The Home Depot, Inc. (ticker: HD, exchange: New York Stock Exchange (.N))
News Release -
Home Depot Leads Trend With National Do-it-Herself Workshops
New Home Improvement Survey: Painting, Plumbing, Power Tools and Decor, Women Want More
ATLANTA, May 8, 2003 /PRNewswire via COMTEX/ --
The Home Depot is launching a unique initiative to assist the growing number of female home improvement enthusiasts with its first-ever national Do-it-Herself Workshops, taking place at the retailer's more than 1,500 stores on May 14 at 7 p.m. The special clinics will help women learn how to use power tools, build a patio, and install outdoor lighting. The clinics reflect the growing desire by American women for more knowledge and hands-on training in all aspects of home repair.
According to a new opinion poll conducted for Home Depot by Roper ASW, nearly three-quarters of American women ages 25 to 49 expressed more confidence in their ability to do home improvement projects today than five years ago, and they are eager to learn more. Women have been traditionally perceived as home decor enthusiasts, but the survey indicates they are exhibiting more of an interest in such projects as carpentry, plumbing and electrical work. While slightly more than half of women ages 25 to 49 would like to learn more about choosing paint, wallpaper and window treatments, a larger percentage of this same group -- 69 percent -- expressed an interest in improving their general home maintenance skills.
"Do-It-Herself Workshops are part of our long-term commitment to be more than a store to our customers who are seeking answers and inspiration," said John Costello, executive vice president and chief marketing officer for The Home Depot. "Women today play a critical role in choosing the projects and doing the job, whether it's a major remodeling or routine maintenance, and more women shop at Home Depot than any other home improvement retailer. Our goal is to provide the resources women want, a commitment that is summarized in our new ad campaign theme, 'You can do it. We can help'."
About The Home Depot Do-it-Herself Workshops
The Do-it-Herself Workshops are taught by experienced Home Depot associates who offer step-by-step instructions for completing the project and hands-on demonstration. Participants are requested to register for the workshops online at www.homedepotclinics.com/may14 or stop in their local Home Depot store. While Home Depot has conducted numerous local clinics for women, this is the first time that clinics will be run at the same time nationally on the same date.
Women will learn how to build patios and walkways by installing landscape bricks and pavers. The outdoor lighting clinic covers design, installation and maintenance for low voltage landscape lighting. The power tool clinic will show the proper use and operation of a drill, sander, cordless screwdriver, and rotary hand tool, allowing participants to build their own window box.
Additional Survey Findings
More than 80 percent of all women surveyed said they prefer to do projects themselves because it gives them a sense of accomplishment, pride and expression, and helps them save money while improving the value of their home. Additionally, 73 percent said doing home improvement projects is just plain fun.
Among women ages 25 to 49, the survey found that one out of every four said they do all or most home improvement projects themselves, and 35 percent said they tackle such projects jointly with a spouse or partner. Nearly 60 percent of respondents named landscaping as an area of interest, while 50 percent cited working with power tools. Both subjects will be covered in Home Depot's national Do-it-Herself Workshops.
On women's "to-do" list in the coming months, the Roper ASW survey indicated that eight out of 10 women plan at least one home improvement project in the next 12 months. Of those ages 25 to 49, 65 percent said they plan to paint or wallpaper and 39 percent said they plan to replace old doors or windows, with the same number planning to install new light fixtures or ceiling fans. Rounding out the top-five planned home improvement projects are women who plan to install landscape pavers or outdoor lighting (35 percent) and add new carpet or wood flooring (30 percent).
About The Home Depot
Founded in 1978, The Home Depot® is the world's largest home improvement specialty retailer and the second largest retailer in the United States, with fiscal 2002 sales of $58.2 billion. The company employs approximately 300,000 associates and has 1570 stores in 50 states, the District of Columbia, Puerto Rico, eight Canadian provinces, and Mexico. Its stock is traded on the New York Stock Exchange (NYSE: HD) and is included in the Dow Jones Industrial Average and Standard & Poor's 500 Index.
Roper ASW conducted this OMNITEL national telephone omnibus survey on behalf of The Home Depot, April 25-27, 2003. A total of 534 female adults ages 18 and over were interviewed by telephone using computer-based Random Digit Dialing technique. The margin of error for the total female sample is + 4.5 percent.
SOURCE The Home Depot
Mandy Holton of The Home Depot, +1-770-384-2935
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