Earlier on in the month I found myself wandering through the Auckland Home Show at the ASB Showgrounds, and I couldn’t help but notice something striking. The place was packed. Not just busy—genuinely heaving with people who were clearly in shopping mode. Couples were taking photos of kitchen displays, families were measuring outdoor furniture, and there was this unmistakable energy of people ready to spend money on their homes.

Walking past stand after stand of decking companies, landscapers, and kitchen specialists, all doing solid business, it got me thinking: Is there actually research to back up what I’m seeing here? Is spring genuinely the busiest time for home improvement in New Zealand?

Turns out, the answer is a resounding yes—and the data tells a fascinating story that every home renovation business owner needs to understand.

The Numbers Don’t Lie: Spring is Peak Season

When I dug into the official Stats NZ data on building consents for residential alterations and additions, the pattern was crystal clear. Every single year, there’s a dramatic surge that starts in August, peaks in October and November, then settles back down.

We’re talking about a $2.4 billion annual market that follows this predictable rhythm:

  • June-July: The winter trough—around $180-185 million in monthly consents
  • August: The ramp-up begins—$200 million
  • September-November: The spring surge—consistently hitting $225-240 million per month
  • December onwards: The gradual decline as projects wind down for holidays

But here’s what’s really interesting—this isn’t just about big structural projects. The retail data shows that while people are getting council approvals in spring, they’re doing their major purchasing in October and November. That’s when Kiwis are hitting Bunnings and Mitre 10 hard, stocking up for their summer projects.

Why Spring? It’s Not Just About the Weather

Sure, the weather plays a part. Nobody wants to be digging post holes in a Canterbury winter or trying to paint their house in Auckland’s July drizzle. But there’s something deeper happening here.

Spring taps into a fundamental shift in how Kiwis think about their homes. After months of hunkering down through winter, there’s this collective psychological pivot toward getting ready for the social summer season. People start visualising summer barbecues, kids playing in the backyard, having friends over for drinks, and wanting their homes to look their absolute best when guests arrive.

This creates what I call the “get ready for guests” mentality—where people shift their focus from basic maintenance and comfort projects to making their entire home (inside and out) ready for entertaining and showing off to visitors during the social summer season.

And here’s the kicker: the big retailers know this. They’re not leaving this seasonal surge to chance.

The Retail Playbook: How the Big Players Capitalise

Walk into any Bunnings right now, and you’ll see their current “Bring on Spring” promotion in full swing. Garden centres take centre stage, outdoor furniture gets prime real estate, and the messaging is all about getting ready for the warmer months ahead.

Mitre 10 does the same thing, timing their outdoor furniture catalogues and Black Friday promotions specifically around this seasonal mindset. They’re not just selling products—they’re selling the vision of the perfect Kiwi summer.

This creates a powerful feedback loop. The seasonal change primes people psychologically, then the retailers provide the inspiration, tools, and materials to turn those spring feelings into actual projects.

The Two-Track Market: Big Projects and Small Spruce-Ups

What’s particularly interesting about the spring surge is that it’s actually two different markets running in parallel:

Track One: The serious renovators with equity and budget, who use spring to kick off major deck builds, extensions, and structural improvements. These are your high-value, council-consented projects.

Track Two: The “spruce-up economy”—people who want to refresh their homes but are feeling cost-of-living pressures. They’re focused on painting, carpet cleaning, small garden projects, DIY improvements, and anything under $500 that delivers maximum visual impact.

Both tracks are in full swing during spring, but they require completely different messaging approaches.

The Golden Opportunity for Home-Focused Businesses

Here’s where it gets interesting for anyone working in the home renovation space. Most businesses I talk to are marketing the same way year-round. Same Google Ads, same website messaging, same social media approach, regardless of whether it’s February or September.

But the data shows people’s mindsets—and their priorities—shift dramatically with the seasons. In winter, they’re thinking about warmth, comfort, and essential maintenance. In spring, they’re thinking about entertaining, presentation, and getting ready for summer.

If you’re a carpet cleaner, this isn’t the time to talk about removing winter stains. It’s time to talk about “getting your carpets guest-ready for summer entertaining.”

If you’re a painter, this isn’t the time to talk about protecting your home from the elements. It’s time to talk about “refreshing your home’s look for the new season” and “colour schemes that capture that perfect Kiwi summer vibe.”

What If You’re Late to the Party?

Now, you might be reading this thinking, “It’s already October—have I missed the boat?” Not at all. Here’s what you should do right now:

Immediate Action (October): Pivot your messaging hard toward “summer-ready” themes. People are still making decisions and booking services. Focus on “book now for completion before Christmas” and “get ready for holiday entertaining.”

November Focus: This is crunch time. Your messaging should create urgency around “last chance to get summer-ready” and “avoid the Christmas rush by booking now.”

December Strategy: While others wind down, position yourself as the solution for “New Year, new home” projects and “start the year fresh” messaging.

The key is understanding that even if you’re starting late, you can still capture a significant portion of this surge by aligning your messaging with where people’s heads are at right now.

Aligning Your Marketing Message to the Spring Surge

The research reveals a specific timeline that smart home renovation businesses can use:

Late July/August: This is when people start planning. Your messaging should focus on consultation, quotes, and “getting ready for spring.” Build your pipeline now.

September/October: Peak decision-making time. People are comparing options and ready to commit. Your messaging should be about quality, reliability, and “booking for summer completion.”

November/December: Execution phase. Focus on “summer-ready” language and the urgency of getting projects completed before the holiday break.

The businesses that align their marketing messaging with this natural rhythm will capture a disproportionate share of the spring surge.

Beyond Timing: Speaking the Right Language

But it’s not just about when you market—it’s about how you speak to people when they’re in this spring mindset.

Instead of: “Professional carpet cleaning services”
Try: “Get your carpets guest-ready for summer entertaining”

Instead of: “Lawn mowing and garden maintenance”
Try: “Get your outdoor space summer-party ready”

Instead of: “Interior and exterior painting”
Try: “Refresh your home’s look for the new season”

The functional benefits are the same, but you’re speaking to the emotional state people are actually in during spring—excited about entertaining and wanting their homes to look their best for guests.

The Bottom Line

The spring surge isn’t a myth or a feeling—it’s a measurable, predictable phenomenon worth $2.4 billion annually in New Zealand alone. The question is: are you set up to capture your share of it?

If you’re in the home renovation space and you’re not actively shifting your messaging, timing, and focus to align with this seasonal pattern, you’re leaving money on the table. Your competitors who understand this rhythm will be booking months ahead while you’re wondering why your phone isn’t ringing.

The good news? Once you understand the pattern, it becomes a powerful competitive advantage. You can plan your marketing spend, adjust your messaging, and position your business to ride the wave instead of watching it go by.

Want to make sure your messaging is hitting the mark this spring season? We offer a complimentary messaging audit where we’ll review your current advertising and show you exactly how to align it with what your customers are actually thinking about right now. [Get your free messaging audit here] and make sure you’re ready to capture your share of the spring surge.

Because the data is clear: spring is when Kiwis make their home improvement decisions. The only question is whether your business will be part of the conversation.

Data Sources: