Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Lack of experience prevents participation in DIY projects
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- Figure 1: Lack of experience as a challenge in completing DIY project, by age, July 2017
- Less-established DIYers face more barriers
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- 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
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- Figure 3: DIY repair projects completed, July 2017
- The opportunities
- DIYers supplement lack of experience with in-store and online resources
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- Figure 4: Select steps taken in DIY project planning, July 2017
- Visual appeal of décor-related projects promotes online activity
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- Figure 5: Décor-related DIY projects completed, July 2017
- Hispanics and young adults represent key demographics for future growth
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- Figure 6: Select DIY projects completed, by Hispanic origin, July 2017
- What it means
The Market – What You Need to Know
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- 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
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- Spending on DIY projects aligns with completed projects
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- Figure 7: Amount spent on any DIY projects (net), 2012-17
- Trends in adjacent categories may impact DIY spending
Market Factors
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- Growing Hispanic community bolsters spending
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- 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
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- Figure 10: Year built for owner-occupied homes, 2015
- Housing starts stay strong, likely driving up spend on décor projects
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- Figure 11: New residential housing starts, 2011-16
- Housing prices rationalize home improvement spending
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- Figure 12: Median price for new homes, June 2012-17
- Remodeling index points at continued growth through 2018
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- Figure 13: Spending on home improvement, 2014-18 (est)
Key Players – What You Need to Know
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- 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?
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- Big box stores rake in e-commerce sales
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- 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
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- 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?
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- Demise of Angie’s List shows heated competition in on-demand services
- Decline of Sears despite new Amazon partnership
What’s Next?
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- 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
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- 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
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- Nearly half of DIY projects are décor-related
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- Figure 17: DIY projects completed, July 2017
- Property owners are most likely to undertake projects
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- Figure 18: Select DIY projects completed, by primary residence, July 2017
- Lifestage needs determine project type for young adults
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- Figure 19: Select DIY projects completed, by age and by parental status, July 2017
- Hispanics over index for décor projects
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- Figure 20: Select DIY projects completed, by Hispanic origin, July 2017
Project Planning
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- Technology at forefront of DIY planning
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- Figure 21: Steps taken in DIY project planning, July 2017
- Lifestage sets approach to planning
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- Figure 22: Select steps taken in DIY project planning, by age, July 2017
- Renters more connected than owners
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- Figure 23: Select steps taken in DIY project planning, by primary residence, July 2017
- Hispanics align with young adults in technology and recommendations
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- Figure 24: Select steps take in DIY project planning, by Hispanic origin, July 2017
Retail Channels
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- Big box stores lead retailers visited, but online beats hardware stores
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- Figure 25: Wayfair email campaigns highlighting materials for home improvement projects, May-July 2017
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- Figure 26: Retailers visited during DIY project, July 2017
- Retailer choice varies between owners and renters
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- Figure 27: Select retailers visited during DIY project, by primary residence, July 2017
- Engaged DIYers visit broader range of stores
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- Figure 28: Big box, specialty, and hardware retailers visited during DIY project, by age, July 2017
- Hispanics mirror established DIYers in retailer selection
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- Figure 29: Big box, specialty, and hardware retailers during DIY project, by Hispanic origin, July 2017
Reasons for Choosing a DIY Retailer
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- Location and price matter most when choosing retailer
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- Figure 30: Reasons for choosing retailer, July 2017
- Owners less price sensitive, but emphasize customer service
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- Figure 31: Select reasons for choosing retailer, by primary residence, July 2017
- Established DIYers emphasize convenient location and brand selection
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- 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
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- Figure 33: Select reasons for choosing retailer, by Hispanic origin, July 2017
DIY Challenges
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- Cost and experience are biggest barriers to completion
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- Figure 34: Challenges in undertaking DIY projects, July 2017
- Young DIYers face the most challenges
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- Figure 35: Select challenges in undertaking DIY projects, by age, July 2017
- Renters face most challenges, further limiting their project scope
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- Figure 36: Select challenges in undertaking DIY projects, by primary residence, July 2017
- Hispanics face similar challenges, but may prove more resilient
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- Figure 37: Select challenges in undertaking DIY projects, by Hispanic origin, July 2017
Attitudes toward Projects
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- Being prepared and online resources help DIYers enjoy the process
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- Figure 38: Self-help approaches to DIY projects – Any agree (net), July 2017
- Beyond self-help, DIYers look to the market for solutions
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- Figure 39: Service-oriented approaches to DIY projects – Any agree (net), July 2017
- Self-help important among broad age group
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- Figure 40: Online vs offline approaches to DIY projects – Any agree (net), by age, July 2017
- Established DIYers and parents emphasize service
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- 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
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- 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
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- Data sources
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 43: Base table of adults 18+ who have completed a DIY project, Winter 2012-Winter 2017
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Appendix – The Consumer
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- Figure 44: DIY challenges – CHAID – Tree output, July 2017
- Methodology
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