Homeowners are a unique market segment when it comes to building products and supplies. For them, they’re doing home improvement activities as a labor of love, to save a little money, or simply because they have the skills and like to put them to use.

But even among this group of customers, there are various behaviors, attitudes and preferences, particularly when it comes to the different age demographics of DIYers in the U.S. All of these trends are regularly evolving, which is why The Farnsworth Group routinely checks in with DIYers from across the U.S. to identify what has shifted in how they research, find, select and purchase building materials products and how they’re feeling about the home improvement market, in general.

The results are included in the 2026 Building Products Customer Guide, which also incorporates data from builders and remodelers, specialty tradespeople, and architects. The information and insights in the study illuminate what key segments of DIYers had to share about their experiences embarking on home improvement projects and purchasing building products.

A quick note before we dive in: These trends cover the broader building products market and should be used to influence discussions within your organization to build out your plan to get deeper insights specific to your brand, your product, your customer.

Size of DIY Market in the U.S. in 2026

The DIY market represents roughly 134 million households in the United States (across both renters and homeowners). In 2025, the home improvement products market for DIYers was valued at about $313.6 billion, according to size of market data from the Home Improvement Research Institute (HIRI). Taking inflation into account, the market was forecast to experience negative growth (-1.7%) in 2026, before increasing by a conservative 2% between 2026 and 2030.

Maintenance remains the main category of home improvement completed by DIYers. This includes routine activities to maintain a home’s condition and prevent needs for repairs. According to data from The Farnsworth Group’s Homeowner Activity Tracker for the first quarter of 2026, about 74% of DIY homeowners completed projects in this category. About 68% had completed a home repair in the past quarter and 36% did a home renovation.

The average spend in the previous quarter among those completing projects was $5,368, which was up from the first quarter of 2025 by about 35%. The average number of hours DIYers spent on their projects, however, decreased to 31 in Q1 2026 from 35 in Q1 2025. The main reasons homeowners choose to DIY instead of hire a pro continue to be:

• Able to do the work myself (71% of DIYers)
• Cheaper if I did the work (70% of DIYers)
• I enjoy the work (49% of DIYers)

Although DIY homeowners are facing financial pressures and economic concerns in 2026, there continues to be opportunities among those DIYers performing repair, maintenance and remodel projects, especially as the tight housing market continues to result in low homeowner mobility.

Understanding the Behaviors and Priorities of DIYers in 2026

There are distinct differences in project research and product purchase behaviors among the four primary generations of home improvement customers: Baby Boomers (born between 1946 and 1964), Gen X (born between 1965 and 1980), Millennials (born between 1981 and 1996), and Gen Z (born between 1997 and 2012). Gen Z is the smallest segment of DIYers and so currently grouped together with Millennials for research purposes. However, as those individuals grow into their 20s and 30s and expand their homeownership, they will become an increasingly important part of the home improvement market for building products manufacturers and suppliers to consider.

Based on findings in our customer guide, here is a look at how these different generations behave in regard to different phases of the home improvement process and when they’re searching for and selecting products and materials for their projects.

1. All DIYers Rely on Online Channels for Research and Shopping

Online research is non-negotiable starting point for every DIYer, across generation. However, the preferred platforms and sources of information different. Home improvement store websites are the most frequented channel for researching and shopping for products, used by:

• 79% of Boomers
• 73% of Gen X
• 59% of Millennials/Gen Z

Social media is the third-most used platform for Millennials/Gen Z, while it doesn’t rank in the top five for Boomers or Gen X. And it’s growing in popularity for this segment, with 42% of Millennial/Gen Z DIYers using social media 2025, compared to 33% in 2024.

ChatGPT and other Artificial Intelligence (AI) tools are beginning to play a bigger role in online research. About 28% of Millennials/Gen Z used this channel in 2025, compared to 14% in 2024. Usage by Gen X increased from 9% to 18% and usage among Boomers also increased from 3% to 7%. This medium has grown rapidly and we expect it to continue.

2. YouTube is the Top Social Media Platform Across Generations

While retailer websites and Google are the top starting points for researching home improvement products, social platforms like YouTube are where decisions are validated and skills are learned. It is also popular for learning about products and materials. In 2025, YouTube was used by:

• 80% of Millennials/Gen Z
• 72% of Gen X
• 67% of Boomers

In general, Millennials and Gen Z DIYers use all social media platforms more than other age demographics—and significantly more than Boomers. The one exception is Reddit. In 2025, this platform was used by:

• 55% of Gen X
• 52% of Millennials/Gen Z
• 46% of Boomers

Instagram, Pinterest, and TikTok are also climbing fast as research tools, particularly for younger audiences and heavy DIYers.

YouTube’s supremacy as a social media resource for home improvement isn’t took surprising when you consider that more than 80% of all DIYers, regardless of age, prefer to learn about product installation through how-to videos. For manufacturers and retailers, it’s critical to have a robust video strategy that covers design inspiration, product comparison, and installation.

3. High Quality and Ease of Use are Most Important for All DIYers

The top purchase drivers are mostly consistent across DIYers of all ages. Quality ranks the highest, cited as one of the most important factors when selecting building products and brands by:

• 88% of Boomers
• 87% of Gen X
• 82% of Millennials/Gen Z

Ease of use and availability are also consistently important for all DIYers, with more than half and nearly half, respectively, of homeowners across demographics stating they find these factors important. Low price, however, is notably less of a purchase driver for the younger generations, with only 33% listing it as one of the top factors, compared to 52% of Gen X and 48% of Boomers. Meanwhile, brand reputation and familiarity and word-of-mouth recommendations are prioritized more by Boomers.

Age demographics also influence levels of environmental and energy concerns among DIY homeowners, according to our research. For example, about 44% of homeowners in the 35- to 54-year-old age range expressed concerns, compared to only 32% of those younger than 35 and 26% of those 55 and older. 

4. Millennials and Gen Z are More Likely to Brand Switch and Experiment

Gen Z and Millennial DIYers are far more willing to try new brands and suppliers than their older counterparts, and that interest is growing. About 62% of younger DIYers tried a new product or brand in 2025, up from 52% in 2024. Boomers tend to be the most loyal demographic, but even their willingness to experiment with a new brand or product increased to 31% in 2025 from 25% in 2024. The same is true for Gen X: 46% tried a new home improvement product or brand in 2025, up from 39% in 2024.

This is a prime opportunity for challenger brands to disrupt the market. For established brands, it’s critical to keep in mind that legacy is not enough to retain the next generation of customers without a laser-focus on key category purchase drivers. For younger DIYers, online channel equity is high-priority, and they are significantly more likely to rely on product reviews when selecting a brand.

When it comes to retailers and suppliers, there’s a similar trend. About 46% of Gen Z and Millennials tried a new product supplier in the past year, compared to just 12% of Boomers. The top drivers for making a switch were:

• Better prices (61% of Millennials/Gen Z; 62% of Gen X; and 47% of Boomers)
• Products needed in stock, or availability (51% of Millennials/Gen Z and Gen X; 36% of Boomers)
• More options/choices (42% of Millennials/Gen Z; 34% of Gen X; and 19% of Boomers)

5. Big-Box Retailers are the Dominant Purchase Channel—for Now

Big-box retailers are the dominant channel for purchasing home improvement products and materials, but we’re witnessing generational and behavioral shifts that could create significant opportunities for online and niche suppliers.  

For example, in 2025, Boomers allocated 36% of their spend to Home Depot, while Gen Z and Millennials allocated only 24%; Gen X allocated about 31%. For Lowe’s, it was a similar story:

• Boomers allocated 24% of their spend
• Gen X allocated 22% of their spend
• Gen Z/Millennials allocated 18% of their spend

Gen Z and Millennials are shifting spend toward online-first channels. They spend significantly more of their wallet share on Amazon (16%) than Boomers do (9%). They also are more likely to choose mass retailers than the older demographics.

6. Heavy DIYers Seek Deeper Relationship with Manufacturers, While Communications Preferences are Generational

Across every age and skill level, the most important thing a manufacturer can provide is to “Quickly repair or replace faulty products.” Prompt repairs and replacements are paramount to:

• 68% of Boomers
• 62% of Gen X
• 57% of Gen Z and Millennials

In general, the more frequently DIYers complete home improvement projects, the more they rely on manufacturers. In 2025, heavy DIYers were much more likely to contact manufacturers directly, with their top reasons for reaching out being:

• Warranty information (37%)
• Product support (36%)
• Product availability (29%)

How DIYers like to engage with manufacturers varies both by experience level and by age demographic For Gen Z and Millennials, the top three communication options are:

• Email (56%)
• Phone (56%)
• Apps (35%)

For Gen X, the top three modes of communication are:

• Email (51%)
• Phone (46%)
• Apps and in-person (19%)

For Boomers, the top three best forms of communication are:

• Email (42%)
• Phone (37)
• In-person (12%)

Meanwhile, 31% of Boomers say they do not contact manufacturers at all.

Looking Ahead: Implications for 2026 Building Product Sales

At the start of 2026, about three in four homeowners had planned some type of home improvement project within the next 90 days, based on the Quarterly Homeowner Activity Tracker. About 50% were planning maintenance, while 30% were looking at home repairs and 23% were planning home renovations.

How to Message to DIYers in 2026

As you strategize to connect with financially sensitive DIYers across demographics in the coming year, it's worth considering a shift into marketing that demonstrates product quality and a strong value proposition. Use demo videos, case studies and testimonials to show your product withstanding real-world challenges. Make your warranty prominent and the terms easy to understand.  Provide pricing options to meet budget constraints.

Since videos are highly appealing to DIYers of all levels and ages, think about developing a library of high-quality how-to installation videos, project inspiration, and product comparisons. Invest in professional photography to ensure your products are presented as high-quality, and treat your website’s gallery and your social media feeds as your digital showroom. This is a crucial marketing asset to reach this audience.

How to Engage with DIYers in 2026

Also, focus on your high-value segments when marketing and strategizing with your sales reps. Use targeted digital advertising to reach heavy DIYers and households with higher incomes, since these are the segments that show the most resiliency in light of economic hardships and the most interested in conducting bigger renovations and remodels. Ensure your value proposition aligns with offering superior quality, availability and performance that justifies the investment.

Partner with your key retail accounts to host in-person workshops and demos. This is a powerful way to engage and build loyalty with the high-value heavy DIYer segment, who actively seek out this type of hands-on learning. Empower your channel partners with the information they need to confidently recommend your product when a DIYer asks for their expert opinion.  

Using Research to Engage DIY Market Segments in 2026

When you conduct custom market research with The Farnsworth Group, you are equipping your product, channel, marketing, and sales teams with tangible recommendations regarding how to reach and resonate with your target audiences, which channels are your optimal channels for distribution, what your most effective product mixes are, and what areas of your business have the greatest new revenue potential.

You also can use product pricing research and brand health and awareness research to augment these insights and identify other ways to improve your company’s position within the DIY home improvement market.