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Home Depot launched an online portal “Designed with Millennials in Mind” to help first-time homeowners fix or reimagine their homes.
The portal features DIY guides and free virtual workshops that provide step-by-step guidance on projects as well as lessons on the fundamentals of caring for different areas of the home, from HVAC and plumbing to seasonal maintenance. Livestream and on-demand options are available.
According to a survey of recent homeowners or potential homebuyers in the millennial age range (25 to 40 years old) commissioned by Home Depot:
- Around half (53%) worry about purchasing their first home, about the same stress level as starting a family (57%) and career advancement (52%).
- Home maintenance (74%) and home improvement projects (68%) are the most stressful aspects of homeownership.
- Most (70%) would turn to YouTube or other online videos to learn how to tackle DIY projects versus 54% learning from a parent, family member, or friend.
In February 2022, Lowe’s likewise cited rising homeownership levels among millennials in launching DIY-U by Lowe’s, which initially included limited-seat monthly livestreams but has evolved into a series of on-demand videos covering projects and common repair and maintenance needs. The program also includes in-store workshops at select locations.
In-store and virtual workshops are often cited as prime examples of the retail trend toward experiential retailing.
Among other retailers, Apple is best known for its free in-store workshops, although it offers virtual classes as well. Sephora holds free online classes offering a range of beauty tips, and REI provides in-store workshops teaching the basics of camping and hiking, largely for free. Michaels offers a wide range of crafts classes online and in-store, also mostly for free, while Joann charges a small fee for digital sewing and quilting classes.
Williams Sonoma is well-known for its in-store and virtual cooking classes that often include acclaimed chefs. In comparison, Publix ceased operations of its in-store Aprons Cooking Schools in late July while continuing online classes. Publix said at the time, “Over the past several years, our customers’ needs have evolved. They’re learning to cook through online classes.”