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Consumers Feathering Their Connected Home Nests

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Among the more unexpected effects of the COVID-19 pandemic over the last half-year or so is the sudden home improvement boom it set off among consumers.  Unexpected, but not entirely surprising, as consumers suddenly spending nearly all of their time in their homes these days have realized that home ought to be as nice and as comfortable as humanly imaginable. And since they’re not eating out, travelling far from home or going to events very much these days, many even have the budget to make some upgrades.

New furniture, new appliances, new floors, swimming pools, gardening supplies, tools boxes, paint and patio furniture are just a short list of things that have seen their sales surge as the homebound have begun feathering their nests and making their homes more comfortable, useful and aesthetically pleasing.

And, as new data released by Security research company

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The Growing Importance Of The Home For Young Consumers

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A new report by youth marketing experts YPulse titled “No Place Like Home” provides significant new insights on how the Covid pandemic has changed how Gen Z and Millennials view the homes. The following statement summarizes key findings: “As young people look to their spaces as mental health retreats, at-home items and services that comfort, declutter, or foster a feeling of escape that from the outside world will resonate.”  The opportunities for marketers are clear and will be elaborated on below.

YPulse previously observed that millennials have homebody tendencies, with a majority preferring to go to a  café or watch Netfix at home as opposed to going to a party on a Saturday night. A recent survey confirms that this sentiment was present even prior to the pandemic, with, “…67% of 19-37 year olds telling YPulse in January this year

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Capture Your Share of Sales as Consumers Rely More on Digital

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Over the course of a few short months, COVID-19 has dramatically accelerated the growth and adoption of ecommerce for the home improvement industry.

With consumers spending more time at home than ever before — and noticing more projects that need to get done — the category is primed for sustained growth, even in a challenged economy. The Home Depot and Lowe’s have seen solid gains during national lockdowns, largely through their ecommerce sites.

The Home Depot disclosed that online sales rose in the “meaningful triple digits” toward the end of its most recent quarter; Lowe’s was keeping pace.

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Consumers Turn to Digital for Home Improvement Inspiration and Research

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Social, mobile key digital channels for home improvement advice

January 21, 2014

For brands and retailers in the home improvement sector, ecommerce was not an option in the initial phase of digital commerce, but improving technology and shifting consumer behaviors are changing that, according to a new eMarketer report, “Home Improvement: The Digital Tool Kit Inspires Do-It-Yourselfers.”

Digital transactions for home improvement products remain rare, making up a tiny portion of the whole—albeit one that is growing rapidly. But digital channels play an important role in the research, planning and shopping phases of home improvement—wherever and however a final sale occurs. As in almost every vertical, the path to purchase is increasingly an amalgam of digital and real-world experiences.

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Over one-third of homeowners start their home improvement projects online, according to Zillow, a real estate website. In its winter 2013 survey

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