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Improving the Home: Incl Impact of COVID-19 - US - December 2020

OVERVIEW
What you need to know 
Key issues covered in this Report
Definition 
COVID-19: market context
EXECUTIVE SUMMARY 
Top takeaways
Market overview
Impact of COVID-19 on home improvement
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
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 
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 
Impact of COVID-19 on home improvement 
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
The majority of Americans are classified as non-enthusiasts
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
Figure 5: Share of DIY enthusiasts vs non-enthusiasts, by generation, parental status, household income, living location, September 2020
MARKET FACTORS 
Learnings from the last recession 
Home ownership on the rise – for now
MARKET OPPORTUNITIES 
Rethink retail strategy
A new world of work 
COMPANIES AND BRANDS – KEY TAKEAWAYS 
Not just do it yourself, but do it for yourself
Approach DIY with a well-rounded view
COMPETITIVE STRATEGIES
Focus on self-expression and empowerment
Figure 6: Lowe’s Instagram
Holistic approach to home projects
Figure 7: Home Depot, December 2020
THE CONSUMER – KEY TAKEAWAYS  
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 
Most Americans are doing at least some home projects
Figure 8: Home improvement project participation, September 2020
Gender, living situation influence category participation
Figure 9: Home improvement project participation, by gender and age, primary residence, September 2020
More than half of Americans enjoy home projects
Figure 10: Attitudes toward home improvement projects, September 2020
Half of adults consider their skill level above basic 
Figure 11: DIY skills, September 2020
Parents feel confident in their skill
Figure 12: DIY attitudes and skills, by parental status, September 2020
HOME IMPROVEMENT PROJECTS UNDERTAKEN 
Most undertake narrow range of projects, interior projects more common
Figure 13: Repertoire of DIY or professional projects undertaken and planned, September 2020
Figure 14: DIY or professional home improvement projects undertaken, September 2020
Women are design-focused 
Figure 15: DIY home improvement projects undertaken, by age and gender, September 2020
REASONS FOR UNDERTAKING HOME PROJECTS
Equal shares undertake projects for “want” as “need”
Figure 16: Reasons for undertaking DIY home improvement projects, September 2020
Younger adults undertake décor-focused projects 
Figure 17: Select reasons for undertaking DIY home improvement projects, by age and income, September 2020
Multicultural DIYers driven by lifestyle 
Figure 18: Select reasons for undertaking DIY home improvement projects, by race and Hispanic origin, September 2020
Figure 19: Eva Sonaike, October 2020
HOME IMPROVEMENT SHOPPING INFLUENCES AND BEHAVIORS
DIYers do their research before purchasing
Figure 20: Home improvement shopping influences and behaviors, September 2020
Social media serves a key role in project planning for young DIYers
Figure 21: Select home improvement shopping influences and behaviors, by age, September 2020
ATTITUDES TOWARD HOME IMPROVEMENT PROJECTS
Home projects provide a sense of identity
Figure 22: Attitudes toward home improvement projects, September 2020
Figure 23: Select attitudes toward home improvement projects, by age and gender, September 2020
Figure 24: Lowe’s, December 2020
HOME IMPROVEMENT ATTITUDE AND BEHAVIOR CHANGES DUE TO COVID-19
Pandemic spurs DIY projects, shifts shopping behaviors
Figure 25: Home improvement attitude and behavior changes due to COVID-19, September 2020
Parents plan to undertake future projects
Figure 26: Select home improvement attitude and behavior changes due to COVID-19, by parental status, September 2020
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

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