State of the Pro
Assumptions change fast—trades professionals change faster. That’s why we create The State of the Pro, Sales Factory’s annual dive into how pros actually work, learn, buy, and choose brands. Built specifically for retail, product, and marketing leaders, it’s designed to replace guesswork with real-world clarity.
While others claim to know the customer, our methodology proves it. For the 2026 report, we gathered direct insight through 1,100+ surveys, 18 targeted pulse studies, and 10 deep-dive interviews with verified trades pros. See their world through their eyes—and build your strategy on proof.
2026: Trust, Tools, And Winning
Across nine major themes, the 2026 findings reveal a market that defies standard assumptions: 94% of pros rely on jobsite peers as their top product source, in-stock availability routinely beats lowest price, and over half view store brands as equal to national names. Meanwhile, 92% can instantly spot AI-generated ads—even as mid-career pros aged 30–49 quietly lead actual AI adoption on the job. The takeaway is clear: winning over today’s pro requires authentic proof, reliable inventory, and word-of-mouth trust over flashy marketing.
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Key Insights
State of the DIYer
Consumer behavior isn't static, and your market intelligence shouldn't be either. Sales Factory’s quarterly study surveys 900+ US homeowners across every stage of the funnel—from ambitious novices to heavy project portfolio owners—to capture how decisions evolve across the year.
By following the homeowner's natural cycle—reflecting in Q1, planning in Q2, executing in Q3, and optimizing in Q4—we provide actionable data at the brand, category, and audience level so you can stay ahead of shifting priorities.
2026: Reflect, Plan, Build, Optimize
Homeowners move through a predictable annual cycle—and brands that sync to it win. Our quarterly State of the DIYer research tracks how priorities, spend, and channel choices shift from reflection in Q1 through execution in Q3 and optimization in Q4. Use the findings to time offers, content, and inventory against how homeowners actually decide.
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