Marketing In The Home Improvement Industry Statistics 2026

US retail sales for building materials and garden supplies topped $526 billion recently. Nearly half of homeowners who undertook a project spent between $1,000 and $4,999. These spending patterns are increasingly driven by motivations like energy efficiency and digital expectations.

Key Takeaways

11.3% of U.S. homeowners reported that they undertook a home improvement project in the last 12 months (2019–2020 period)
Approximately 34.1% of U.S. homeowners had completed at least one home improvement project in the past 12 months (2019–2020 period)
About 46% of U.S. homeowners who completed at least one home improvement project said they spent $1,000–$4,999
88% of consumers trust online reviews as much as personal recommendations (BrightLocal consumer survey finding)
47% of consumers expect a web page to load in 2 seconds or less (Google research)
53% of mobile users will abandon a page that takes longer than 3 seconds to load (Google research)
4.2% average email marketing click-to-open rate (Mailchimp benchmark report)
0.9% email marketing unsubscribe rate benchmark (Mailchimp benchmarks)
2.6% average cart abandonment rate in the U.S. for retail e-commerce (Baymard Institute research finding)
88% of consumers who search locally for products/services use search engines (Google/Ipsos local search behavior study summary)
78% of mobile location-enabled users search for local businesses (Google local discovery survey summary)
72% of consumers who have positive experiences with a local business online will recommend it to others (Google/Ipsos local study)

Home improvement demand is rising fast, driven by value, energy savings, and strong digital marketing.

01 · Category

Industry Trends24 stats

11.3% of U.S. homeowners reported that they undertook a home improvement project in the last 12 months (2019–2020 period)

Approximately 34.1% of U.S. homeowners had completed at least one home improvement project in the past 12 months (2019–2020 period)

About 46% of U.S. homeowners who completed at least one home improvement project said they spent $1,000–$4,999

25% of U.S. homeowners said the top reason for their home improvement projects was “improve/maintain home value” (survey results)

18% of U.S. homeowners cited “maintenance/repair” as their top reason for home improvement (survey results)

23% of U.S. homeowners selected “energy efficiency” as a major motivation for their home improvement (survey results)

37% of U.S. homeowners planned to spend money on home improvement over the next 12 months (2020–2021 survey)

33% of U.S. homeowners planned to spend $1,000 or more on home improvement in the next 12 months (2020–2021 survey)

52% of homeowners who improved their homes in 2020 cited “COVID-related” reasons (2019–2020/2020–2021 JCHS analysis, survey-based)

Home improvement spending growth in the U.S. accelerated to +9% year-over-year in 2021 (NAHB/Wells Fargo Remodeling Market Index seasonally adjusted context)

US retail sales for building materials and garden equipment and supplies increased to $526.9 billion in 2023

US retail sales for paint and wallpaper stores were $25.7 billion in 2023

US retail sales for hardware stores were $49.9 billion in 2023

US retail sales for home centers were $176.4 billion in 2023

US retail sales for appliance, electronics and household goods stores were $513.4 billion in 2023 (adjacent major category impacting home improvement purchases)

65% of consumers say they will pay more for products from a brand they trust (Edelman Trust Barometer finding summarized)

25% of U.S. consumers say “repair/replace existing equipment” is the reason they buy home improvement products (survey-based consumer behavior finding)

27% of consumers cite “upgrading for performance/efficiency” as motivation (survey-based consumer behavior finding)

19% cite “appearance/style” as motivation (survey-based consumer behavior finding)

16% cite “safety/security” as motivation (survey-based consumer behavior finding)

50% of marketers say they use customer testimonials (Gartner/industry survey result reported in credible marketing research source)

62% of consumers have more favorable views of brands that offer personalized experiences (Epsilon personalization study)

50% of marketers say they plan to increase influencer marketing budgets in 2024 (Influencer Marketing Hub survey/benchmark)

2.4% of households are “households with a home-improvement project underway” (JCHS household project participation indicator)

Interpretation

Industry Trends Interpretation

Even though only 11.3% of U.S. homeowners reported starting a home improvement project in the prior 12 months, among those who did, nearly half spent $1,000 to $4,999 and 52% cited COVID related reasons, while spending continued to accelerate with a +9% year over year increase in 2021.

02 · Category

Performance Metrics20 stats

88% of consumers trust online reviews as much as personal recommendations (BrightLocal consumer survey finding)

47% of consumers expect a web page to load in 2 seconds or less (Google research)

53% of mobile users will abandon a page that takes longer than 3 seconds to load (Google research)

61% of U.S. marketers say improving SEO and increasing their organic visibility is part of their top marketing priority (HubSpot marketing priorities survey)

Google reports that as page speed increases from 1s to 3s, the probability of bounce increases by up to 32% (Think with Google speed research)

A 0.1s improvement in mobile page speed can increase conversions by 8% (Google/industry research summary)

The average cart-to-checkout drop-off exceeds 70% in some retail categories (Baymard cart abandonment analysis)

44% of consumers say they use Google to find products/services near them (Google local search report)

64% of consumers are more likely to buy a product after watching a brand’s video (Wyzowl consumer stat)

39% of video marketers say video increases sales (Wyzowl survey result)

3.2% of retail e-commerce sales are attributable to email campaigns (Mailchimp/industry benchmarking and attribution analysis)

Google shows that 76% of users who search for something nearby visit a business within a day (Think with Google local intent statistic)

28% of searches for something nearby result in a purchase (Google local intent stat)

2.4x lift in purchase intent is seen when using retargeting ads (Google Ads/Think with Google retargeting insights)

65% of consumers click on organic search results (Backlinko SEO CTR study finding)

31% of people click on paid search results (Backlinko CTR stats)

The first organic search result gets 27.6% of all clicks (Backlinko Google CTR study)

The average email open rate is 21.3% (Mailchimp benchmark report for 2023)

The average click rate for emails is 2.6% (Mailchimp benchmark report)

The average conversion rate for email campaigns is 0.8% (Mailchimp benchmark report)

Interpretation

Performance Metrics Interpretation

With 47% of consumers expecting a page to load in 2 seconds or less and mobile users abandoning pages that take over 3 seconds, speeding up your site can directly protect growth as even a 0.1 second improvement boosts conversions by 8%.

Marketing In IndustryMarketing In The Art Industry Statistics

03 · Category

Cost Analysis5 stats

4.2% average email marketing click-to-open rate (Mailchimp benchmark report)

0.9% email marketing unsubscribe rate benchmark (Mailchimp benchmarks)

2.6% average cart abandonment rate in the U.S. for retail e-commerce (Baymard Institute research finding)

20% of consumers abandon mobile sites due to page loading issues (Google research on mobile speed)

11% of marketers say influencer marketing is their top ROI driver (Influencer Marketing Hub survey/benchmark)

Interpretation

Cost Analysis Interpretation

With email click-to-open averaging just 4.2% and mobile site speed pushing about 20% of users to abandon pages, home improvement brands have to treat every channel like a conversion opportunity, not a casual touchpoint.

04 · Category

User Adoption21 stats

88% of consumers who search locally for products/services use search engines (Google/Ipsos local search behavior study summary)

78% of mobile location-enabled users search for local businesses (Google local discovery survey summary)

72% of consumers who have positive experiences with a local business online will recommend it to others (Google/Ipsos local study)

53% of B2B marketers use webinars to generate leads (Demand Gen Report survey)

62% of marketers use social media for marketing (Statista/other aggregated report referencing surveys—site may require access)

41% of small businesses use email marketing to acquire customers (Constant Contact small business survey)

83% of U.S. adults use the internet (Pew Internet & American Life Project—baseline enabling marketing channels)

53% of adults use social networking sites (Pew research)

69% of consumers say they have searched for local business information at least once in the last year (Google local search report)

48% of consumers want to be able to get product information via mobile device at any time (Google retail/mobile study)

47% of consumers say they use a mobile device while in a physical store (Google retail/consumer research)

44% of consumers say they would like to see “how-to” video content before buying a product (Wyzowl video marketing survey)

82% of marketers use video in their marketing (Wyzowl video marketing statistics)

92% of consumers read reviews before making a purchase (PowerReviews consumer survey finding)

76% of consumers are more likely to buy from brands that personalize (Epsilon consumer personalization study)

In 2023, 55% of marketing professionals used paid search (marketing channel survey statistic)

In 2023, 44% of marketing professionals used paid social (marketing channel survey statistic)

In 2023, 39% of marketing professionals used display ads (marketing channel survey statistic)

In 2023, 63% of marketing professionals used email marketing (marketing channel survey statistic)

In 2023, 47% of marketing professionals used marketing automation platforms (marketing channel survey statistic)

In 2023, 58% of marketers used CRM systems (marketing technology usage statistic)

Interpretation

User Adoption Interpretation

With 88% of consumers using search engines for local searches and 72% recommending a local business after a positive online experience, home improvement brands that win locally and build trust through digital presence are capturing the biggest momentum.

Reference

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APA

Margot Villeneuve. (2026, February 13). Marketing In The Home Improvement Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-home-improvement-industry-statistics

MLA

Margot Villeneuve. "Marketing In The Home Improvement Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-home-improvement-industry-statistics.

Chicago

Margot Villeneuve. 2026. "Marketing In The Home Improvement Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-home-improvement-industry-statistics.