The momentum is real, says NPD Group

The amount spent in the average home improvement shopping trip increased 10% during the pandemic when compared to 2019, that’s just one of the findings from a recent NPD Group study of the home improvement business, which should give retailers optimism for continued strength.

The popularity of do-it-yourself (DIY) home improvement projects in the U.S. during the pandemic is a trend that will continue with more than 40% of consumers indicating having post-pandemic DIY home improvement plans. According to new insight on the home improvement market from The NPD Group’s Checkout information, approximately one in ten consumers have taken on home projects they would have hired professional services for pre-pandemic, including cleaning, landscaping, maintenance, repairs, and even remodeling.

Through the pandemic, while most brick-and-mortar channels experienced declines in purchases due to COVID-19, the home hardware store channel has benefited from the consumer’s increased focus on their living spaces, and personal interest in taking on some new projects. With 11% more purchases than last year, home hardware stores were the second fastest growing channel in the first seven months of 2020.

“House-bound in March, consumers noticed opportunities to make their personal spaces more livable as they not only provided shelter, but became office space and schoolrooms for many,” said Shay Krafft, NPD’s president of U.S. home improvement & major appliances. “Home hardware stores were able to remain open and support the needs of the consumer, both in-store and online.”  

This increased interest in DIY projects during the pandemic accelerated home improvement market performance in several ways. Across five key home improvement segments of lawn and garden, tools, paint, kitchen and bath, and hardware, both online and in-store purchase methods exhibited double-digit growth in the seven months ending July 2020. Seasonally, industry sales that typically peak in June peaked a month earlier this year, with 48% more sales in May 2020 than in 2019.

“The heightened attention paid to where we live, and spend so much of our time, has resulted in increased consumer demand for home improvement solutions, but also an expanded customer base,” added Krafft. “The home improvement industry has an opportunity to strengthen these new consumer relationships that will support future success.”