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Your Customers Are Shopping Online

Homeowners are increasingly shopping online for home improvement products, according to recent research from the Home Improvement Research Institute (HIRI).

About 33 percent of homeowners HIRI surveyed bought home improvement products online within the past year, but half of the respondents plan to buy related items online in the next year. In addition, 44 percent say they are shopping online more frequently for home improvement products than they did a year ago.

This data shows “an upward trajectory in consumer acceptance” of online shopping for home products, according to HIRI.

Average in-store spending remains higher than online spending, but that might be because homeowners are more likely to buy large items, such as lumber and major appliances, at stores, HIRI reports.

Learn more about HIRI and access market sizing and category data by joining HIRI at HIRI.org.

Source: Online Home Improvement Consumer Study, HIRI and The NPD Group

About Kate Klein

Kate is profiles editor for Hardware Retailing magazine. She reports on news and industry events and writes about retailers' unique contributions to the independent home improvement sector. She graduated from Cedarville University in her home state of Ohio, where she earned a bachelor's degree in English and minored in creative writing. She loves being an aunt, teaching writing to kids, running, reading, farm living and, as Walt Whitman says, traveling the open road, “healthy, free, the world before me.”

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