Consumer spending on home accessories grew for a fifth consecutive year, as it increased by an estimated 3.9% to £9.86 billion in 2019. The market has been stable in recent years, recovering momentum in the wake of the UK’s decision to leave the EU; buoyed by the return of real wage growth and a stable housing market.

Internally, it is clear that there are two very different sides to the home accessories market; a divide increasingly characterised by age. On the one hand, there is a long-established, stable market for essential product categories such as bedding, towels, curtains, blinds and other window textiles; one inhabited by retailers such as Dunelm, Argos and discounters. This side of the market remains stable; however, it has changed little in recent years. On the other hand, there is a newer, more dynamic market, one filled with trend-driven, fashion forward accessories, and less essential product categories. Although dominated by small-ticket purchases, these decorative accessories sectors have surged in popularity. This has been underpinned by younger consumers and private renters, among whom they increasingly satisfy changing demands of modern living, particularly in their offer of affordable personalization. Accordingly, it is this side of the market where new growth opportunities, such as surge of clothing brands and the rise of online, have predominantly emerged in recent years. However, despite the rise of online, it is important to realise that the physical sector remains very much alive and will continue to afford opportunities in the home accessories market.

Moving forward, expenditure is, currently, forecast to continue to grow. However, the rate of this will fall in the short term, at the least, amid growing concerns of COVID-19; the long-term impact of which remains unknown. It is fair to assume that consumer confidence will fall in the next quarter as the UK navigates this outbreak. This fallout will likely see consumers postponing purchases, with 2020 expenditure reflecting this uncertainty although with people spending more time at home they may choose to think about future potential home improvements and decoration. There is also likely to be a redirection of demand online, as consumers either self-isolate or avoid busy centres.

For the purposes of this Report the term ‘home accessories’ covers the following:

• Curtains, blinds and window accessories – ready made

• Curtains, blinds and window accessories – made to measure

• Light fittings (wall, table, floor, ceiling) and shades

• Bed and bathroom linens

• Other household textiles eg table linens, kitchen textiles

• Cushions, throws and rugs

• Decorative accessories eg vases/bowls/figurines/table mats

• Candles (including fragrant candles), other fragrant accessories and candle holders

• Pictures/prints, mirrors, photo frames and clocks

• Bathroom accessories

Excluded are:

• Light bulbs

• Digital photo frames

• Electric blankets, sleeping bags, babies’ pram and cot sets, bathrobes

• Mattresses

• Heated towel rails, special products designed to help the infirm or disabled, shower fittings/ curtains

• Accessories and lighting for gardens

• Tableware, kitchen utensils, glassware and cookware