Find Out What’s Driving Home Improvement in Great Day Improvements’ “The 2027 State of American Home Renovation”

Despite tightened budgets and economic concerns, American homeowners are still prioritizing home renovation projects.

CLEVELAND--(BUSINESS WIRE)--The American homeowner remains committed to improving their home, but we are entering a new era: one defined by more careful deliberation and consideration, according to new findings in the just-released 2027 State of American Home Renovation from Great Day Improvements.

Following years of extremes for the home improvement industry, in 2027, renovation has become less about chasing home value and more about improving quality of life, according to homeowners polled in this year’s report. But American homeowners nevertheless remain committed to investing in their homes, with 75% planning some form of renovation in 2027.

“Recent years have seen the home improvement industry defined by changing factors, from the pandemic-fueled boom, supply chain disruptions, inflation, labor shortages to rapidly changing consumer expectations,” said Drew Weinfurtner, president and CEO of Great Day Improvements. “Today, in the midst of some economic uncertainty, homeowners still want to make improvements, but decisions are being driven more by deliberation and less by urgency, according to the data we’ve uncovered.”

Inside the Report

The 2027 report shows that while commitment to home improvement remains high, the era of renovation at any cost appears to be fading. A few highlights from the report include:

• High intent persists despite economic pressure. Approximately 75% of homeowners plan to renovate in the next 12 months.
• Transparency is the new trust currency. For 39% of homeowners, clear cost understanding ranks as their top consideration when choosing a renovation partner.
• Millennials are driving renovation activity—but with constraints. About 77% of millennial homeowners renovated this year, but 51% cite high costs, and 26% cite competing financial priorities as barriers to doing more. Meanwhile, baby boomers reported less interest in renovating—often citing “no pressing need” to do so.
• Deferred maintenance is an emerging risk. Exterior projects lag behind: only 14% completed a roofing project, 12% took on window upgrades, and 8% tackled their gutters, suggesting essential upgrades are being postponed in favor of lifestyle improvements.
• Motivation is shifting from resale value to improved livability. Top motivations for taking on a new remodeling project were improving comfort (47%) and aesthetics (44%).

“These are some of the motivations, priorities, and decision-making processes behind today’s remodeling projects,” added Weinfurtner. “In 2027, we expect homeowners to be more intentional, selective, and focused on getting the most value from every dollar they spend.”

Making its debut in 2026, the Great Day Improvements State of American Home Renovation report seeks to establish a baseline for tracking how homeowner priorities evolve amid economic pressures, housing market constraints and evolving lifestyles.

“Our goal is to offer ongoing perspective directly from homeowners themselves, and we intend to build on those insights each year,” said Weinfurtner. “This year’s report is more robust, and we hope it provides professionals in the renovation space a true resource they can use to meet today’s homeowners where they are and meet their needs more effectively.”

Download the 2027 State of American Home Renovation report for detailed national, regional, and generational insights.

About Great Day Improvements

Great Day Improvements is a vertically integrated, direct-to-consumer provider of premium home improvement products and installation services, with a family of brands that includes Champion Windows & Home Exteriors, Leafguard, Patio Enclosures and Universal Windows Direct. The company operates in markets across the United States, providing end-to-end home improvement solutions for homeowners. For more information, visit www.greatdayimprovements.com.

About the State of American Home Renovation Report

The State of American Home Renovation is an annual trends report produced by Great Day Improvements that examines renovation priorities and emerging trends among U.S. homeowners. Based on nationwide survey research, the report is designed to serve as a year-over-year benchmark tracking how homeowner preferences and behaviors evolve over time.