Home Improvement Advertising: Trends and Tactics in the UK

Key Takeaways:

• Per ST data, UK advertisers in the home improvement sector increased ad spend in 1Q24 by a collective 22% YoY, with the building products & materials category experiencing a notable 52% increase in digital ad spend during the same period

• As the influence of social media on DIY projects has proliferated in the UK, social platforms have become the primary channels for top tools and equipment suppliers, with Facebook being the most popular choice. On average, top tools and equipment suppliers allocated at least 60% of their total digital ad spending to Facebook

• With the exception of TTI (Milwaukee Tool & Ryobi brands), all top tools and equipment advertisers increased their social ad investment in 2023. Saker led with the highest growth rate, up over 2200% YoY in 2H23, intensifying its emphasis on chainsaws by allocating 80% of its social ad budget to chainsaw promotions, a significant increase from 20% in 2H22

  • Stanley Black & Decker also significantly increased its social ad spending by 230% YoY in 2H23. DEWALT, under Stanley Black & Decker, focused its promotional efforts on the DEWALT x McLaren F1 team tools, with related campaigns accounting for 44% of the brand’s social ad spending in 3Q23

• In recent years, the home improvement retail market has witnessed a demographic shift, with women assuming increasingly prominent roles in DIY projects. This has prompted giants like Homebase, B&Q, and Wickes to adapt their strategies to better serve this evolving consumer base

  • According to ST data, while ads from Screwfix and Toolstation were predominantly viewed by men, with over 60% of their ad audience being male, Homebase, B&Q, and Wickes have achieved a more balanced audience composition between men and women

For more information, request the full report from reports@sensortower.com.