Consumer Pulse - Springing into Home Improvements | March 14, 2024

The current state:

Recent earnings reports from Lowe's and Home Depot highlight a complex environment for the home improvement sector. Lowe's Q4 and FY23 earnings showcase a -6.2% decline in comparable sales, attributed to a dip in DIY demand, stagnant Pro sales, and adverse weather conditions, projecting a slight downturn in sales for FY24. Conversely, Home Depot and Lowe's have painted a positive outlook for the home improvement industry despite year-over-year transaction declines, buoyed by inflation-driven price increases. This backdrop sets the stage for our latest Consumer Pulse findings, illustrating how homeowners are adapting to economic uncertainties while pursuing their home improvement ambitions.


How we’re feeling right now:

As we welcome the rejuvenating season of spring, an interesting trend emerges among homeowners. A significant 53% are gearing up for home improvements or repairs in the upcoming months. This initiative reflects a vibrant optimism, yet, 16% remain undecided, pondering over their next move. This wave of home enhancement enthusiasm is detailed in our latest Consumer Pulse report. Here are some highlights that underscore the prevailing sentiment:

  • A majority of homeowners (67%) harbor more home improvement aspirations than what they will be able to do, hinting at various obstacles that may be holding them back.
  • The driving force behind hesitancy includes financial constraints (64%) and economic concerns, notably the anticipation of future inflation.
  • Interestingly, 38% of projects are aimed indoors, with painting and bath remodels topping the list of preferred improvements.


Why it matters:

The discerning data from our report not only reflects the homeowners' zest for home revitalization but also uncovers deeper financial and economic apprehensions. For brands and retailers, understanding these dynamics is crucial in tailoring offerings that meet homeowners’ needs while navigating financial concerns and the desire for value-enhancing projects.

Do you want to take the Pulse of your customers? Our Insights team will partner with you to design a study to help you better understand your customers and their problems, and how your brand can win at retail. 

24-SFA-0150-Consumer Pulse #125 - Springing into Home Improvements


To get additional insight into what this means for brands and retailers, read the entire study.


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