Younger Consumers To Spend More On Improvements


Younger consumers – aged 18 to 29 – plan to spend more than other age groups on home improvements, planning an average of $2,241 on home improvements and maintenance in 2021, says a survey by UpSwell, a marketing firm. The average planned spend across all age groups is $1,744. “With many people using their homes as schools, offices, and gyms, it's no surprise there is a spike in spending on home services during the pandemic. Our recent survey shows that home maintenance remains a priority for many," says Nelson Rodenmayer, senior vice-president of sales and marketing at UpSwell. When it comes to the types of advertising that influence consumers the most, word-of-mouth is the top medium, selected by 67 per cent of respondents. Youngest respondents are the least influenced by word-of-mouth (55 per cent) and the most influenced by direct mail (25 per cent). Overall direct mail was selected by 18 per cent of respondents as most influential. Google/Yelp was selected by 37 per cent of respondents and social media was selected by 30 per cent of respondents. The survey says the youngest respondents' answers also differ in other key categories. The top four home services planned for this year are lawn care (45 per cent), renovation/contractors (39 per cent), landscaping/patio/inground sprinklers (34 per cent), and cleaning (32 per cent). While lawn care is the top response overall, the top choice among Gen Z and younger Millennials is renovations/contractors (45 per cent).