HOME IMPROVEMENT TRACKER
Track the latest trends in home improvement.
The Numerator Home Improvement Tracker provides quarterly insight into omnichannel consumer buying behavior in select home improvement categories. Powered by Numerator’s 150,000 person total commerce panel panel, the tracker provides a high-level view into emerging trends and category metrics for the home improvement industry alongside verified home improvement buyer survey insights.
Latest Update: 5/1/2025
RETAILER SHARE SHIFTS
See which home improvement retailers capture the most sales.
Home Depot and Lowe’s maintained their positions as category leaders into Q1 2025, capturing an average of 28% and 18% share in our tracked home improvement categories. Amazon rose to the #2 spot briefly in December and January.
HOME IMPROVEMENT HIGHLIGHTS
How are home improvement categories faring?
Most home improvement categories have held steady in the past year, with relatively stable household penetration, but rate, purchase frequency and spend per trip.
PRIVATE LABEL PERFORMANCE
How are private label brands shaping the home improvement category?
Most home improvement categories are still dominated by name brand products, and private label brands show steady share across categories. Hand tools have the largest private label share followed by lawn and garden supplies.
SHOPPER SURVEY
What do home improvement shoppers have to say about their purchases?
Over a third of home improvement shoppers in the past three months purchased items for a small DIY project, followed by those replacing old items or buying for a larger DIY project. The biggest drivers for retailer selection were convenient locations, good prices, and availability & assortment of products.
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