This week has brought another tidal wave of COVID-19–related updates: the passage of additional economic stimulus packages and strong earnings reports from companies including Google and 3M. Georgia and South Carolina leading the reopening charge, and widespread speculation about when and how other states will begin to relax coronavirus-related restrictions. Sustained online search activity for home and building category products opposite lagging sales. DIY growth alongside contractor uncertainty. Growing appetites for online content. Low-cost ad inventory.

It’s a lot to keep up with. Chances are you’re already thinking about what the new normal means for your brand, even as you field the demands of what’s happening right now.

We sifted through this week’s surge of statistics and hand-selected seven facts with particular significance for brands in the home and building category. For a deep dive into these reports, media trends and other news from the week, download a free copy of our April 30 POV.

As of April 30:

1. Reported DIY activity has moved up slightly each week since March 23. (The Farnsworth Group)
2. Future DIY projects are trending up — and the younger the generation, the more likely they are to start a project. Spending projections show a similar trend. (The Farnsworth Group)
3. Only 50% believe it’s a good time to buy a home — an all-time low. (Gallup)
4. Online sales trends continue to hold steady, with April sales pacing +32% over March. Home is one of the categories trending up this week. (Attentive)
5. Across the home category, consumer journeys are lengthened, even as research and project planning increase. Hopefully, this will drive a quick recovery based on pent-up demand.
6. Magnolia Network’s sneak peek last weekend proved people are ready for more Chip and Joanna content, with more than 2.3 million viewers tuning into the special.
7. Creativity shines in times of crisis. Examples include everything from Whirlpool’s #ChoreClub to an event producer creating office furniture.

As a reminder, on a weekly basis, Wray Ward will continue to publish timely information, trends and advice related to the coronavirus.*

If you have questions or want to discuss specific next steps for your brand, please feel free to contact me.

*All statistics as of April 30, 2020.