What you need to know

Shoppers are using digital and in-store shopping for their homes and a higher percentage of spending on the home is forecast to originate online. Over the five years from 2018-23 we expect online shopping for the home to rise from 18.5% of the market to 27%. This is a sweeping change for retailing and will have significant implications for store and location planning and digital innovation. There are early signs that retailers for the home are adapting store formats and selling methods to cater for this changing retail landscape. Several retailers for the home, including IKEA, B&Q and DFS, are experimenting with smaller, city-based shops, to complement their larger out-of-town stores. Others, including Argos, are moving into locations with higher foot traffic, most notably by opening shop-in-shops in supermarkets.

Although there are some signs that consumer confidence is slightly down at the end of 2018, this does not appear to have dampened enthusiasm for plans to spend on the home in 2019. This is because people spend a lot of time at home and continue spending to make their homes a more enjoyable place to live. Credit plays a major role in helping people bring their spending plans to fruition, including opting for interest-free credit. Consumer spending on the home will increase by 37% over 2018-23 to reach £93.4 billion. Growth will be helped by an increase in household numbers and continuing high levels of employment.

Products covered in this Report


This Report looks at consumer attitudes towards their spend on the home. This Report is an overview. It looks at their priorities for buying for their homes and delves into the triggers for purchases.

Broadly it will take in:

  • Furniture

  • Carpets

  • Decorating

  • The garden

  • Energy (savings)

  • Security

  • Home extensions

  • Smart home developments.

These are all topics that we cover in much greater detail in other home Reports.

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