Hardware Retailing The Industry's Source for Insights and Information
The Home Improvement Research Institute (HIRI) recently collected data regarding what motivates home improvement customers to tackle gardening and landscaping projects. Their data can help you strategize your inventory to best meet these customers’ needs before spring weather returns to many parts of the country.
Take a look at some of the key findings below, and learn more about homeowners’ gardening and landscaping projects by visiting HIRI online.
1. Who Are Your Customers?
Of shoppers completing gardening and landscaping projects, 59 percent are female. What’s more, around 80 percent are older than 40. HIRI recommends using this information to guide your marketing.
2. A Job Well Done
One of the key drivers of DIY gardening and landscaping projects is the emotional payoff shoppers feel after completing them. Notably, 95 percent of gardening projects are completed by shoppers themselves without pros.
3. Changes Are Afoot
HIRI’s research indicates lawn and garden landscaping projects are often motivated by major life events. Nearly 20 percent of shoppers recently began a new job and 16 percent recently retired. More than 10 percent got married.
4. Doing Their Homework
Researching plants and gardening styles is important to shoppers. Roughly 60 percent of gardeners actively research the subject before making a purchase, while 23 percent use advice from friends and family to complete their projects.
5. Product Possibilities Bloom
When shopping for their DIY gardening projects, 68 percent of shoppers say they are most likely to purchase products with an attractive appearance. Durability and price are the next most important drivers.
6. No Matter the Age
HIRI’s research indicates owners of new and older homes are completing DIY landscaping projects. Over 45 percent of DIY landscapers live in homes built at least 30 years ago, while nearly 55 percent of respondents live in homes built within the last 30 years.
7. The Perfect Project
Of the DIYers HIRI surveyed, 55 percent planted a garden, flowers, trees or shrubs. General landscaping projects were completed by 40 percent of survey respondents. Around one-quarter added pavers, edging or plants as part of their landscaping.
8. Local Roots Grow Strong
DIY gardeners prefer brick-and-mortar stores. More than 80 percent choose brick-and-mortar retailers for their project purchases, compared to just 19 percent who choose to shop online.
