NEW RESEARCH REVEALS RETAILERS MISSING OUT AS BRITS STRUGGLE WITH SIMPLE DIY JOBS
Britain’s appetite for DIY remains strong — but a lack of confidence and know-how is holding many back, new research from home improvement manufacturer 3M has found.
More than 40% of people say they would take on more DIY projects if they could be sure of getting them right first time. Yet over a third (36%) admit that no one has ever shown them how to complete even basic home improvement tasks. A quarter (25%) say they lack the right tools to begin with, and nearly one in five (19%) don’t know where to buy the correct products or materials.
The findings point to a missed opportunity for retailers and brands to better support consumers who want to improve their homes but don’t feel equipped to do so.
Price remains the biggest factor influencing purchasing decisions, with 56% saying cost drives where they buy DIY materials, followed by convenience (48%). Almost a quarter (23%) prefer retailers where staff demonstrate good product knowledge, while 22% are impulse buyers who pick up DIY items when shopping for other goods.
Traditional DIY stores still lead the way in consumer trust, with 38% saying they would choose a specialist home improvement retailer for tools. However, just 16% would use online platforms such as Amazon, while fewer than one in ten would buy from builders’ merchants (9%), independent hardware stores (8%) or discount chains (7%). Only 5% would buy tools from supermarkets.
The research also highlights how low confidence in simple home tasks can stifle consumer spending. Over a third (37%) feel uncertain about measuring where to hang items on walls, while 34% worry about whether fixings will be strong enough. A third (31%) said they would buy more decorative products such as picture frames and mirrors if they could be sure of hanging them successfully.
Richard Davies, Home Improvement Shopper Marketing Lead for 3M, believes the findings reveal both a challenge and an opportunity for the sector. “This data acts as a litmus test for how the public feels towards the DIY projects that keep our homes looking beautiful and functioning well,” he said. “So many are hesitant about tasks that can be completed quickly and easily with the right products, so as an industry, we should work together to reconnect with consumers and educate them about DIY in a way that instils confidence and a willingness to tackle projects head on.”
Davies suggested that retailers could do more to simplify and demystify DIY. “Retailers should consider how everything from their point of sale materials, internal signage, the layout of their store and product placement, and advice on their digital channels should work to encourage consumers to view them as a trusted source of advice about DIY – and a place to turn when they need products to achieve their vision,” he said.
He also pointed to the power of strategic product placement in store. “For example, placing innovative hanging products – such as Command™ Strips and 3M CLAW™ – that make it easier to do simple DIY jobs by items like picture frames and mirrors will not only help to inform and inspire consumers, but provide upsell opportunities too. Make DIY tools and innovative hanging products easy to find in store, be cost competitive, and make sure your team are on hand to answer questions about different materials and tools.”
Davies added that building confidence among shoppers can translate directly into stronger sales. “The key to unlocking more revenue from DIY products is to make the shopper feel completely at ease with the task at hand and with a few simple changes in store, retailers can capitalise on that opportunity.”
