Customers start the new project season cautiously
At the start of 2026, HDE data shows that almost 50% of retailers expect sales to fall, which will have a particular impact on planned purchases for the home and garden. The GfK consumer climate index was already clearly in negative territory in 2025, which is why many consumers have postponed renovation and home improvement projects for the time being.
At the same time, customers are gathering more information, comparing products more closely and paying more attention to clear benefits. For the spring period, when experience has shown that many home improvement projects start, this means that decisions are made more consciously, but remain in place. Offers that are clearly communicated and offer guidance have a particularly good chance of being recognised in this phase.
Home and garden product ranges are under pressure, but remain in demand
Current market data shows significant shifts in the DIY and garden sector. The Home Improvement, Building and Garden Trade Association reports a decline of around 4% in key product groups such as tools, household goods and garden supplies for 2025. In addition, YouGov data from February 2026 shows that 32% of respondents are saving on furniture and 28% on electronics - often areas that are closely linked to modernisation and home design.
Despite these changes, interest in projects in and around the home remains, especially in spring. Product ranges that offer orientation, are presented in a clearly structured way or provide seasonal inspiration continue to appeal to customers in a targeted manner and trigger new project impulses.
Online and discounters are gaining in importance
Customers are increasingly turning to alternative shopping channels for home-related products. The BHB analysis shows that tools, garden products and household goods were increasingly purchased online or during regular shopping trips to retailers such as Action, JYSK or Aldi in 2025. These are seen as cheaper and easy to access.
As a result, the decision on where to start projects is increasingly shifting to where offers can be found quickly and compared directly. For retailers, this increases the importance of a strong presence in the vicinity of upcoming spring projects.
MEDIA CENTRAL ensures that home and garden offers are visible exactly where customers make their decisions. With data-based planning, regional targeting and the right mix of print and digital, clear impulses are created that provide orientation and bring customers back to the stores more frequently. In this way, retailers can make targeted use of the increased project readiness in spring.