More Women are Making the Home Improvement Decisions
Thursday, July 27, 2006
Men have traditionally been the driving force behind home improvement projects. While women may have been involved in the decision-making process, in most cases they would send men out to make the actual purchase. According to leading consumer and retail information company, The NPD Group, women are not only playing a larger role in the decision-making process around home improvement, they are actually making purchases more often.
While men still dominate purchasing of tools and power equipment, women account for more than half of the sales of storage/organization products and almost half of the sales of lighting, paint, kitchen/bath, lawn/garden, flooring, and safety. In fact, women represent forty-four percent of "do-it-yourselfers" and fifty-one percent of people that usually hire professionals for home improvement projects.
Additionally, the increase of female consumers in the home improvement industry is most significant in the East South Central region of the United States, where Hurricane Katrina caused so much damage last year. While men and women both represent a similar percentage of sales in every other region of the country, women in the East South Central region are accounting for three times as many home improvement sales as male consumers.
While men still dominate purchasing of tools and power equipment, women account for more than half of the sales of storage/organization products and almost half of the sales of lighting, paint, kitchen/bath, lawn/garden, flooring, and safety. In fact, women represent forty-four percent of "do-it-yourselfers" and fifty-one percent of people that usually hire professionals for home improvement projects.
Additionally, the increase of female consumers in the home improvement industry is most significant in the East South Central region of the United States, where Hurricane Katrina caused so much damage last year. While men and women both represent a similar percentage of sales in every other region of the country, women in the East South Central region are accounting for three times as many home improvement sales as male consumers.
