Provided by the Home Improvement Research Institute
Painting is a consistent top project for homeowners, making applicators a high-turn opportunity for independent retailers. These insights from the Home Improvement Research Institute (HIRI) can guide stronger sales strategies in the paint category.
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Paint Projects Are Frequent and Frontloaded
According to HIRI’s 2025 Recent Home Buyer and Seller Study, 61% of homebuyers completed interior painting after moving in, and 44% of sellers did so before listing. Exterior painting was also common.
HIRI’s Quarterly Homeowner Tracker confirms this pace: about two in five homeowners purchased paint and supplies during each quarter in 2024.
Retailer Takeaway: Time promotions around common triggers like move-ins and seasonal updates. Put together new home, new walls or fall freshen-up paint kits that pair brushes, tape and trays for easy project starts.
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Provide Inspiration and Value to DIY and DIFM Shoppers
Painting is often preferred over full remodels for its affordability and quick impact. In 2024, 51% of buyers and 45% of sellers purchased paint and supplies. Aesthetic maintenance projects remain top-of-mind according to HIRI’s Home Services Study.
Retailer Takeaway: Support both DIYers and Do-It-For-Me (DIFM) shoppers. Use displays that guide tool selection by surface or finish. For DIFM, offer visual aids to help customers express their vision to Pros.
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Build Trust With Repainting Guidance
Ownership changes drive many projects, but homeowners often need help knowing when to repaint. Offering simple guidelines can build trust and boost sales.
Recommend Repainting:
Hallways/Children’s Rooms: Every two to three years due to high traffic and high touch
Kitchens/Bathrooms: Every three to four years due to humidity and grease
Bedrooms/Living Rooms: Every five to seven years in low-traffic, low-touch areas
Use signage or take-home guides to reinforce your store’s expertise and encourage repeat visits.
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Brand Matters Less (Except for Powered Sprayers/Rollers)
HIRI’s Product Purchase Tracking Study on interior finish products shows that brand plays less of a role in purchasing brushes, rollers, pans and pads. But 22% of homeowners consider brand when buying sprayers and power rollers.
Retailer Takeaway: Focus on using the good, better and best merchandising strategy for manual tools. Use brand equity and features when merchandising powered options.
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Price and Inspiration Lead in Research
HIRI data shows price is the most-researched factor before a home improvement purchase, but inspiration ranks second.
Retailer Takeaway: Go beyond price tags. Use endcaps or displays with project visuals and product bundles. QR codes linking to tutorials or customer projects can boost both confidence and cart size.
Making Strategic Adjustments for Success
Understanding emerging trends in paint and sundries can help retailers better serve both DIY homeowners and professionals. If you’re not yet a HIRI member, consider joining for access to $1 million worth of home improvement industry-specific market research. Members receive comprehensive recommendations and data sets from 40+ reports annually, including even greater depth of product category-specific insights.
For additional insights, make plans to attend HIRI’s 2025 Home Improvement Insights Summit, October 22-23, in Chicago, open to non-members and members alike. Learn more at hirisummit.com.
