Interior painting doesn’t just refresh walls, it reveals broader home improvement intentions and decision-making patterns. According to the Home Improvement Research Institute’s 2025 Project Decision Study, which surveyed primary homeowners who spent at least $5,000 on a home improvement project in the past 12 months, interior painting projects often signal more extensive activity and offer retailers valuable cues for engagement.

A Gateway to Other Project Activity

Among those homeowners, 73% who painted also completed other home projects, well above the 58% average across all project types. Flooring shows the strongest link with interior painting, suggesting opportunities to cross-merchandise or bundle these categories in-store or online.

How Contractors Are Involved in $5k+ Projects

While DIY plays a role in the broader market, HIRI’s Project Decision Study data shows that 82% of large-budget interior paint projects are contractor-led. Homeowners paid roughly two-thirds of total costs to contractors, with the remaining third going toward materials.
Though contractors lead execution, retailers remain essential, especially when it comes to supporting job timelines. The typical project spans 21 weeks from idea to decision, plus another 11 weeks before work begins. Notably, 86% of homeowners faced waits of up to five weeks after selecting their contractor. Knowing that any ideation-related store traffic comes well in advance of actual retail sales can help retailers with inventory forecasting.

Price Sensitivity Meets Quality Expectations

When it came to choosing a Pro, homeowners clearly favor value: most selected middle-tier bids for paint projects and none chose the most expensive. This heightens cost pressure on painting contractors, who look to retailers and manufacturers for competitively priced, dependable products.
Despite budget focus, expectations stay high. When homeowner regrets occur, they stem from quality issues, project delays or unreliable contractors. While not always in control of labor, retailers can boost satisfaction by recommending proven pros, offering guidance and curating trustworthy product assortments that yield high-quality results across project types.

Gen Z Engagement Signals Long-Term Opportunity

Though their projects are smaller, Gen Z is becoming active with paint purchases. According to HIRI’s Gen Z Study, interior painting is their most common project, with 9% buying paint in the past 90 days and 17% more than 90 days ago. Retailers who build trust and relevance now can earn long-term loyalty.
Top Considerations for Retailers

To capitalize on these trends, retailers can:

• Pair Paint with Popular Projects: Promote flooring alongside paint to reflect real-world project patterns.
• Offer Value-Driven Choices: Curate high-quality, mid-range product options that help contractors win bids without sacrificing performance.
• Educate and Connect: Help homeowners navigate quality concerns by offering product guidance and contractor referrals.
• Engage Early with Gen Z: Develop content, tools, or promotions that resonate with emerging DIYers and first-time homeowners.

For more in-depth research findings across additional project categories, become a HIRI member to get enterprise-wide access to $1M+ annually in home improvement research. Learn more at HIRI.org.