The return of Baton Post-Cavid hurts. In France, More and more individuals are turning away from specialized DIY stores Let them consider it too expensive and they favor recycling or purchase of second -hand materials to carry out their work.
Drop in income
This trend is part of a context where the DIY sector (which had experienced an unprecedented boom during the COVVI-19 crisis) now displays a clear decline. Our colleagues from TF1 Info report that Sales of large specialized areas such as Leroy Merlin, Castorama or MR DIY decreased by 4.3 % in 2024to reach 22.1 billion euros.
It is therefore about a billion euros less than in 2023 and certain shelves, as the carpentry suffered more specifically with a drop of 7.2 %in one year. On the pure-players side on the web, Manomano is doing a little better and hopes to reach profitability this year, after being forced to let go a quarter of its workforce in 2023.
This contraction is largely explained by the slowdown in the real estate market. Juliette Lauzac, study manager for the federation of DIY stores, explained to theAFP that “the number one explanatory factor” of this decrease is “The decline in sales of old housing, because in accommodation that has changed ownership, work will be done, there is a period of time of 1 to 3 years during which we will have renovation or development projects”. Less real estate transactions therefore means less work to be carried out … and therefore a lower attendance of DIY stores.
Moreover, The high Price of materials and tools is another obstacle Important for consumers, also explain our colleagues. In the report of TF1 Infoseveral customers interviewed in a store testify to their difficulty in assuming these costs. “I think, I analyze because it is extremely expensive. The slightest thing is worth a pliers… or two”says one of them, while another person underlines: “You have to plan a budget and that is strong.”
According to Eric Flusin, data manager for Inoha, The search for the best price has become the first trend On Google in terms of DIY and development. This development results in a 7.8 % drop in research on products such as the mower, bathroom furniture, scaffolding or even pellet stove.
To cope with this situation, DIY brands are therefore forced to review their commercial strategy. In the store visited by TF1 Infothere is a policy of falling prices to attract customers. Loïc Porry, Ile-de-France regional director of Leroy Merlin, explains: “We have this tap which, at the end of 2024, was at 89.90 euros, which we were able to reposition at 59.90 euros. We have the price of raw materials which fell sharply, the price of transport which fell sharply, which allowed us with our supplier partners to review our prices of purchasing.”
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