Women Lead Kitchen And Bath Home Improvement Purchases


Women accounted for more than half of kitchen and bath home improvement purchases in 2020, says a study by the NPD Group, Inc. (NPD). Sixty per cent of those purchases were made online and 52 per cent in-store. Women 55 and up spent the most on annual kitchen and bath improvements, while women aged 18 to 24 had the largest annual spending increase. “Whether it is the project strategy and design, or the spending itself, women are a leading force in the kitchen and bath home improvement market,” says Joe Derochowski, home industry advisor at NPD. “In order to further the engagement with female consumers amidst today’s rapidly shifting retail landscape, the home improvement industry needs to understand the varying motivation behind their purchases across platforms.”