Research suggests “promising year ahead” as consumers plan home improvements

New research has revealed millions of consumers are spending more money than usual on their homes as a result of lockdown, with 75% of Brits planning further improvements over the next year including extensions, new bathrooms and cellar conversions.

The research, which questioned over 2,000 consumers and was commissioned by home interiors marketing agency Unhooked Communications, found 42% of consumers are investing more in their home in 2020 because they have spent less money day-to-day during lockdown.

More than a third said because they aren’t going on holiday this year, they are splashing more cash on home improvements.

For the three-quarters of consumers planning home improvements over the next 12 months, 39% want to redecorate at least one room, with 14% wanting a new bathroom.

When it comes to choosing local suppliers and tradespeople, the survey found over half, 55%, rely on recommendations or reputation, while 40% wanted to see proof of previous work and case studies.

Claire Gamble, MD of Unhooked Communications, which carried out the research, said: “We know from speaking to our clients and contacts in the home interiors and construction markets that many are seeing a rise in sales and enquiries as people are spending more time at home and are looking to improve their spaces. With our research showing that many consumers are planning further home improvements over the coming months, these are promising signs for installers and tradespeople.

“Our research highlights how consumers are keen to support local businesses and tradespeople, especially if they can demonstrate high quality services, value for money and added extras, like engaging social media profiles with examples of their work. With 42 per cent of those questioned saying they prefer to search online for inspiration and information more now than they may have 12 months ago, tradespeople and installers who are savvy with their own digital marketing are likely to do well.

“Our research shows that businesses’ own websites and social media channels like Facebook, Instagram and Pinterest are among the preferred channels for consumers when researching trends and services. For tradespeople and installers, these channels are great to showcase previous projects, positive testimonials, and engage with potential customers. It’s also important for businesses to consider the messaging and stories they convey too, as we know consumers are looking for sustainable, local businesses that can deliver quality and reliable services.”

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