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DIY Nation – 71% Of Gen Z Turn To Social Media For Their DIY Inspiration

March 13, 2023


Over a third of the UK plan to spend more on DIY in 2023 compared to last year

Outside space is at the top of DIY to-do lists with 42% of those surveyed planning to improve their garden in 2023

With spring on the horizon, new research1 from American Express shows that over half of UK adults (53%), or 28 million2, have started spending or plan to spend on DIY this year.

With lighter and longer days approaching, more and more of us are picking up our tools and beginning to spruce up our homes. Well over a third of DIYers in the UK (37%) are planning to spend more on DIY this year compared to 2022, with the average spend estimated to be £1,380 in 2023.

Inspired design

Social media is playing an increasingly influential role in inspiring the UK with its DIY projects, particularly amongst the nation’s Gen Z and Millennial demographics. Seven in ten (71%) of Gen Z adults who will do DIY this year use social media as their go-to for DIY inspiration, along with 67% of Millennials.

This compares to just a third (33%) of Gen X and 15% of Boomers using social media for DIY inspiration. Nearly a quarter (22%) of Boomers are instead opting to use home and DIY websites to find home improvement inspiration.

A work in progress

Our homes are often a labour of love and an ongoing process with just 6% of DIYers believing their home is the finished article. Just under half (46%) of UK adults spending on DIY this year think their home needs small touches, whereas 36% believe their home is a work in progress.

Outside space is at the top of the UK’s DIY to-do list, with 42% planning to improve their garden in 2023, followed by bedrooms (38%), living room/lounges (34%) and kitchens (34%).

Tackling DIY head on

With social media both inspiring the nation and providing countless video guides on DIY, 50% of DIYers revealed they are confident in their DIY skills with even more (53%) stating that they enjoyed DIY. That said, almost 1 in 3 (32%) said that DIY makes them moody. That might explain why 63% of the UK stated that if they could afford to, they would pay for someone else to do their DIY, with only 19% of the nation claiming they wouldn’t.

For DIY projects that provide the biggest headache, almost half of UK DIYers (43%) find plumbing to be the most challenging task to do themselves followed by fitting a carpet (35%), hanging a door (32%) and putting up wallpaper (27%).

Building up the points

When it comes to paying for home improvements, 56% will use a credit card with 33% planning to collect loyalty or rewards points, and more than a quarter (28%) plan to collect cashback.

Maggie Boyle, Vice President at American Express commented: “Spring is always a popular time for Brits to start improving their homes and gardens for the rest of the year. This new research shows the value Brits place on their homes and the pride we take in doing the job ourselves. With over a third of the UK set to spend more on DIY in 2023 compared to 2022, American Express Cardmembers can make their spending go further by earning valuable points and cashback.”

American Express offers a range of Cards that earn Membership Rewards points or cashback. For example, the Platinum Cashback Everyday Credit Card offers a range of benefits for new and existing Cardmembers. During the first three months of Cardmembership, new Cardmembers get 5% cashback on all purchases, up to £100, and up to 1% cashback after that. Representative 28.8% APR variable. 18+, Terms Apply, Subject to Status.



1Research was conducted by Opinium. Sample was of 2,000 UK adults (18+). Results were weighted to be nationally representative. Fieldwork took place 3-7 February 2023.

2In a nationally representative survey of 2000 UK adults, 53% have spent already or plan to spend on DIY. 53/100 * 52890000 (UK adult population) = 28031700 (shorthand 28 million).


Jack Calway:


Nick Richardson, Four Communications on behalf of American Express:

+44 (0)7580 849 673


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