Women and the Home Improvement Industry 

DFW is an extremely competitive market.

Troy Cipriani, Home Depot

 

Nowhere is the battle more intense than in the Dallas-Fort Worth area, where 20 Lowe’s stores compete against 48 Home Depot stores.

Will Deener, Dallas Morning News   

 

Women are buying 61% of major home fix-up products.

The Wall Street Journal

 

Women initiate 80% of all home-improvement purchase decisions, especially when it comes to big-ticket orders like kitchen cabinets, flooring and bathrooms.

Forbes, 2003

 

Women account for more than $70 billion worth of purchases in the home improvement industry.

Margareth Montenegro, Home Improvement Tailored to Women

 

At the hardware site of online retailer Amazon.com, Mother’s Day sale of power tools in 2003 were nearly the same as Father’s Day sales.

Frank about Women

 

Women account for at least half of all consumer transactions in the home improvement category, so this represents an emerging growth opportunity for the hardware industry.…One-third of women say they are ones doing the research, deciding which brands to buy, deciding where to shop and actually making the purchase of home improvement tools.

Jennifer Ganshirt,  co-founder of Frank About Women

 

Men wear the tool belts, but women decide when the house needs repairing and what brands of appliances, cabinets, faucets and carpet to buy.

Robert Tillman, former Lowe’s CEO

 

Nearly half the women [who undertake a home improvement job] seek assistance at a local home center or hardware store, or watch TV or cable home improvement programs.

Opinion Research Corporation

 

Without alienating the male market, but tapping into the growing female DIY market by creating products with features and styles attractive to women, are brands such as Black & Decker, Makita, Ryobi, AOSafet Select and Kimberly-Clark.

Margareth Montenegro, Home Improvement Tailored to Women

 

In 2004, the retail do-it-yourself improvement sales were $13 billion.

Mark Albright, St. Petersburg Times

 

Investments in home improvements are up, but more Americans, especially women, are doing it themselves...Thirty-eight percent of Gen X women (born between 1965 and 1976) surveyed are the home improvement decision-makers who do the work themselves, compared to 30 percent in 2000. Seventy-eight percent of Gen X women are in some way responsible for home improvement decisions (although they may not do the work).

Research Study by Vertis, Customer Focus 2004: Home Improvement

 

Purchases of new homes by single women are on the rise, with 57 percent of single women currently owning their homes.

U.S. Census

 

The number of single women buying homes passed the 1 million buyer mark for the first time in 1998. Twenty percent of all first time home buyers are women.

National Association of Realtors

 

Single women are purchasing homes at twice the rate of single men and within the first year of ownership, women spend almost $9,000 on home improvement projects. Women account for more than $70 billion worth of purchases in the home improvement industry, up from just over $55 billion in 1995.

Home Improvement Research Institute

 

Homeownership for female-headed households rose to 53% in 2004.

Harvard’s Joint Center for Housing Studies

 

“The Solo Female Consumer Market," cites Census Bureau data that indicates over 17 million U.S. women are living alone in 2001, more than double the number of women living alone 20 years ago.

Packaged Facts

 

After married couples, single women are the largest group of home buyers in the U.S., responsible for 21% of transactions, according to the National Association of Realtors. By 2010, the number of women-headed households is expected to rise to nearly 31 million, representing about 28% of the U.S. total.


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