DIY on the Rise: More Homeowners Rolling Up Their Sleeves to Save

What's happening:

DIY projects are becoming more than just a weekend pastime. People are stepping up and taking on more tasks around them, driven largely by the need to save money. While smaller jobs like painting and sealing are within most people’s comfort zones, there’s a growing willingness to expand into more complex territory. The rise of DIY reflects changing attitudes towards home improvement, where convenience and access to online resources have empowered the average homeowner to take on more than ever before. 

What we found:

• Only 26% of respondents report that they mostly rely on professionals for most things around the home. 
• 58% have increased the amount of DIY projects they are willing to take on, with saving money being the key motivator (59%). 
• Comfort level varies depending on the project, with the highest confidence being with painting interior walls (62%) and sealing gaps or cracks with caulk/sealant (55%). Conversely, installing a backsplash and installing a toilet or bathroom vanity have the lowest confidence at 34% and 33%, respectively. 
• Men report feeling more confident taking on DIY projects, averaging about 20% higher than women across all the projects listed.

Why it matters:

More people are rolling up their sleeves and handling home projects on their own, and for many, it's about saving money. But it’s also about having more control and feeling capable. That mindset opens the door for brands to play a helpful role, not just by offering affordable tools and materials, but by making it easier to get the job done right. Simple instructions, trustworthy products, and a little support can go a long way. When every dollar matters, people want to feel like they’re making smart choices. Brands that can help them do that, without overcomplicating things, are more likely to earn their trust and empower them to feel more capable with every project. 

(N=990, MoE ±3.11%, 95% CI,

Data Collected: June 6-8 2025)

Take the Pulse of your Product's Consumers

Our Insights team will partner with you to design a study to help you better understand your consumers and their problems, and how your brand can win at retail.