How Lockdown 3 is changing the nation’s spending in Home & Garden
We’re now well into the third national lockdown of the past 12 months, and with news of vaccine developments on the horizon, hopefully it will be our last. While millions of us are still finding the restrictions incredibly tough to live with, people are finding new ways to adapt to them – both in their personal and professional lives – which has led to some quite intriguing trends emerging in the Home & Garden sector.
People are spending more than ever on a newfound passion for DIY projects
According to recent research, nearly half of UK households (44%) are planning on tackling a DIY project in the imminent future, to make their home environments more pleasant, more comfortable, or simply different to how they were before. People are spending increasing amounts of money for it too – on average, these DIY enthusiasts think they’ll spend over £2000 on their new projects, more than double the average spend of about £995 in the first half of 2020.
Some of this is motivated by the gradual shift to home working in many sectors. 12% of respondents said that they’re trying to improve their workspaces so that they’re able to be more productive. Not every project is driven by a desire for more productivity though – a quarter of households (24%) said that they’re doing one because they’re simply bored of their surroundings. Understandable, when you’ve been looking at the same four walls on and off for almost a year!
Additionally, furniture seems to have been a pretty consistent priority for UK homeowners continuing a trend that kicked off in April 2020, according to research published in House Beautiful.
The focus on furniture looks set to continue well into 2021, if the success of our client Cover My Furniture is anything to go by. One of the newest clients to our extensive Home and Garden portfolio, we launched the brand in August 2020 and since then, Cover My Furniture has enjoyed exceptional growth throughout the on / off lockdowns.
We’re changing how we use our gardens
As the successive lockdowns wore on, UK homeowners have turned their sights outside.
20% of people now feel that their garden has become more important to how they live their lives, and 12% have already resolved to entertain more often in their gardens – leading to the construction of relaxing outdoor spaces.
The BBC has recently reported how some homeowners are commuting to their garden sheds to get away from crowded family environments or noisy home schooling, leading to a trend in creating amazing spaces from existing or new sheds.
We’ve been watching these trends develop in real time here at 21Digital, making sure to adapt our search marketing campaigns (paid & organic) to ensure that we get our clients in front of their customers at crucial moments in the buyer journey – firstly when consumers are looking for help and advice in the initial research phase, and of course, later on when they are finally ready to make their purchases.
We recently posted about the best ways to get the most out of your SEO during a pandemic, so it’s definitely worth a read if you’re looking to maximise your own gains during the current lockdown restrictions. But if you need that extra tailored bit of advice, our experts are only too happy to help here at 21Digital.
With more than 17 years of experience behind us, we keep all our skills in-house, so you can count on us to provide award-winning technical SEO skills and expertise that help your business grow. Our services also encompass web design, web development, SEO, Google Ads, digital consultancy, social media marketing, and email marketing services.