Mintel’s research detailed in this report shows that households across the income spectrum are cutting back on spending in areas ranging from basic repair services to major home renovations. This report focuses in particular on economizing efforts in the area of home improvement, including DIY activity oriented towards saving money. It examines the changing retail landscape as consumers turn to discounters and alternative retail channels such as thrift stores and Craig’s List to save money. It analyzes branding and advertising, with a focus on how retailers are re-shaping brand identity and reaching out to customers with special offers, energy-saving products and loyalty clubs.

The depth, scope and nature of DIY economizing in the home varies with gender, income, age, ethnicity and household make-up. The exclusive consumer data in this report is analyzed for distinct demographic groups.

This report provides insight on how home and garden retailers and suppliers can capitalize on the following trends:

Slashed budgets on non-essential purchases, redecorating projects, and renovations

Consumer efforts to cut back or stop using professional home and garden services, ranging from basic handyman services to more specialized services such as pest control and snow-clearance

Behavioral changes consumers are making to cut energy bills

Home improvement products consumers are buying and installing to cut energy

Interest in “green” products that save energy