Provided by the Home Improvement Research Institute
With homeowners still adjusting to a high-cost environment, the key to unlocking paint and decorating purchases this season lies in inspiration, not just inventory. Current Home Improvement Research Institute (HIRI) research reveals that home improvement activities that cost less than $5,000 remains strong.
These activities are increasingly driven by the emotional value and perceived payoff of the project, rather than large-scale investment.
According to the Recent Home Buyer/Seller Study from HIRI, the most common reasons homeowners undertook work on their current homes included to beautify the home (45%), freshen up the space (40%) and replace worn-out materials (35%).
These motivations reflect a desire for visual renewal and personal expression, both of which are goals suited for interior wood care and paint projects. But to convert interest into action, retailers must do more than stock products. They must spark the idea that “I can do this and it’s worth it.”
Consumer Intent Is High, But Retail Strategy Matters
In HIRI’s Q2 2025 Homeowner Project Activity Tracker, eight in ten homeowners said they planned to start a home improvement project in the next 90 days, the highest in five quarters. However, most of that activity skewed toward maintenance-focused and budget-conscious consumers. Home repair and upkeep continued to outpace full renovations by nearly 2 to 1. Keep an eye out for HIRI’s release of the Q3 2025 Tracker later this month. At the same time, cash reserves are rising even as income growth slows, further supporting homeowners spending with caution and intention. Paint and wood care projects are particularly well-positioned here because they offer a high return in perceived value for a relatively low cost.
The DIY Edge: Confidence Meets Curation
Today’s DIYers are not just reacting to budget constraints; they’re actively choosing to take on projects 
themselves, thanks to better tools, improved confidence and easy access to how-to content. Wood finishing and paint projects are seen as manageable, transformative and empowering, especially when supported by clear guidance.
This makes inspiration more important than ever. Retailers can lead with lifestyle messaging that connects paint and wood care to bigger themes of restoration, renewal and pride in ownership, while
also offering clear, actionable steps for getting started.
How Retailers Can Inspire Action:
Tell Visual Stories: Use before-and-after transformations, seasonal palettes or style boards that help homeowners see the end result before they buy.
Make It Personal: Think “Refresh your nursery” or “Give your entryway new life.”
Simplify DIY Pathways: Curate beginner-friendly project kits and signage that reduce decision fatigue and highlight weekend-ready upgrades.
Focus on Benefits: Showcase products that combine aesthetics with durability, like scratch-resistant finishes or
quick-dry stains, catering to both emotional and functional needs.
Making Strategic Adjustments for Success
In a market defined by caution, inspiration is currency. Retailers who connect with customers’ aspirations and equip them for success will not only drive sales but help homeowners fall in love with their spaces again.
To get the latest actionable insights from HIRI, become a member and get enterprise-wide access to $1M+ annually in home improvement research. Learn more at HIRI.org/pricing.
