Today’s consumers are balancing what they want with practical financial realities. Even shoppers who have the means to make a large purchase are paying closer attention to value and looking for confirmation that the purchase is truly “worth it.” New research from Wells Fargo Retail Services and Ipsos suggests that this decision comes down to four questions:

1. Is this the right moment?
2. Does it feel right for me?
3. Is it worth the money?
4. Can I afford it now?

For home improvement professionals, understanding this new “worth it” equation can help turn an interested homeowner into a confident customer.

Is this the right moment?
In our research, 42% of home improvement consumers said a purchase is worth it when it improves their everyday lives. By comparison, 14% said the purchase was to treat themselves, and 13% described the purchase as a personal reward.

When sitting down with a potential customer, try to help them recognize the everyday impact of completing a project. A renovated kitchen can make family routines easier. New windows can make a home more comfortable. Or an upgraded outdoor space can give families more opportunities to enjoy time together.

Does it feel right for me?
Nearly one-third of the home improvement consumers surveyed said a purchase is worth it when it is exactly what they want, and another 23% indicated that a purchase has to reflect their personal style or taste in order to be worth it. Asking questions about how customers use their homes, what is not working today, and what they hope will change can help you connect project recommendations to the customer’s priorities. It also gives customers a clearer framework for evaluating their options. Instead of choosing solely on price, they can consider which materials, features, or design choices will deliver the experience they truly want.

Is it worth the money?
Value is often the make-it-or-break-it factor. Across every category included in the research, quality and durability ranked as the top reason a purchase feels worth it. Among home improvement consumers:

• 41% want a high-quality, durable product.
• 38% value a product that will last a long time or offer a lifetime warranty.
• 30% consider whether the project is a smart long-term investment.

This is an opportunity to make value more tangible — and brand names alone may not be enough. Customers may need help understanding how different products and materials — not to mention your skilled installation — contribute to long-term performance.

Can I afford it now?
The three most frequently cited reasons consumers delayed a purchase were an inability to justify the price (37%), a price that was too high or outside the budget (35%), and the need to prioritize another expense (29%).

This is where financing can play an important role, letting homeowners act on a decision they have already determined is worthwhile. When financing fits a shopper’s budget:

• 36% say it can increase their confidence in making the purchase.
• 26% say it can enable them to buy what they really want.
• 23% say it can encourage them to buy sooner.

Discussing financing early in the conversation can help customers evaluate a project with a fuller understanding of their options. Rather than reducing the scope, choosing an option that does not fully meet their needs, or putting off the project altogether, customers can consider whether paying over time helps make the project more manageable.

Turning insight into action.
As our research shows, today's customers are looking for more than a price quote. They're looking for reassurance that they're making the right decision. These four strategies can help:

• Connect the project to everyday life. Help homeowners see how the improvement can make their home more functional, comfortable, or enjoyable.
• Make it personal. Learn what matters most to the customer, and help them evaluate options based on their needs and preferences.
• Demonstrate long-term value. Clearly explain the quality, durability, and functionality behind your recommendations.
• Introduce financing as an option. Show customers how financing can help them move forward confidently, complete the project sooner, or choose what they really want. 

By helping customers answer their own "worth it" questions, you can build confidence, strengthen trust, and create a smoother path to purchase.

Want to know more? Contact Wells Fargo Retail Services.
1-800-577-5313
wellsfargo.com/homeprojects

Source: Wells Fargo Retail Services and Ipsos, “The ‘Worth It’ Factor,” Spring 2026 Insights Brief.