Women Increasingly Drive Home Improvement Industry
Men have traditionally taken the lead on home improvement projects. But today, women are not only involved in the decision-making process of what needs to be done and whether to do-it-yourself or hire it done, but are also making the actual purchases. Women account for more than $70 billion worth of purchases in the home improvement industry, up from approximately $55 billion in 1995.
According to a recent survey by the Home Improvement Research Institute, within the first year of home ownership, women will authorize almost $9,000 on home improvement projects. A growing number of manufacturers and retailers have focused more marketing efforts on women and are capitalizing on this trend.
Women represent 44 percent of do-it-yourselfers and 51 percent of those who usually hire professionals for home improvement projects. Women account for more than half the sales of storage and organization products and almost half the sales of lighting, paint, kitchen/bath, lawn/garden, flooring and safety products.
Men still dominate when it comes to purchasing tools and power equipment, but the number of men who are looking to hire women-owned construction companies for home improvement projects has increased.
“I find,” says Jodi Garrett of Kitchens and Baths Design in Toronto, “that women tend to be a little more sympathetic to the concerns another woman might have when inviting a stranger into her home.” Ms. Bagwell has participated three times in the very popular “Extreme Makeover: Home Edition” television show by helping people with special needs make improvements to their
homes.
She adds, “Home remodeling can sometimes be painful to the homeowner. I enjoy a special camaraderie when I have the opportunity to work with another woman. They also appear to appreciate being able to talk to me a little easier about the technical terms and aspects of the project.”
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