Published changes in home-improvement searches
January–July 2025 compared with January–July 2024. UK search volumes from Google Keyword Planner, published by Purplex on 11 November 2025.
Broad categories
- All home improvement
- −5.2%
- Fenestration
- −5.7%
- Outdoor living
- −7.7%
The category totals show one part of the picture. Among the published terms, kitchen remodel and small office home office searches increased, while garden office searches fell. Those differences help explain why a product decision needs a closer look than the aggregate figure alone.
Selected search terms
- Garden office
- −55%
- Kitchen remodel
- +84%
- Small office home office
- +45%
View the six published figures
| Measure | Grouping | Change |
|---|---|---|
| All home improvement | Category | −5.2% |
| Fenestration | Category | −5.7% |
| Outdoor living | Category | −7.7% |
| Garden office | Search term | −55% |
| Kitchen remodel | Search term | +84% |
| Small office home office | Search term | +45% |
Source and method
Martyn East’s original article summarises Purplex’s State of the Industry analysis. Google Keyword Planner seed terms were expanded to include variations, with monthly volumes reviewed across August 2021 to July 2025. This comparison uses the article’s reported year-on-year figures for January to July.
The download includes these six published figures and their measurement period. It keeps category totals separate from individual terms so you can see what each figure measures: search interest in the selected queries.
The period and the source
Purplex’s November 2025 article summarised the September 2025 State of the Industry analysis. It used Google Keyword Planner and an expanded set of seed keywords, within a wider series covering August 2021 to July 2025.
The analysis recorded 41.96 million home-improvement searches from January to July 2025, 5.2% below the equivalent 2024 period. Fenestration search volumes were 5.7% lower. Using the same months makes the comparison more useful in a seasonal market, while keeping it tied to that historical period.
Category totals and individual search terms
The published examples show why the total needs a closer look. Searches for “garden office” fell 55%, while “kitchen remodel” rose 84% and “small office home office” rose 45%. Those are individual search terms, so they shouldn’t be read as the movement of an entire product category.
Read the charts alongside the original November 2025 article and its stated period. Then identify the categories closest to your own range. That gives you a more relevant comparison with your enquiries and sales than the headline total alone.
Using search trends in marketing decisions
Before changing the budget, compare relevant search interest with your geography, sales mix, capacity and margins. Ask whether the movement concerns work you want to win and whether your own enquiry evidence points in the same direction.
If relevant searches and your enquiries have both fallen, review product demand, local visibility and recurring sales objections together. If your enquiries remain healthy, examine which products and locations are still producing suitable work before changing the budget.
Compare search trends with your enquiries and sales
Ask the sales team whether customers are discussing different materials, configurations or project types. Compare that feedback with appointments, quotations and sales. You’re looking for an explanation of what has changed, including places where your own experience differs from the search trend.
Keep your offer and capacity in view. Broad market interest can fall while a particular product, service or locality continues to provide worthwhile work. The decision should reflect what your business can profitably win and deliver.
End the review with a decision and a reason: improve a product page, investigate a recurring question or give a campaign more attention. Record it, along with the evidence used, so the next review can assess what happened.
