Growing numbers turning to social media to tackle gardening and home DIY projects

A new wave of homeowners are taking on ambitious garden projects without hiring a tradesperson prompting demand for DIY landscaping materials to climb sharply.

New customer data analysis from Forward Builders’ Supplies reveals more people are turning to social media, video tutorials and AI tools to plan projects themselves.

The research, based on the company’s own customer data across its Facebook and Instagram audiences, shows the strongest age range across both platforms is 25 to 44, with 35 to 44 year olds the single largest group, accounting for 40% of men and 38% of women on Instagram, and 17% of men and 15% of women on Facebook.

George Farrell, Landscaping Manager at Forward Builders’ Supplies, said the data reflects a wider shift in how homeowners approach DIY projects, with online research increasingly replacing the first phone call to a tradesperson.
“Speaking from experience, I’d say more homeowners are taking on bigger DIY jobs this year. With the accessibility of YouTube and TikTok videos, people have much more confidence to tackle projects themselves. More recently, ChatGPT has become another useful tool.

“I’ve taken on more DIY jobs in my own home after watching a few videos, saving myself hundreds of pounds. Saving money goes hand in hand with motivation.
“People are looking for simple but effective projects that improve the appearance of their new home,” he said.
“Decorative aggregates are one of the most popular choices because they’re quick to install, relatively inexpensive and completely transform the look of a garden. We also see customers repairing fencing, tidying flower beds and refreshing outdoor spaces before taking on larger landscaping jobs.”
Farrell said this growing confidence among homeowners is reshaping the materials they choose as well as how they shop.
“People are becoming much savvier,” he said. “There are often alternatives that are cheaper and easier to install yourself. Sandstone, for example, now offers excellent value with great longevity, while porcelain has become much more affordable than people realise.

Homeowners are researching these options before they buy, rather than assuming professional installation is the only route.”

Despite the rise in DIY confidence, Farrell said good preparation remains essential to a project’s success regardless of how it was researched.
“The biggest thing people underestimate is the groundwork. Drainage, levels, waste removal and preparation all take time, but getting those right makes the finished project last.”

Forward expects both demand for DIY landscaping materials and the role of online research and social media in homeowner decision-making to continue growing throughout the rest of the year.