- Contents
- *Overview
- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: market context
What you need to know
The home has gained insurmountable importance in 2020. Extra downtime at home coupled with new lifestyle needs boosted category participation as more than one quarter of Americans undertook more DIY projects than is typical, motivated by enjoyment and necessity. Home improvement retailers’ sales surged during lockdown, benefiting from being deemed essential and quickly pivoting to offer services that ensure safer shopping, like curbside pickup. DIY activity is predicted to return to normal levels as the recession will cause many to tighten budgets; however, category players can hold onto this momentum by staying engaged with emerging DIYers with future home improvement plans that have been deterred by lack of time or skill.
Key issues covered in this Report
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The impact of COVID-19 on consumer behavior in the home improvement market
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The impact of the recession on consumer spending in the home improvement market
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Important targets for category players including parents and multicultural adults
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Potential strategies companies can use to forge deeper connections with consumers who are improving their homes
Definition
This Report covers the following:
Home improvement projects that adult’s completed/purchased/installed themselves, as well as projects installed by professionals. Home improvement projects include repairs or additions to the home, including projects such as renovating a kitchen, installing a new bathroom or installing smart technology. Decorating includes activities such as internal and external painting, as well as smaller décor-related projects like rehabbing furniture.
This Report builds on the analysis in Mintel’s Improving the Home – US, November 2019.
COVID-19: market context
Consumer research for this Report was conducted in September 2020 and reflects consumer attitudes and behaviors as the COVID-19 pandemic was in an established phase, with restrictions on movement having eased but consumer concerns growing about further waves of infection. The Report was written in November-December 2020 when the pandemic entered a more serious phase, with new case and mortality peaks being achieved and many regions reinstituting restrictions.
