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Shopping for Home Décor - US - April 2012

The home décor market suffered sales declines during the recessionary years, yet has returned to growth in 2010 and 2011. The fortunes of this market are inherently linked to the rebound in the housing market as well as consumers’ renewed optimism in the economy. These as well as other factors such as lifestage changes and shifts in household dynamics drive the market for home décor. The outlook for home décor is favorable, and sales are expected to reach $38.6 billion in 2016, up 27% from 2011.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: Fan chart forecast of total U.S. retail sales of home décor, 2006-16
                        • Market factors
                          • Unsteady housing market impacts home décor
                            • Fluctuating consumer confidence affects spending on home décor
                              • Figure 2: University of Michigan’s index of consumer sentiment, January 2007- January 2012
                            • Shifts in household dynamics may impact the home décor market
                              • Retail channels
                                • Online and offline retail choices abound when shopping for home décor
                                  • The consumer
                                    • Home décor purchases driven by multiple triggers
                                      • Figure 3: Reasons for purchasing home décor for self, December 2011
                                    • Mass merchandisers preferred when shopping in store, Amazon tops online for home décor
                                      • Figure 4: Retailers shopped for home décor purchases–in store, December 2011
                                      • Figure 5: Retailers shopped for home décor purchases–online, December 2011
                                    • Most consumers inspired by in-store home décor displays
                                      • Figure 6: Home décor inspiration, December 2011
                                    • Consumers seek unique, affordable home décor items
                                      • Figure 7: Attitudes toward shopping for home décor, December 2011
                                    • What we think
                                    • Issues in the Market

                                        • How will changes in household dynamics impact the home décor market?
                                          • Where do ideas and inspiration for home décor come from?
                                            • What are the primary reasons consumers buy home décor?
                                              • What’s holding consumers back from purchasing home décor?
                                                • How has the retail landscape for home décor shifted?
                                                • Insights and Opportunities

                                                  • Balancing unique product mix with standard inventory
                                                    • Décor rental service can help update home’s look and save money
                                                      • Trade-in programs can help shoppers easily replace, update their décor
                                                      • Inspire Insights

                                                          • Inspire Trend: Let’s Make A Deal
                                                            • Inspire Trend: Boomerang Generation
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Positive outlook for the home décor industry
                                                                  • Figure 8: Total retail sales and forecast of home décor at current prices, 2006-16
                                                                  • Figure 9: Total retail sales and forecast of home décor at inflation-adjusted prices, 2006-16
                                                                • Fan chart forecast
                                                                    • Figure 10: Fan chart forecast of total U.S. retail sales of home décor, 2006-16
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Unstable housing market impacts home décor
                                                                      • Figure 11: Annual percent change of new houses sold in the U.S. annual percent change of housing starts in the U.S., and annual percent change of total retail sales of home décor, 2004-11
                                                                    • Nesting trend bodes well for home décor market
                                                                      • Fluctuating consumer confidence affects spending on home décor
                                                                        • Figure 12: University of Michigan’s index of consumer sentiment, January 2007- January 2012
                                                                      • Lifestage changes create shifts in demand for home décor
                                                                        • Shifts in household dynamics may impact home décor
                                                                        • Retailer Overview

                                                                            • Department stores
                                                                              • Macy’s Inc.
                                                                                • Kohl’s
                                                                                  • JCPenney
                                                                                    • Neiman Marcus
                                                                                      • Market threats and possibilities for department stores
                                                                                        • Mass merchandisers and warehouse clubs
                                                                                          • Target
                                                                                            • Walmart
                                                                                              • Kmart
                                                                                                • Costco
                                                                                                  • Market threats and possibilities for mass merchandisers and warehouse clubs
                                                                                                    • Specialty stores and furniture stores
                                                                                                      • Z Gallerie
                                                                                                        • Crate and Barrel and CB2
                                                                                                          • Pottery Barn
                                                                                                            • West Elm
                                                                                                              • Restoration Hardware
                                                                                                                • Pier 1 Imports
                                                                                                                  • Bed Bath & Beyond
                                                                                                                    • HomeGoods
                                                                                                                      • Cost Plus World Market
                                                                                                                        • IKEA
                                                                                                                          • Market threats and possibilities for specialty and furniture stores
                                                                                                                            • Home improvement stores
                                                                                                                              • Home Depot
                                                                                                                                • Lowe’s
                                                                                                                                  • Market threats and possibilities for home improvement stores
                                                                                                                                    • Dollar stores
                                                                                                                                      • Online-only retailers
                                                                                                                                        • Casa.com
                                                                                                                                          • Amazon.com
                                                                                                                                            • Market threats and possibilities for online-only retailers
                                                                                                                                              • Other retailers in the home décor marketplace:
                                                                                                                                              • Innovations and Innovators

                                                                                                                                                • Using technology to help consumers get inspired, browse, and shop
                                                                                                                                                  • Pinterest helps home décor shoppers get ideas, follow trends
                                                                                                                                                    • Houzz aligns home décor shoppers with professionals
                                                                                                                                                      • Figure 13: Houzz screenshot
                                                                                                                                                    • Flash sale sites appeal to home décor shoppers
                                                                                                                                                      • HGTV magazine generates inspiration for home décor
                                                                                                                                                        • Esquire home collection features home décor for men
                                                                                                                                                          • Figure 14: Esquire home collection furniture and décor
                                                                                                                                                      • Marketing Strategies

                                                                                                                                                        • Key points
                                                                                                                                                          • Television advertising
                                                                                                                                                            • HomeGoods
                                                                                                                                                              • Figure 15: HomeGoods TV ad, “It’s Tuesday,” March 2011
                                                                                                                                                            • IKEA
                                                                                                                                                              • Figure 16: IKEA TV ad, “Rachel and Sam Have a House,” July 2011
                                                                                                                                                            • Macy’s
                                                                                                                                                              • Figure 17: Macy’s TV ad, “All Day Savings,” August 2011
                                                                                                                                                            • Pier 1 Imports
                                                                                                                                                              • Figure 18: Pier 1 Imports TV ad, “Candle Holder,” March 2012
                                                                                                                                                            • Target
                                                                                                                                                              • Figure 19: Target TV ad, “Stylish Decorations,” November 2011
                                                                                                                                                              • Figure 20: Target TV ad, “Aloute,” November 2011
                                                                                                                                                            • Walmart
                                                                                                                                                              • Figure 21: Walmart TV ad, “Guest Ready,” November 2011
                                                                                                                                                            • Social media
                                                                                                                                                              • Figure 22: Profiled companies’ social media reach, March 21, 2012
                                                                                                                                                            • Other marketing activity
                                                                                                                                                              • Figure 23: West Elm and Etsy email Ad, February 21, 2012
                                                                                                                                                              • Figure 24: Pier 1 Imports Email Ad, March 26, 2012
                                                                                                                                                          • Interest in Home Décor

                                                                                                                                                            • Key points
                                                                                                                                                              • More than half of all consumers are interested in home décor
                                                                                                                                                                • Figure 25: Interest in home décor, December 2011
                                                                                                                                                              • Women more likely to be interested in décor, men not far behind
                                                                                                                                                                • Figure 26: Interest in home décor, by gender, December 2011
                                                                                                                                                              • Regardless of age, most consumers are interested in home décor
                                                                                                                                                                • Figure 27: Interest in home décor, by age, December 2011
                                                                                                                                                              • Lower-income consumers less interested in home décor
                                                                                                                                                                • Figure 28: Interest in home décor, by household income, December 2011
                                                                                                                                                              • Marital status has little impact on interest in home décor
                                                                                                                                                                • Figure 29: Interest in home décor, by marital/relationship status, December 2011
                                                                                                                                                              • Household size affects interest in home décor
                                                                                                                                                                • Figure 30: Interest in home décor, by household size, December 2011
                                                                                                                                                            • Type of Home Décor Items Purchased

                                                                                                                                                              • Key points
                                                                                                                                                                • Consumers more likely to buy home décor for themselves over others
                                                                                                                                                                  • Figure 31: Home décor items purchased for self or others, December 2011
                                                                                                                                                                • Women more likely than men to purchase most home décor items
                                                                                                                                                                  • Figure 32: Home décor items purchased for self, by gender, December 2011
                                                                                                                                                                • Older adults less likely to purchase home décor
                                                                                                                                                                  • Figure 33: Home décor items purchased for self, by age, December 2011
                                                                                                                                                                • Lower-income households less likely to purchase home décor
                                                                                                                                                                  • Figure 34: Home décor items purchased for self, by household income, December 2011
                                                                                                                                                              • Reasons for Purchasing Home Décor

                                                                                                                                                                • Key points
                                                                                                                                                                  • Home décor bought for a variety of reasons
                                                                                                                                                                    • Figure 35: Reasons for purchasing home décor for self, December 2011
                                                                                                                                                                  • Women more likely to purchase home décor for most reasons than men
                                                                                                                                                                    • Figure 36: Reasons for purchasing home décor for self, by gender, December 2011
                                                                                                                                                                  • Younger shoppers buy home décor as a treat, when moving into new home
                                                                                                                                                                    • Figure 37: Reasons for purchasing home décor for self, by age, December 2011
                                                                                                                                                                  • Lower-income households treat themselves to home décor
                                                                                                                                                                    • Figure 38: Reasons for purchasing home décor for self, by household income, December 2011
                                                                                                                                                                • Reasons for Not Purchasing Home Décor

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Saving money causes consumers to limit home décor purchases
                                                                                                                                                                      • Figure 39: Reasons for not purchasing home décor, December 2011
                                                                                                                                                                    • Men less interested, less likely than women to purchase home décor
                                                                                                                                                                      • Figure 40: Reasons for not purchasing home décor, by gender, December 2011
                                                                                                                                                                    • Younger adults saving money, older adults pleased with current décor
                                                                                                                                                                      • Figure 41: Reasons for not purchasing home décor, by age, December 2011
                                                                                                                                                                    • Lower-income households postpone home décor purchases to save money
                                                                                                                                                                      • Figure 42: Reasons for not purchasing home décor, by household income, December 2011
                                                                                                                                                                    • Unmarried consumers save money, not interested in home décor
                                                                                                                                                                      • Figure 43: Reasons for not purchasing home décor, by marital status, December 2011
                                                                                                                                                                  • Home Décor Purchases as Gifts

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Few shop for gifts online, most purchase home décor gifts in stores
                                                                                                                                                                        • Figure 44: Home décor purchases as gifts, online vs. in store and from registry or not, by occasion for gift, December 2011
                                                                                                                                                                      • Home décor as wedding gifts
                                                                                                                                                                        • Figure 45: Home décor purchases as wedding gifts, by gender, December 2011
                                                                                                                                                                      • Younger gift buyers purchasing from registries, both in stores and online
                                                                                                                                                                        • Figure 46: Home décor purchases as wedding gifts, by age, December 2011
                                                                                                                                                                      • Higher-income consumers likely to purchase gifts in store registries
                                                                                                                                                                        • Figure 47: Home décor purchases as wedding gifts, by household income, December 2011
                                                                                                                                                                    • Retailers Shopped for Home Décor

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Mass merchandisers destination of choice for home décor purchases
                                                                                                                                                                          • Figure 48: Retailers shopped for home décor purchases–in store and online, December 2011
                                                                                                                                                                        • Men and women likely to visit same retailers for home décor
                                                                                                                                                                          • Figure 49: Retailers shopped for home décor purchases–in store, by gender, December 2011
                                                                                                                                                                        • Older buyers favor home stores, not likely to buy décor at furniture stores
                                                                                                                                                                          • Figure 50: Retailers shopped for home décor purchases–in store, by age, December 2011
                                                                                                                                                                        • Higher-income consumers likely to visit specialty, department stores
                                                                                                                                                                          • Figure 51: Retailers shopped for home décor purchases–in store, by household income, December 2011
                                                                                                                                                                      • Retailers Shopped for Home Décor (Online)

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Men and women both likely to shop at Amazon, eBay for home décor
                                                                                                                                                                            • Figure 52: Retailers shopped for home décor purchases–online, by gender, December 2011
                                                                                                                                                                          • Younger shoppers use a variety of online channels for home décor
                                                                                                                                                                            • Figure 53: Retailers shopped for home décor purchases–Online, by age, December 2011
                                                                                                                                                                          • Lowest- and highest-income consumers shop flash sale sites
                                                                                                                                                                            • Figure 54: Retailers shopped for home décor purchases–Online, by household income, December 2011
                                                                                                                                                                        • Home Décor Style

                                                                                                                                                                          • Key point
                                                                                                                                                                            • Most consumers say their homes are cozy, warm, functional
                                                                                                                                                                              • Figure 55: Style of home décor, December 2011
                                                                                                                                                                          • Ideas/Inspiration for Home Décor

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Most consumers inspired by in-store home décor displays
                                                                                                                                                                                • Figure 56: Home décor inspiration, December 2011
                                                                                                                                                                              • In-store displays, TV shows influence home décor purchases among men and women
                                                                                                                                                                                • Figure 57: Home décor inspiration, by gender, December 2011
                                                                                                                                                                              • Older shoppers less engaged in home décor ideas/inspiration
                                                                                                                                                                                • Figure 58: Home décor inspiration, by age, December 2011
                                                                                                                                                                              • Higher-income shoppers find inspiration from many sources
                                                                                                                                                                                • Figure 59: Home décor inspiration, by household income, December 2011
                                                                                                                                                                            • Attitudes Toward Shopping for Home Décor

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Consumers seek unique, affordable home décor items
                                                                                                                                                                                  • Figure 60: Attitudes toward shopping for home décor, December 2011
                                                                                                                                                                                • Women more likely than men to wait for sales to purchase home décor
                                                                                                                                                                                  • Figure 61: Attitudes toward shopping for home décor, by gender, December 2011
                                                                                                                                                                                • Unique décor items and sales appeal to shoppers in all age groups
                                                                                                                                                                                  • Figure 62: Attitudes toward shopping for home décor, by age, December 2011
                                                                                                                                                                                • All levels of household income wait for sales, compare prices on décor
                                                                                                                                                                                  • Figure 63: Attitudes toward shopping for home décor, by household income, December 2011
                                                                                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Hispanics, blacks, and Asians more interested than whites in home décor
                                                                                                                                                                                    • Figure 64: Interest in home décor, by race/Hispanic origin, December 2011
                                                                                                                                                                                  • Hispanics spend more than non-Hispanics on home furnishings
                                                                                                                                                                                    • Figure 65: Amount spent on home furnishings, by Hispanic origin, April 2010-June 2011
                                                                                                                                                                                  • Hispanics buy décor to update look and feel of home, as replacement items
                                                                                                                                                                                    • Figure 66: Reasons for purchasing home décor for self, by race/Hispanic origin, December 2011
                                                                                                                                                                                  • More than half of home décor shoppers of all races/origins have not purchased from a gift registry
                                                                                                                                                                                    • Figure 67: Home décor purchases as wedding gifts, by race/Hispanic origin, December 2011
                                                                                                                                                                                  • Blacks shop for value at mass merchandisers, discount stores
                                                                                                                                                                                    • Figure 68: Retailers shopped for home décor purchases–In store, by race/Hispanic origin, December 2011
                                                                                                                                                                                  • All racial/ethnic groups likely to shop at Amazon, eBay for home décor
                                                                                                                                                                                    • Figure 69: Retailers shopped for home décor purchases–online, by race/Hispanic origin, December 2011
                                                                                                                                                                                  • Whites more likely than Hispanics to describe their homes as functional
                                                                                                                                                                                    • Figure 70: Style of home décor in my home, by race/Hispanic origin, December 2011
                                                                                                                                                                                  • In-store displays dominate; Hispanics get inspired from TV, catalogs, the internet
                                                                                                                                                                                    • Figure 71: Home décor inspiration, by race/Hispanic origin, December 2011
                                                                                                                                                                                  • Hispanics, blacks seek unique items for their homes
                                                                                                                                                                                    • Figure 72: Attitudes toward shopping for home décor, by race/Hispanic origin, December 2011
                                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                                    • Impartials
                                                                                                                                                                                      • Demographics
                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                            • Aspirational Shoppers
                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                    • Involved Buyers
                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                            • Savvy Style Seekers
                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                    • Cluster characteristic tables
                                                                                                                                                                                                                      • Figure 73: Interest in home décor, by home décor cluster groups, December 2011
                                                                                                                                                                                                                      • Figure 74: Home décor items purchased for self, by home décor cluster groups, December 2011
                                                                                                                                                                                                                      • Figure 75: Home décor items purchased for others, by home décor cluster groups, December 2011
                                                                                                                                                                                                                      • Figure 76: Reasons for purchasing home décor for self, by home décor cluster groups, December 2011
                                                                                                                                                                                                                      • Figure 77: Home décor purchases as bridal and wedding gifts, by home décor cluster groups, December 2011
                                                                                                                                                                                                                      • Figure 78: Retailers shopped for home décor purchases, by home décor cluster groups, December 2011
                                                                                                                                                                                                                      • Figure 79: Style of home décor, by home décor cluster groups, December 2011
                                                                                                                                                                                                                      • Figure 80: Style of home décor I would like in my home, by home décor cluster groups, December 2011
                                                                                                                                                                                                                      • Figure 81: Home décor inspiration; by home décor cluster groups, December 2011
                                                                                                                                                                                                                      • Figure 82: Attitudes toward shopping for home décor, by home décor cluster groups, December 2011
                                                                                                                                                                                                                    • Cluster demographic table
                                                                                                                                                                                                                      • Figure 83: Home décor cluster groups, demographic profiles, December 2011
                                                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                                                    • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                        • Figure 84: Interest in home décor, by presence of children in household, December 2011
                                                                                                                                                                                                                        • Figure 85: Reasons for purchasing home décor for self, by marital/relationship status, December 2011
                                                                                                                                                                                                                        • Figure 86: Amount spent on home furnishings, by gender, April 2010-June 2011
                                                                                                                                                                                                                        • Figure 87: Style of home décor in my home, by age, December 2011
                                                                                                                                                                                                                        • Figure 88: Style of home décor in my home, by household income, December 2011
                                                                                                                                                                                                                        • Figure 89: Home décor inspiration–Any agree, by presence of children in household, December 2011
                                                                                                                                                                                                                      • Data used in Market Drivers section
                                                                                                                                                                                                                        • Figure 90: New houses sold in the U.S., by region, 2004-11
                                                                                                                                                                                                                        • Figure 91: Housing starts in the U.S., by region, 2004-11
                                                                                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                      • Amazon.com Inc
                                                                                                                                                                                                                      • American Home Furnishings Alliance (AHFA)
                                                                                                                                                                                                                      • Anthropologie
                                                                                                                                                                                                                      • Bed Bath & Beyond Inc
                                                                                                                                                                                                                      • Bloomingdale's
                                                                                                                                                                                                                      • Costco Wholesale Corporation
                                                                                                                                                                                                                      • Crate & Barrel
                                                                                                                                                                                                                      • Hearst Magazines
                                                                                                                                                                                                                      • Home Improvement Research Institute
                                                                                                                                                                                                                      • IKEA USA
                                                                                                                                                                                                                      • J C Penney Company, Inc
                                                                                                                                                                                                                      • Kmart Corporation
                                                                                                                                                                                                                      • Kohl's Corporation
                                                                                                                                                                                                                      • Macy's, Inc.
                                                                                                                                                                                                                      • Martha Stewart Living Omnimedia Inc.
                                                                                                                                                                                                                      • Pier 1 Imports, Inc
                                                                                                                                                                                                                      • Pottery Barn
                                                                                                                                                                                                                      • Sears Holdings Corporation
                                                                                                                                                                                                                      • Target Corporation
                                                                                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                                                                                      • Williams-Sonoma, Inc

                                                                                                                                                                                                                      Shopping for Home Décor - US - April 2012

                                                                                                                                                                                                                      £3,199.84 (Excl.Tax)