The present invention is generally directed to systems and methods for optimizing energy usage in a household. For example, methods for optimizing energy usage in a household may include steps of: receiving, using an energy optimization device, entire energy profile data associated with the household; obtaining, using the energy optimization device, time of use (TOU) energy pricing structure; processing, the entire energy profile data to generate disaggregated appliance level data related to one or more appliances used in the household; retrieving historical patterns of energy usage of the household during both peak and non-peak time periods; applying a behavior shift analysis on the disaggregated data based at least in part on the TOU energy pricing structure, disaggregated data, and historical patterns of the energy usage; and predicting potential energy savings based at least in part on the behavior shift analysis.