New research from Outform shows that although we’re the country most likely to start home improvement projects during the various lockdowns, only 52% of them have been completed.
Over 3,000 people from across Europe and the US were questioned in the research which revealed that:
- 26% of people turned to home improvement because they had more time
- 22% cited that they carried out projects as noticed more issues around the home and garden whilst working from home
- 57% undertook smaller projects such as painting or decorating
- Americans were the least likely to want to do more DIY in 2021
- 41% experienced frustrations around product availability and 49% of Brits were also frustrated due to limited product ranges.
Simon Hathaway, MD at Outform, commented:
Our study shows Brits are the most likely to take a pragmatic view of DIY during the pandemic. What’s true for all those canvassed – Brits, French, Germans, and Americans – is that people working from home had more time and saw problems they hadn’t spotted before, and they did something about it.
It also suggests that home improvement brands and retailers are going to have to redouble their marketing efforts if they don’t want to be caught up in a potential wave of DIY fatigue in 2021. A significant number of us are going to continue to be home-based, not least because of Lockdown 3, so keeping them excited and engaged with the idea of making those homes better – investing in interactive technologies and joined-up, multichannel strategies will be essential to achieve this.
Encouraging for the home improvement sector is that nearly a third of Brits (29%) are planning work in 2021.
Research released last year by comparethemarket.com also revealed that in the last five years, we’ve spent over £10,000 on home improvements with nearly a quarter of that being spend on the kitchen, closely followed by the living room and loft.
Further, during lockdown, Brits have spent on average £1,210 on home improvement projects with the top rooms being the living room, office, and kitchen/dining room. The biggest spenders by region were Newcastle, Bristol, London, Edinburgh, and Belfast.
For more articles and insights on home improvement projects, click here.
- Compare the Market