New data from market research firm Numerator is revealing the latest insights into key home improvement categories. Take a look at Numerator’s latest findings to learn how you can use up-to-date shopping data to position your home improvement categories for success throughout the summer.
Home improvement growth continues into the third quarter.
Numerator’s data shows all home improvement categories it analyzes saw significant growth in 2020 and slight growth in 2021, proving continued momentum and opportunity for the channel despite product shortages. Beyond sales alone, the data also shows most home improvement categories are also enjoying increased buy rates and overall trips per household.
Paint, cleaning products and patio furniture are hot categories.
Household cleaners and cleaning tools are being purchased by nearly 92 percent of households visiting home improvement locations in store or online, Numerator’s data reveals. The average transaction size for this category is more than $45 dollars, showing the importance of maintaining a stock of cleaning products nearly 18 months after COVID-19 first disrupted life for North American residents.
Paint and sundries are being purchased by nearly half of all home improvement shoppers, with an average spend of $71. That figure is down slightly from 2020’s average transaction size of $121, but still worth considering as you evaluate your inventory.
As more consumers rethink their homes, especially their outdoor living spaces, patio products are being purchased by more than half of all home improvement shoppers, with an average transaction size of $97.
Online purchasing is picking up speed.
Most consumers still prefer to do home improvement purchases in brick-and-mortar stores, but online shopping activity is building momentum, Numerator’s data shows. Roughly 10 percent more households have opted for home improvement purchases via e-commerce than in 2020.
Notably, more shoppers still prefer to do home improvement purchases in store, but spend per trip is more than double online, the data confirms.