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Who Buys Source

According to a survey of 3,400 online adults by Burst Media, 35% of the respondents planned to undertake at least one home improvement project during 2014.

 

Burst Media, 2014

According to an online survey conducted on behalf of SunTrust Banks by the Harris Poll, 56% of homeowners said they would be spending money on home improvement projects in 2014.

PRNewswire, 2014

A 2014 study by reserch firm SSRS determined that contractors account for around 30% of sales at big box retailers.

Home Channel News, 2014

Profiling adults 18+ who shopped a major home improvement retailer (Home Depot, Lowe's, etc.) from 1-3 times in the in the past 30 days, along with those consumers whose home improvement projects were done by themselves (or some other family member) in the last year, and those who hired an outside contractor to do the work:
 

GfK MRI, 2013

Of those adults 18+ who shopped a major home improvement retailer (Home Depot, Lowe's, etc.) from 1-3 times in the last month, 51.8% were men and 48.2% were women.
 

GfK MRI, 2013

Adults 18+ who shopped a major home improvement retailer (Home Depot, Lowe's, etc.) from 1-3 times in the last 30 days, by age group: 18-24, 8.2%; 25-34, 15.5%; 35-44, 18.4%; 45-54, 21.3%; 55-64, 18.5%; 65+, 18.1%.

GfK MRI, 2013

Adults 18+ who shopped a major home retailer (Home Depot, Lowe's, etc.) from 1-3 times in the past month, by race: White, 80.8%; Black, 8.0%; Other, 11.2%; Hispanic origin, 11.4%.

GfK MRI, 2013

Adults 18+ who shopped a major home improvement retailer (Home Depot, Lowe's, etc.) from 1-3 times in the last 30 days, by income level: $100,000+, 30.8%; $75-99,999, 15.5%; $60-74,999, 12.2%; $50-59,999, 8.5%; $40-49,999, 8.5%; $30-39,999, 8.4%; $20-29,999, 7.4%; under $20,000, 8.7%.

GfK MRI, 2013

Adults 18+ who shopped a major home improvement retailer (Home Depot, Lowe's, etc.) from 1-3 times in the last month, by region: Northeast, 18.6%; Midwest, 21.5%; South, 37.5%; West, 22.4%.

GfK MRI, 2013

Adults 18+ who shopped a major home improvement retailer (Home Depot, Lowe's, etc.) from 1-3 times in the past 30 days, by marital status: Single, 20.6%; married, 61.7%; separated/widowed/divorced, 17.7%.

GfK MRI, 2013

Of those adults 18+ whose past-year home remodeling projects were done by themselves (or some other family member), 50.5% were women and 49.5% were men.

GfK MRI, 2013

Adults 18+ whose home remodeling projects in the last year were done by themselves (or some other family member), by age group: 18-24, 9.1%; 25-34, 17.1%; 35-44, 19.7%; 45-54, 21.7%; 55-64, 19.2%; 65+, 13.2%.

GfK MRI, 2013

Adults 18+ who did their own home remodeling projects in the past year (or had some other family member do the work), by race: White, 86.0%; Black, 5.0%; Other, 9.0%; Hispanic origin, 10.3%.

GfK MRI, 2013

Adults 18+ who did their own home improvement projects in the past year (or had some other family member do the work), by income bracket: $100,000+, 33.4%; $75-99,999, 17.0%; $60-74,999, 12.6%; $50-59,999, 8.7%; $40-49,999, 8.2%; $30-39,999, 7.4%; $20-29,999, 6.8%; under $20,000, 5.9%.

GfK MRI, 2013

Adults 18+ who did their own home improvement projects in the last year (or had some other family member do the work), by region: Northeast, 17.8%; Midwest, 25.2%; South, 37.7%; West, 19.3%.

GfK MRI, 2013

Adults 18+ who did their own home improvement projects in the previous year (or had some other family member do the work), by marital status: Single, 18.4%; married, 67.9%; separated/widowed/divorced, 13.7%.

GfK MRI, 2013

Of those adults 18+ who hired an outside contractor for a home improvement project in the past year, 54.0% were women and 46.0% were men.

GfK MRI, 2013

Adults 18+ who hired an outside contractor to do a home improvement project in the past year, by income group: $100,000+, 42.5%; $75-99,999, 18.6%; $60-74,999, 9.6%; $50-59,999, 6.2%; $40-49,999, 6.9%; $30-39,999, 7.1%; $20-29,999, 5.0%; under $20,000, 4.1%.

GfK MRI, 2013

Adults 18+ who used an outside contractor for a home improvement job in the previous year, by marital status: Single, 16.9%; married, 66.6%; separated/widowed/divorced, 16.5%.

GfK MRI, 2013

Adults 18+ who hired an outside contractor to do a home improvement project in the last year, by age range: 18-24, 6.8%; 25-34, 11.4%; 35-44, 13.6%; 45-54, 21.9%; 55-64, 22.1%; 65+, 24.2%.

GfK MRI, 2013

Adults 18+ who hired an outside contractor for a home improvement job in the previous year, by race: White, 84.7%; Black, 7.8%; Other, 7.5%; Hispanic origin, 6.8%.

GfK MRI, 2013

Adults 18+ who hired an outside contractor for a home improvement project in the last year, by region: Northeast, 22.5%; Midwest, 22.5%; South, 35.6%; West, 19.4%.

GfK MRI, 2013

A 2013 survey by TraQline found that Hispanics are twice as likely to buy outdoor power equipment as a gift than the overall population.

TraQline, 2013

When They Buy Source

Monthly sales in building materials/supplies stores (3-year average, 2011-2013): January, 6.4%; February, 6.4%; March, 8.1%; April, 8.9%; May, 9.9%; June, 9.3%; July, 9.0%; August, 9.0%; September, 8.3%; October, 8.9%; November, 8.3%; December, 7.5%.

U.S. Department of Commerce, 2014

May is National Home Improvement Month.

PR Newswire, 2014

Why They Buy Source

Based on a 2014 survey by Burst Media, 45% of "home improvers" say the primary purpose of their home improvement project(s) is to update or improve the look, feel, flow and layout of their homes.

Burst Media, 2014

According to a 2013 survey by J.D. Power and Associates, factors that most impact customer satisfaction with home improvement stores: 1. Staff and service (including availability, courtesy, knowledge); 2. Store facility (including ease of finding merchandise, convenience of store location, and store layout and design); 3. Merchandise (including availability and variety of  product information, and selection of brands); 4. Price; 5. Sales and promotions.

J.D. Power and Associates, 2013

According to a 2013 TraQline survey, when asked why an outdoor power equipment purchase was made at a specific retailer, "advertising" was signficantly more influential with Hispanics than the overall U.S. market.

TraQline, 2013

According to a survey of professional contractors, conducted by Principia, reasons that the respondents selected a big box home improvement retailer for their purchases: Convenient location, 98%; lowest price, 97%; product line offering breadth, 72%; service delivery to job site, 18%; service counter sales, 15%.

Home Channel News, 2013

Based on research by J.D. Power and Associates, more than 80% of home improvement customers request help in finding a product in a store, reinforcing the importance of having a knowledgeable salesperson readily available.

J.D. Power and Associates, 2013

How They Buy Source

According to a 2014 American Express survey, among those homeowners planning home improvement projects, the average amount they expected to spend was $4,000.

American Express Spending & Saving Tracker, 2014

According to a survey conducted on behalf of SunTrust Banks by The Harris Poll, 20% of those respondents planning home improvement projects in 2014 expected to spend $10,000 or more.

PR Newswire, 2014

The average amount spent per transaction at home centers in 2012 was $36, compared to $38 in 2011 and $35 in 2010.

Hardware Retailing, 2013

Average cost, and percent that can usually be recouped if a residence is sold within a year, of the following mid-range home improvement projects: Bathroom addition, $37,501 (54.8%); major kitchen remodel, $53,931 (68.9%); minor kitchen remodel, $18,527 (75.4%); master suite addition, $101,873 (63.2%); family room addition, $79,006 (63.3%); bathroom remodel, $15,782 (65.2%); replace siding (vinyl), $11,192 (72.9%); roofing replacement, $18,488 (62.9%); wood deck addition, $9,327 (77.3%); sunroom addition, $72,179 (46.5%); basement remodel, $61,303 (70.3%); home office remodel, $27,292 (43.6%); attic bedroom remodel, $47,919 (72.9%); window replacement (wood), $10,708 (73.3%); garage door replacement, $1,496 (75.7%).
 

Remodeling Magazine, 2013

The average size of a transaction at Home Depot in 2012 was $54.89, compared to $62.82 for Lowe's.

Hardware Retailing, 2013

The average price paid for a walk-behind lawn mower in 2013 was $284, compared to an average of $1,920 for a riding mower.

TraQline, 2013

What They Buy Source

According to a 2014 survey of 3,400 online adults, conducted by Burst Media, of those respondents planning a home improvement project during the year, bathrooms (27%), bedrooms (25%), the kitchen (24%) and landscaping (24%) topped the list.

Burst Media, 2014

Based on a 2014 survey commissioned by SunTrust Banks and conducted by The Harris Poll, among those homeowners planning home improvement projects, 27% indicated they would invest in an outdoor area such as a patio, deck, pool or landscaping. Bathroom remodels (17%), home repairs such as a new roof or HVAC system (16%) and kitchen remodels (11%) were cited next. 

PR Newswire, 2014

A survey done by Hanley Wood and Remodeling Magazine indicated that more than half of homeowners who expected to remodel in 2014 were planning projects in the kitchen.

Remodeling Magazine, 2014

According to a 2014 survey by Houzz, the most popular additions to outdoor living areas (multiple answers): Patio, 69%; BBQ, 48%; fire pit, 48%; deck, 38%; sound system, 19%; outdoor kitchen, 14%

Houzz, 2014

According to a survey by the Home Improvement Research Institute, percent of homeowners who made purchases in the following product categories in the last year: Electrical & lighting, 63%; lawn & garden, 43%; paint & sundries, 42%; hardware, 41%; HVAC, 33%; plumbing, 31%; hand tools & accessories, 24%; lumber & building materials, 23%; power tools & accessories, 21%; major household appliances, 18%; kitchen & bath remodeling, 16%; wall, window, ceiling & floor coverings, 15%; doors, windows & millwork, 11%; miscellaneous, 9%.

Hardware Retailing, 2013

According research by Home Channel News, products carried most often by the 300 largest home channel retailers: 1. Power tools; 2. Lumber; 3. Windows & decks; 4. Paint & sundries; 5. Roofing; 6. Lawn & garden; 7. Decking; 8. Cabinets; 9. Housewares; 10. Work wear; 11. Pet supplies; 12. Appliances.

Home Channel News, 2013

Walk-behind lawn mowers accounted for 76.7% of overall unit sales in 2013, while riding mowers made up the other 23.3%.

TraQline, 2013

Dollar share of riding lawn mower purchases in 2013, by brand: John Deere, 25%; Craftsman, 13%; Husqvarna, 8%; Cub Cadet, 6%; Toro, 5%; Kubota, 5%; Troy-Bilt, 5%; Snapper, 2%; Poulan, 2%; Other, 28%; don't know, 3%.

TraQline, 2013

Dollar share of walk-behind lawn mower purchases in 2013, by brand: Craftsman, 16%; Toro, 14%; John Deere, 12%; Honda, 11%; Troy-Bilt, 6%; Black & Decker, 3%; Lawn Boy, 3%; Briggs & Stratton, 2%; Weed Eater, 2%; other, 27%; don't know, 4%.

TraQline, 2013

Where They Buy Source

Top home improvement chains, according to 2013 sales totals (in billions), with change from 2012 in parentheses: 1. Home Depot, $78.812 (+5.4%); 2. Lowe's, $53.417 (+5.7%); 3. Menards, $9.500 (+3.3%); 4. Tractor Supply, $5.160 (+10.6%); 5. ProBuild Holdings, $4.300 (+19.4%); 6. 84 Lumber, $2.150 (+32.7%); 7. Harbor Freight Tools, $2.140 (+12.0%); 8. Northern Tool & Equipment, $1.060 (+2.9%); 9. Sutherland Lumber, $1.040 (+4.7%); 9. Lumber Liquidators, $1.000 (+23.0%); 10. Carter Lumber, $0.956 (+18.3%).

Home Channel News, 2014

Research by J.D. Power and Associates found that customers allocate an average of 73% of their annual home improvement spend to their primary home improvement retailer

J.D. Power and Associates, 2013

According to research by TraQline, where kitchen and bath fixtures are purchased: Big box retailers, 49.8%; specialty stores, 17.7%; Internet retailers, 3.5%; discount & warehouse retailers, 1.2%; hardware stores, 1.0%; other, 26.7%.

Home Channel News, 2013

Business Trends Source

The Home Improvement Research Institute predicts that sales of home improvement products will climb 6.5% in 2014 to approximately $309 billion, after growing 4.2% in 2013 to $290 billion. 

HIRI, 2014

Research by IBISWorld concluded that Home Depot and Lowe's combine to generate more than 90% of annual revenue in the home improvement industry.

IBISWorld, 2014

Based on data from the U.S. Census Bureau, homeowners spent $130 billion on remodeling projects in 2013, up 3.1% from 2012 and the largest amount of home-remodeling spending since 2007. Permits for remodeling jobs grew 5.1% in 2013, the largest increase since 2010. 

The Wall Street Journal, 2014

A report by IHS Global Insight projected growth in the U.S. home improvement products market at 5.0% in 2014 and 5.3% in 2015, with increases of 5.3% and 5.7% in the consumer segment, and gains of 4.3% and 3.0% in the professional segment, respectively.

Home Channel News, 2014

A survey by Hanley Wood showed that remodeling sales were up 10% in 2013, and 45% of remodelers expected another 10% increase in 2014.

Remodeling Magazine, 2014

Ninety percent of North American home builders, architects, remodelers, landscape professionals and interior designers expect revenue to grow in 2014, according to a survey of more than 6,500 service providers conducted by Houzz.

Houzz, 2014

According to the Home Improvement Research Institute, home improvement product sales in the Professional Market increased 3.4% in 2013, while sales in the Consumer Market rose 4.5%.

HIRI, 2014

Research by American Express found that 73% of homeowners were planning to make some type of home improvement in 2014, with 72% of this group expecting to do the projects themselves (up from 66% in a 2010 survey).

American Express Spending & Saving Tracker, 2014

According to a 2014 survey of more than 6,500 service providers (home builders, architects, remodelers, landscapers and interior designers), conducted by Houzz, 69% of the respondents said they have taken on more diverse projects during the past two years. 

Houzz, 2014

According to a Hardware Retailing survey of home improvement retailers, types of advertising the respondents were using in 2013: Circulars, 67.6%; social media, 64.7%; print, 63.7%; online, 60.8%; radio, 40.2%; direct mail, 40.2%; TV, 17.6%. 

Hardware Retailing, 2013

The total sales per employee at home centers in 2012 was $186,004, compared to $224,286 in 2011 and $183,304 in 2010.

Hardware Retailing, 2013

Gross margins at home centers in general were 36.9% in 2012, compared to 31.6% in 2011 and 31.3% in 2010. Gross margins in 2012 were 34.6% at Home Depot and 34.3% at Lowe's.

 

Hardware Retailing, 2013

Based on research by the National Retail Hardware Association, on average, home improvement retailers spend about 2.5% of sales on advertising.

Hardware Retailing, 2013

Misc Source

The share of homes in the  U.S. that are at least 40 years old has risen to 41%, according to the U.S. Census Bureau's American Housing Survey. In 2001, that share was 35%, and in 1991, it was 27%.

Furniture/Today, 2014

Finishing above the industry average for customer satisfaction in the 2013 J.D. Power and Associates Home Improvement Retailer Satisfaction Study were top-ranked Ace Hardware, followed by Menards and Lowe's. Finishing below the industry average were True Value, The Home Depot and Sears.

J.D. Power and Associates, 2013