Rising Paint Costs Drive the Do-It-Yourself Trend

Over the past year, economic conditions have resulted in significant cost increases across nearly all products and services. The home improvement industry is no exception, with the average price of a gallon of paint increasing to nearly $3 a gallon over the last twelve months. As a result, home improvement consumers are increasingly opting for DIY projects, allowing them to save money while enhancing their living spaces. According to the J.D. Power 2023 U.S. Paint Satisfaction Study, the percentage of paint customers applying their own interior paint has increased to 70%, up from 65% in 2022.

The Do-It-Yourself trend shows no sign of slowing down. Inflationary pressures, the increasing availability of resources, the popularity of home improvement content, more time spent at home, and the ease of online shopping are all contributing to the strength of this market. Paint brands and home improvement retailers are poised for profitability by understanding this consumer behavior and aligning their strategies. “As more homeowners take on their own painting projects, the increased costs make the quality of the paint that much more important,” said Christina Cooley, senior director of the Home and Retail Intelligence practice at J.D. Power. Brands seeking to attract and retain DIY consumers should focus on creating a wide range of affordable, high-quality, and long-lasting products. Positive experiences with application, durability, and product selection directly influence customer satisfaction. In fact, overall satisfaction remained high in this study, with 95% of respondents indicating they experienced no problems or defects.

Excellent customer support during the entire purchasing process is also key to authentically connecting with DIY consumers and, ultimately, building loyalty. Paint brands and retailers should create a welcoming and informative shopping experience that encourages homeowners to take on their own painting projects (both in-store and online). This includes stocking a wide variety of paint and supplies; building awareness around their selection; giving product guidance; providing tutorials or demonstrations; offering sales and promotions; and providing convenient delivery/pick-up options. 

By focusing on quality products and superior service, brands and retailers can help customers transform their spaces while succeeding in a challenging economic environment.

Discover more insights about Do-It-Yourself homeowners with our unique paint customer personas.