TOWSON, Md., Dec. 2, 2020 /PRNewswire/ -- A new survey from
CRAFTSMAN, a Stanley Black &
Decker, Inc. (NYSE: SWK) brand, found that more than 3 in 4
Americans (78%) have honed their home improvement skills during the
COVID-19 pandemic. The CRAFTSMAN Built@Home Survey examined how
Americans' home renovation interests and skills have evolved over
the past six months, the tools and resources they leveraged to
tackle various projects, and their plans for continued home
improvement in 2021.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8663455-craftsman-builtathome-survey-2020/
"As the global pandemic took hold in the U.S. this spring, we
saw more of our CRAFTSMAN customers purchasing products to help
create new and renovate existing spaces to better serve their needs
and improve the functionality of their homes," said Jaime Ramirez, Executive Vice President &
President of Global Tools & Storage for Stanley Black & Decker. "We wanted to gain a
better understanding of which projects consumers were undertaking
and how we could better serve them during this time. CRAFTSMAN is
committed to helping our employees and customers navigate through
this challenging period, doing our part to help strengthen our
connection to our homes and communities. As part of these efforts,
we are providing a donation to Rebuilding Together and Feeding
America to support those impacted by COVID-19."
The pandemic has been a moment of reflection for many Americans,
with 6 in 10 indicating they wished they had more skills or
know-how to accomplish home improvement projects. The survey found
that more than half (51%) have learned new home renovation skills
this year, 44% of women compared to 58% of men. In addition, more
than half of Americans (53%) have either completed, or expect to
complete, their 2020 home improvement checklist by the end of the
year.
Top Home Improvement Projects In 2020
The
CRAFTSMAN Built@Home survey found that people spent their time
working on a variety of home renovation projects during the
pandemic, with more than three-quarters of Americans (76%) saying
they or someone in their household worked on at least one home
improvement project in 2020.
The most common indoor renovations included painting a room
(28%), creating a home office (13%) and remodeling the kitchen
(10%). For outdoor projects, about a third of men (32%) have
completed a garden overhaul since the onset of the COVID-19, while
1 in 5 women (22%) have done the same.
To complete their projects, many Americans learned to use power
tools for the first time. Respondents said they learned to use
power tools such as a drill (21%), sander (15%) and table saw (13%)
during the pandemic.
CRAFTSMAN is encouraging Americans to share their home
renovation projects with the hashtag #BuiltAtHome.
Feeling Accomplished and Gaining Quality Time
Over 9
in 10 Americans who say they have learned new home improvement
skills report that learning these new skills makes them feel
accomplished. Of those who say they have tackled or may tackle a
home improvement project during 2020, 29% say that home renovation
activities are a way to spend quality time with others in the
household. Of those Americans who say they have worked on at
least one indoor or outdoor home improvement project in 2020, more
than half (52%) say they worked on the project(s) with a spouse or
partner, 29% say they did so with their children, and 22% say a
friend helped them complete their project(s).
Brushing Up on Skills, Americans Go
Online
When it comes
to learning home renovation skills during the pandemic, Americans
are primarily turning to websites (51%) and social media (33%),
with YouTube (73%), Facebook (47%) and Instagram (36%) ranked
as the top sources. Men say they use Twitter far more (32%) than
women (8%), while nearly half of women (47%) opt for Pinterest to
learn about home renovation.
Trend Likely to Continue Into 2021
More than 6 in 10
Americans (62%) feel their experiences during the pandemic mean
they will likely tackle more home renovation projects long-term. As
a result, many households are creating 2021 to-do lists. In
addition to painting interior rooms (23%), a sizeable number of
people plan to install an outdoor patio, deck or entertainment
space (19%), install flooring (15%), remodel a bathroom (15%) or
renovate a kitchen (15%). The survey data suggests people are
shifting from immediate-need or functional projects in 2020 to more
advanced home updates in 2021.
To complete their projects, more than a quarter of Americans
(27%) plan to spend $1,000 or more.
Additionally, the survey found that there is a growing desire to
use new tools. By the end of 2021, Americans hope to learn how to
use a drill (16%), table saw (15%), circular saw (14%) and nailer
(14%).
Strengthening American Homes
CRAFTSMAN is making donations to Rebuilding Together and Feeding
America to help strengthen American homes impacted by COVID-19. The
company will donate $250,000 to
Rebuilding Together to provide critical home repairs to individuals
in need and help revitalize communities throughout the country. In
addition, the company will donate $250,000 to Feeding America, one of the largest
hunger-relief organizations in the United
States.
For CRAFTSMAN project videos and resources visit:
press.craftsman.com/social. More information about the Craftsman
survey can be found at https://bit.ly/CraftsmanBuiltAtHome.
Approved images for media use can be accessed here.
Methodology
CRAFTSMAN commissioned Atomik Research
to conduct an online survey of 1,005 American adults. The
makeup of the sample is statistically representative of the U.S.
population based on the national census' gender, age and regional
data. The margin of error for the overall sample (N=1,005)
fell within +/- 3 percentage points with a confidence interval of
95 percent. Fieldwork took place between Nov.10-11,
2020.
About CRAFTSMAN®
CRAFTSMAN® is an American icon that
homeowners, home builders, auto enthusiasts and master mechanics
have trusted since 1927 – and today's CRAFTSMAN® continues that
legacy. With a focus on reliable, high-performance tools, storage
and equipment, CRAFTSMAN® has revived its long-established pride in
superior quality. Now it's easier than ever to get the tools
trusted for generations at more places than ever. For more
information visit www.craftsman.com or follow CRAFTSMAN® on
Facebook, Instagram and Twitter.
About Stanley Black &
Decker
Stanley Black & Decker is a
purpose-driven, $14 billion revenue industrial
organization. Stanley Black & Decker has 54,000 employees
in more than 60 countries and operates the world's largest tools
and storage business, the world's second-largest commercial
electronic security services company, a leading engineered
fastening business as well as Oil & Gas and Infrastructure
businesses. The company's iconic brands include BLACK+DECKER,
Bostitch, CRAFTSMAN, DEWALT, FACOM, IRWIN, LENOX, Porter
Cable and STANLEY. Stanley Black & Decker is a
company for the makers and innovators, the craftsmen and the
caregivers, and those doing the hard work to make the world a
better place. Learn more at www.stanleyblackanddecker.com.
Media Contacts:
Emily
Noto
Senior Manager, Public Relations
443-564-7446
emily.noto@sbdinc.com
Debora Raymond
Vice President, Public Relations
203-640-8054
debora.raymond@sbdinc.com
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SOURCE CRAFTSMAN