Exploring 2Q24 Trends in French Home Improvement Advertising

Key Takeaways:

• Despite economic challenges in 2023, there are signs of potential relief by Apr'24, with falling mortgage rates and easing inflation. Advertisers in the home improvement sector in France have demonstrated confidence by increasing their social ad investment by 17% YoY through the first four months of 2024

• To capitalize on seasonal demand, both the home improvement retailer cohort and the tools and equipment supplier cohort boosted social ad investment in Apr’24, with impressive MoM growth rates of 89% and 179% respectively

  • Leroy Merlin and Point P kicked off promotions ahead of schedule in 2024, enticing early bird shoppers for seasonal needs. Leroy Merlin initiated its garden and outdoor promotion in April, a month earlier than last year's, while Point P moved its outdoor sales from June-July to April-May, attracting customers ahead of schedule

• According to ST Audience Insights data, French users of home improvement retailers' apps skew towards the sports fan persona. Home improvement advertisers took this opportunity to tailor their marketing strategies effectively. Leroy Merlin allocated 12% of its Instagram and TikTok ad investment to Olympic-themed creatives in the last week of Apr’24 as the Summer Olympics approaches. Additionally, Stihl targeted rugby enthusiasts, while Point P tapped into football enthusiasm

• ST data suggests that French Leroy Merlin app users were significantly more loyal than users of the Castorama app, potentially due to Leroy Merlin's heavy promotion of its loyalty program. As of May’24 MTD, Leroy Merlin has allocated a substantial portion of its Facebook and Instagram ad investment – 39% and 21% respectively – to promote its loyalty program, while Castorama's has been on a broader market appeal

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