Do-it-yourselfers keep on spending to complete home projects, according to market research by Numerator, but a subclass of consumers, dubbed Prosumers, are particularly busy.
Despite COVID restrictions, supply chain disruptions and unprecedented price increases, 40% of people are doing more projects than before the pandemic and 45% are doing about the same number.
DIYers made 15 home improvement trips per household in 2021. DIYer spending has grown significantly in bricks and mortar channels, up 14% in 2020 and 2% in 2021, and e-commerce channels, up 57% in 2020 and 19% in 2021.
Few DIYers were directly motivated by COVID factors in conducting home projects, as only 10% said they started a DIY home improvement project because they were uncomfortable with someone coming into their homes, Numerator noted.
Numerator characterizes Prosumers as weekend warriors who have a particular interest in activities around the home and who might do PRO work on the side.
Prosumers represent the top 8% of home improvement shoppers approximately and they made 82 home improvement trips per household in 2021 while shelling out 19% of the total channel spend versus DIYers at 81%.
Prosumers outpace DIYers in spending per trip, $32 versus $24, average basket spends $70 versus $66, and buy rate, $5,808 versus $2,412.
E-commerce activity accelerated for Prosumers as well DIYers, according to Numerator, with Prosumer digital activity up 54% in 2020 and 27% in 2021.
As compared to DIYers, Prosumers tend to be older, Caucasian, and have higher incomes or are retired. They also tend to over-index in hobbies including DIY 37%, woodworking, 7%, and vehicle maintenance, 6%.
