TV shows such as Property Ladder and Location, Location, Location have reinforced the Changing Rooms effect to drive DIY retailers' sales, according to a recent survey.
Unstable stock markets and low interest rates mean people are viewing their homes as their most profitable investment, and the average amount spent on individual DIY projects has increased 53.5 per cent year on year to£2,610.
The Focus Wickes DIY Monitor, compiled by retail researcher Verdict, reveals that the biggest increases have been in areas such as new bathrooms and kitchens, as well as home refurbishments.
Verdict chairman Richard Hyman said the 53.5 per cent rise was 'directional', indicating changes in the types of project being undertaken rather than market growth.
Consumers are forgoing other expenditure - including holidays and meals out - so that they can undertake home improvements.
Although DIY may be increasing in popularity, partly for financial reasons, Hyman pointed out that home improvement is increasingly becoming something people want to do rather than need to do. Nearly 73 per cent of consumers said they 'enjoy' or 'quite like' DIY.
'DIY (retail) has been a star performer over the past five years and will continue to be over the next five,' said Hyman.
Focus Wickes group commercial director David Pearson said the challenge for retailers is to appeal to women - who initiate many home improvement schemes - by 'showing what can be achieved' by DIYers, rather than display 'raw materials', and to be 'ahead of the market' in growing categories such as kitchens and bathrooms.
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