in DIY (do-it-yourself) projects in the past year has been moderate as home improvement retailers engage consumers and more DIYers rely on technology to help them plan a project. The category is still plagued, however, by an overall lack of experience in DIY projects. For this reason, future participation will likely hinge on the self-sufficiency of DIYers and the ability of retailers to act as both a supplier of materials and educator."
- Rebecca Cullen, Home & Personal Care Analyst

This Report looks at the following areas:

  • Lack of experience prevents participation in DIY projects
  • Less-established DIYers face more barriers
  • DIY spending on difficult projects may shift to do-it-for-me providers

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Lack of experience prevents participation in DIY projects
            • Figure 1: Lack of experience as a challenge in completing DIY project, by age, July 2017
          • Less-established DIYers face more barriers
            • Figure 2: Select challenges in undertaking DIY projects, by primary residence, July 2017
          • DIY spending on difficult projects may shift to do-it-for-me providers
            • Figure 3: DIY repair projects completed, July 2017
          • The opportunities
            • DIYers supplement lack of experience with in-store and online resources
              • Figure 4: Select steps taken in DIY project planning, July 2017
            • Visual appeal of décor-related projects promotes online activity
              • Figure 5: Décor-related DIY projects completed, July 2017
            • Hispanics and young adults represent key demographics for future growth
              • Figure 6: Select DIY projects completed, by Hispanic origin, July 2017
            • What it means
            • The Market – What You Need to Know

              • DIYers most likely to have spent $250-999 in past year
                • Spending on new floors and appliances likely to propel DIY forward
                  • Momentum in housing market may fuel future DIY spending
                  • Market Perspective

                    • Spending on DIY projects aligns with completed projects
                      • Figure 7: Amount spent on any DIY projects (net), 2012-17
                    • Trends in adjacent categories may impact DIY spending
                    • Market Factors

                      • Growing Hispanic community bolsters spending
                        • Figure 8: Homeownership rate, by Hispanic origin of householder, 2006-16
                        • Figure 9: Population by race and Hispanic origin, 2012-22
                      • Aging housing stock may lead to more DIY spending
                        • Figure 10: Year built for owner-occupied homes, 2015
                      • Housing starts stay strong, likely driving up spend on décor projects
                        • Figure 11: New residential housing starts, 2011-16
                      • Housing prices rationalize home improvement spending
                        • Figure 12: Median price for new homes, June 2012-17
                      • Remodeling index points at continued growth through 2018
                        • Figure 13: Spending on home improvement, 2014-18 (est)
                    • Key Players – What You Need to Know

                      • Big box leads e-commerce expansion
                        • Customer experience at the center of retail spending
                          • Heavy competition pushes aside Angie’s List
                            • AR/VR will simplify DIY shopping
                              • Online retailers capture DIYers
                              • What’s In?

                                • Big box stores rake in e-commerce sales
                                  • Figure 14: The Home Depot online advertisements, October 2016-July 2017
                                  • Figure 15: Lowe’s online ads highlight its digital catalog and HGTV branded paint, April-June 2017
                                • Online partnership challenges big box stores
                                  • Quality customer service may depend on store format
                                    • Figure 16: Online advertisement highlighting Ace Hardware’s customer service, January-June 2017
                                  • Lowe’s addresses the DIY skills gap
                                    • Nonprofit focuses on gender skills gap
                                    • What’s Out?

                                      • Demise of Angie’s List shows heated competition in on-demand services
                                        • Decline of Sears despite new Amazon partnership
                                        • What’s Next?

                                          • AR/VR capabilities simplify DIY shopping
                                            • Eco-friendly home improvement projects find ground
                                              • Online retailers add content to DIY palette
                                              • The Consumer – What You Need to Know

                                                • Décor-related tasks lead in recent DIY projects completed
                                                  • Technology plays an important role in planning projects
                                                    • Big box leads recent visitation among DIY retail channels
                                                      • Location and price determine choice of DIY retailer
                                                        • Cost and experience are hurdles for undertaking DIY projects
                                                          • Self-help resources show DIYers how to overcome challenges
                                                          • DIY Projects

                                                            • Nearly half of DIY projects are décor-related
                                                              • Figure 17: DIY projects completed, July 2017
                                                            • Property owners are most likely to undertake projects
                                                              • Figure 18: Select DIY projects completed, by primary residence, July 2017
                                                            • Lifestage needs determine project type for young adults
                                                              • Figure 19: Select DIY projects completed, by age and by parental status, July 2017
                                                            • Hispanics over index for décor projects
                                                              • Figure 20: Select DIY projects completed, by Hispanic origin, July 2017
                                                          • Project Planning

                                                            • Technology at forefront of DIY planning
                                                              • Figure 21: Steps taken in DIY project planning, July 2017
                                                            • Lifestage sets approach to planning
                                                              • Figure 22: Select steps taken in DIY project planning, by age, July 2017
                                                            • Renters more connected than owners
                                                              • Figure 23: Select steps taken in DIY project planning, by primary residence, July 2017
                                                            • Hispanics align with young adults in technology and recommendations
                                                              • Figure 24: Select steps take in DIY project planning, by Hispanic origin, July 2017
                                                          • Retail Channels

                                                            • Big box stores lead retailers visited, but online beats hardware stores
                                                              • Figure 25: Wayfair email campaigns highlighting materials for home improvement projects, May-July 2017
                                                              • Figure 26: Retailers visited during DIY project, July 2017
                                                            • Retailer choice varies between owners and renters
                                                              • Figure 27: Select retailers visited during DIY project, by primary residence, July 2017
                                                            • Engaged DIYers visit broader range of stores
                                                              • Figure 28: Big box, specialty, and hardware retailers visited during DIY project, by age, July 2017
                                                            • Hispanics mirror established DIYers in retailer selection
                                                              • Figure 29: Big box, specialty, and hardware retailers during DIY project, by Hispanic origin, July 2017
                                                          • Reasons for Choosing a DIY Retailer

                                                            • Location and price matter most when choosing retailer
                                                              • Figure 30: Reasons for choosing retailer, July 2017
                                                            • Owners less price sensitive, but emphasize customer service
                                                              • Figure 31: Select reasons for choosing retailer, by primary residence, July 2017
                                                            • Established DIYers emphasize convenient location and brand selection
                                                              • Figure 32: Location, brand selection, and low prices as reasons for choosing retailer, by age, July 2017
                                                            • Hispanics align with most DIYers in emphasis on price
                                                              • Figure 33: Select reasons for choosing retailer, by Hispanic origin, July 2017
                                                          • DIY Challenges

                                                            • Cost and experience are biggest barriers to completion
                                                              • Figure 34: Challenges in undertaking DIY projects, July 2017
                                                            • Young DIYers face the most challenges
                                                              • Figure 35: Select challenges in undertaking DIY projects, by age, July 2017
                                                            • Renters face most challenges, further limiting their project scope
                                                              • Figure 36: Select challenges in undertaking DIY projects, by primary residence, July 2017
                                                            • Hispanics face similar challenges, but may prove more resilient
                                                              • Figure 37: Select challenges in undertaking DIY projects, by Hispanic origin, July 2017
                                                          • Attitudes toward Projects

                                                            • Being prepared and online resources help DIYers enjoy the process
                                                              • Figure 38: Self-help approaches to DIY projects – Any agree (net), July 2017
                                                            • Beyond self-help, DIYers look to the market for solutions
                                                              • Figure 39: Service-oriented approaches to DIY projects – Any agree (net), July 2017
                                                            • Self-help important among broad age group
                                                              • Figure 40: Online vs offline approaches to DIY projects – Any agree (net), by age, July 2017
                                                            • Established DIYers and parents emphasize service
                                                              • Figure 41: Select service-oriented approaches to DIY projects – Any agree (net), by age and by parental status, July 2017
                                                            • Hispanics mirror established DIYers with emphasis on service
                                                              • Figure 42: Select service- and self-help oriented approaches to DIY projects – Any agree (net), by Hispanic origin, July 2017
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Consumer survey data
                                                                • Direct marketing creative
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                      • Terms
                                                                      • Appendix – The Market

                                                                          • Figure 43: Base table of adults 18+ who have completed a DIY project, Winter 2012-Winter 2017
                                                                      • Appendix – The Consumer

                                                                          • Figure 44: DIY challenges – CHAID – Tree output, July 2017
                                                                        • Methodology