What you need to know
Home décor items are the pieces that consumers use to complement different living/work spaces within their lives. These items range from candles that can create a calming atmosphere to lighting that can illuminate a room; picture frames to make memories last to décor that changes with the seasons. These are a few examples that highlight the combination of emotional and practical factors that drive home décor purchases. As the COVID-19 pandemic impacts the retail industry overall, we expect to see a change to the previously forecasted growth in the home décor category. Understanding how consumers are evolving their lifestyles and approach to shopping for home décor items will be crucial for brands and retailers to understand as we move into the “new normal” of the future.
Key issues covered in this Report
COVID-19 changes how consumers shop for home décor and halts category growth
Home décor will stumble, but pick back up in the years ahead
Consumers’ new sense of the home and wellbeing
Multiple types of value drive décor shopping
The need to evaluate items before bringing them into the home
This Report was written April 7, 2020, and updated on April 30, 2020 with the COVID-19 implications.
Definition
The purpose of this Report is to identify behaviors and preferences among consumers when shopping for home décor items and where they purchase such items. The analysis in this Report covers the following categories:
Picture frames, vases, decorative bowls, candlesticks/candleholders, candles, diffusers, wall art, clocks, trays, coasters, lamps/lighting (table lamps, floor lamps, lanterns), mirrors, collectibles/keepsakes, sculptures/artwork/figurines, decorative pillows/throw blankets, rugs/doormats, baskets, fake/silk flowers or plants, holiday/seasonal décor and home décor items.
It excludes paint, wallpaper, window treatments (drapes, blinds, etc) and furniture.
This Report builds on the analysis presented in Mintel’s Shopping for Home Décor – US, July 2018 and June 2016.
