Why Homeowners Are Trading Travel for Home Upgrades This Summer

What's happening:

Whether it’s fresh paint or a full renovation, homeowners are turning their attention to their living spaces this summer. The majority are planning at least one project, even if economic constraints have caused them to scale down their original plans. Still, rather than skipping home improvement plans altogether, many are trading summer travel to focus on their homes, suggesting a mindset shift toward long-term comfort and making their homes a priority when travel isn’t.

What we found:

• 76% of homeowners are planning at least one project for their homes this summer. 
• Those who plan on participating in some home improvement this summer expect to take on an average of about 3 projects, ranging from minor upgrades to full renovations. 
• 46% of those with plans to upgrade their home this summer report having to scale back their plans due to economic or financial concerns.
• Home improvement is taking precedence this summer, with 64% of homeowners indicating that they are prioritizing home upgrades over taking vacations in the coming months.

Why it matters:

The trend towards summer home improvement, even in the face of uncertain economic times, reflects a consumer mindset focused on lasting value and meaningful investment. For many, choosing upgrades over vacations suggests a desire to make the best of a summer spent closer to home. This presents a moment for brands to step in as trusted partners by empowering homeowners to find satisfaction in their surroundings and helping them find ways to enhance their everyday environments that feel rewarding, achievable, and worthwhile. 

(N=593 homeowners, MoE ±4.02%, 95% CI)

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