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. 

There’ll be plenty of linked articles, impressive stats, fun new things to digest, and you may even spot your own brand in there.

(Psst — if you’re new to social commerce, you can catch up here)

We’ll be updating this every month so make sure you don’t miss out, because social moves quick. Feel free to jump to your desired month, otherwise let’s dive right in.

January. February. March. April. May. June. July. August.

September social commerce news

Teamwork making dreams work 

As they say:

• Recess, the popular sparkling water brand, is now the official mocktail of the USC Trojans football team, which is a first for college sports. Looks like students can have a bit of “Recess” time in university after all
• What’s the appeal of the new iPhone 15? It has incredible video capabilities. Just ask Olivia Rodrigo – her new music video was exclusively shot on it
• Vitamin Water taps into the gaming community to promote their new zero-sugar drink
• September was Fashion Month, and TikTok partnered with their own Fashion Collective — a group of creatives – to promote stylish content throughout the app

Influencers influencing

They’re the cause of my large credit card bill:

• What was your childhood dream job? Veterinarian? Teacher? Well, Gen Z’s main career aspiration is to be an influencer
• But, influencing works, and there’s a large community that isn’t being marketed to — 28% of TikTok users are Gen Xers. Only 5% of brands target that cohort with influencer marketing. Uhm, brands get on this
• LinkedIn added a feature for users to search for posts by LinkedIn creators

These apps are fillin the social media gaps

• TikTok just doesn’t stop. Their shopping feature launched in the US, they now have their own Billboard chart, and they’re hoping to kick Bezos’ butt during Black Friday with special deals
• Twitter shares its plans for the future, and none of them include changing the name back to Twitter
• Youtube tests a gaming feature called “Playables”
• You can now have multiple personal profiles on Facebook, so, for example, you can keep personal and professional relationships separate

And now time to hear from our friends from across the pond!

London Fashion Week takeover:

• “Bond Street” station tubes departed from “Burberry Street” during LFW, in celebration of the popular British brand. They even popped up at Norman’s Cafe for a fun collaboration

And APAC is calling 

A word from down under:

• Nescafé partners with the public health promotion charity R U OK? to encourage Aussies to connect with loved ones over a cup of coffee
• The Bathurst 1000, a supercars championship, is coming up in Australia, and who is one of their sponsors? Repco. Their ad together is pure fun

August social commerce news

August — a month that feels like the “Sunday scaries” of summertime — has come to a close, and we’re past Labor Day now, which means Fall is on the horizon. For those Swifties out there who are still confused, no more blasting “August” — we’re now in “All Too Well” territory.

Now, let’s Fall into some social commerce news. 

These ads are rad

These brands’ advertising teams must not have taken a summer vacation: 

• McDonald’s dips into their savings for their largest ad to date — the “As Featured in” campaign feels like pure nostalgia
• Instagram launched two short films, “Small Fries” and “Send Off,” to win Gen Zers back from TikTok and showcase how the app can help foster connection
• Instagram tests a new multi-advertiser display that would appear between Reels
• The youngins aren’t watching TV anymore, which means they’re looking to social media to buy new CPG products
• Chanel is setting up a diner in Brooklyn to celebrate the launch of their new perfume. Field trip to NYC, anyone? I’d love to spend $30 on pancakes

Back to school

I loved the shopping, but I could’ve done without the “school” part:

• Inflation is out to get us again — consumers are expected to spend more than $40 billion on back-to-school supplies. Yikes
• But retailers will surely enjoy this boom, especially since college kids are spending $$$ on elaborate decor and expensive electronics. Dormify is tapping into this lucrative market, too
• Look out! Shein and Forever 21 have joined fast fashion forces in hopes of expanding their reach. Wonder how this will play out

Feeling slap app-y

I can’t stop with the puns:

• Ever feel like talking to Abraham Lincoln? Well, you’re in luck! Meta has developed a Chatbot to mimic Honest Abe and about 29 other personalities
• BeReal tries to stay relevant with “friends of friends” feature
• Over 390,000 accounts on TikTok have at least 1 million followers. And the app has plans to stay on top – looks like it’ll ban links to e-commerce sites like Amazon soon to help bolster its Shop feature
• Instagram tests a new feature for users to add images and videos to an existing post

No Sleeping Beauty

The beauty industry never sleeps:

• Sephora has partnered with 55 emerging, diverse artists to use their music across TikTok and other socials. This is all about representation, inclusivity, and equity
• e.l.f. Cosmetics has acquired Naturim for $355 million

And now time to hear from our friends from across the pond

EMEA weighs in:

• BrewDog beer pledges to embrace sustainability to guarantee there will be, “beer for your grandchildren.”
• The Women’s World Cup received lots of press this year (rightfully so), and Twitter wants brands and marketers to know how to capitalize on this event. Take Orange France’s ad for example – French fans adored it

July social commerce news

Barbenheimer — which now has an entire Wikipedia page dedicated to the Internet meme –—took July by storm. The marketing strategies worked. The movies have grossed over $1 billion globally so far, and I’m over here watching everything unfold on social commerce.

X marks the spot

Elon Musk has been makin my job easy as a social commerce news reporter:

• As everyone knows (unless you’ve not opened a phone or computer for a month) that Twitter has been rebranded as X.
• The Twitter acquisition has seen a mass exodus of Gen Zers, to LinkedIn of all places! 
• Esther Crawford, previous Twitter product manager, weighs in on the future of X

TikTok til you drop

Is anyone giving Kesha credit for coining the name of this app!?

• A new format is launching on TikTok! An entire post can just be text, and the posts look incredibly similar to Instagram stories
• Amazon promoted Prime Day on TikTok with an interactive “Duel for Deals” game show. Alix Earle joined in on the fun, which is a smart move by Amazon considering Gen Z girls would buy a toilet plunger if she promoted it
• Music usage has been a major debate on the app, but don’t you fret — TikTok has recently gained licensing to Warner Music’s entire music library
• Benefit, the makeup brand, launched their new mascara solely on TikTok for 2 days. They also went live on TikTok Shop for 48 hours

AI + Gen Z = match made in heaven?

Let’s just say these two are like Aperol and prosecco – summer’s hottest duo:

• PSA to all musicians, actresses, and artists, over 40% of Gen Z thinks AI music, movies, and art will replace human-made content in 20 years. And this viral AI Drake song may prove that stat
• ChatGPT experienced some technical difficulties this month, which meant people actually had to write something original for once. Students didn’t love that!
• Instagram is dipping their toes in AI

Let’s get sporty!

Or just sit on the couch and watch others run around:

• Join in on celebrating the FIFA Women’s World Cup on TikTok and Snapchat
• Nike gets in on the FIFA fun with “What the Football,” a video promoting past and present women’s soccer legends
• Heineken taps F1 driver, Max Verstappen, to promote their alcohol-free drinks and responsible driving

Wimbledon shakes up the fashion world 

• At arguably the most watched, prestigious, and fashionable tennis tournament of the year, a custom Gucci bag appeared on the arm of the italian youngster, Jannik Sinner. Talk about a smart, free marketing campaign for Gucci, considering 54.3 million people streamed the tournament

Microsoft Teams will be adding the new Maybelline Beauty app, which allows Teams users to choose between 12 different AI-powered beauty filters for video calls!

June social commerce news

School’s out and the sun is shining. We observed many important dates (Happy Pride and Happy Juneteenth to name a few!) and we survived the longest day of the year.

We may or may not see the cage match between Zuckerberg and Musk, but their apps, Twitter and the new Threads, will surely be brawling it out for months to come. And if you’re a brand looking to get started on Threads, this article can help.

Put on your thinking app on

I just can’t keep up with the updates:

• Australia is fed up with Twitter, saying it’s the top platform for hate. Maybe that’s why so many brands are taking social media breaks
• Instagram users can now download publicly posted Reels 
• People have opinions on LinkedIn’s new Generative AI post prompts, and the concerns are fair. As a platform meant to display your professional competencies, it may have just gotten easier to pretend you’re a bit more qualified than you are

A recession? Brands don’t think so

If people keep buying, brands will just keep innovating and creating:

• Bond, a new shopping platform, is creator-focused rather than product-led. Finally someone might be getting the livestream shopping experience right!
• Sephora changed the beauty industry forever and I’m not sure I’ll ever be able to leave that store without spending money
• Ritual and Poppi, CPG startups, are testing out CTV campaigns to hopefully target younger audiences 
• Speaking of drinks, Slurpee just went through a major brand refresh

EMEA weighs in

Just some brands having a little bit of fun: 

• Dash water pokes fun at Prince Harry to promote their new lime flavor
• Asics EMEA created a poem in celebration of #WorldRunningDay, which coincides with their new slogan “Nothing Feels Better.” However, I can definitely think of a few things better than running. Laying on the couch, maybe?

Lastly, check out Agency Cliquish, a full-service management agency founded exclusively to support and champion Black digital creators. Over Juneteenth weekend, Taylar Barrington-Booker, the founder, officially unveiled her agency’s client roster and social channels.

Happy July! Now start Threading!

May social commerce news

When you’re becoming King at noon but you have to take something out of the oven at 11. pic.twitter.com/4kSAhCoSVY

— Philip Cowley (@philipjcowley) May 6, 2023

Money & momentum 

Platforms are growing and people are pretending a recession isn’t going to make them regret their $2,000 credit card bill:

• LinkedIn has reached 930 million members and Fiverr is capitalizing on this engagement with some hilarious job titles. I’d like to apply to “Someone Who Laughs During the Worst Moments on a Call who also Works in Client Success” 
• Let’s all say thanks to YouTube because they raked in the big bucks for the U.S. Economy
• Ubiquitous is paying three people $100/hour for a 10-hour TikTok watching session. Check out these neck braces if you do decide to apply!
• Surprise surprise — consumers are still shopping but, nowadays, with a purchase of a designer bag, people are receiving crippling anxiety and financial distress, too

That hot celebrity gossip

Us Weekly but the cool, younger, techy version:

• Adidas decided what to do with the 1.2 billion worth of unsold Yeezy Merch. I think it’s pretty cool.
• The Kardashians and multiple kitty cats descended upon New York City for the iconic Met Gala. The carpet was live streamed and garnered 53 million views from those of us pretending to be fashion critics for a night
• Beyonce literally doesn’t stop dominating the world and now she’s about to dominate the haircare industry.

Getting out of your comfort zone

Brands and apps are trying something new this month:

• The Italian Tourism ministry just turned an art icon into a virtual influencer. Italians are mad but I honestly love her vibe 
• Comments are the new creative brief, so start paying attention to them
• Bytedance is considering entering the book publishing world 
• Sweetgreen is testing their Infinite Kitchen technology in none other than the town I grew up in. This is the best thing that’s happened to Naperville moms since they became empty nesters

Bye bye!

April social commerce news

What do fannypacks, influencers, and 100° weather have in common?

Coachella! Here’s the brand activations I’d stand in line for:  

• Adidas and Bad Bunny designed a new shoe and celebrated him being the first solo Latin artist to headline Coachella, creating a giant pop-up greenhouse covered in more than 50,000 flowers. And if any of the flowers were missing, all security had to do was find the nearest millennial cause they’d surely be wearing a flower crown 
• Amex was focused on the young ones, as more than 60% of its new consumer cards in 2022 were issued to millennials and Gen Zers
• Clinique opened Hydration House to coincide with their “Protect your Glow” campaign. Petition to get this in Austin ASAP

Confessions of a Shopaholic 

Attempting to give up shopping for a month, but I’ll be appreciating these brands from afar:

• Men’s Warehouse launched Wedding Wingman, a digital concierge service aimed to streamline the wedding outfitting process. I took the quiz and they said I’d look darling in anything 
• RE/AE, ThredUp and American Eagle’s online resale shop, hopes to encourage shoppers to buy vintage and secondhand. Head over to Snapchat to virtually browse the storefront 
• Poshmark, a leading online marketplace, tries it hand at livestream shopping  
• And Coach really is making a comeback with its circular sub-brand, Coachtopia. Bags are made out of recycled and repurposed leather  

App-arently some people have opinions 

What’s life without some complaining and praising and then complaining again? 

• People are not loving the Snapchat AI feature 
• Twitter did some good for once and published its recommendation algorithm. Thanks Elon? 
• Speaking of Elon — he polled his followers on bringing back Vine or not, and sounds like it’s a possibility. Time to dust off my tiny shades and recreate the dance that altered my life  
• And Instagram aims to support in-app shopping by helping brands easily find UGC to share

That’s the end of the social commerce news for April. See you next month!

March social commerce news

Spring has sprung and that means hibernation season is over. March was madness, April is fooling, and you’re finally getting used to the time change. With that, there’s plenty of news from the social commerce world, so let’s get started. 

But AI love you

AI is turning heads with what it can do, but it’s probably better to lean into it than fight it. Brands and retailers are certainly betting on the social media shift and it’s been dubbed the latest big tech trend:

• Microsoft brings generative AI to CRM product suite in a new solution, while Meta’s ‘year of efficiency’ brings lofty AI ambitions
• Meanwhile Coke is asking consumers to generate art with new AI platform (sounds like someone in the creative department is working smarter, not harder)
• And probably my favorite thing from this realm this month — Levi’s is testing AI generated models

Digital > virtual > AR

Buzzwords galore. But brands are putting their technical hats on and giving the people what they want: 

• Corona launches a virtual clubhouse and store on its site, while Aperol heads to Coachella with a digitally-driven gathering hub. The alcohol companies are on top as usual
• Clinique launches Clinique Lab — a digital environment for customers — and Maybelline enlists its first-ever digital avatar for a mascara launch
• Alo Yoga launches a digital collection in the metaverse
• Toyota and Yahoo are partnering for an AR-powered car shopping experience, Tripadvisor is pairing AR with street murals to promote San Diego, and we’re over the hammy about Denny’s serving up an AR experience with their new menu overhaul

Investing in our youths.

We must focus on the youth for a better tomorrow. But also mainly for the fact that we know over half of Gen Alpha watch shoppable content:

• Estee Lauder launches their new collection, Nutritious, in a bid for Gen Z attention
• We love how Northwestern Mutual and Pinterest have teamed up to give free financial advice to Gen Z — from pinning to planning (and yes, I did take the test that was reminiscent of the better Buzzfeed quiz days)
• Home Depot is taking Kids Workshops to the metaverse on Roblox

Just some interesting things

The headline says it all:

• Unilever found that influencers have the greatest impact on consumer sustainability choices. And Heinz is highlighting soil degradation with Fortnite Island in ongoing environmental protection and sustainability efforts. Great because the Earth could really use a win
• 75% of marketers expect to spend more on TikTok even as the ban looms
• And new social media platform alert! Is this another hit from ByteDance? Lemon8 is rising up the app store charts and is deeming itself a cross between Instagram and Pinterest

Happy things 

• Hard Mountain Dew hosted a ‘Definitely Over 21’ bash at a retirement community
• Duolingo does it again with their new show out soon 

That’s all the social commerce news for March. Come back soon!

February social commerce news

February was short but mighty in terms of time, events, and social commerce news. Awards season, Rihanna’s pregnant again, and there was a big football game in there at some point. Which, speaking of, go social commerce!

It was all about the shoppable ads

This month was all about how social media marketing performs against traditional ads:

• Michelob Ultra and Instacart support Super Bowl push with shoppable TV ads, while Priceline hid travel deals in digital ads during the game 
• Wendy’s is taking it off the field to be the first to test Roku and Doordash’s deal around shoppable TV ads — soon I’ll only have to blink and I’ll have purchased something right to my doorstep

Virtually possible

Apparel and beauty have always been innovators so it’s no surprise that these two industries are full steam ahead on technical advancements: 

• Alo Yoga unveils a virtual store alongside beauty and workout content and Tatcha also launched a virtual store
• Adore Me is set to host a shoppable, livestream runway show
• Savage x Fenty delves deeper into fitting room tech

TIKTOK CLEAR UP

While it feels like we were just here (three years ago), the big social commerce news this month is the continued negotiations and political efforts aimed at granting the President and administration power to ban TikTok. It’s not currently happening. Only those using government-issued devices have seen a ban imposed, starting February 27th. Either way, brands are keeping on keeping on: 

• Behr Paint is connecting with millennial homeowners on TikTok, Chipotle embraces another trend with a new menu item, and a new integration with Mercedes Benz displays content on in-car screens (Please don’t TikTok and drive!)

We know everyone has been ChatGPT-ing also, but that’s barely news by this point — we prefer to stick to the more exciting social commerce news.

January social commerce news

Austin is without power, storms are everywhere, and Phil saw his shadow, meaning six more weeks of winter. But with the Lunar New Year ushering in the Year of the Rabbit, there’s hope for 2023 just yet.

Beauty is in the AI of the beholder

Beauty brands win innovation time and time again: 

• Neutrogena and Nourished are using AI to craft customizable 3D printed gummies
• YSL beauty ties Web3 to online shopping experience
• Read how Estée Lauder and Macy’s discuss how data, AI, and TikTok are influencing customer behavior 

Pulse on the platform

Keep reading for fun new things to know about tech platforms:

• In-app spending continues to surge in China, pointing to continued opportunity for Western social apps
• Instagram Chief says photos will get more focus in 2023 since they focused too much on video and they’re also removing the Shop tab while TikTok is doubling down
• This is neat — YouTube launches new ‘Study Hall’ initiative which will enable users to earn college credits online
• Blockchain and the metaverse continue to command CMO interest despite snags

Brand new(s)

Our favorite social commerce news is recapping the cool things brands are up to: 

• *whispers into microphone* Sport Clips uses ASMR to drive 15% jump in brand awareness
• Chex Mix is also making noise by remixing ‘Baby Got Back’ for Bagel Chips revival
• Timex enters Web3 with Bored Ape NFT collaboration
• McDonald’s uses an AI powered ad for Lunar New Year
• Welch’s Fruit Snacks ties big game giveaway to QR-code enabled ads
• Drama with M&M’s as “spokescandies” take an indefinite pause amid polarizing rebrand. A&W address M&M mascot’s ‘polarizing’ lack of pants in a riff on the uproar
• And David’s Bridal launches wedding planning platform with a vendor marketplace

Seeing double

Both Chipotle and Martha have been busy this month: 

• Chipotle is targeting Gen Z with wellness Snapchat lens on menu items and rolling out their ‘Freepotle’ rewards with TikTok and IG prize wheel
• Martha Stewart uses Tito’s Vodka around the house for ‘DIY January’  and is making her metaverse debut with Oreo

Game day ready

Everyone’s excited for Rihanna’s big concert next weekend:

• Campbell’s Chunky tournament blends football with the metaverse and livestreaming
• Miller Lite & Coors Light are going head to head for their first Super Bowl back in over 30 years
• All bets are on with Molson Coors and DraftKings turning Super Bowl ad into a betting opportunity and FanDuel betting big on Gronk in the first Super Bowl spot
• Heinz says it’s time to ditch Roman numerals for Super Bowl 57
• And will you remember Busch Light if they enlist Sarah McLachlan for Super Bowl?

For more than just news, learn how to make social commerce profitable below.

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The ultimate guide to social commerce conversion

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What have these industry experts been saying about Bazaarvoice lately?

Let’s have a look.

“Bazaarvoice makes it easy to respond to customers” 

• “I like that I am notified whenever a customer question or review is received. It saves a tremendous amount of time since I don’t need to search for customer activity proactively.”

“Our UGC tool of choice” 

• “I like the breadth of features that are available to me as an administrator that I can turn on to make the data collection and distribution more valuable.”
• “We utilize Bazaarvoice to provide ratings and reviews to our largest accounts for their websites. We have gained shelf space in recent live reviews because of the quality of data we are providing for their websites. The Conversations platform is very user friendly and easy to teach new users how to get up to speed quickly.”
• “The Product Catalog is helping keep content organized and consistent across retailer sites. Insights are helping provide a deeper understanding of consumer sentiment and competitors, as well as areas for improvement. Influenster sampling is allowing us to reach a hyper-targeted group of consumers and providing great UGC and social syndication. I just got several new retailer listing added that I did not realize weren’t connected to our account. It was great watching the reviews pour in!”

“A must-have for CX management!”

• “Bazaarvoice is a fantastic platform for reviews management, product/brand exposure and product sampling. It has improved by leaps and bounds over the last couple of years and is something I rely on daily for VOC management. I love BV Insights, the ability to syndicate reviews to/from retailers and Influenster sampling opportunities. The Product Catalog is also super helpful in keeping information organized and consistent across retailer sites. The ability to respond to questions and reviews is invaluable since consumers are putting so much trust into feedback from other consumers. Our Account Director has been so great through the renewal process and is always available for questions. She checks in frequently to make sure we are getting the most out of all BV has to offer! I also love how much the entire team is willing to work with us on anything and everything. The webinars and summits are extremely helpful and informative…they introduced me to all the great features available and helped me become an expert in no time.”

“Bazaarvoice has contributed to substantially growing our business” 

• “Bazaarvoice boosts consumer perception of the products to not only grow sales & sell-through but also increases the likelihood of consumers becoming brand advocates. We are thrilled with the results and are actively & constantly looking to boost the volume of reviews on our site.”
• “We can even syndicate reviews from our USA & UK websites to further increase review volume.”
• “Our retailers all love it too – because we syndicate a substantial amount of reviews to their site.”
• “Bazaarvoice brings multi-faceted solutions that spread throughout the business with a flow-on effect. We have seen this flow through the business over the last year and a half and are very excited with the future Bazaarvoice brings.”
• “Brand advocacy is a huge benefit that Bazaarvoice brings – becoming a trusted brand with a reputation for quality and value – these can be perceived with star ratings and consumer comments.”
• “In addition, this gives us the power and leverage to use as a sell story with retailers to get more of our products on shelf.”

“A great resource for gaining user-generated reviews on our products” 

• “The support staff is very helpful and I really feel like it is a partnership. The account point people are on top of our account and check in frequently to make sure we are taking full advantage of our membership. They also are great and showing us new tools that they have recently added and working with us to take full benefit of the platform. I really feel like it is a great tool for generating user-reviews of our products. As a company these reviews help us understand our customer journey better and how we can possibly improve the journey.”
• “We are understanding our customers challenges along with what is working well for them. I love that the reviews are syndicated to other retail web sites as well. We have run sampling through the platform and that has been very streamlined.”

“Curalate helps curate” 

• “I like how curalate makes it easy to find tagged posts on Instagram through @ mentions and hashtags. It makes it so that I can see all those posts in one place and easily add them to our UGC portions on our website. Instead of having to go to Instagram and look for tagged posts manually, I can use curalate.”
• “Making it extremely easy to locate user generated content and add them to our website, Instagram and other social media platforms in a timely and efficient manner.”

Learn more with our client success stories!

To better understand how shoppers were prepping for Prime Day, we surveyed over 21,000 global consumers to learn how they were planning to review, shop, and spend during these days. (The results of which can be found here!)

And in the 24 hours following Prime Day, over 5,000 global consumers from our Influenster community shared how they participated in the retail event this year. We also looked at the shopping data from our client network of over 11,500 brands and retailers during Prime Day, and the month leading up to it.

One thing that certainly didn’t change: The increasing popularity of the event. Over half of respondents (55%) said they shopped this Prime Day. Orders in our own network increased 7% year-over-year on the first day of the event, and 5% on the second day when compared to last year. So we know Prime Day is still popular, but what did consumers buy? And for who? And why? Let’s find out.

Shoppers are treating themselves more than ever

Prime Day is usually the optimal occasion for consumers to do their holiday shopping, hence earning the moniker, “Black Friday in July.” So you’d expect that when asked who they shopped for this year, respondents would say gifts for their families. But our responses were rather different this year:

• 83% shopped for themselves
• 45% shopped for family members
• 24% shopped for their partner

In fact, only 28% of respondents said they actually purchased a gift for a special occasion or holiday. That’s a huge difference from the past, and could be the sign that Prime Day is no longer the unofficial kickoff for the holiday season.

In terms of expenditure, 1 in 4 shoppers spent between $50 and $99 on purchases. The most popular items bought this year were beauty products (47%), electronics (38%), houseware (37%), apparel (33%), and wellness products (26%).

Prime Day became Prime Month 

Okay, it wasn’t actually a whole month of Prime Day. But based on our survey respondents’ shopping habits, you’d think it was. When researching what they wanted to buy during Prime Day in weeks leading up to it, 40% of respondents said they ended up spontaneously purchasing one or several products. The most common pre-Prime Day purchases included beauty products (48%), electronics (31%), housewares (31%), and apparel (30%). 

According to our own network data, online orders have increased year-over-year during the month leading up to Prime Day, some days as much as 33%. Two of the days that saw a decrease in orders were the two days prior to the event, likely because consumers were wanting to save their money for the impending sales. 

User-generated content (UGC) decided purchasing decisions 

A whopping 88% said they relied on ratings and reviews to complete a purchase during Prime Day. Another remarkable statistic that further emphasises the importance of having a reliable ratings and reviews provider.

Three quarters (74%) of respondents said they relied on photos and/or videos from other customers to make a purchase during Prime Day — only 18% said they exclusively looked at written ratings and reviews. This reflects consumers’ growing reliance on visual UGC to help them make purchase decisions. 

With the exception of only seven days, consumer questions asked on our network were up year-over-year for the entire month leading up to Prime Day, as people researched what they would buy. Just like with online orders, the two days before Prime Day there was a decrease, as people likely had already gotten their research done. 

Reviews submitted also saw massive increases in the month leading up to Prime Day. Likely because people find so much use in reviews they wanted to help out their fellow consumer. 

It wasn’t just Amazon Prime Day

While 75% said they shopped at Amazon on the day(s), 25% said that they shopped at a combination of Amazon and other brands/retailers, or at non-Amazon brands/retailers that had the best sales. 

74% of respondents shopped where they thought they would, but 10% said they were swayed to buy elsewhere by a sale and 16% said they did both. Over three quarters (77%) said the items they intended to purchase were on sale during Prime Day. Only 12% said they were purely driven to purchase a product by how much it was discounted.

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With countries all over the world opening up, consumers are feeling ready to splurge, Gatsby style. As trends are increasingly telling us, clearly consumers want to make up for lost spending time. It will be interesting to see if this trend continues, and how long for. Will it affect the upcoming holiday season?

Watch our holiday season webinar to find out!

Hello! I’m Loran, VP of Corporate Development here at Bazaarvoice. Join me as I show you the future of what your product detail pages (PDPs) will need to look like to capture customers in the next decade. This masterclass is designed for thought-leaders across your business interested in the future of e-commerce, and who want to know what a PDP will become in the coming years, as shoppers demand more from their digital experiences.

To learn more, check out our Brand Bootcamp Webinar on the best practices for product detail page optimization

This e-commerce growth was accelerated by the COVID-19 pandemic, which made social distancing a must. People were working remotely and spending more time at home, so shopping online became the norm. From groceries and household items to fitness gear and health & beauty products, shoppers embraced online shopping like never before, out of both necessity and convenience. 

To meet the demand, several brands stepped up their e-commerce strategies. Here’s a look at the brands doing it best. 

1. Amazon

It’s no surprise that Amazon was a top e-commerce retailer last year. The tech giant’s overall sales increased 21.1% in 2020, and it was expected to increase its e-commerce market share to 38% in 2020, up from 37% in 2019, according to eMarketer. Amazon was also projected to add an extra 2 billion pounds in sales in the U.K. 

During the pandemic, Amazon, which owns Whole Foods, has also beefed up its grocery delivery offerings. In the second quarter of 2020, the company reported that its grocery sales had tripled year-over-year. In November, Amazonlaunched Amazon Pharmacy, an online prescription ordering system. Don’t be surprised if you see Amazon Barbers, AmazonFM or Amazon Airways coming soon too.

2. Walmart 

Walmart seriously ramped up its e-commerce to compete with Amazon. The retailer’s U.S. e-commerce business soared 97% during its second fiscal quarter in 2020, which ended July 31, reaching $10 billion. 

The growth is due to Walmart’s online grocery delivery and in-store pickup becoming increasingly popular during the COVID-19 crisis. Last year, the company also partnered with Shopify to expand the Walmart Marketplace for third-party sellers.  

3. Tesco 

Tesco is another retailer reaping the rewards of adapting to customer preference for shopping online during the pandemic. Already one of the largest supermarket chains in Britain, they further enhanced their grocery delivery and Click+Collect pickup programs. 

By doing so, Tesco increased its online delivery slots to 1.5 million a week, and online sales grew nearly 70% year-over-year by the end of August 2020. The company also plan to add 16,000 more staff to help fulfill e-commerce orders. 

4. Target

Target’s e-commerce business was expected to increase 52% in 2020, the largest growth among the top e-commerce retail sites in the U.S., according to eMarketer. 

The retailer has attracted customers during the pandemic with its same-day delivery and in-store pickup of online orders. While other retailers struggled with empty store shelves and out-of-stock items, Target used its stores as fulfilment centers, which kept its costs down and allowed orders to be filled quickly. It’s also testing sort centers for packages, using technology acquired from tech startup Deliv. 

5. Home Depot 

Home improvement and gardening projects became popular pandemic pastimes so online shoppers turned to Home Depot for supplies. The retailer offered both delivery and in-store pickup for online orders. 

During the third quarter of 2020, Home Depot reported an 80% year-over-year increase in digital sales, with customers picking up about 60% of the orders in-store. Even before the pandemic, Home Depot worked to revamp its e-commerce site, making it easier to search and improving imagery.

6. Woolworths 

Woolworths added some new initiatives to meet Australian shoppers’ increased online grocery demand. In May 2020, the retailer debuted the Everyday Rewards app, which features smart shopping lists, meal ideas, specials, and more. By November, it already had more than 2.3 million downloads. 

Home delivery slots were increased, and Woolworths added new home delivery stores and contactless drive-throughs. The company also launched micro-automation technology to better meet the demand for e-commerce orders. All of this helped Woolworths grow its e-commerce sales by 87% to AU$1.5 billion for the first quarter of its 2021 financial year. 

7. Best Buy 

Transitioning to remote work and virtual learning has been a necessity during the pandemic, but not everyone had the equipment they needed. So, electronics, like laptops and tablets, were in high demand, and Best Buy saw its online sales increase by 242% during the second quarter of 2020. Digital health & fitness products and appliances are other items popular with online shoppers. 

Despite its current e-commerce success, Best Buy got off to a rough start during the early days of the pandemic, when the company closed stores, furloughed workers, and experienced inventory problems. By May 2020, it had opened stores on a by-appointment-only basis, before fully reopening in June and doing away with appointments. Best Buy also encourages online shopping by offering curbside pickup. 

8. Wayfair  

Working and learning from home inspired shoppers to purchase desks and other home office furniture. Outdoor furnishings and other home goods are other trendy items during the pandemic, as people look to spruce up their living spaces. 

As a result, online retailer Wayfair has seen its sales grow, and eMarketer predicted its e-commerce sales would increase 22% for 2020. To make shoppers feel safe, Wayfair launched no-contact delivery, no longer requiring signatures for some packages, and requiring drivers to wash and sanitize their hands in between furniture deliveries. 

E-commerce has been on an upward trend for some time. But, it should come as no surprise that the growth rapidly accelerated in 2020, given the pandemic and shift in customer demand. The brands and retailers that saw the most e-commerce growth did so by focusing on meeting customers where they are with streamlined deliveries and convenient pickups. Experts predict this year will be another huge year for e-commerce. 

To learn more, check our E-book on COVID 19’s long-term impact on e-commerce trends

Join a conversation with Mike and Ashley from the Bazaarvoice retail team as they share how brands can leverage user-generated content (UGC) to win their next retail line review. Leaning on their experience as former Senior National Account Manager at GE Appliances for Walmart brands, and, Website Merchandising and Category Manager for Walmart respectively, you’ll learn the insider perspective and tips needed to achieve your brand goals and win at retail.

Prefer to read your content? Check out our top 5 problems UGC can solve for retailers e-book and see how you can take your retail brand to the next level

Traditionally, brands have used a product-based approach in their marketing techniques, by showing how their products stand out from others or how their products are less expensive. But now more than ever, consumers care more about investing in high-value products that offer a specific experience. The problem with product-based selling is that it often relies on the assumption that customers already know the benefits. 

In a solution-based sales approach, brands focus on creating a product that solves a specific problem of their ideal customer. Then, marketing is made easy — the brand shows off how it solves those problems. 

Solution-based selling has been successfully and traditionally utilized by companies that sell intangible products, like productivity apps, or complex, technical, and highly customizable products or services like HR services or cloud storage. 

But all kinds of brands have embraced solution-based selling as of late. From established companies like Cisco and Dell, to up and comers like Planoly and Click Up. Brands that have traditionally used product-based marketing, like beauty brand Pacifica, have begun using solution-based marketing, by marketing products based on the problems they solve, like dry or oily skin. 

Learn how to sell solutions in 3 steps

See how these brands use solution-based selling to advertise to their ideal clients — and how you can implement it effectively in your own marketing. 

1. Figure out what needs to be solved 

The most effective way to figure out the problems your products solve for your ideal customer is to simply ask them. Once you’ve identified your customer, reach out to them and ask them about their pain points. Solution-based selling focuses on listening first before telling your customer what they need, that way you can sell to them based on unique aspects of your product. 

For example, on Cisco’s website the company asks small businesses to answer a few questions before they try to sell them their services, that way they can ensure they are meeting their needs in the sales pitch. 

Planoly knew brands wanted a content planner that easily allowed them to visually plan their Instagram feed in advance. Productivity app Click Up discovered companies most want to save time and consolidate how many programs they use. 

2. Identify who your customers are 

Before you can come up with problems your product needs to solve, you need to identify your ideal client. Identify who will most benefit from the product you’ve created. 

For example, social media planner Planoly knows its product benefits social media managers, small business owners, entrepreneurs, and influencers who want to streamline content creation, save time, and have the ability to visually plan their content ahead of time. 

Cisco chose to focus on providing IT services to small businesses. These are specifically businesses that are big enough to require technical support, but too small to be ready to invest in hiring IT employees. 

3. Advertise an experience that has a solution 

Once you’ve identified the problems your client struggles with, you can identify how your product meets their needs, and know how to sell it as a solution. Instead of focusing on the features of your product, share with clients how the product resolves their problem. 

In its marketing, Planoly emphasizes that it’s a tool that “simplifies social marketing.” Click Up emphasizes how it saves time — touting that it helps businesses “save one day every week”— and is one app that can replace the multitude you’re having to switch between. During the pandemic, Cisco pivoted to market the ways they can help small businesses switch to remote working and manage their employees needs from afar. 

The pandemic has transformed the way consumers spend money. Bazaarvoice research shows that given a turbulent economy and a stressful season for many, customers put value above other product benefits and want to know the ways they spend money will bring them positive experiences. It’s more important than ever to know how to sell solutions instead of products. 

Almost 40% of respondents said they’re still shopping just as much as before the pandemic, and 17% are shopping even more. But what are they buying? And how are they buying? Let’s take a look at this year’s apparel trends.

A noticeable shift towards sustainability  

Sustainability is a growing trend and apparel is no different. Last year, consumers purchased more sustainable products than in 2019, and they plan to let sustainability drive future purchase decisions. Our survey revealed that 69% of shoppers felt “eco-friendly” and “sustainability” are very important or somewhat important when buying apparel, and 35% intentionally purchase clothing made from sustainable or recyclable fabric.

Younger shoppers are for sure more aware of sustainable fashion and willing to invest in it. 50% of Gen Z and millennial consumers will pay more for sustainable clothing, while Gen X and baby boomers won’t. European consumers are also more likely to pay more for sustainable clothing than U.S. shoppers. 

And over half of respondents (56%) stated that they always or sometimes recycle their clothes after use.

To encourage more purchases, shoppers think sustainable fashion brands should offer more discounts, gift cards, or gifts, and provide more information about the items, such as how to wash them and where they’re made. 

Secondhand clothing helps shoppers save money (and the planet)

Going hand-in-hand with sustainability, the resale, secondhand, and vintage clothing sectors saw an uptick over the past year, with 47% of consumers doing so to save money and 15% for environmental reasons.

While only 14% of respondents had purchased secondhand clothing from websites like thredUP, Poshmark etc. during the pandemic, 60% said that they are very/somewhat likely to buy secondhand clothes in the future. 

Of the respondents who had purchased secondhand clothing, they mostly purchased casual wear (76%), luxury clothes (37%), and party wear (26%). Close to half of the respondents stated that they had purchased secondhand clothes to save money and 15% purchased as they feel it saves resources and does the environment a favor.

Outside of purchasing, a new trend we’ve noticed is some consumers have started to sell their apparel items too. Nearly 1 in 4 respondents said they’d resold their clothes to a large or moderate extent in the past year.

And while secondhand clothing might become more of a ‘norm,’ we also found that clothing rental subscriptions are losing momentum. Of the consumers who were using services like Rent the Runway, Le Tote etc, 76% said that they discontinued their subscriptions during the pandemic and only 13% said they’re likely to rent clothes again. 

Social media continues to inspire fashion choices 

According to an Influenster survey in June 2020, 82% of UK and 72% of North American consumers said they used social media significantly more during the pandemic. 25% of consumers shopped more to keep themselves entertained or because they were using social media more and in turn discovered new products. 

With social media usage way up, 62% said that’s where they’re finding clothing inspiration, a practice more common with Gen Z, millennial, and Gen X shoppers than with boomers.

Of the shoppers seeking inspiration from social media and influencers, 56% embrace micro-influencers, or those with 1,000 to 100,00 followers, and 42% rely on content creators with less than 1,000 followers. This tells us that a more niche following provides higher authenticity. 

Brand websites are the go-to for online shopping 

Not just a trend in apparel, the increase in screen time usage hasn’t only applied to social media though — online shopping has been the go-to option, with 40% of consumers said they’re shopping solely online.

Most Gen Z online shoppers (76%) prefer shopping directly from fashion e-commerce sites, brand stores, and thrift shops. By comparison, baby boomer and Gen X consumers prefer shopping directly from retailer sites, department stores, and brand sites. 

The pandemic changed clothing styles 

In our survey, we saw 63% of respondents “strongly agreed” or “agreed” that the pandemic changed how they dressed for social gatherings, 27% of whom plan to keep their pandemic dress codes when the pandemic ends.

Gen Z consumers especially plan to keep dressing how they’ve been over the past year, as 51% said they found a new style they love. 

Athleisure and comfy clothing soar in popularity 

It’s no surprise that as homes became the office, gym, and general hangout space, more consumers opted for more casual clothing during the pandemic. ‘Comfort,’ ‘price,’ and ‘promotions’ were the top apparel trend drivers over the past year. 

Consumers started defining their “work from home” style as “casual and everyday clothing,” “in-home wear/pajamas,” and “in athleisure all day.” Nearly 60% of consumers spent the most on casual basics and 44% on athleisure, such as sweatshirts and leggings. 

Even after the pandemic, 45% of survey respondents expect their work attire to be business casual and 31% said it will be casual basics, such as jeans and T-shirts. 

Post-pandemic apparel trends

Post-pandemic shoppers will still gravitate to casual and comfortable clothing, and sustainability will factor into purchase decisions. And whilst people are still apparel shopping, they’re more often buying online and turning to social media for inspiration.

Speaking of after the pandemic, now that it’s “over,” we’re looking forward to seeing anticipated shifts in apparel trends as more people are spending time outdoors, socializing, and getting to travel once again. It’s going to be interesting to see what apparel trends emerge in coming years, so make sure you stay tuned for updates.

Now you know the apparel trends, check out our e-book on 5 consumer trends brands and retailers should lean into next year for more industry trends.

To replicate the in-store experience and inspire online consumers’ confidence, user-generated content (UGC) is  more important than ever. In fact, in the Bazaarvoice client network of 12,000+ brands, of which 1,750 are retailers, we saw a 44% year-over-year increase of customer reviews submitted. And while it’s widely agreed upon that written reviews are important, visual content is entering the spotlight. Two-thirds of shoppers we surveyed said that photos from previous shoppers is important to them when deciding to purchase online. 

To learn more about the impact of visual and social UGC, we launched our global survey of over 8,000 consumers. Turns out, photos tell the story even when words fail.  

Everyone’s an influencer 

Move over celebrities and influencers with million+ follower counts. Nowadays, consumers want to see and hear from people just like themselves. We found that 66% of shoppers find the availability of photos from previous shoppers important when deciding to purchase online. In fact, 62% of shoppers now say they are more likely to buy a product if they can view customer videos and photos. 

This is likely due to the fact that the more authentic shoppers think visual content is, the more confident they become in their purchases. And what is more authentic than a photo of a product being used or worn by someone just like you? Shoppers no longer want to see bland, stagnant, unrealistic pictures from photo shoots on the product page. Almost 75% of respondents say that they prefer seeing customers’ photos and videos on online stores over professional imagery. 

Rich visual and social content can demonstrate how the product fits or is used, and can help potential customers to imagine how they would use and experience the product in their own lives. When asked what the biggest reason for wanting video UGC is, a quarter of shoppers said that it highlights things not obvious from the text and pictures in the product listing. Shoppers know that their fellow consumers are actually using the products, and therefore can give insights and tips that may not be obvious from just professional product shots. 

Consumers want to see visual UGC for some products more than others

While visual UGC is helpful for customers of all kinds, it seems to be even more beneficial when consumers are shopping for more expensive products. For instance, 36% of respondents said that technology and electronics is the most important category for photos and videos from other customers.

There are also generational differences on the impact of visual UGC as a purchase driver within product categories. For instance, when it comes to buying technology and electronics, visual UGC is more important to 65-74 year-olds (40%) than to 18-24 year-olds (28%). The priorities flip when it comes to health and beauty, as visual UGC is more helpful to 18-24 year olds (16%) than 65-74 year olds (4%). However, the age groups are a little more in agreement when it comes to buying apparel, but the younger demographic (29%) still relies on visual UGC more than the older one (21%).  

Shoppers want to see social proof from visual UGC on social media 

Shoppers don’t just want to see visual UGC on your product page. Social commerce is entering into its heyday, which means shoppers want to see visual UGC across social media platforms.  Every single one of our 8,000+ respondents said they use at least one social media platform regularly. Beyond just the high level of usage, the importance of social media in the retail landscape is clear, as 50% of people surveyed agree that social media plays an active role in influencing what they choose to buy.

Just like on the product page, shoppers want to see people just like themselves on brands’ social media profiles. Over half (64%) of our respondents reported that they prefer it when brands use real customer photos in their posts rather than professional product shots.

They want a steady stream as well — 60% told us that they want to see new visual UGC on a brand’s social media presence at least once a week. As expected, younger shoppers demonstrate the strongest preference for visual UGC on social. And they’re a demographic you want to please in that space, because amongst 18-34 year-olds, two-thirds say that social media actively influences their purchasing, while 72% say they prefer it when brands use visual UGC for social media outreach.

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Shoppers want to see it to believe it and buy it. By allowing your customers to provide photos and videos of themselves using your product, you’re amplifying your most influential advocates. And by spreading that content far and wide, on your product pages and throughout your social media, you make the most out of those resounding recommendations. 

To learn more about the power of visual UGC, download our e-book here.