Surprising DIY Channel Shopping Behavior
The Farnsworth Group recently presented a report on Channel Shopping Behavior Among DIYers and Professionals to hfa. The data shared was gleaned from online surveys of professionals and consumers purchasing home improvement products. While many of the statistics confirmed our existing knowledge of the category, others intrigued us and have us thinking a bit differently.
Below are some of those interesting facts specific to DIYers and hfa's thoughts on what this may mean for your brand marketing.
Shopping Beyond Their Age
- While it's not surprising heavy DIYers spend more on home improvement products than light and moderate DIYers, we're also seeing younger DIYers are among the highest spenders.
- 47% of DIYers ages 18-34 spent more than $500 on hardware, home improvement and building materials products in the past 3 months
- 17% of this audience spent more than $2,000 on these products in the past 3 months
- Younger DIYers are also more likely to shop at specialty stores for paint.
- 17% of 18- to 34-year-olds and 13% of 35- to 44-year-olds purchased paint and painting supplies at a paint store
- These stats compare to just 8% of 45- to 55-year-olds and 8% of those 55+
What this means to you: Not only could attracting young DIYers mean increased sales; it could also mean ongoing loyalty from a young, aspiring group of consumers that have a long DIY future ahead. These findings are especially encouraging if your products are sold through specialty stores rather than major home centers.
- Interestingly, quality is more important to younger DIY audiences while price is less important to them than it is to older audiences.
- 43% of 18- to 34-year-olds ranked quality as one of the most important factors when shopping hardware, home improvement and building materials
- Compare that stat to 38% of 35- to 44-year-olds, 35% of 45- to 55-year-olds and 26% of 55+ who shared that view
What this means to you: If you're trying to attract this valuable, younger segment, then you need to consider how you articulate your quality message. And for that, you need to understand what quality means to this audience in your specific product categories, and what strong reasons you can give them to believe in the quality of your products.
- All audiences, regardless of age and level of “DIY-ness," are using multiple sources for information.
- Circulars/flyers, online, in-store, TV and direct mail are all among the most-used ads by DIYers of all ages
- Not surprisingly, social media and online skews higher with younger audiences while circulars/flyers rank highest with older audiences
What this means to you: Your brand marketing needs to feature consistency in messaging across all touchpoints in order to effectively influence these audiences.
Ordering Their Brick And Mortar
- DIYers, younger DIYers in particular, are increasingly purchasing home improvement products online and expect to do so even more in the future.
- Over 76% of DIYers ages 18-34 PURCHASE home improvement and building supply products online and 48% think they will purchase hardware/home improvement materials online more frequently over the next year
What this means to you: Your brand needs to meet this need — if not through a direct ecommerce effort, through other solutions. For example, do you partner with retailers who do offer ecommerce? In any case, you must carefully consider your online traffic-driving initiatives to ensure you are not losing potential purchasers.