Unlocking DIY Home Improvement Insights for Smarter Marketing

As the weather warms up, many Americans are gearing up for a season of renewal and improvement. According to MRI-Simmons’ Trending Topics Study, a significant number of American adults are planning to tackle home improvement projects this Spring, making them prime targets for advertising campaigns. From Spring cleaning to DIY projects and hiring professional help, these consumers present a unique opportunity for cleaning, tool, paint, and DIY brands to offer inspiration and connect with a motivated audience.

Spring Cleaning

Spring is synonymous with fresh starts, and for 36% of American adults this means catching up on housework. This trend is particularly pronounced among Gen X adults, who are 13% more likely than the average American to prioritize housework this season. Boomer women are even more dedicated, being 25% more likely to have housework as a goal.

When it comes to cleaning products, 41% of those planning to catch up on housework use Clorox Disinfecting Wipes and 37% use Windex; however, 42% specifically shop for organic or natural cleaning products, highlighting a growing preference for eco-friendly options. A neat and organized home is a top priority for 79% of these consumers, and 55% have a particular interest in home decor. These statistics highlight a group of consumers who are not only dedicated to maintaining a clean and healthy home but also have specific preferences and interests, making them ideal targets for advertising campaigns focused on cleaning and home decor products.

DIY Home Projects

The DIY movement continues to gain momentum, with 21% of American adults planning to take on a DIY project in the next six months. Millennials are leading the charge, with 24% planning a DIY project, making them 12% more likely than the average adult to do so. Young women, in particular, are enthusiastic about DIY projects, with 26% of both Gen Z and Millennial women planning to undertake such projects.

Remodeling or renovating a room is also a popular plan, with 12% of adults and 14% of Millennials intending to do so in the next six months. Home improvement stores are a key resource for these DIY enthusiasts, with 48% having shopped at Home Depot and 39% at Lowe's in the past year. This group is highly engaged and actively seeking inspiration, with 71% always looking for new ideas to improve their homes. The DIY segment's proactive approach to home improvement presents a lucrative opportunity for home improvement retailers and brands offering fresh ideas for home solutions.

Hiring Help

While many Americans enjoy the hands-on approach of DIY, others prefer to enlist professional help. In the next six months, 8% of adults plan to hire a contractor, with men being 32% more likely than the average adult to do so. Gen X men, in particular, are almost twice as likely as the average adult to hire a contractor, with a 98% higher likelihood.

Among those planning to hire a contractor, 38% have completed a home improvement project in the past year, and 13% used a contractor for these projects. 29% embarked on a larger home remodeling project, with 16% using a contractor. This group enjoys showcasing their homes, with 41% expressing pride in showing off their homes to guests. These consumers are willing to invest in professional services to enhance their living spaces, making them an attractive target for brands offering contracting services and home improvement consultations - with campaigns that emphasize quality, reliability, and expertise.

Americans planning to work on their homes this Spring represent a dynamic and engaged consumer base. Whether they are catching up on housework, embarking on DIY projects, or hiring professional help, these individuals are actively seeking products and services to enhance their home environments. For advertisers, this presents a golden opportunity to connect with motivated consumers who are ready to invest. By understanding and leveraging the unique goals and preferences of these audiences, brands can create targeted campaigns that resonate and drive meaningful engagement.

Through MRI-Simmons' activation solution, ACT, marketers can leverage trusted and nationally representative data to target and reach American DIYers. Curate your audience with over 60,000 consumer elements: 1000+ attitudes and opinions, 6500+ brands in 1000+ product categories; and 90+ proprietary segments. Then, activate your audiences via the DMP, DSP, SSP, MVPD, or programmer of your choice.

Sources: 2025 Q1 Trending Topics Study (F24 USA); 2024 Fall MRI-Simmons USA

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