Buying Behavior of Handymen

In a market strained by labor shortages, the adaptable handyman is gaining importance across Europe. These multi-skilled workers are stepping up to handle smaller projects for private homes, from painting to minor repairs, filling in the gaps left by specialized contractors who are either booked out or charge higher fees. So what are they looking for as buyers?

According to the latest European Handyman Insights Monitor, they’re very clear about their priorities: they prefer established, high-quality brands, with 48% of them showing a preference for professional-grade tools and materials.

Truth be told, sustainability is less of a focus, with most handymen feeling indifferent towards environmental features, but there are exceptions. Italian, Polish and Spanish handymen, seem to care more about sustainability than their colleagues from North-Western Europe (55%, 25% and 20% respectively).

Handymen from Germany and the Netherlands are less inclined to buy brands that care for the environment, and they also show less preference for a wholesaler/ distributor who offers sustainable options than other handymen do. We also see that baby boomers care more for the environment than other generations (28%).

Though handymen are traditionally accustomed to in-store purchases, online ordering is gradually becoming more popular. While only 16% currently order most of their products online, 32% show a preference for wholesalers that offer easy online ordering platforms. In the UK and Germany – countries where e-commerce has gained a stronger foothold – handymen are more likely to shop online, and this trend is especially pronounced among Generation Y, generally more open to digital solutions compared to Baby Boomers.

For suppliers and brands, the message is clear: handymen prioritize quality, value customer service and are gradually leaning toward digital solutions. Although sustainability isn’t a top concern for most, there is room to introduce eco-friendly options as the industry evolves.