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Who Buys Source

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, 2012

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, 2012

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, 8.1%; 25-34, 16.1%; 35-44, 18.7%; 45-54, 22.0%; 55-64, 18.5%; 65+, 16.6%.

GfK MRI, 2012

Adults 18+ who shopped a major home retailer (Home Depot, Lowe's, etc.) from 1-3 times in the past month, by race: White, 80.4%; Black, 8.5%; Other, 11.1%; Hispanic origin, 11.5%.

GfK MRI, 2012

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+, 31.1%; $75-99,999, 15.8%; $60-74,999, 12.0%; $50-59,999, 8.5%; $40-49,999, 8.3%; $30-39,999, 8.2%; $20-29,999, 7.6%; under $20,000, 8.5%.

GfK MRI, 2012

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, 21.2%; South, 38.7%; West, 21.5%.

GfK MRI, 2012

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, 20.3%; married, 62.4%; separated/widowed/divorced, 17.3%.

GfK MRI, 2012

Of those adults 18+ whose past-year home remodeling projects were done by themselves (or some other family member), 50.0% were women and 50.0% were men.

GfK MRI, 2012

Adults 18+ whose home remodeling projects in the last year were done by themselves (or some other family member), by age group: 18-24, 9.2%; 25-34, 18.1%; 35-44, 19.6%; 45-54, 22.2%; 55-64, 18.5%; 65+, 12.4%.

GfK MRI, 2012

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, 5.1%; Other, 8.9%; Hispanic origin, 9.5%.

GfK MRI, 2012

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+, 32.7%; $75-99,999, 17.3%; $60-74,999, 12.5%; $50-59,999, 9.2%; $40-49,999, 8.2%; $30-39,999, 7.6%; $20-29,999, 6.6%; under $20,000, 5.9%.

GfK MRI, 2012

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, 17.9%; Midwest, 25.7%; South, 37.6%; West, 18.8%.

GfK MRI, 2012

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, 19.1%; married, 67.5%; separated/widowed/divorced, 13.4%.

GfK MRI, 2012

Of those adults 18+ who hired an outside contractor for a home improvement project in the past year, 54.5% were women and 45.5% were men.

GfK MRI, 2012

Adults 18+ who hired an outside contractor to do a home improvement project in the past year, by income group: $100,000+, 41.5%; $75-99,999, 18.2%; $60-74,999, 9.5%; $50-59,999, 7.7%; $40-49,999, 6.8%; $30-39,999, 6.8%; $20-29,999, 5.4%; under $20,000, 4.1%.

GfK MRI, 2012

Adults 18+ who used an outside contractor for a home improvement job in the previous year, by marital status: Single, 16.3%; married, 66.8%; separated/widowed/divorced, 16.9%.

GfK MRI, 2012

Adults 18+ who hired an outside contractor to do a home improvement project in the last year, by age range: 18-24, 6.2%; 25-34, 11.5%; 35-44, 14.9%; 45-54, 22.3%; 55-64, 21.7%; 65+, 23.4%.

GfK MRI, 2012

Adults 18+ who hired an outside contractor for a home improvement job in the previous year, by race: White, 84.6%; Black, 7.8%; Other, 7.6%; Hispanic origin, 6.3%.

GfK MRI, 2012

Adults 18+ who hired an outside contractor for a home improvement project in the last year, by region: Northeast, 21.8%; Midwest, 24.0%; South, 35.8%; West, 18.4%.

GfK MRI, 2012

Share of power drill sales in 2012, according to age bracket: 18-34, 33.7%; 35-44, 22.7%; 45-54, 20.3%; 55-64, 13.9%; 65+, 9.4%.

The NPD Group, 2012

Based on a study conducted by The Media Audit, the top metro areas for adults who plan to take on a home remodeling project in the next year: 1. Birmingham, AL (26.5% who expect to remodel their homes in the next 12 months); 2. Albany-Schenectady-Troy, NY (25.7%); 3. (tie) Buffalo, NY (24.7%) and Columbus, OH (24.7%); 5. (tie) Philadelphia, PA (24.6%) and Peoria, IL (24.6%); 7. Kansas City, MO (24.5%); 8. Rochester, NY (24.2%); 9. (tie) Charleston, SC (22.8%) and San Antonio, TX (22.8%).

The Media Audit, 2012

Share of lawn mower unit purchases, by age group: 18-34, 29.2%; 35-44, 19.9%; 45-54, 22.4%; 55-64, 17.3%; 65+, 11.1%.

The NPD Group, 2012

When They Buy Source

May is National Home Improvement Month.

PR Newswire, 2013

Monthly sales in building materials/supplies stores (3-year average, 2009-2011): January, 6.3%; February, 6.3%; March, 8.2%; April, 9.1%; May, 9.7%; June, 9.6%; July, 9.1%; August, 8.8%; September, 8.5%; October, 8.5%; November, 8.2%; December, 7.7%.

U.S. Department of Commerce, 2012

Why They Buy Source

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

According to a 2012 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, and cleanliness); 3. Merchandise (including availability and product information); 4. Price; 5. Sales and promotions.

J.D. Power and Associates, 2012

Reasons for purchasing a particular power drill in 2012: Trusted brand, 45.3%; price, 34.0%; on sale, 19.1%; features, 18.9%; warranty, 7.5%; store display, 5.8%; store recommended, 5.6%; friend recommended, 4.5%; consumer rating, 3.2%.

The NPD Group, 2012

According to a 2012 TraQline survey of home improvement professionals, competitive prices drive 40% of the respondents' buying habits, while 33% are influened by product quality.

 

Home Channel News, 2012

According to a survey by research firm MarketTools, the most common complaints voiced by home improvement store shoppers (multiple answers): Product out of stock, 38.5%; employee unhelpful, 28.2%; slow checkout, 23.1%; employee rude, 23.1%; price confusion, 20.5%; employee uninformed, 17.9%; employee unavailable, 15.4%; product not carried, 12.8%; parking problem, 10.3%; dirty/poorly organized store, 5.1%; other, 20.3%.

Home Channel News, 2012

A 2012 study by The NPD Group found that price remains a top motivator overall for which home improvement products that consumers buy, although brand is most important with lawn & garden products, power tools, adhesives and caulk.

Hardware Retailing, 2012

Reason for shopping a particular retailer for a lawn mower: Price, 46.1%; brand/selection, 24.2%; close to home, 15.3%; availabiity, 11.2%.

The NPD Group, 2012

Primary reason for lawn mower purchases (more than one answer possible): Price, 41.2%; trusted brand, 34.4%; features, 26.9%; on sale, 20.9%; warranty, 10.3%; consumer rating, 7.7%; store recommended, 6.6%; store display, 6.4%.

The NPD Group, 2012

How They Buy Source

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

Based on a 2012 study by the National Association of Home Builders, the average amount spent on home improvement projects per household is $1,907.

National Association of Home Builders, 2012

According to a survey by The Farnsworth Group, 61% of customers said they use coupons when shopping for hardware, home improvement or building supply products.

Hardware Retailing, 2012

What They Buy Source

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

During the fourth quarter of 2012, Home Depot departments that outperformed the company's average comp were tools, lumber, electrical, outdoor garden, lighting, indoor garden and decor. Flooring, kitchens, bath, plumbing, hardware, paint and millwork also performed positively during the quarter, according to the retailer.

Home Channel News, 2013

Based on research by TraQline, market share of kitchen and bath fixtures sold during the fourth quarter of 2012: Kohler, 13.0%; Moen, 8.9%; Delta, 8.1%; American Standard, 6.8%; all others, 41.0%; don't know brand, 22.2%.

Home Channel News, 2013

According to a forecast by IHS Global Insight, projected annual growth rates of the following home improvement categories from 2011-2015: Hardware, +3.2%; Tools & Equipment, +3.0%; Plumbing Fixtures & Supplies, +8.2%; Electrical Supplies, +6.0%; Nursery Stock & Soil Treatments, +3.7%; Lawn & Garden Equipment & Supplies, +5.1%; Paint & Preservatives, +7.0%; Major Appliances, +2.5%; Kitchen & Bath Products, +7.2%; Windows, Skylights & Patio Doors, +7.5%; Roofing & Supplies, +7.5%; Doors & Molding, +7.5%; Insulation & Weatherization Products, +8.1%; Siding & Exterior Trim, +7.6%; Hard-Surface Floor Coverings, +5.9%; Soft-Surface Floor Coverings, +5.4%. 

Hardware Retailing, 2012

Walk-behind lawn mowers accounted for 80.9% of overall unit sales in 2011, while riding mowers made up the other 19.1%. The most popular size of walk-behind mowers was the 22-inch cut model (22.5% of unit sales). For riding mowers, 16-21 HP models accounted for 40.5% of unit sales.

The NPD Group, 2012

Where They Buy Source

According to research by TraQline, where kitchen and bath fixtures were purchased during the fourth quarter of 2012: 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

Top home improvement chains, according to 2011 sales totals (in billions), with change from 2010 in parentheses: 1. Home Depot, $70.395 (+3.5%); 2. Lowe's, $50.200 (+2.8%); 3. Menards, $8.800 (+6.0%); 4. Tractor Supply, $4.230 (+16.3%); 5. Harbor Freight Tools, $1.650 (+10.0%); 6. 84 Lumber, $1.430 (-1.9%); 7. Northern Tool & Equipment, $1,028 (+16.8%); 8. Sutherland Lumber, $0.992 (no change); 9. Carter Lumber, $0.671 (+3.0%); 10. Orchard Supply Hardware, $0.661 (no change).

Home Channel News, 2012

According to a survey by the National Retail Hardware Association, where male (18+) consumers shop for home improvement products: Big box home improvement stores, 72.5%; mass merchants, 13.4%; independent retailers, 10.4%; discount retailers, 3.3%; other, 0.4%. Where female (18+) consumers shop for their home improvement products: Big box home improvement stores, 71.4%; mass merchants, 16.1%; independent retailers, 8.2%; discount retailers, 2.7%; other, 1.6%. 

Hardware Retailing, 2012

Based on a survey by the National Retail Hardware Association, where "light" do-it-yourselfers shop for home improvement products: Big box home improvement stores, 75.4%; mass merchants, 13.6%; independent retailers, 9.0%; discount retailers, 1.6%; other, 0.4%. Where "serious" do-it-yourselfers shop for home improvement products: Big box home improvement stores, 84.3%; independent retailers, 8.7%; discount retailers, 2.8%; mass merchants, 2.7%; other, 1.6%.

Hardware Retailing, 2012

A 2012 TraQline survey of home improvement professionals revealed that 60% of the respondents shop at big-box home improvement retailers. Only 7% of the pros shop online, with the majority visiting the Web to compare prices, conduct basic product research and compare product features.

Home Channel News, 2012

Share of power drill dollar purchases in 2012, by retail channel: Warehouse home centers, 61.9%; department stores, 11.4%; mass merchants, 9.7%; specialty stores, 7.3%; hardware stores, 7.6%; other, 2.2%. 

The NPD Group, 2012

According to a survey by the National Retail Hardware Association, where 18-24-year-old consumers shop for home improvement products: Big box home improvement stores, 54.9%; mass merchants, 28.1%; independent retailers, 9.8%; discount retailers, 6.5%; other, 0.7%.

 

Hardware Retailing, 2012

Based on a survey by the National Hardware Retailing Association, where consumers aged 25-34 shop for home improvement products: Big box home improvement stores, 67.0%; mass merchants, 16.8%; independent retailers, 10.2%; discount retailers, 4.6%; other, 1.5%.

Hardware Retailing, 2012

According to a survey by the National Hardware Retailing Association, where consumers aged 35-44 shop for home improvment products: Big box home improvement stores, 73.8%; mass merchants, 16.4%; independent retailers, 7.2%; discount retailers, 2.6%; other 0.0%.

Hardware Retailing, 2012

Based on a survey by the National Retail Hardware Association, where consumers aged 45-54 buy their home improvement products: Big box home improvement stores, 75.0%; mass merchants, 11.7%; independent retailers, 8.7%; discount retailers, 2.6%; other, 2.0%.

Hardware Retailing, 2012

According to a survey by the National Retail Hardware Association, where consumers aged 55-64 purchase their home improvement products: Big box home improvement stores, 84.8%; independent retailers, 9.1%; mass merchants, 4.9%; other, 1.2%.

Hardware Retailing, 2012

According to a survey by the National Retail Hardware Association, where consumers 65-and-over buy home improvement products: Big box retailers, 77.1%; independent retailers, 12.5%; mass merchants, 9.4%; discount retailers, 1.0%; other, 0.0%.

Hardware Retailing, 2012

Dollar share of lawn mower sales in 2011, by channel: Warehouse home improvement centers (Home Depot, Lowe's, etc.), 49.6%; department stores, 17.0%; specialty stores, 14.8%; mass merchants, 6.8%; hardware stores, 3.0%; other, 8.80%.

The NPD Group, 2012

Business Trends Source

The Home Improvement Research Institute predicts that sales of home improvement products will climb 4.0% in 2013, to $284.8 billion, after growing an estimated 4.9% in 2012 to $273.9 billion. In 2014, the HIRI expects overall home improvement sales to grow 5.9% to $301.7 billion.

HIRI, 2013

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 National Association of Home Builders predicts an increase of 2.4% in remodeling spending for owner-occupied single-family homes in 2013, followed by a gain of 1.7% in 2014.

National Association of Home Builders, 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

According to a Spring 2013 survey by RemodelOrMove.com, 58% of homeowners reported that the economy was having minimal effect on their plans for remodeling. The figure is up from a low of just 33% during the depths of the recession. 

Home Channel News, 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

Based on 2012 research by the National Association of Home Builders, the strongest housing remodeling sectors are aging-in-place retrofits, energy efficiency upgrades, and reinvesting in distressed properties.

Hardware Retailing, 2012

Misc Source

A 2012 study of the media habits of adults who plan to remodel, conducted by The Media Audit, revealed that radio, billboards and the Internet are the among the three media used the most. The report showed that adults who plan to remodel are 20% more likely to be heavy radio listeners, spending three or more hours per day listening. 

The Media Audit, 2012

Finishing above the industry average for customer satisfaction in the 2012 J.D. Power and Associates Home Improvement Retailer Satisfaction Study were top-ranked Ace Hardware, followed by Lowe's. Finishing below the industry average were Menards, Home Depot, True Value and Sears..

J.D. Power and Associates, 2012