An openness to sample new brands and suppliers in search of quality and availability. A desire for detailed product information and tutorial videos. An expectation for responsiveness and quick replacements from manufacturers. Budget implications and motivations.

All of these factors are shaping the way that homeowners with a penchant for DIY conduct research and shop for home improvement materials, not to mention how they choose which types of projects to take on.

Our specialized firm provides home improvement manufacturers and suppliers with customized research specific to their needs to better understand DIYers. As a courtesy, we also provide the industry with a pulse on DIYer sentiments and purchase behaviors in various ways—such as through our Quarterly Homeowner Activity Tracker and through our annual Building Products Customer Guide.

This data provides a broader market view on how the home improvement industry is likely to evolve. The goal is to prompt your team to get a sense of deeper questions you need to be asking to make informed decisions about your brands, your products, your high-level business strategy, and your customer base.

DIY Home Improvement Trends and Statistics for 2025

In order to win share in the DIY market, it’s important to understand its demographics, as well as the motivations, behaviors and trends influencing different groups within the market. Let’s unpack this group of home improvement product buyers.

1. DIY Projects are Primarily Motivated by Cost Savings

According to our Quarterly Homeowner Activity Tracker, homeowners were spending an average of 37 DIY hours home improvement in the fourth quarter of 2024. In general, their home improvement spending also peaked to about $4,700 during this period. Throughout each quarter, slightly more than 50% of homeowners tackled home improvement, maintenance or repair projects on their own, while an additional one-in-five homeowners completed projects through a combination of DIY and help from a contractor. For 73% of homeowners, cost was the driving factor for choosing DIY, as those homeowners felt it would be cheaper to do the work themselves—plus a confidence in their own abilities.

2.  Product Quality, Availability, and Pricing Remain Key Drivers Brand Selection

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.

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.

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

Additionally, more than one-quarter of DIYers tried a new supplier in the past year, with availability and better pricing being the main reasons for switching. Gen Z are the most open demographic, with nearly half saying they would try a new supplier, while only 11% of Baby Boomers are.

When choosing a product in-store, the two 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.

4. Omni-Channel Marketing is Critical to Connect with DIY Customers

DIYers learn about new brands and home improvement products through a variety of methods, and their preference varies significantly by generation. For Gen Z & 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.

5. Moderate Online Purchasing Activity Among DIYers

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 75% of homeowners shopping through that means. Local hardware stores and mass retailers, such as Wal-Mart and Target, are used by about one-fifth of homeowners. In the fourth quarter of 2024, there was also a noticeable increase in homeowners ordering products online picking them up in store, although in-store purchases are still significantly more common, based on findings in this quarterly homeowner tracker.

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.

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6. Sustainability is a Draw for Younger DIYers

To win over Gen Z and younger Millennials, highlight your sustainability efforts. 1 in 4 Gen Z DIYers cited sustainability and environmentally friendly qualities as important when selecting a building product brand. These factors are also notably more important to Heavy DIYers, with 17% listing it as a reason to continue using the same brand, compared to 11% of Medium DIYers and 7% of Light DIYers.

7. Research Plays Large Part in Decision-Making for DIYers

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.

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.

8.  'How-To' Videos Connect DIYers to Suppliers and Brands

Video—and particularly YouTube—remain a key component in any DIYer marketing strategy. Of DIYers using social media for home improvement product research, 80% of Gen Z DIYers use YouTube to research or learn about home improvement products, in addition to 61% of Gen X and 51% of Millennial DIYers.

Facebook and Instagram are also important to Millennials. Meanwhile, about 33% of Baby Boomers don’t use social media websites or apps at all for this purpose.  Giving DIY researchers access to how-to and product installation videos builds brand trust and gives them confidence they’re doing the work right the first time.

9. Quick Product Repair or Replacement Key to Winning Customer Loyalty

Across all age groups, DIYers primarily depend on home improvement product manufacturers to quickly repair or replace faulty products.

Beyond that, there are several generational differences.

• Gen Z DIYers are more interested than their counterparts to desire mobile apps and rewards programs from manufacturers.
• For Baby Boomers, phone support and product options are important things. Different age groups also prefer different communication modes.
• Gen X and Millennials prefer email slightly more than phone calls, whereas Gen Z favors digital-first interactions with customer support teams.

Manufacturers and suppliers should prioritize easy access to product information and fast response times for warranty claims.

10. Dependence on Manufacturer Support Increase with DIY Activity

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, 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.

Connecting with DIYers for Home Improvement Projects

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.

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 by booking a consultation.