• by Sarah Mahoney , Yesterday

Gen Z and millennial consumers say they’re not looking for splurges this holiday season. New research from The Home Depot finds more than three-quarters of younger shoppers want practical gifts — items like cordless drills, screwdriver sets, and holiday décor— instead of luxury or experience-based presents.

The study, conducted with Morning Consult, also shows that younger consumers are far more likely than Gen X-ers and boomers to create wish lists, making it easier for givers to buy exactly what they want. And they’re about nine points more likely than older shoppers to treat themselves while shopping for others.

To tap into that mindset, the retailer is rolling out a new digital feature called The Holiday Gift Edit, which organizes Pinterest boards by personality types, including the DIYer, the New Homeowner, and the Cozy Curator. The goal: to offer gift inspiration that feels functional but still personal.

“At The Home Depot, we know our customers value practical, meaningful items that enhance their everyday lives,” said Molly Battin, senior vice president and chief marketing officer at The Home Depot, in the announcement. “This holiday season, we’re leaning into those customers in a digital-first way, offering wish list inspiration on Pinterest and providing savings on products that make home prep, decorating and gift-giving both enjoyable and effortless.”

The retailer could use the boost. With the housing market stalled, the home-improvement category remains sluggish. In a recent report on the sector, Oppenheimer & Co. analyst Brian Nagel cautioned that both Home Depot and Lowe’s are still feeling the effects of limited housing turnover and high interest rates.

Even if borrowing costs start to come down, “data suggest any move lower in rates is likely to prove gradual and lack potential to unlock dramatically a stubbornly stagnant U.S. housing backdrop,” Nagel wrote. He added that any rebound in comparable sales at either company will “take time.”