Norwalk, CT, June 6--Today's homeowners overwhelmingly head to the home center when it comes to home improvement products, with 67 percent of homeowners opting for the big box for a broad range of products.
But consumers put product availability, a good value and convenience first when choosing their home improvement shopping destination, according to a new survey from the National Hardware Show(R) and the Home Improvement Research Institute (HIRI).
The survey of more than 3,000 homeowners was conducted by HIRI to determine where consumers shop for home improvement products and their reasons for choosing a specific retailer. It also evaluated who purchased products from contractors and how they selected the contractors they used.
In the study, HIRI reviewed 15 product categories for home improvement purchases, including building materials, ceilings and floor coverings, doors and windows, electrical and lighting, hardware, hand tools, HVAC, appliances, kitchen and bath, lawn and garden, lumber, paint and accessories, plumbing, power tools, and wall and window coverings.
Key findings of the study include:
-- When it comes to flooring, 69 percent of consumers opted for home centers, while 14 percent shopped in specialty stores.
-- Some 70 percent of all respondents purchased products themselves while 81 percent of those purchases were used in DIY projects.
-- Approximately 30 percent hired someone to purchase products for their projects.
-- Of the purchases, 67 percent were made from home centers, while hardware stores ranked second with 8 percent of purchases.
-- Paint and sundries were purchased most frequently, representing 28 percent of purchases, followed by electrical/lighting at 17 percent and plumbing at 16 percent.
-- Consumers select their retailer based on product availability (41%), economy (39%) and convenience (35%).
-- Lower prices weren't the main concern, as only 5 percent mentioned lower prices as a reason to shop in a location, while 14 percent said reasonable prices were important.
-- One-quarter of respondents said that a location close to home was important, while 24 percent said having the product they wanted was a key driver.
The study also found that there are interesting linkages between product categories when consumers are purchasing for their projects. Findings include:
-- When it comes to flooring, 69 percent of consumers opted for home centers, while 14 percent shopped in specialty stores.
-- Hardware and hand tools are frequently purchased with lumber and building materials, electrical supplies and paint products. Power tools and lumber also are typically purchased together.
-- Nearly 70 percent of paint purchases were made in home centers. Those homeowners who went to specialty stores mentioned good product availability as a reason to shop there 31 percent of the time.
-- Home centers also were the source for 72 percent of electrical and lighting purchases and 71 percent of plumbing products.
-- For lawn and garden, discount stores ranked second with 10 percent of shoppers and home centers garnered the top spot with 61 percent.
-- Hardware stores continue to draw shoppers for the core hardware category with 10 percent of the audience, and home centers drew 72 percent, which parallels the sales of hand tools. Two-thirds of power tools are sold at home centers, with no clear contestant for second place.
