May, June and July are the most lucrative month for the DIY market as shoppers make almost five times as many purchases, says new study by Royal Mail.
The research has looked at shopping trends in DIY and gardening to understand online shopping behaviour in these sectors.
According to the study, DIY shoppers’ expenditure rises fivefold from 8% in December to 46% in June, with average consumers spending £50 online compared to £45 in-store per month.
DIY consumer preferences
More than a quarter of shoppers prefer to shop online, with the percentage rising for younger shoppers (36%) aged 18-35 years old. Contributing factors such as the ease of comparing prices (56%) and having the item delivered (42%) are in favour of shoppers choosing to shop online. Overall, offering a competitive price (61%) and having the items consumers want in stock (48%) are key to encouraging people to shop online more in the future.
The quality of the delivery experience plays a vital role in getting customers to shop online. Some 28% of DIY shoppers would shop more online if they are kept informed on the progress of their delivery. The majority (71%) are more confident to buy online when provided tracking number, with 64% saying that they would track every item they ordered if the service was available to them.
“For brands operating in the DIY and gardening sectors, it is important to understand the habits of these shoppers. From April through to July, DIY and gardening spend experiences a significant spike as shoppers look to spruce up their homes and gardens for summer. For online shoppers, the delivery experience is as important as the products they are buying. Customers are more confident about making purchases when tracking is available.”
– spokesperson, Royal Mail
The research provides insight for merchants trading in the DIY sector. The key is knowing the rise of shopping demand so that merchants can take their time and prepare for peak – taking advantage of their shoppers’ natural proclivity to shop for do-it-yourself goods.