The DIY and home-improvement market keeps getting bigger. Between 2019 and 2021, spending on DIY projects grew 44% to $66 billion, according to the Joint Center for Housing Studies at Harvard University. 

Almost 60% of homeowners remodeled or redecorated their homes in 2022, and 48% made home repairs, according to the 2023 U.S. Houzz and Home Study: Renovation Trends. More than half of homeowners planned projects in 2023. 

All these home projects mean consumers are shopping for home building materials, home decor, tools, supplies, and more. Most consumers shop for what they need for their projects both online and in stores. They seek inspiration and information on social media and via user-generated content (UGC) posted by other DIY-ers — most shoppers always or sometimes read reviews before buying anything.

However, one thing to note about customer behavior and industry trends these days is that inflation is causing many to be slightly more budget-conscious with their DIY and home improvement projects. Our research shows that 55% of DIY consumers plan to re-purpose products that they already have to improve home decor.

Still, in the next year, 66% plan to make decorative changes in their homes, while 58% plan to make wear-and-tear repairs, our research shows. About 20% will take on structural, functional, or major renovations. 

Home improvement trends: Now and next

Using our own research as well as third party insights, here’s a look at how DIY and home-improvement industry trends have evolved over the past few years, what’s on trend now, and what shopping habits you can expect in the near future. 

Now: UGC entices consumers to shop for DIY products 

Millennial DIYers often leverage social media platforms, like TikTok, YouTube, Instagram, and Pinterest, for home project ideas and inspiration. Influencers, including everyday consumers, reveal their latest projects and discuss the newest home trends. Retailers and brands need to make it easy for shoppers to connect the dots to purchase on social media. 

Many consumers aren’t planners when it comes to DIY. 35% of DIYers do home projects when inspiration strikes, our research shows. But, they need help choosing the right items. That’s where UGC comes into play. 

UGC is the most trusted form of content, according to 63% of DIY consumers. We’ve found that when DIY shoppers interact with UGC, you can see a 167% conversion lift and 250% RPV boost. Consumers are also more likely to buy items with written reviews and customer photos and videos. 

Most shoppers expect UGC to be easy to find, whether they’re shopping online or in stores for home decor and DIY supplies. It helps them make informed decisions, so it’s important to feature UGC everywhere people shop. 

About 2 in 3 consumers prefer shopping for DIY and home improvement products in-store (that number rises to 76% for consumers over 55). The main reasons they prefer visiting stores in person are to get advice from in-store sales reps and to get what they need more quickly.

Vancouver-based furniture and decor company Urban Barn strives to offer shoppers consistent, unique experiences both online and in stores. The brand has found that even when shoppers visit stores, they research products on its website first. The company has been beefing up its UGC collection efforts by encouraging customers to post images on social media tagged #RightAtHome. 

Urban Barn has seen a 59% conversion rate boost, a 29% increase in order value, and a whopping 270% lift in time on site since implementing its UGC strategy.

Next: DIY shoppers want multi-channel experiences 

In the next few years, consumers will continue to seek convenience when shopping for home improvement items. DIY retailers should rise to the challenge and rethink their formats and services. Topps Tiles is a good example. The brand has opened smaller boutique-style storefronts to offer unique experiences. 

Shoppers will embrace online shopping for home improvement purchases more often. Our research shows that consumers are motivated by the fact that more items are in stock online (41%), they can quickly get advice from customer reviews (36%), and they just enjoy shopping online more (34%). 

The DIY brands that are winning offer a consistent, seamless shopper experience across digital, in-store, outdoor, and social media. For instance, Made.com, a British home goods e-commerce brand, has opened a few showrooms to provide this omnichannel experience. 

Over three-quarters of shoppers research DIY and home improvement products online or on social media before buying them. And, more than 40% of 18- to 34-year-olds frequently purchase directly from social media. This highlights the importance of relevant, high-quality UGC in guiding online and in-store purchases. 

Consumers tend to search for UGC on web browsers (45%), retail websites (40%), brand websites (39%), and social media (27%). 

Over half of DIY consumers would be more likely to purchase DIY and home improvement products if more educational resources, like videos and reviews, were available. YouTube is the preferred platform for learning about DIY and home projects, followed by advice from friends and family.

With social media such an important source of inspiration, 31% of consumers also shop there for products for their DIY and home projects. This emphasizes the vital role social media marketing and UGC play in moving consumers through the purchase funnel. 

Bedding and bath brand Parachute features UGC in its marketing mix to show how real customers are styling and using its products in their daily lives. This strategy has helped the brand increase click-through rates by 35% and lower cost-per-click rates by 60%.

By continuously collecting UGC, Parachute keeps a fresh slate of inspiring content flowing in all the time. 

Future: DIYers want personalization and support to shop with confidence 

DIY and home improvement retailers are considered places for consumers interested in tackling these projects to come together, find inspiration, and learn something new. This viewpoint is especially crucial for millennials and new homeowners, who feel that they lack the skills and confidence to complete these projects and need extra support. 

For instance, 60% of millennials can’t put up shelves, and 39% say they can’t decorate. Educational marketing materials and in-store workshops will help engage and build trust among unconfident shoppers. 

Home Depot has long recognized the value of engaging shoppers in this way. The retailer hosts virtual and in-store DIY workshops for all skill levels to help customers learn new skills and become handier at home. 

45% of consumers expect a personalized experience from brands and retailers when shopping for DIY and home improvement products. So, investing in this area can help you maintain a competitive edge. 

Consumers are also interested in tech-focused support. 45% of DIY shoppers have used some type of digital tool to plan their projects, while 25% have used “customized products on brand websites,” and 17% have used augmented reality or virtual reality to visualize furniture in their own space. 

UGC is crucial for attracting DIY consumers now and in the future

There’s one standout and consistent trend when it comes to the home improvement industry, DIY and home improvement shoppers massively rely on what other consumers have to say before purchasing furniture, supplies, home decor, and other things to spruce up their homes.

Ensuring you have a process to collect and distribute UGC will continue to attract customers and build relationships with them for years to come. Learn more about Bazaarvoice’s solutions here. 

Climate change is no longer a possibility for the future — it’s here now. From once-a-century pandemics to unprecedented weather disasters, the effects of climate change are very much something we’re already living with. Dealing with these issues, and a general love and respect for the environment, has made many people much more eco-conscious than they’ve been in the past. 

From recycling, to buying electric vehicles, to cutting down on meat consumption, there are tons of ways to be more sustainable in almost every aspect of our everyday lives. 

Sustainability research report results

We wanted to specifically research how consumers approached sustainability when it comes to retail. Do they care about it? Do they seek it out? Do they trust companies who say they’re sustainable? To find out, we surveyed over 10,000 global members of our Influenster community. Here’s what they said. 

1. Sustainability is a necessity for today’s shopper

The fact is, shoppers want brands and retailers to lean into sustainability. The vast majority of respondents (85%) said they agree or strongly agree that brands have a responsibility to protect both people and the planet by offering sustainable initiatives.

And if you do, they’ll reward you with their dollars for it. In fact, almost three quarters (74%) said they’re willing to pay more for eco-friendly/sustainable/green products. 

Over three quarters (78%) said it’s somewhat important or very important to them that the brands/products they use are either green, eco-friendly, and/or sustainable, with only 5% saying that it’s unimportant to them. When shopping, 66% of consumers sometimes pay attention to terms on product packaging such as ‘green’, ‘eco-friendly’, and/or ‘sustainable’, while 28% always do. Only 7% said they never pay attention to those terms. 

However, keep in mind that quality and price are still considered. Two in three (66%) said they would not still buy ‘eco-friendly/sustainable/green’ products if their performance wasn’t as good as other products, and another 22% said the price is more important than its impact on the environment.

2. Consumers are actively trying to live more sustainably

Over three quarters (76%) of our sustainability research respondents said they agree or strongly agree that they feel more inclined to use products made from recycled and sustainable materials. They’re actively trying to make their lifestyles more sustainable as well: 

• 81% said they agree or strongly agree that they are trying to find more alternative options for ‘single-use disposable products’ (straws, plastic bottles, boxes)
• 78% said they agree or strongly agree that they’ve been trying to bring their own bags when they go shopping now to avoid using plastic bags from the store
• 70% said they agree or strongly agree that they’ve been trying to buy more from sustainable and eco-friendly brands 

There’s a big difference in the types of products that consumers focus on when buying ‘green.’ Household products such as cleaning supplies were the most popular answer (67%), while 62% prioritize skincare/haircare products, 56% said cosmetics, 50% said food, and 34% said clothes. Drinks (27%) and DIY products such as hardware and home decor (21%) are what people prioritized least when trying to buy green.

Only 10% said they don’t actively try to buy green in any category. 

While the majority of consumers are trying to change their lifestyles to help positively impact the environment, they’re pretty evenly split when asked whether it’s their actions or those of corporations that have more of an effect on the planet.

Just over half (53%) feel personal choices are more or as important as corporate action while 47% think corporate actions can bring about more impact in the world.

3. Consumers want more information on sustainability

As part of our research, we wanted to find out if consumers know what sustainability really means. Almost three quarters (70%) of consumers said they either agree or strongly disagree that they have a good understanding of what the terms ‘green’, ‘eco-friendly’, and/or ‘sustainable’ mean. But they still want to learn more, especially about what brands are doing.

On that note, 62% sometimes search for information about what a company is doing in terms of sustainability on brand websites, blogs, social media and more, and 11% always do.

Over half (51%) said they look at brand websites to educate themselves about sustainable practices and on what other people are doing right now to preserve earth’s resources.Of the rest of those surveyed, 51% turn to search engines like Google/Bing/Yahoo, 44% to Instagram, and 42% to bloggers/influencers to source the same information.

They want to see more content and initiatives by brands on this subject — over half (53%) would watch videos by a brand that describes things like their sustainability initiatives, carbon consumption, and ingredient/material sourcing, while 47% would be interested in brand-led events and initiatives to support climate change action.

And yes, consumers want to hear more from brands on their sustainability efforts, as long as it’s authentic. 77% said they feel confident about the information they receive from brand websites, blogs or social media about their sustainability initiatives, but when asked if they think brands are mindful of their ecological footprint or just marketing it that way, over half (52%) said “it depends”, and nearly a fifth (19%) said yes.

Research your sustainable branding strategy

If you haven’t already made sustainability a priority for your retail brand, you should start ASAP. Consumers are already actively changing their lifestyles to be more sustainable, and they want brands and retailers to follow suit.

Be sure to be as open, transparent, and communicative as possible about the ways you’re prioritizing sustainability. Your planet, and your business, will thank you. Get ahead start on winning over these consumers with a sustainable branding strategy.

To learn more about all things retail, make sure to check out our Shopper Experience Index

We found shoppers are less likely to gift experiences this year and are leaning more heavily towards physical gifts – 71% of shoppers are planning to buy physical gifts this year for loved ones. Shoppers are also looking forward to receiving tangible products as gifts as well.

We surveyed almost 14,000 members of the Influenster community to understand what gifts they’re looking forward to unwrapping. Here’s what we found: 

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Want to better understand what your shoppers are looking for? Let’s chat.

These evolving habits have inspired new health, beauty, and wellness trends, and it’s changing how people shop for these products. Brands should take note that many of these behaviors will likely stick around post-pandemic.

We surveyed more than 11,000 consumers, mostly women, in North America, the U.K., France, and Germany to find out what health and beauty products consumers are buying and how they’re engaging with brands. Here’s a look at what we discovered:

Shoppers have discovered new products and become loyal to new brands 

Remember the empty store shelves from a few months ago? Just as consumers struggled to find toilet paper and cleaning supplies, some health and beauty products were also scarce. When they couldn’t find their go-tos, consumers tried something new.

According to our survey of the Influenster community on health and beauty in October 2020, two out of three respondents in North America and France, and three out of four in the U.K. and Germany discovered new brands and stores because of limited product availability during the pandemic.

What’s more, 77% of North American and 66% of European shoppers plan to keep buying from these brands long after the pandemic.

Shoppers want more ways to sample products virtually

Trying out new products has long helped shoppers decide which beauty products to buy. But, product sampling has been challenging during the pandemic, with social distancing and hygiene measures in place to protect consumers.

More than 30% of respondents are “not sure yet” if they’ll return to in-store product sampling post-pandemic. So, shoppers want brands to get creative and offer new ways to sample products virtually.

According to one survey respondent in North America, “Allow for us to get virtual assistance from representatives via FaceTime or camera features so they can best help shade match or help with skin concerns.”

Another consumer suggested “brands make more minis and sample sizes of best-selling products, put how to/informational videos of new launches on YouTube and TikTok.” 38% of shoppers in North America and 47% in Europe have ordered product samples at home.

Shoppers also want stronger online product descriptions, more color swatches, the ability to see products on different skin tones, and better return policies. Recently, shoppers are relying on tech assistance to purchase beauty products, with 46% in North America and 53% in Europe saying they’ve tried artificial intelligence (AI) apps to see how makeup and hair color looks on them.

Want to connect with new customers through product sampling? We can help – let’s chat.

With in-store product sampling mostly on hold, most consumers—63% in North America and 72% in Europe—are also looking to influencer recommendations. According to our Shopper Experience Index, 77% of consumers have been satisfied with their purchases after being influenced by an influencer. 

Consumers are wearing less makeup and focusing more on skincare

Makeup and beauty routines have shifted because of the pandemic. These days, many women are only opting to wear makeup for Zoom meetings or other virtual gatherings.

Our survey found 41% of consumers in North America and 35% in the Europe are wearing less makeup now, but plan to return full-faced makeup soon, and nearly 40% are wearing just as much makeup as before. Mascara, lip balm, and concealer are the most-used cosmetics. 

Though, more than 20% will continue with their less-makeup looks, while many shoppers are focusing more on skincare. When purchasing skincare products, nearly half of all consumers are paying more attention to ingredients lists, and preferring to buy products labeled “cruelty-free,” “clean,” “hypoallergenic,” and “natural.”

At-home beauty routines will continue, even as spas and salons reopen

Spas and salons were closed for several months, prompting consumers to try at-home grooming routines. As spas and salons have reopened in some places, a third of consumers have resumed regular visits, but many others may keep up their at-home treatments long term.

Among North American shoppers, the most popular at-home salon and spa routines include manicures and pedicures (60%), hair coloring (37%), teeth whitening (31%), anti-aging treatments (31%), and haircuts (30%). 

Fitness, nutrition, and self-care have become a priority  

The stress and uncertainty surrounding the pandemic has inspired more consumers to embrace self-care habits. In October, our survey found 65% of respondents in North America were practicing self-care, compared to 43% in May. Preferences for activities like taking walks, working out, reading, breathing exercises, using meditation apps, and taking supplements have increased over the past few months.

Shoppers are also purchasing more items, like furniture, décor, linens, and appliances, to make their homes more comfortable and relaxing.

Fitness equipment is another popular pandemic purchase, with 15% buying fitness items because of COVID-19. About a third want to purchase fitness products but can’t find them. 30% of North American consumers and 45% of European consumers are spending between $25 and $100 per month on health and fitness, including classes, subscriptions, and equipment.

Online subscription services are growing 

The work-from-home and stay-at-home lifestyles brought on by the pandemic have led to an increase in online shopping and subscription services. Beauty product subscriptions have been the most popular, followed by online workout classes, meal kits, and health supplements.

Consumers have so enjoyed receiving these items that 34% in North America and 40% in Europe plan to continue the subscriptions moving forward, while more than 40% “aren’t sure yet” whether they’ll continue them post-pandemic.

Health and beauty brands should be paying attention to how shopping habits are evolving and what behaviors consumers will continue post-pandemic. Shoppers are expecting brands to come up with fresh, innovative ways to allow them to try out new products in a safe way. And, consumer focus is shifting to skincare, health, and self-care, and ways to make spending time at home more enjoyable.

New behaviors learned during lockdown have become engrained pandemic habits, and that goes for health and beauty products too. With months of uncertainty ahead, meeting your customers where they are will be crucial for your business.

“Teachers are clearly heroes. They spend so much time with children and older students, and definitely play a large role in their lives. They don’t just teach; they dole out advice, they are friends, they are stand-in parents at times.” – Influenster community member. 

In the past, this is the time of year when students, parents, and teachers would prepare to embark on a back-to-school shopping journey. But with all of the uncertainty around what’s in store for education in the year ahead as a result of COVID-19, we’re not convinced that’s the case. Especially considering back-to-school advertising in July is down almost 50%, compared to this time last year.

We surveyed over 3,100 students, 1,800 parents, and 500 teachers in June and over 1,300 students, 1,600 parents and 460 teachers in July from the Influenster community to find out how their outlook on back-to-school and shopping behavior has changed as they received information from local authorities on the new school year. 

From choosing to combine online and in-store shopping, to prioritizing price over product quality, back-to-school shoppers are shifting their buying habits due to the current climate. Here’s what brands should be watching for:

People are worried about COVID outbreaks at their school 

Through our survey of North American consumers in July, 40% of parents, 45% of students, and 40% of teachers indicated that their schools or universities will open with both in-person and online options for this school year.  

36% of total respondents (teachers, parents, and students) indicated that they are still waiting for an update regarding reopening from their schools or universities in July, which is down from 51% as indicated in the previous survey conducted a month ago in June.

Although some schools are moving forward with reopening, respondents are still concerned about what the future holds. 

Respondents expressed they are most worried about a second wave of infections if schools reopen, and how schools plan to implement proper precautions and social distancing. There is also concern that precautions and mandates are not consistent across states and that cases continue to rise. 

“Concerns with the re-opening of schools and the spread of COVID-19 from one child to another that then bringing it home and passing it onto a parent, grandparent, or caregiver. Thus, resulting in the spread of COVID again and causing numbers to rise,” said one respondent. 

Homeschooling has become more appealing

The pandemic has forced many business leaders to allow employees to work remotely. With many adapting to these changes and transitioning their lives to an online lifestyle, it’s not surprising some respondents have become more open to the idea of online learning.

Even though most respondents continue to be advocates of in-person education (50% of parents, 57% of teachers, and 43% of students) in July, these percentages have dropped 10% from the previous survey conducted a month ago in June. On the other hand, 32% of parents indicated ‘I’m interested in at-home schooling now and wasn’t before,’ and 30% of students indicated the same.

“I do not feel comfortable returning back to college because of the COVID-19 situation. I do not look forward to campus life in the fall knowing that the pandemic is still ongoing,” said one respondent. “I’m not looking forward to it but I learn better in in person classes versus online classes,” said another. 

The back-to-school shopping buzz 

Despite the uncertainty of schools reopening in the fall, many respondents are still excited about the promise of shopping for a new school year. Students are the most excited for back to school shopping (68%), followed by teachers (60%), and then parents (51%).

And, 62% of parents and teachers indicated that their children are still looking forward to shopping. So, even though it’s unclear if schools will function normally this fall, there’s still excitement in the air. 

The choices for mode of shopping include: a combination of online and in-store shopping (58%), followed by online shopping (24%), then in-store (12%), and the least popular option was ordering online and picking up in-store, selected by only 6% of respondents. 

Out with the old, in with the new 

A new school year brings a new beginning. With new beginnings comes the opportunity to explore new things. This is also true for our respondents (students, parents, and teachers) who indicated they’re open to trying new products (56%), new brands (51%), and new stores (44%) this year over their usual store preferences. 

Some of the top purchase priorities for this school year are stationery supplies (70%), cleaning and sanitation products (61%), and clothing and footwear (60%).

Respondents also shared that they will be re-using clothing, footwear, and accessories (backpacks, lunch boxes, etc.) more so than extracurricular activity supplies, dorm essentials, and cleaning and sanitation products. But even if there wasn’t an ongoing pandemic, 80% of students would have re-used school products/supplies. 

45% of respondents indicated that they have or will be purchasing supplies required for e-learning, while 40% of respondents said they don’t know yet. Consumers are projected to spend differently than last year, such as laptops rather than clothing, to aid in remote learning. 

A respondent expressed, “I’m mostly looking forward to some ‘normal’ activities. Eating on campus, walking to class with a close friend, attending club meetings. All of this will be heavily modified because of the virus, but it all will still be happening which I look forward to.”

Financial uncertainty shifts top purchasing factor

With one-third of American households losing their income since the pandemic started, many are trimming their spending. All three groups indicated that before the pandemic the most important factor when shopping was ‘Product quality’ followed by ‘Price.’ 

Mid-pandemic, respondents selected ‘Price’ to be the most influential purchase factor. Students said that their second most important factor is ‘Product quality,’ while for parents and teachers it’s ‘That the product is available.’ 

We also found that for parents, the importance of ‘That my kids like it’ dropped from 57% before the pandemic to 42% during the pandemic.

Becoming back-to-school problem-solvers

Overall, consumers are unsure of what the future holds but are optimistic about what’s in store for the education industry. From trying new brands and products to shifting focus to price, brands have the opportunity to provide products and services to meet parents, students, and teachers’ needs. 

Knowing this, brands should incorporate these initiatives in market campaigns and communications with consumers. Addressing the back-to-school obstacles consumers face will show your customers you care about their education needs.

From designer pet accessories to luxurious visits to the spa, the rise of pet humanization continues to boom. With more and more pet parents seeing their fur babies as part of the family, global consumer spending has continued to increase in the pet care industry. For brands, this is an industry worth paying attention to. 

It’s more than love, it’s an obsession

Many consumers own pets because of the health and wellness benefits they offer, like companionship or the opportunity for socialization. With the benefits pet provides, it’s no wonder we found that 75% of respondents have a pet with the most popular option being a dog, followed by cats. 

Pets provide some of the same emotional benefits that humans receive from human relationships. But, does that mean that pet parents love their pets more than their human friends and family? We found that in many cases it does.

Our survey discovered that 64% of pet owners like their fur babies more than their partner, friends, or family. Since so many pet owners like their animals more than their social circles, it would make sense that 83% of respondents would choose to stay home with their pet instead of going out. 

While many pet owners love their pets more than anything or anyone else, the majority are downright infatuated – 89% of respondents said they are obsessed with their animal. 

The social life of pets 

From celebrating their pet’s birthday to taking them on vacation to scheduling play dates, today’s pets have similar lives as their human counterparts. 

But, for 58% of respondents, the most popular activity pet parents enjoy is dressing their fur babies up for Halloween or a special occasion. 

Pet parents aren’t the only ones with separation anxiety 

Similar to humans, pets can experience health or mental ailments. Respondents said that the top two ailments their pet experiences are anxiety and skin allergies. 

Pet parents don’t want their fur babies feeling uncomfortable so many seek to find solutions to make them feel at ease. To treat their pets, 40% of respondents use a form of CBD solution, while 48% use herbal or nutritional supplements to ensure their pet maintains good mental and physical health. 

Extreme pampering is not just for humans 

When it comes to spoiling pets, women consumers aren’t afraid to get out their wallets and spend some cash. In fact, 1 in 2 pet owners spends over $50 a month on grooming, spa visits, and accessories, while 1 in 3 spend more on their pet than they do on themselves. In addition to luxurious trips to the spa and groomer, 60% of pet parents spend money on jackets, sweaters, fancy collars, and other accessories for their fur baby. 

With many pet owners making room in their budget for pampering their pet, 36% of respondents believe their pet deserves all of the luxuries in life, which makes it easy for them to spend their money on their fur baby. 

It’s more than just puppy love 

Many pet owners receive immense joy from their furry friends and they seek to bring the same delight to the animals they love. Pet owners show their love in a variety of ways. We found that the most popular way is by allowing their animals to sleep in their bed. 

Other ways pet owners express their affection is by trying an ancestry or DNA kit, seeking eco-friendly pet products, having an in-home camera to keep tabs on their pets, and even creating an Instagram page for their pet. 

Overall, women consumers identify their pets as part of their family. Knowing this, brands should incorporate these strong relationships in market campaigns and communications with consumers. Connecting your brand with activities pet parents enjoy with their pets, pet accessories, and other pet products may show your customers that you care about their fur babies as much as they do. 

See the full infographic below: