Economic pressures and rising consumer confidence are fueling demand for affordable options, boosting the DIY home improvement sector as more people tackle projects themselves.
Economic pressures and rising consumer confidence are fueling demand for affordable options, boosting the DIY home improvement sector as more people tackle projects themselves. Stretched budgets will mean that smaller, non-major projects will be on the radar. While repairs are necessities, décor updates are more subjective. Calling out how such updates can deliver functional benefits and enhance specific wellness areas becomes more important. It can be a good way to exert some control in uncertain times.
Providing resources to boost skill confidence and ensure project success is essential to move consumers from planning to doing as lack of perceived skills hinders project adoption – particularly amongst women.
Despite the rise of digital tools and online shopping, in-store resources that unite platforms allowing consumers to move seamlessly across touchpoints is crucial. This includes tools for realistic cost estimation to prevent project paralysis.
Financial returns like energy savings and increasing home value prove to be major motivators for taking on DIY projects. Highlighting how projects will pay off is particularly effective when targeting key audiences, such as dads and hybrid workers.
DIY home improvement is on the upswing with functional upgrades in focus. Communicate how upgrades pay off financially and functionally to drive project adoption.
Rebecca Watters, Associate Director, Household & Health
The focus of this Report is on the shopping process for DIY home improvement projects as it pertains to retail. It explores where and how consumers shop for materials and tools, as well as their perceptions of leading home improvement retailers. DIY activities include repairs or additions to the home, including projects such as renovating a kitchen, installing a new bathroom and installing central heating. Decorating includes activities such as internal and external painting, wood staining or wallpapering.
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