72% of Young Mothers Prefer DIY Kits. Here’s a Deep Dive Into the Rise of DIY Culture and Purchase Behavior Among Millennials [New Data for 2024]

Do-it-yourself projects have risen over the past several years, as most people take to crafting, home décor, and personalizing gifts. Amongst them, young mothers in the 25-35 age bracket have turned into a powerhouse behind the DIY movement.

With the rise of Pinterest and Etsy, moms aged 25-35 are diving head-first into their DIY projects, from crafting for the kids to redecorating the house. But what is it specifically that catches their eye? What sort of supplies do they love, and are they brand loyal?

In this blog post, we will go in-depth with the data from the latest study that has shed some light on young mothers’ DIY preferences and purchasing habits. We’ll do our best to paint a clear picture of this trend that is building up with each passing day by focusing on their favorite supplies, ways they shop, and what motivates them.

The DIY culture has been growing, especially in the wake of the COVID-19 pandemic, as many people sought new ways to be creative and productive within their homes. Such projects offer young mothers a good chance to create something very beautiful and personalized, and to spend quality and instructive time with their children.

One such study, targeting 55 respondents of young mothers, listed the following important findings:

Notably, brands that specialize in DIY kits have taken note of this trend, and according to the data, these kits are increasingly popular on Etsy and Pinterest. The search results for DIY kits have doubled since 2022, insinuating that this trend will continue to rise in the forthcoming years.

Kits related to children crafts, seasonal projects, and home decorating kits are in very high demand among busy mothers who want to make something special but with no extra stress.

A number of scholarly works bring to light the swelling momentum of DIY for young mothers, offering valuable context for this trend.

Research conducted between 2021 and 2023 shows that the adoption of DIY projects has been steady, particularly among women in this demographic. Here are a few key takeaways:

These findings set the stage for understanding why DIY is particularly appealing to young mothers and how their purchasing habits are shaped by external factors like social media, economic conditions, and the desire for customization.

From the 55 young mothers surveyed, some interesting insights related to their favorite DIY supplies or brands were uncovered.

The respondents were asked about the products they used to buy routinely, about brand loyalty, and whether they preferred buying a kit of DIY tools and assembling them themselves or purchasing an already-made one. Here is what we found:

60% of the surveyed population asserted that they usually remain loyal to a certain group of retailers or brands as long as they are content with the quality of the products; 40% enjoy exploring different brands to experience a variety of products.

Most of the moms like the DIY kits due to the ease they offer. They contain everything one requires for completing projects of any kind without wasting even a single minute; for busy moms, this helps them bypass the need to shop for materials separately.

The statistical data from the survey points towards an inclination for do-it-yourself kits and allegiance towards certain brands known before, demonstrating the ease in which young mothers craft without compromising on intricate designs.

Apart from the email survey, the research has compiled data from two very important DIY platforms: Pinterest and Etsy. This offered plenty of information about the users’ interaction with the platform and the products on offer, thus giving an insight into the broader patterns that might influence young mothers’ tastes in DIYs.

For this reason, many women have turned to Pinterest as the ultimate resource for family-friendly do-it-yourself activities. According to the analysis:

Holiday crafts are on high demand: DIY supplies related to Christmas, Halloween, and other holidays see significant search increases during their respective seasons, with Christmas crafts rising by 200%.

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Crafts for kids are in demand as well: As a case in context, young mothers are often drawn to DIY activities that enhance the motor skills of their children among other educational purposes. Phrases such as “crafts for kids,” “customized works,” and “learning through fun” are thus always some of the highly searched phrases.

Cardstock and Paint Dominate: These two items appear frequently in Pinterest searches related to children’s projects, showing the versatility and popularity of these supplies.

Do you notice how certain holidays inspire more creative energy than others? This is a question brands should consider when developing marketing strategies, especially for DIY products targeted at young mothers.

Most mothers on Etsy tend to look for craft and DIY supplies, ready-made or bespoke, that are more of printables and handmade products.

Pre-skewed journals, coloring pages, and meal prep calendars are quite popular thanks to the need to save time and the appealing designs of the products. The review system in Etsy is another factor since mothers tend to look at the reviews before buying a given product.

Stores with high ratings and good reviews have a higher tendency to retain their customers for longer periods. The Etsy trend analysis showed that:

• DIY Kits Are in Great Demand: Just as the survey participants, the buyers on Etsy prefer ready-made kits with all the necessary tools and materials packed together. Kits for kids' crafts, holiday projects, and personalized items are particularly popular.

• Young Mothers are Key Buyers: Over 50% of Etsy’s monthly visitors are women aged 18-45, many of whom are purchasing supplies for DIY projects. Among young mothers, cardstock, printables, and embroidery kits were some of the best-selling items.

Such results point to the impact of social networking sites coupled with e-commerce on the practices of do-it-yourself especially for young mothers. Does your way of shopping for DIY supplies fit into the present trends? If you are an online shopping enthusiast, you belong to this category of people!

Additionally, the factors under consideration included the differences in purchasing behavior in young mothers and men 25 – 35 years older and women aged 35+ years. The following are some of the observed differences.

Young mothers purchase more of the crafting and decorative materials as compared to their age group in men or the older women her age range, implying that they take part more actively in messy arts and crafts projects.

While all groups tend to purchase more DIY supplies during holidays, young mothers are more likely to buy items that can be personalized, such as cardstock and printables, particularly for events like birthdays and baby showers.

The preference for DIY kits is more pronounced among young mothers, who value the convenience of having everything in one place, compared to men and older women, who are more likely to assemble their own supplies.

These differences underscore the unique role that young mothers play in the DIY community and how their habits differ from other groups.

Several factors influence the DIY purchasing decisions of young mothers, as uncovered by this study. These factors include:

1. Seasonal Influences: Holiday seasons drive spikes in DIY product purchases, particularly for supplies like cardstock and yarn. Young mothers use these materials to create personalized gifts and home décor items during Christmas, Halloween, and Easter.

2. Social Media Influence: Pinterest is a major source of inspiration for young mothers, with many of them turning to the platform to find ideas for their next DIY project. Etsy sellers often link their products to Pinterest, creating a seamless shopping experience for buyers.

3. Brand Loyalty: As mentioned earlier, many young mothers are loyal to specific DIY brands, particularly if they are satisfied with the quality and pricing of their products. Positive online reviews and recommendations also play a significant role in driving brand loyalty.

4. Psychological Motivation: DIY projects provide young mothers with a sense of fulfillment, whether it’s creating something for their home or engaging their children in a fun learning activity. This motivation often dictates the types of projects they choose and the supplies they purchase.

For many young mothers, DIY crafting isn’t just about making something cute or functional. It’s about engaging their children in creative activities that promote learning and development.

The study revealed that 70% of mothers buy DIY supplies or kits specifically to engage their children in fun, educational activities. These projects often aim to improve motor skills, boost creativity, and encourage problem-solving.

This focus on crafting as a learning tool explains the popularity of DIY kits designed for children. Kits that include easy-to-follow instructions and promote a fun learning experience are in high demand. Mothers want to give their children the tools they need to learn new skills while also having fun.

On Etsy, for example, many of the best-selling craft kits for kids include painting kits, stitch patterns, and printables like coloring books and art templates.

These products are easy to use and provide a structured way for children to explore their creativity. The more fun and educational a craft kit is, the more likely it is to become a favorite among mothers.

The rise of DIY culture among young mothers reflects broader trends in creativity, sustainability, and personalization. As more mothers turn to platforms like Pinterest and Etsy for inspiration and supplies, the demand for convenient, high-quality DIY products will only continue to grow.

Brands and retailers looking to capture this market must prioritize convenience, such as offering all-in-one DIY kits, while also ensuring that their products align with the values of young mothers, such as eco-friendliness and the ability to personalize.

For young mothers, DIY is more than just a hobby—it's a way to engage with their children, express their creativity, and make their homes more personal and beautiful. As this trend continues to evolve, it will be interesting to see how the DIY market adapts to meet the needs of this unique and growing demographic.