Key home improvement trends to monitor
Consumer spending on home improvement projects has been trending downward recently, but that may be about to change.
The Home Improvement Research Institute (HIRI) recently published a report that sheds light on homeowner spending trends, along with how projects, priorities and attitudes around the house are shifting in a post-pandemic market. Below is a snapshot of the key trends to consider.
Home improvement spending trends
According to HIRI, approximately 65% of homeowners view inflation as their top concern right now, and 57% said the “economy in general” is their chief worry.
HIRI writes: “Inflation, rising remodeling costs, and stagnated incomes are influencing homeowner readiness within the home improvement industry in 2024, although not equally across the board.” However: “Certain demographics remain interested and eager to take on new projects, while others are more hesitant or might choose smaller DIY projects instead of large-scale remodels and renovations.”
Here’s a sampling of what HIRI views as key trends for the rest of 2024 and beyond.
Soaring home renovation costs could fuel increased DIY activities. However, consumers seem to be reordering priority projects and cutting back where they can. HIRI writes: “Despite a rollback in numerous discretionary categories, homeowners still plan to spend about the same or more — rather than less — on home improvement, while deprioritizing home goods and décor, going out to eat, entertainment, and vacations.” They’re seeking less expensive materials to get the job done, too.
Overall home improvement spending is increasing. Spending on home improvement went absolutely bananas during the pandemic years of 2020 and 2021 but has cooled significantly since. However, HIRI sees a bounceback ahead. “That growth should continue steadily from 2025 to 2028, resulting in a roughly $642.3 billion home improvement products market by the end of the forecasted period. The professional market was hit hardest in 2023 but is expected to increase steadily during the next couple of years.”
Younger homeowners, especially, are looking for a change. HIRI’s research shows that a majority of homeowners would be keen to move, depending on interest rates and if the price were right. Younger people (ages 25-44) and those with incomes over $80,000 are the most likely group wanting to move houses, but those who’ve owned their homes for over 20 years are more likely to stay put.
Look to previous expenditures to predict future spending. HIRI explains: “There’s a noticeable relationship between homeowners who feel locked into their current housing situation and what they’re willing to spend on home improvement,” adding that “locked in homeowners have spent an average of approximately $7,000 on home improvement in the past year — and they are anticipating to spend even more in the next 12 months.”
High-income homeowners may be ready to sell. HIRI says those with the “means and motivation” to sell their homes are more likely to undertake home improvement projects. However, “ ‘Preparing a home for sale’ as a motivation for undertaking a home improvement project leads to an average spend of less than $4,000. Homeowners tend to spend more on a project when it is motivated by something else, such as improving quality of life or preparing to age in place.”
Smaller projects are hot right now. Homeowners seem to be putting off more expensive overhauls—or simply downsizing the scope of their vision. HIRI writes: “About two-thirds of homeowners feel it’s a bad time to start a home improvement project that costs more than $5,000,” adding that “about 70% of homeowners in 2024 feel that it’s ’about the same’ or even a ‘good time’ to start a home improvement project under $5,000.”
Substance over style. HIRI’s research finds that homeowners are increasingly taking on projects that help them maximize overall enjoyment, rather than adding stylistic flourishes. “The greatest motivation for undertaking home improvement projects in the past 12 months was ’to better enjoy’ a home, followed by updating the home’s style.”
For more insights into homeowner spending trends moving forward, read HIRI’s full report here.