DIY activity in the UK saw a major boost during the COVID-19 lockdown. Kingfisher, the parent company of B&Q and Screwfix, reported an astonishing 146% surge in online sales between 2021 and 2023. However, this upward trend slowed in 2022 as the cost-of-living crisis took hold. The financial flexibility that many people had during lockdown diminished, prompting British consumers to prioritize affordability in home improvement purchases.
This shift is evident in the types of DIY projects undertaken. While lockdown allowed for elaborate builds such as pizza ovens and bike sheds, current DIY efforts are geared toward smaller, cost-effective projects. Retailers must adapt to these consumer priorities by offering flexible payment plans and promoting affordable home improvement solutions to accommodate budget-conscious shoppers.
Flexible Payment Options
Home improvement projects that provide long-term financial benefits have become a key focus for many consumers. One example is the growing interest in solar panels, which offer both cost savings and environmental advantages despite their high upfront price. The rising popularity of buy now, pay later (BNPL) options has made these significant purchases more manageable. More than half of online shoppers have used some form of credit for their purchases in the past year, marking a notable increase from 2022. Recognizing this trend, major DIY retailers such as B&Q now provide PayPal’s Pay in 3 services, while Wickes partners with Klarna to offer flexible financing.
DIY retailers that neglect to offer alternative payment methods risk losing potential high-value sales. By integrating BNPL options, businesses can attract more customers who might otherwise delay or abandon costly home improvement projects due to financial constraints.
Shifting Consumer Priorities
While many UK consumers are scaling back large DIY projects due to financial constraints, they continue to invest in home improvement and leisure activities that offer long-term value. This pattern extends beyond home renovations to entertainment choices such as online gambling.
The UK has one of the most regulated and well-established gambling markets in the world, with numerous licensed casino sites offering responsible gaming features. Many British players who engage with casino sites UK benefit from welcome offers, access to a vast range of games, and convenient banking methods.
Influence of Social Media
Social media platforms have become vital tools for connecting with younger consumers and expanding DIY’s appeal beyond its traditional audience. Platforms such as TikTok gained massive traction during the lockdown, sparking DIY enthusiasm through viral trends, including renter-friendly hacks, upcycling ideas, and deep-cleaning tutorials. Research by Mintel shows that 20% of consumers have been inspired by social media to purchase DIY or gardening products in the past three months.
Retailers have responded by strengthening their online presence. Wickes, for instance, showcases customer DIY projects on TikTok to foster engagement and brand loyalty. Meanwhile, Screwfix tailors its content to professional tradespeople, subtly highlighting well-known brands like DeWalt and Makita. The key to success in this digital space is creating engaging content that feels authentic rather than promotional.
Sustainability in DIY
British consumers are placing increasing importance on sustainability and transparency from retailers. With growing awareness of greenwashing, it is no longer enough for brands to simply obtain certifications like the FSC Chain of Custody for responsibly sourced timber. Customers now expect businesses to actively participate in sustainability efforts and community-driven environmental initiatives.
A well-defined sustainability strategy enhances consumer trust. For example, B&Q maintains a comprehensive and responsible business page that outlines its environmental goals, ethical commitments, and charitable projects. Studies show that nearly 30% of consumers prefer purchasing secondhand or repurposed items, indicating a clear opportunity for retailers to embrace sustainable practices. Initiatives such as tool rental services, like those offered by Travis Perkins, or trade-in programs providing vouchers for old tools can encourage environmentally responsible DIY while ensuring continued customer engagement.
Final Thoughts
Many UK shoppers do not show strong brand loyalty when it comes to DIY purchases, presenting a valuable opportunity for retailers to attract new customers. Transparency in business operations—including sustainability efforts, supply chain integrity, and advertising—plays a crucial role in earning consumer trust and securing repeat business.
Enhancing the online shopping experience is also essential for retailers looking to grow. Offering multiple payment options alongside convenient services like click-and-collect can significantly improve customer satisfaction. Additionally, over 20% of shoppers report feeling overwhelmed when visiting home improvement stores.
To create a more inviting in-store experience, retailers can introduce tailored services such as timber cutting, paint mixing, and brick matching. These personalized services not only make DIY more accessible but also foster long-term customer relationships, ensuring continued engagement in home improvement despite economic challenges.
