COVID-19 DIY Research Insights
As March approached, we’ve seen an increase in DIY activity up to 66% that have started a project in the past month. We are now able to compare year-over-year and this is a 6% increase over last March.
Up from a year ago is the % of DIYers saying they purchase home improvement products online. The largest year over year increase is buying online, picking up in-store going from 13% to 21%. That’s an increase of nearly 75%.
March saw 71% of DIYers planning to start a new DIY project within the next few weeks. This is up from 63% last March, so signs are very positive that activity will remain high in coming weeks. What’s driving intent? You got it – Landscaping and Lawn Maintenance, which is nearly double the intent we saw last month.
We are also seeing other projects increasing such as lighting, flooring, deck and patio, electrical and smart home product installs. These planned projects are becoming less driven by COVID. Last Marchsaw 36% of planned projects because of COVID. This March is down to 17%. This will impact added projects and therefore added sales that we saw last year.
Like Contractors, DIYers remain concerned that COVID will negatively impact their life with over 70% saying they are 'somewhat or extremely concerned'. The pandemic isn’t gone, but DIY activities continue to move forward despite the looming presence COVID.
Along with the increase of DIY activity, we are slowly seeing an increase of expected spend on DIY projects with 36% saying they plan to spend more on DIY projects than normal. This is similar to what we saw last March and continues to be lead by Gen Y, then Gen X and Boomers.
Additional Questions for 2021
This March marks three consecutive months of increasing percentages of DIYers having received the vaccine. 23% of DIYers reported having received the vaccine. Boomers are well above any other generations and the West and Northeast regions are higher than the South and Midwest. Be on the lookout for additional analysis in coming months as we look at trends of those that are vaccinated vs those that are not to determine if there are patterns of before foreach.