In the back half of 2025, homeowners find themselves navigating a complex mix of rising costs, shifting economic pressures, and their own evolving expectations for home improvement products. While cost savings continue to matter, today’s DIYers are increasingly motivated to conduct projects because of costs savings over hiring a pro, enjoyment of doing the work themselves, having access to high-quality resources and project tools, and the desire to control project timelines, rather than relying on a contractor.

At the same time, the demographic profile of DIYers is shifting. Millennials are aging into larger projects while doing more DIY, and Gen X and Boomers remain a major force in overall Home Improvement spend. And across all groups, digital behaviors are accelerating, from YouTube dominance to the fast rise of AI-driven research.

At The Farnsworth Group, we study the tangible implications of these patterns through custom market research for our clients. We also track changes more broadly for the industry via our Quarterly Homeowner Activity Tracker and our annual Building Products Customer Guide. These studies help home improvement manufacturers keep up-to-date on what matters most to the modern DIYer, and how to position their products for growth.

Let's dig into 10 DIY trends and statistics shaping the home improvement landscape for 2026 and beyond and what questions you should be asking about these insights in context of your own marketing, channel, and product strategies today.

1. DIY Projects Are Driven by Skill Confidence and Cost Sensitivity

DIY motivations are shifting. While cost savings remains a major driver for DIYing a project cited by two-thirds of Homeowners that DIY, the primary motivator heading into 2026 is now simply that “I’m able to do the work myself.”

According to data from our Q3 2025 Homeowner Activity Tracker data :

• DIY hours fell to a five-quarter low (29 hours)
• But overall spending rebounded to $4,400, almost matching Q3 2024
• Over half of homeowners completed a DIY project in the past 90 days

Our research findings paint the picture of a more confident, capable DIY customer, one who chooses DIY not solely to save money, but because they genuinely feel ready to tackle the job.

Questions to consider:

• Which project categories are homeowners most confident tackling on their own?
• How can we position our products to reinforce confidence and reduce perceived complexity?

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2. Financial Concerns are Steadily Rising Among Homeowners

Financial concerns have reached a five-quarter high, becoming an even bigger barrier to home improvement project planning for the upcoming year. Homeowners are showing caution about what they’re spending and where. On the flip side, about 87% of DIYers feel confident they’ll get a good return on investment (ROI) for their projects. That means there is still optimism about the value of doing improvement activities, but it is currently tempered by realistic concerns about upfront costs.

Manufacturers and suppliers can tap into the steady optimism of DIYers and highlight the long-term value and ROI of various home improvement projects, especially as remodeling demand is currently shifting from transaction-driven to lifestyle-driven and homeowners show a desire to invest in place.

3. Quality, Availability, and Price Continue to Drive Brand Choice

In general, DIYers are not particularly loyal to home improvement brands, especially compared to other industry stakeholders. The one exception is Heavy DIYers, or those homeowners who are most active in taking on their own home improvement and maintenance. For everyone else, brands that demonstrate quality and are in stock have an advantage.

The 2026 Building Products Customer Guide shows a sharply consistent trend across generations:

• Quality is the top brand driver (82–88% across generations)
• Availability is now nearly as influential as price
• Ease of use is increasingly important for younger DIYers
• Reviews influence 42% of Gen Z/Millennials during selection
• Boomers place more weight on brand familiarity and reputation
• Younger DIYers (63%) are more likely to try a new brand.
• Boomers (54%) and Gen X (46%) DIYers are more interested in sticking with brands they love.

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By a large margin across demographics, brand selection continues to be driven by quality. Note that actual quality can differ from what purchasers perceive quality to be, and they make their decisions based on their perceptions. Approximately 86% of Heavy DIYers, 76% of Medium DIYers, and 65% of Light DIYers say high quality is a reason to continue using the same brand.

Availability, ease of use, and price are also primary factors, and should be taken into consideration during product development and marketing. Meanwhile, Baby Boomers are the most price sensitive, and more than half are willing to try a new brand based on price, while Gen Z are most compelled to switch brands based on availability.

From a retention perspective, brand loyalty is earned through experience, not loyalty programs or discounts. Heavy DIYers are the most loyal segment. This loyalty is built on consistent product performance.  While 'loyalty programs' rank near the bottom of importance for all groups, these programs are often viewed much more positively by those in the program.  Consider these programs as a way to reinforce those key attributes for your brand and category.

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4. DIYers Remain Open to Trying New In-store and Online Suppliers

Supplier switching behavior is rising, especially among younger homeowners. Gen Z are the most open demographic, with nearly half saying they would try a new supplier, while only 1 in 10 Baby Boomers would. According to findings in our 2026 Building Products Customer Guide:

• 46% of Gen Z/Millennials tried a new supplier in the last 12 months
• Only 12% of Boomers switched
• Top reasons for switching were:
  • Better prices
  • Needed products in stock
  • More options/choices
• Heavy DIYers choose new suppliers at even higher rates due to their higher project volume

This means DIYers will reward brands and channels that make buying easier, more transparent, and reliably in stock.

When purchasing a product in-store, the most important motivators are having items in stock and having a great product selection. When shopping online, a variety of factors come into play, with product availability edging out others slightly. However, an easily navigated site, where individuals can quickly find what they need, is also important. As a manufacturer or supplier, treat each purchase as an opportunity to build trust and loyalty.

Questions to consider:

• What triggers supplier switching in our category or for our products specifically?
• How do our availability and price perceptions compare to competitors?

5. DIYers Are Expanding, Not Reducing, Their Use of Multiple Purchase Channels

Channel behavior is becoming more fluid, not more concentrated. Overall findings from both our Q3 2025 Homeowner Activity Tracker data and 2026 Building Products Customer Guide insights are that:

• Big-box retailers continue to dominate even though share has dipped slightly
• Local hardware stores increased to 33%, up from 21% a year earlier
• Amazon usage is rising, especially among Gen Z/Millennials (16% spend share)
• DIYers regularly mix in-store, online delivery, and online pickup
• Heavy DIYers rely on more total suppliers and more purchasing methods

This makes channel consistency mission-critical. DIYers should get the same product information everywhere they shop.

As we observed last year, big-box retailers, such as Home Depot, Lowe’s and Menards, hold steady as the main channel used for home improvement product purchases, with 68% of homeowners shopping through that means. However, in Q3 of 2025, their share of the market slipped modestly, while local hardware stores have increased their share, rising to 33% compared to 21% in the same quarter of 2024. Mass retailers, such as Wal-Mart and Target, and lumber yards and building material dealers have also seen a bump over the past year, which demonstrates that homeowners are increasingly diversifying where they shop and utilizing more value oriented suppliers.

In-store purchases of home improvement products are still significantly most common, based on findings in our Q3 quarterly homeowner tracker. Where there’s been a truly noticeable decline over the past year is online ordering and picking up in stores.

There can be sizable differences in channel behavior depending on the given product category, which is why conducting custom market research is important. This way you can understand where your specific customers are making purchases for your specific products.

6. Heavy DIYers Depend on Manufacturers Most for Support

Not surprisingly, Heavy DIYers are the most engaged with manufacturers; about 55% communicate over the phone and 33% through apps. Additionally, strong phone and email support are essential for this client base, while investing in app-based communication will help you connect better with tech-savvy segments, like Gen Z and Heavy DIYers. Meanwhile, younger and light DIYers are least likely to contact manufacturers, so brands must engage them through other indirect mediums to build trust and loyalty.

According to what DIYers reported to us in the 2026 Building Products Customer Guide:

• 37% contact manufacturers for warranty info
• 36% for product support
• 29% for availability
• 25% for pricing
• They use more communication methods (phone, apps, email)
• How Heavy DIYers contact manufacturers:
  • Phone: 55%
  • Email: 43%
  • Website form: 28%
  • Mobile app: 33%
  • Chat: 15%

Across all DIY levels, the #1 expectation DIYers have is for fast replacement or repair of faulty products. This ranks 4–5x higher than loyalty programs or rewards. Manufacturers should invest in responsive, multi-channel support options, streamlined warranty processes, and accessible product information.

7. Omnichannel Research Has Become the Default DIY Journey

DIYers rarely rely on a single source for product discovery. Instead, they move fluidly through a blended digital-physical research process.

Further, DIYers learn about new brands and home improvement products through a variety of methods, and their preference varies significantly by generation. For Gen Z and Millennials, online ads are the primary source for learning about new brands and products, whereas nearly half of Baby Boomers make discoveries in the aisle at brick-and-mortar locations. Millennials rely on numerous sources: online ads, brand and supplier websites, and in-store information. Building product manufacturers and suppliers must have a strong, omni-channel presence, with strong digital marketing to attract younger generations, while leveraging in-store experiences to connect with older DIYers.

If you're looking for specifics, our 2026 Building Products Customer Guide found:

• Retailer websites and Google are the top starting points
• YouTube is the universal learning platform, used by:
  • 80% of Gen Z/Millennials
  • 72% of Gen X
  • ~50% of Boomers
• Pinterest, Instagram, TikTok, and Reddit continue to rise
• AI tools, including ChatGPT, doubled in usage YoY, especially among younger DIYers
• 83% of Boomers research online before buying

All said, for building product manufacturers and retailers, this means the digital shelf is not optional, it’s foundational.

8. DIYers Are Spending More Time Researching Than Ever

DIYers are methodical, research-heavy shoppers. Online research continues to play a crucial role in deciding which home improvement products to select. This is especially true of Gen X and Millennial DIYers. About 56% of Gen X and 62% of Millennials do either a “good amount” or “a lot” of research before purchasing. The most common reasons DIYers spend time researching online remain consistent year over year. About 70% are comparing prices, 57% are checking availability, and 55% are reading product reviews.

At local stores, DIY homeowners are primarily researching pricing information, comparing different products and brands, and gathering ideas and inspiration for their projects, according to findings in our Q3 2025 Homeowner Activity Tracker. For suppliers, that means having a knowledgeable staff and a readily available product breadth to help cultivate brand loyalty.

Ensuring product information is accessible in as many locations as possible can cater to the research-heavy habits of DIYers. Content should align with factors consistent across the DIY purchase journey: pricing information, stock availability, comprehensive product information, and user-generated reviews. This content should be available in both digital and physical mediums to meet the needs of older segments and boost trust and convenience across your distinct customer base.

In short:

• More than half of Gen Z, Millennials, and Gen X DIYers spend an hour or more researching before purchase
• Top research needs include:
  • Price comparisons (70%)
  • Availability checks (57%)
  • Product reviews (55%)
• In stores, the most researched topics are:
  • Pricing
  • Product comparisons
  • Ideas/inspiration

Providing clear, comprehensive product information across every channel is now a key driver of conversion.

9. “How-To” Videos Are the Most Influential Content Format

Videos, especially YouTube instructionals, are the most trusted and consumed media format for DIYers.

From the 2026 BPCG :

• 80% of younger DIYers use YouTube for research
• 51–61% of Gen X rely on YouTube
• 50% of Boomers use Facebook for inspiration but still turn to YouTube for installation learning
• TikTok and Instagram remain strong for product discovery among younger buyers

Manufacturers must invest in short, clear, step-by-step installation videos, preferably optimized for mobile and YouTube search.

Questions to consider:

• Which content formats does our DIY customer prefer for our category?
• Should we have a YouTube-first content strategy with short, clear installation videos?

10. Sustainability Matters Only to a Small, Younger Segment

For years, there's been lots of talk about positioning around sustainability, so it's worthwhile to see if that is moving the needle among current DIYers. Based on our research findings, sustainability is not a top-tier purchase driver currently, but it does matter to a specific, growing audience. Out of 16 attributes studied in the 2026 Building Products Customer Guide, sustainability ranks 12th overall.

We found that:

• Only 12% of Gen Z & Millennials cite sustainability as important when selecting a brand
• That drops to 9% for Gen X and 6% for Boomers
• When deciding whether to continue using a brand, sustainability rises slightly to 16% for Gen Z/Millennials, 11% for Gen X, and 7% for Boomers
• Among DIY intensity groups, Heavy DIYers show the highest interest at 17%, versus 11% Medium and 7% Light

While sustainability can differentiate products for younger homeowners, it remains far less influential than quality, availability, ease of use, reviews, and price. What this means is that today, brands should treat sustainability as a secondary or tertiary differentiator, not a core purchase or retention driver.

What Questions You Should Be Asking Heading Into 2026

The trends above point to a rapidly evolving DIY landscape where quality, availability, omni-channel experiences, and digital research patterns increasingly drive purchase decisions. But understanding what is happening is only your first step. Leading building product manufacturers go deeper by asking the right questions about their customers, products, and growth opportunities.

Below are some of the critical questions that marketing leaders, product managers, brand managers, and insights teams should be asking in 2026 across five core areas:

Customer Usage, Attitudes, and Path to Purchase

• How are our customers discovering and researching your product category today?
• What role do YouTube, social media, and AI (like ChatGPT) play in their decision-making journey?
• Where do they make their purchase and why that supplier?
• Where do customers get stuck in their journey, and where are we losing them?

Segmentation & Customer Profiling

• Which segments (Generational, Attitudinal, Occasion-Based) represent our highest-value growth opportunity?
• What share of the market do ideal segments represent?
• Do our current personas reflect 2026 reality (video-first, digital-first, availability-driven)?
• Which segment does our brand or product best align?

Product Development & Concept Testing

• What job-site or in-home problems are customers still trying to solve that we have not addressed?
• What features do users actually value and what can be deprioritized?
• Does our packaging or in-store-facing content clearly communicate product benefits?
• At what price point do we lose share on shelf?

Brand Health, Loyalty, and Competitive Positioning

• Where are we strong and where do competitors outperform us (quality, reviews, availability)?
• Where in the sales funnel are we below the market?
• How does loyalty vary across demographics and segments?
• What gaps do we need to close to improve our market perception?

Market Sizing, Channel Strategy & Category Growth

• How are sales shifting across channels (big-box, local hardware, Amazon, D2C online-only)?
• What is the share of sales across DIY and Pro segments?
• What is the true size and growth trajectory of our category over the next 3 to 5 years?
• What share do we have in the overall market vs key competitors?

Winning Over DIYers

Determining how to position your building products among various DIY segments is a constantly moving target. Conducting regular market research to understand your buyers, evaluate your brand messaging, and determine your best go-to-market strategy will remain increasingly important as competition remains high for DIYers limited dollars.

While the above are generalizations of DIY behaviors and attitudes, you can learn more about how DIYers are responding to forces within your specific building product category and for your specific products by conducting custom market research with our expert researchers. Tell us more about what questions you're needing to answer by booking a consultation.