Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on home improvement
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on home improvement category, December 2020
- Opportunities and Challenges
- Shift the work perception of home improvement projects to increase enthusiasm
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- Figure 2: Repertoire of DIY projects undertaken and planned, September 2020
- From need to want: lifestyle motivates as many projects as function does
- The path to purchase is long, providing multiple points to connect
The Market – Key Takeaways
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- Pandemic spurs home improvement projects
- Few classified as DIY enthusiasts
- Rising home sales should further fuel DIY
- eCommerce encouraged sales growth despite lockdowns
- A new set of home needs post-pandemic
Market Perspective
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- Impact of COVID-19 on home improvement
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- Figure 3: Short-, medium- and long-term impact of COVID-19 on home improvement category, December 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: US context
DIY Consumer Segments
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- The majority of Americans are classified as non-enthusiasts
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- Figure 4: Share of DIY enthusiasts vs non-enthusiasts, September 2020
- DIY enthusiasts have an above average skill level
- DIY non-enthusiasts need to be empowered
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- Figure 5: Share of DIY enthusiasts vs non-enthusiasts, by generation, parental status, household income, living location, September 2020
Market Factors
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- Learnings from the last recession
- Home ownership on the rise – for now
Market Opportunities
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- Rethink retail strategy
- A new world of work
Companies and Brands – Key Takeaways
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- Not just do it yourself, but do it for yourself
- Approach DIY with a well-rounded view
Competitive Strategies
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- Focus on self-expression and empowerment
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- Figure 6: Lowe’s Instagram
- Holistic approach to home projects
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- Figure 7: Home Depot, December 2020
The Consumer – Key Takeaways
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- DIY projects fairly common, with most enjoying the process and feeling competent in skills
- Decor, interior projects most common DIY
- Both want and need motivate DIY
- Many steps involved in the home project process
- Generation, gender gaps in perception of home improvement
- Parents more likely to change behavior due to COVID
DIY Participation, Attitudes and Skills
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- Most Americans are doing at least some home projects
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- Figure 8: Home improvement project participation, September 2020
- Gender, living situation influence category participation
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- Figure 9: Home improvement project participation, by gender and age, primary residence, September 2020
- More than half of Americans enjoy home projects
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- Figure 10: Attitudes toward home improvement projects, September 2020
- Half of adults consider their skill level above basic
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- Figure 11: DIY skills, September 2020
- Parents feel confident in their skill
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- Figure 12: DIY attitudes and skills, by parental status, September 2020
Home Improvement Projects Undertaken
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- Most undertake narrow range of projects, interior projects more common
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- Figure 13: Repertoire of DIY or professional projects undertaken and planned, September 2020
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- Figure 14: DIY or professional home improvement projects undertaken, September 2020
- Women are design-focused
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- Figure 15: DIY home improvement projects undertaken, by age and gender, September 2020
Reasons for Undertaking Home Projects
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- Equal shares undertake projects for “want” as “need”
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- Figure 16: Reasons for undertaking DIY home improvement projects, September 2020
- Younger adults undertake décor-focused projects
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- Figure 17: Select reasons for undertaking DIY home improvement projects, by age and income, September 2020
- Multicultural DIYers driven by lifestyle
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- Figure 18: Select reasons for undertaking DIY home improvement projects, by race and Hispanic origin, September 2020
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- Figure 19: Eva Sonaike, October 2020
Home Improvement Shopping Influences and Behaviors
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- DIYers do their research before purchasing
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- Figure 20: Home improvement shopping influences and behaviors, September 2020
- Social media serves a key role in project planning for young DIYers
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- Figure 21: Select home improvement shopping influences and behaviors, by age, September 2020
Attitudes toward Home Improvement Projects
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- Home projects provide a sense of identity
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- Figure 22: Attitudes toward home improvement projects, September 2020
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- Figure 23: Select attitudes toward home improvement projects, by age and gender, September 2020
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- Figure 24: Lowe’s, December 2020
Home Improvement Attitude and Behavior Changes due to COVID-19
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- Pandemic spurs DIY projects, shifts shopping behaviors
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- Figure 25: Home improvement attitude and behavior changes due to COVID-19, September 2020
- Parents plan to undertake future projects
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- Figure 26: Select home improvement attitude and behavior changes due to COVID-19, by parental status, September 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
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