Home improvement households are comprised of blue collar workers who earn middle class wages. They have disposable income and leftover energy to engage in side jobs for their spouses. Gen X¹ers are new
to this category as the new economy
bubble has burst after they got a taste of the good life. Now hardware stores and big box discounters own their hearts more than upscale malls or boutiques. Target this group for trading up of all kinds: first homes for larger homes; used cars for new cars. They like to read trade magazines. Many households have stay-at-home moms who knit, sew, cook and garden.
