The most complete insights into Home Improvement
consumer trends.

Leveraging Numerator TruView, Numerator's market share measurement solution, our newly-added quarterly Home Improvement Market Share data offers insight into market share shifts across retailers overall and by key demographics including region, income and generation.

• Home Depot captured the highest market share across retailers in September 2023 at 31.9%, a .4 ppt decrease from the previous month.
• In September, Lowe’s captured the largest market share in the Southern region (33.6%), while Home Depot won in the West (42.7%).
• Lowe's saw a significant spike in share among Gen Z in September (20%), jumping by nearly 5% from June.
• In September, Home Depot captured the most high-income shoppers (32.2%) and low-income shoppers (32.3%)— however, Lowe's has been increasing share by 3% and 2% with both groups respectively.

Most focus categories are seeing declines across all key metrics so far in 2023 vs 2022, an unsurprising trend given the unprecedented boom the home improvement industry saw over the past two years. Buy rate is a metric where gains were seen, with hand tools, paint & supplies, and cleaning supplies growing slightly within this area, while household penetration had growth within cleaning supplies.

Through Q3 2023, In-Store shopping still reigns supreme when it comes to household shopping, with more than double the household penetration of Online (90% vs 38%). However Online trips are larger, with nearly double the spend per trip versus In-Store. 

Our Home Improvement Tracker trip insights offer a unique view into home ownership status of shoppers making purchases in three select categories: Hand Tools, Outdoor Power Equipment, and Power Tools. Looking at the past 12 months, the majority of consumers making purchases in these categories are homeowners, particularly so for Outdoor Power Equipment.

The majority of Home Improvement categories of focus are seeing promotional support at or slightly above 2022 levels, with Cleaning Tools and Power Tools significantly over-indexing vs the year prior. Paint & Supplies is the only category to see a dip in promotions support so far this year.

Our quarterly Home Improvement Survey dives deeper into the 'why' behind category purchases made in the past three months, and provides a look forward at intentions for future home projects. Key highlights this quarter include:

• Consumers were most likely to be buying home improvement items for a small DIY project, though this varies when segmenting by category purchased— buyers of Major Appliances and Kitchen & Bath Fixtures, for example, were significantly more likely to be replacing a damaged item.
• Inflation's impact on buying behavior declined in Q3 2023 versus Q2 2023— 36% of shoppers indicated it did not influence their purchase decision in Q3, versus 34% in Q2.
• Shoppers are most likely to take on lawn/garden (47%) or small painting (38%) DIY projects in the next 3 months, and their planned purchases match these intentions.