Have you ever considered how the changing seasons affect your home improvement business? It may come as no surprise that as temperatures rise and fall, the types of projects homeowners want to do around their house fluctuate as well.
To nail down some of these seasonal trends and paint a better picture of demand, the Home Improvement Research Institute (HIRI) launched our newest quarterly survey, the Project Activity Tracker, at the beginning of 2022.
The Project Activity Tracker:
- Samples 2,000 homeowners per quarter
- Covers 19 home areas and 38 home improvement activities
- Asks homeowners about projects completed in the previous three months and projects planned for the next three months
We conducted our first-ever Project Activity Tracker survey in March.
Here's what we learned about homeowner activity:
1. Kitchen Projects Own the Winter
During the harsher winter months, when colder temperatures kept most homeowners confined to indoor spaces, kitchen projects were the most popular. In fact, 22% of households partook in kitchen renovations, maintenance, or redecoration at a median spend of $1,500. Painting topped the list by far, followed by flooring and plumbing updates.
Our recommendation for brands in these spaces? Next winter, be sure to stock up on interior project materials before Q1, and consider boosting your marketing activities during this time.
2. Activity Ramps Up as Temperatures Rise
More than 80% of homeowners undertook home improvement projects in Q1, but even more expected to have their hands full in the following three months. Although more than half of respondents said their projects wouldn't be full-scale remodels, 85% reported at least one maintenance/repair, remodeling or redecorating activity on their spring agenda.
It makes sense: While interior to-dos happened within a safe haven during the frigid first quarter, the tables turned as homeowners looked forward to the spring months. Yard projects and landscaping were the most commonly planned home project areas for the near future, as warmer weather places a higher importance for homeowners on outdoor areas.
3. Low Inventory Is a Pain Point
That being said, as homeowners shifted focus to outdoor areas, they reported that work on the exterior shell of their houses (roofs, siding, windows, etc.) tended to be the most expensive. In fact, one-third said it was more expensive than they had initially expected. This is likely due to lingering supply chain issues and low inventory for many suppliers but could be mediated in the coming years by home improvement companies anticipating this shift in consumer demand and stocking up on exterior supplies early.
4. Most Homeowners Opt to Do It Themselves
According to the tracker, slightly less than half of all projects reported were completed by homeowners themselves, while another roughly 20% were completed in combination with a homeowner and a contractor. The remaining third of projects were completed entirely by a hired professional.
What does this mean for your company today?
Outdoor and exterior projects are likely to continue as we head into the second half of summer. Be sure to invest in marketing solutions that target both the homeowner and the professional contractor. And of course, be prepared to refocus on a strategy best suited for your brand once cooler weather draws homeowners back indoors.
We'll be back soon with the results of the Q2 Project Activity Tracker. Join HIRI to be the first to know.
