Online Home Improvement Spend Double In-store Spend


Spend per trip for home improvement categories is approximately double for online purchases than it is in-store, says research from Numerator, a data and tech company. Its ‘Home Improvement Tracker’ shows spend per trip for home improvement categories was $72.75 for online year-to-date (YTD) in 2021, approximately double that of in-store at $35.52 YTD 2021. Paint and supplies saw the largest growth among all tracked categories in household penetration in 2020 (+9 points), followed by power tools and hand tools at increases of 7.9 and 6.6 points respectively. Five product categories registered increases over five percentage points, with household cleaners demonstrating the strongest change YTD with household penetration growth up +4.5 points. Paint and supplies and patio are off to strong starts, up 2.7 and 2.4 points respectively. Growth in household penetration for home improvement categories was more than double online (up 10 per cent) versus in-store (up four per cent). Paint and supplies saw the largest growth among all tracked categories in household penetration in 2020 (+9 points), followed by power tools and hand tools at increases of 7.9 and 6.6 points respectively.