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Welcome to the first edition of the SATOV quarterly.

For our first issue we chose Home Services, which includes services delivered to homeowners/occupiers to maintain, repair, or improve the home or property, such as plumbing, HVAC, cleaning, landscaping, pest control, etc. This is a sector touching nearly every household and representing over $1 trillion GDP annually across the U.S. and Canada when combining professional services and related retail.  It is also a sector where our firm has considerable experience, having worked in HVAC, Home restoration, Electrical, Painting, Plumbing, Asbestos removal and other trades across dozens of mandates all over North America.

Here are some highlights of our research:

Public Affairs: Shared Anxiety and Different Narratives

There are several areas in which Canadians and Americans are feeling and living similar pressures. Across both countries, the cost of living remains a dominant concern. Healthcare and housing follow closely behind.

On both sides of the border, one-third think their county is headed in the right direction, while most Americans and a plurality of Canadians feel they are going in the wrong direction. Economic concern consistently flows into day-to-day behaviour.

Affordability issues become real at the checkout counter, in monthly utility bills, and in decisions about whether to delay or proceed with larger purchases. Households in both countries are increasingly translating concern about the economy into more cautious spending patterns.

For readers of the SATOV Quarterly, the key insight is this: broad economic concern is no longer theoretical. It is shaping measurable behaviour across retail, big-ticket purchasing, and home investment decisions.

Grocery & Commerce: Defensive Shopping Is The New Normal

In both countries, two-thirds of households report actionable decisions in the past three months to manage or lower household spending. These include cutting back on discretionary spending, increasing private-label purchases, and changing stores shopped.

Mass and club formats, such as Walmart and Costco, are gaining power. Retailers ignoring format migration and price perception risk erosion. Kroger’s well-publicized (and real) 2025 price cuts were manna to consumers.

Big-Ticket & Home Improvement: Cautious but Not Frozen

Households are not freezing spending, but they are being more selective.

A meaningful portion report purchasing $1,000+ items in the past 12 months (appliances, systems, home improvements). Expectations for future spending remain cautious. Households are increasingly focused on durability, efficiency, and long-term cost control.

The implication for manufacturers and retailers: value must be clearly articulated, both upfront and long term. Price guarantees, clear “we’ll fix it or replace it” policies, and other “point-to-it” value cues will reduce friction in the sales process.

State of home services

The pressures we see around affordability also extend into the choices people make for their home services. DIY continues to dominate less technical home services such as snow removal, while more complex jobs are hired out.

When they do look for support, finding providers can happen through a diverse array of sources. Word of mouth continues to lead in Canada, and the U.S. Providers should look to maintain an omnichannel footprint to capture demand from everywhere. This is especially important with younger demographics, who increasingly rely on digital search and outreach for home services research.

Homeowners are broadly satisfied with their recent home services experiences, but affordability is a sticking point. There is often a mismatch between the amount homeowners expect to spend and the true cost of the work, leading to perceptions of poor value for money. Continuing to offer timely service, excellent communication, and clear pricing can drive satisfaction among homeowners.

In a world where green solutions are under fire, Americans and Canadians are still choosing green improvements to their homes across a variety of projects, from upgraded windows to efficient appliances to smart thermostats. Their primary reason for investing is to capture the downstream cost savings of decreased energy use. Affordability remains the biggest barrier to making the investment, while some homeowners still need to be convinced that they will see a sufficient return on their investment through savings.

Looking at the next 12–24 months, 20–30% of homeowners expect to hire a professional for the repair or installation of major equipment (AC, heating systems), while American homeowners appear more likely to hire out for less technical work.

We look forward to sharing our full findings with you on March 24.

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