Home is where the heart is - but it is difficult to imagine anyone wanting to spend quite so much time indoors as we have had to over the past locked-down year. With a lot of time on our hands and rooms having to double or triple up their primary purpose, a serious DIY boom got underway.
Specialist UK home and garden retailer Homebase said it sold enough paint over the year to cover Britain’s iconic clock tower Big Ben almost 10,000 times, with demand particularly high for shed paint and bold hues with personality. In March 2021, Farrow & Ball’s Hague Blue had racked up almost 47,000 hashtags on Instagram and the premium paint firm reported a bonanza year, delivering up to 13 tonnes of its top-quality paint a day at its peak last year, up from about one tonne pre-pandemic.
US home improvement marketplace Porch.com has suggested that the amount of money Americans spent on home improvement over the course of 2020 was the highest in history. A survey by the firm found that 76% of homeowners in the United States had carried out at least one home improvement project since the start of the pandemic.
While home improvement retailers were technically allowed to open, considered essential by governments, customers stayed at home and went online instead. DIY ecommerce surged. But what about the future? This report outlines the priorities for the DIY and home improvement sector in a shopping environment defined by new consumer requirements and characteristics.