The home improvement retail shopper falls into two key categories – the DIYer and the Pro. Our team conducts annual shopper surveys to assess inflections in both DIY and Pro shopper behavior including private label engagement, online shopping shifts, inflation impacts, key project intentions, and customer demographics by region. Today’s home improvement shopper is leaning younger with the emergence of the Millennial and Gen Z homeowner as well as increasingly female within the DIY shopper base, creating new targeting opportunities for retailers and vendors.