The document runs to almost 50 pages and pulls together multiple sources of data on trading in the home improvement, DIY, housewares, garden and small domestic appliances sectors during the lockdown period.
The study looks at category size, growth rates and consumer behaviour, as well as retailer updates and a macro-economic overview. It also includes a detailed analysis of the role of online shopping during the Covid-19 crisis.
The report’s main findings reflect the shift in consumer focus to home-related products and projects, from painting and decorating to gardening and home baking – and the increase in the pace of switch from shops to websites. In both cases, it suggests these trends are likely to continue for the remainder of 2020, even as lockdown eases and the overall economy is squeezed.
BHETA marketing manager Steve Richardson commented: “The lockdown attitude to home improvement and home-based activities has proved something of an economic silver lining for many BHETA members, assuming they could reach consumers either via online platforms or via retailers that were deemed essential and stayed open.
“The data that BHETA has accessed to compile this report points to the potential continuance of this combination of positive opportunities as people remain home-based over the next 12 months, with high levels of furlough persisting into the autumn, and consumer confidence in undertaking home enhancement tasks increasing. BHETA will certainly be continuing to support its members in making certain they can access consumer demand by tailoring their sales strategies accordingly.”
BHETA worked extensively with market data supplier GlobalData to create the report, which is available to BHETA members on an initial exclusive basis at no cost. BHETA also used its own in-house research as well as data from Google.
For more information, go to www.bheta.co.uk or call 07946 078566.