What you need to know

A combination of positive market factors, a stable housing market, and interest in the category is contributing to positive growth for home décor. What’s more, diversified living situations result in diverse décor needs suitable for a variety of living situations, creating opportunities for retailers to connect and grow long-term relationships with shoppers. However, many consumers prefer to opt for value-oriented and convenient shopping experiences, making more décor purchases at retailers not traditionally associated with the market. As more players outside the channel look to enter the space, traditional retailers need to re-think how they leverage their role as décor destinations.


The purpose of this Report is to identify behaviors and preferences among consumers when shopping for home décor 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, June 2016, April 2014 and 2012.

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