Table of Contents
Executive Summary
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- The market
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- Figure 1: Total US consumer expenditures on home décor and fan chart forecast, with best and worst cases, at current prices, 2008-18
- Market drivers
- Housing market trends impact sales of home décor
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- Figure 2: Change in new and existing home sales, 2010-13
- Consumer confidence and unemployment
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- Figure 3: Consumer confidence and unemployment, 2000-13
- DIY and home décor
- The consumer
- Consumers more likely to buy home décor for themselves over others
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- Figure 4: Home décor purchases, February 2014
- Four in 10 buy home décor to update their homes
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- Figure 5: Reasons for buying home décor, February 2014
- In-store shopping preferred for home décor purchases
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- Figure 6: Retailers shopped for home décor, February 2014
- In-store displays and the internet are sources for home décor inspiration
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- Figure 7: Ideas/inspiration for home décor, February 2014
- Low loyalty among home décor buyers
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- Figure 8: Attitudes toward home décor, February 2014
- What we think
Issues and Insights
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- What’s driving the market for home décor?
- The issues
- The implications
- How will the growing Hispanic population impact the home décor market?
- The issues
- The implications
- How is the home décor retail landscape changing?
- The issues
- The implications
Trend Application
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- Inspire Trend: Experience is All
- Inspire Trend: Extend My Brand
- Inspire Trend: Non-Standard Society
Market Size and Forecast
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- Key points
- Spending on home décor market expected to grow
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- Figure 9: Total US consumer expenditures of home décor, at current prices, 2008-18
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- Figure 10: Total US consumer expenditures of home décor, at inflation adjusted, 2008-18
- Fan chart forecast
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- Figure 11: Total US consumer expenditures on home décor and fan chart forecast, with best and worst cases, at current prices, 2008-18
Market Drivers
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- Key points
- Housing market trends impact sales of home décor
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- Figure 12: Change in new and existing home sales, 2010-13
- Consumer confidence and unemployment
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- Figure 13: Consumer confidence and unemployment, 2000-13
- Interest in artisan products and local goods
- DIYers and home décor
Retailer Overview
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- Department stores
- Macy’s
- Kohl’s
- JCPenney
- Neiman Marcus
- Bloomingdale’s
- Issues and opportunities for department stores
- Mass merchandisers
- Walmart
- Target
- Issues and opportunities for mass merchandisers
- Specialty stores and furniture stores
- Crate & Barrel and CB2
- IKEA
- Pier 1 Imports
- Restoration Hardware
- Williams-Sonoma Inc.
- Z Gallerie
- Issues and opportunities for specialty stores and furniture stores
- Discount stores
- HomeGoods
- Cost Plus World Market
- Issues and opportunities for discount stores
- Home improvement stores
- Home Depot
- Lowe’s
- Menards
- Issues and opportunities for Home Improvement Stores
- Online-only retailers
- Amazon.com
- Casa.com
- Wayfair and Joss & Main
- Issues and opportunities for online-only retailers
Innovations and Innovators
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- One Kings Lane founders launch Hunter’s Alley
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- Figure 14: Hunters alley screen shot, February 2014
- Online sustainable home retailer Bambeco plans expansion
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- Figure 15: Bambeco screen shot, February 2014
- SteinMart introduces the Nina Home collection
- SwatchMate cube allows users to capture and reproduce colors
Marketing Strategies
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- Overview
- Theme: High style, low cost
- Theme: Personalized offers
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- Figure 16: One Kings Lane email ad, March 2014
- Figure 17: West Elm email ad, March 2014
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- Figure 18: Cost Plus World Market email ad, March 2014
- Theme: Unique offerings
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- Figure 19: Target’s dollhouse, May 2013
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 20: Key social media metrics, March 2014
- Brand usage and awareness
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- Figure 21: Brand usage or awareness, February 2014
- Interactions with home décor retailers
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- Figure 22: Interactions with selected home décor retailers, February 2014
- Leading online campaigns
- Driving shopping conveniences
- Pinterest powering user participation
- Showcasing collection launches
- What we think
- Online conversations
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- Figure 23: Online mentions of select home décor retailers, by month, March 1, 2013-Feb. 28, 2014
- Where are people talking about home décor retailers?
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- Figure 24: Online mentions of select home décor retailers, by page type, March 1, 2013-Feb. 28, 2014
- What are people talking about?
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- Figure 25: Mentions, by topic of conversations, select home décor retailers, March 1, 2013-Feb. 28, 2014
Home Décor Purchases
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- Key points
- Consumers more likely to buy home décor for themselves over others
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- Figure 26: Home décor purchases, February 2014
- Men focus on function, women seek décor
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- Figure 27: Home décor purchases for myself/my household, by gender, February 2014
- Older adults less likely to purchase home decor
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- Figure 28: Home décor purchases for myself/my household, by age, February 2014
- Higher-income consumers buying wider array of home décor items
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- Figure 29: Home décor purchases for myself/my household, by household income, February 2014
Reasons for Buying Home Décor for Self
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- Key points
- Four in 10 buy home décor to update their homes
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- Figure 30: Reasons for buying home décor, February 2014
- Women like to update their homes, men buy replacement items
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- Figure 31: Reasons for buying home décor, by gender, February 2014
- Younger consumers most likely setting up homes
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- Figure 32: Reasons for buying home décor, by age, February 2014
- Higher-income consumers want to update homes, lower-income consumers buy décor as a treat
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- Figure 33: Reasons for buying home décor, by household income, February 2014
Reasons for Buying Home Décor for Others
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- Key points
- Bridal shower and wedding gifts top registry purchases
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- Figure 34: Purchase occasions of home décor for others and how purchased, February 2014
- Men more likely than women to buy from gift registries for wedding events
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- Figure 35: Purchase occasions of home décor for others and how purchased, by gender, February 2014
- 25-34s most likely to buy home décor for others from wedding registries
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- Figure 36: Purchase occasions of home décor for others and how purchased, by age, February 2014
Retailers Shopped for Home Décor
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- Key points
- In-store shopping preferred for home décor purchases
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- Figure 37: Retailers shopped for home décor, February 2014
- Men and women have similar retail preferences when buying home décor
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- Figure 38: Retailers shopped – In-store, by gender, February 2014
- 18-34s shopping a wide variety of retailers for home décor
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- Figure 39: Retailers shopped – In-store, by age, February 2014
- Retailer preferences vary by household income
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- Figure 40: Retailers shopped – In-store, by household income, February 2014
Ideas/Inspiration for Home Décor
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- Key points
- In-store displays and the internet are sources for home décor inspiration
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- Figure 41: Ideas/Inspiration for home décor, February 2014
- Women inspired by a variety of decorating sources
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- Figure 42: Ideas/Inspiration for home décor, by gender, February 2014
- Older shoppers inspired by traditional methods, young adults are social
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- Figure 43: Ideas/Inspiration for home décor, by age, February 2014
- Higher-income consumers get ideas from a variety of sources
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- Figure 44: Ideas/Inspiration for home décor, by household income, February 2014
Attitudes toward Home Décor
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- Key points
- Low loyalty toward brands and retailers among home décor buyers
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- Figure 45: Attitudes toward home décor, February 2014
- Women are more interested than men in home décor
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- Figure 46: Agreement with attitudes toward home décor, by gender, February 2014
- 25-34s most involved in home décor category
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- Figure 47: Agreement with attitudes toward home décor, by age, February 2014
- Interest in home décor spans household income levels
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- Figure 48: Agreement with attitudes toward home décor, by household income, February 2014
Impact of Race and Hispanic Origin
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- Key points
- Hispanics buying many home décor items
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- Figure 49: Home décor purchases for myself/my household, by race/Hispanic origin, February 2014
- Hispanics buy home décor to treat themselves
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- Figure 50: Reasons for buying home décor, by race/Hispanic origin, February 2014
- Hispanics more likely than non-Hispanics to buy from gift registries
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- Figure 51: Purchase occasions of home décor for others and how purchased, by race/Hispanic origin, February 2014
- Hispanics shopping across a wide variety of retail channels for home décor
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- Figure 52: Retailers shopped – In-store, by race/Hispanic origin, February 2014
- In-store décor displays inspire Whites, Hispanics use the internet, Blacks get ideas from TV
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- Figure 53: Ideas/Inspiration for home décor, by race/Hispanic origin, February 2014
- Hispanics likely to keep up with the latest trends in home décor
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- Figure 54: Agreement with attitudes toward home décor, by race/Hispanic origin, February 2014
Cluster Analysis
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- Figure 55: Home décor shopper clusters, February 2014
- Group 1: Uninvolved
- Characteristics
- Opportunity
- Group 2: Internet Inclined
- Characteristics
- Opportunity
- Group 3: Décor Enthusiasts
- Characteristics
- Opportunity
- Group 4: Savvy Shoppers
- Characteristics
- Opportunity
- Cluster characteristics tables
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- Figure 56: Home décor purchases for myself/my household, by home décor clusters, February 2014
- Figure 57: Reasons for buying home décor, by home décor clusters, February 2014
- Figure 58: Retailers shopped – In-store, by home décor clusters, February 2014
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- Figure 59: Retailers shopped – Online, by home décor clusters, February 2014
- Figure 60: Ideas/Inspiration for home décor, by home décor clusters, February 2014
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- Figure 61: Agreement with attitudes toward home décor, by home décor clusters, February 2014
- Cluster demographic table
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- Figure 62: Home décor clusters, by demographic, February 2014
- Cluster methodology
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Appendix – Other Useful Consumer Tables
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- Home décor purchases
- Home décor purchases for self
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- Figure 63: Home décor purchases for myself/my household, by marital/relationship status, February 2014
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- Figure 64: Home décor purchases for myself/my household, by household size, February 2014
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- Figure 65: Home décor purchases for myself/my household, by employment, February 2014
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- Figure 66: Home décor purchases for myself/my household, by generations, February 2014
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- Figure 67: Home décor purchases for myself/my household, by residence, February 2014
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- Figure 68: Home décor purchases for self, by retailers shopped for home décor from in-store or online – Any purchase, Part 1, February 2014
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- Figure 69: Home décor purchases for self, by retailers shopped for home décor from in-store or online – Any purchase, Part 2, February 2014
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- Figure 70: Home décor purchases for self, by retailers shopped for home décor from in-store or online – Any purchase, Part 3, February 2014
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- Figure 71: Home décor purchases as a gift for others, by retailers shopped for home décor from in-store or online – Any purchase, Part 1, February 2014
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- Figure 72: Home décor purchases as a gift for others, by retailers shopped for home décor from in-store or online – Any purchase, Part 2, February 2014
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- Figure 73: Home décor purchases as a gift for others, by retailers shopped for home décor from in-store or online – Any purchase, Part 3, February 2014
- Reasons for buying home decor for self
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- Figure 74: Reasons for buying home décor for self, by marital/relationship status, February 2014
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- Figure 75: Reasons for buying home décor for self, by household size, February 2014
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- Figure 76: Reasons for buying home décor for self, by employment, February 2014
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- Figure 77: Reasons for buying home décor for self, by generations, February 2014
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- Figure 78: Reasons for buying home décor for self, by residence, February 2014
- Reasons for buying home decor for others
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- Figure 79: Purchase occasions of home décor for others and how purchased, February 2014
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- Figure 80: Purchase occasions of home décor for others and how purchased, by household income, February 2014
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- Figure 81: Purchase occasions of home décor for others and how purchased, by marital status, February 2014
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- Figure 82: Purchase occasions of home décor for others and how purchased, by employment, February 2014
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- Figure 83: Purchase occasions of home décor for others and how purchased, by generations, February 2014
- Retailers shopped for home décor – In-store
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- Figure 84: Retailers shopped – In-store, by marital/relationship status, February 2014
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- Figure 85: Retailers shopped – In-store, by household size, February 2014
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- Figure 86: Retailers shopped – In-store, by employment, February 2014
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- Figure 87: Retailers shopped – In-store, by generations, February 2014
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- Figure 88: Retailers shopped – In-store, by residence, February 2014
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- Figure 89: Purchase occasions of home décor for others and how purchased – Any in-store purchase, by retailers shopped, Part 1, February 2014
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- Figure 90: Purchase occasions of home décor for others and how purchased – Any in-store purchase, by retailers shopped, Part 2, February 2014
- Retailers shopped for home décor – Online
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- Figure 91: Retailers shopped – Online, by gender, February 2014
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- Figure 92: Retailers shopped – Online, by age, February 2014
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- Figure 93: Retailers shopped – Online, by household income, February 2014
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- Figure 94: Retailers shopped – Online, by race/Hispanic origin, February 2014
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- Figure 95: Retailers shopped – Online, by marital/relationship status, February 2014
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- Figure 96: Retailers shopped – Online, by household size, February 2014
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- Figure 97: Retailers shopped – Online, by employment, February 2014
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- Figure 98: Retailers shopped – Online, by generations, February 2014
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- Figure 99: Retailers shopped – Online, by residence, February 2014
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- Figure 100: Purchase occasions of home décor for others and how purchased – Any online purchase, by retailers shopped, Part 1, February 2014
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- Figure 101: Purchase occasions of home décor for others and how purchased – Any online purchase, by retailers shopped, Part 2, February 2014
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- Figure 102: Purchase occasions of home décor for others and how purchased – Any online purchase, by retailers shopped, Part 3, February 2014
- Ideas/inspiration for home decor
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- Figure 103: Ideas/Inspiration for home décor, by marital/relationship status, February 2014
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- Figure 104: Ideas/Inspiration for home décor, by household size, February 2014
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- Figure 105: Ideas/Inspiration for home décor, by employment, February 2014
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- Figure 106: Ideas/Inspiration for home décor, by generations, February 2014
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- Figure 107: Ideas/Inspiration for home décor, by residence, February 2014
- Attitudes toward home décor
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- Figure 108: Agreement with attitudes toward home décor, by marital/relationship status, February 2014
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- Figure 109: Agreement with attitudes toward home décor, by household size, February 2014
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- Figure 110: Agreement with attitudes toward home décor, by employment, February 2014
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- Figure 111: Agreement with attitudes toward home décor, by generations, February 2014
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- Figure 112: Agreement with attitudes toward home décor, by residence, February 2014
Appendix – Social Media
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- Key social media metrics
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- Figure 113: Key social media metrics – Pottery Barn, March 2014
- Figure 114: Key social media metrics – Crate & Barrel, March 2014
- Figure 115: Key social media metrics – Macy’s, March 2014
- Figure 116: Key social media metrics – Pier 1 Imports, March 2014
- Figure 117: Key social media metrics – JCPenney, March 2014
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- Figure 118: Key social media metrics – HomeGoods, March 2014
- Brand usage or awareness
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- Figure 119: Brand usage or awareness, February 2014
- Figure 120: Crate & Barrel usage or awareness, by demographics, February 2014
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- Figure 121: Pier 1 Imports usage or awareness, by demographics, February 2014
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- Figure 122: HomeGoods usage or awareness, by demographics, February 2014
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- Figure 123: Pottery Barn usage or awareness, by demographics, February 2014
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- Figure 124: Macy’s usage or awareness, by demographics, February 2014
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- Figure 125: JCPenney usage or awareness, by demographics, February 2014
- Interactions with home décor retailers
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- Figure 126: Activities done, February 2014
- Figure 127: Crate & Barrel – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
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- Figure 128: Crate & Barrel – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
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- Figure 129: Crate & Barrel – Activities done – I follow/like the brand on social media because, by demographics, February 2014
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- Figure 130: Crate & Barrel – Activities done – I have researched the brand on social media to, by demographics, February 2014
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- Figure 131: Pier 1 Imports – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
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- Figure 132: Pier 1 Imports – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
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- Figure 133: Pier 1 Imports – Activities done – I follow/like the brand on social media because, by demographics, February 2014
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- Figure 134: Pier 1 Imports – Activities done – I have researched the brand on social media to, by demographics, February 2014
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- Figure 135: HomeGoods – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
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- Figure 136: HomeGoods – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
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- Figure 137: HomeGoods – Activities done – I follow/like the brand on social media because, by demographics, February 2014
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- Figure 138: HomeGoods – Activities done – I have researched the brand on social media to, by demographics, February 2014
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- Figure 139: Pottery Barn – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
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- Figure 140: Pottery Barn – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
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- Figure 141: Pottery Barn – Activities done – I follow/like the brand on social media because, by demographics, February 2014
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- Figure 142: Pottery Barn – Activities done – I have researched the brand on social media to, by demographics, February 2014
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- Figure 143: Macy's – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
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- Figure 144: Macy's – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
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- Figure 145: Macy's – Activities done – I follow/like the brand on social media because, by demographics, February 2014
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- Figure 146: Macy's – Activities done – I have researched the brand on social media to, by demographics, February 2014
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- Figure 147: JCPenney – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
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- Figure 148: JCPenney – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
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- Figure 149: JCPenney – Activities done – I follow/like the brand on social media because, by demographics, February 2014
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- Figure 150: JCPenney – Activities done – I have researched the brand on social media to, by demographics, February 2014
- Key social media metrics
- Online conversations
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- Figure 151: Online mentions of select home décor retailers, by month, March 1, 2013-Feb. 28, 2014
- Figure 152: Online mentions of select home décor retailers, by page type, March 1, 2013-Feb. 28, 2014
- Figure 153: Mentions by topic of conversations, select home décor retailers, March 1, 2013-Feb. 28, 2014
Appendix – Trade Associations
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