Home Depot’s Continued Success with DIY Culture
Although the weather outside for most would indicate otherwise, the spring season for homeowners is right around the corner. Home projects, renovation and remodel ideas, and even previously postponed deep cleanings begin to come to fruition. Traditionally, the spring season is the most active for the real estate market as well, which leads to prospective home sellers gearing up on home improvement projects prior to posting the for-sale sign in the front yard.
The #1 homecenter retailer in the country has been capitalizing on these trends for decades, and has particularly mastered the do-it-yourself crowd. As has been previously discussed in this space, Home Depot saw opportunity in the recession that heavily rocked the construction industry by staffing its stores with out of work contracting and building professionals. The company offers different free workshops inside stores for various projects, even offering the controversial ‘Do-it-Herselfer’ targeting women, as well as workshops geared towards kids.
The company’s marketing and mantra promote a ‘can-do’ attitude, empowering its customers with knowledge and resources. It’s worked, as consumers have taken on more tasks within the home in an effort to remain more cost-conscious. HD’s website features a Q&A ‘community’ section on DIY projects, where HD ‘experts’ and other community members can discuss posted project topics in the forum. Suddenly, that tile-backsplash update or new vanity install might not seem so daunting.
Home Depot had a strong year, while statements from its third quarter press release indicate final 2015 results will confirm: based on results year to date combined with fourth quarter outlook, overall fiscal 2015 sales are expected to grow approximately 5.7 percent, with comparable store sales growth of approximately 4.9 percent.
Home Depot has steadily increased sales since fiscal 2009 at the depths of the housing recession. Fiscal 2015 is forecasted to be a record-breaking year for the homecenter giant.
Home Depot Annual Sales
Sales in billions. All years fiscal-year end.
*Source: Chain Store Guide’s Database of Homecenter & Hardware Operators. Fiscal 2015 is projected.