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Shopping for Home Decor - US - April 2014

“Most consumers buy home décor to update the look and feel of their homes and many also buy home décor simply to treat themselves. As consumers are so inclined to buy for themselves/their homes more often, retailers should focus on encouraging more impulse buys in this category. Showcasing new items and unique offerings will generate interest from home décor shoppers.”

– Ali Lipson, Senior Retail & Apparel Analyst

Some questions answered in this report include:

  • What’s driving the market for home décor?
  • How will the growing Hispanic population impact the home décor market?
  • How is the home décor retail landscape changing?

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Table of contents

  1. Scope and Themes

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

                        • The market
                          • 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
                            • Figure 2: Change in new and existing home sales, 2010-13
                          • Consumer confidence and unemployment
                            • 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
                                • Figure 4: Home décor purchases, February 2014
                              • Four in 10 buy home décor to update their homes
                                • Figure 5: Reasons for buying home décor, February 2014
                              • In-store shopping preferred for home décor purchases
                                • Figure 6: Retailers shopped for home décor, February 2014
                              • In-store displays and the internet are sources for home décor inspiration
                                • Figure 7: Ideas/inspiration for home décor, February 2014
                              • Low loyalty among home décor buyers
                                • Figure 8: Attitudes toward home décor, February 2014
                              • What we think
                              • Issues and Insights

                                  • 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

                                                      • Inspire Trend: Experience is All
                                                        • Inspire Trend: Extend My Brand
                                                          • Inspire Trend: Non-Standard Society
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Spending on home décor market expected to grow
                                                                • Figure 9: Total US consumer expenditures of home décor, at current prices, 2008-18
                                                                • Figure 10: Total US consumer expenditures of home décor, at inflation adjusted, 2008-18
                                                              • Fan chart forecast
                                                                  • 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

                                                                • Key points
                                                                  • Housing market trends impact sales of home décor
                                                                    • Figure 12: Change in new and existing home sales, 2010-13
                                                                  • Consumer confidence and unemployment
                                                                    • Figure 13: Consumer confidence and unemployment, 2000-13
                                                                  • Interest in artisan products and local goods
                                                                    • DIYers and home décor
                                                                    • Retailer Overview

                                                                        • 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

                                                                                                                                          • One Kings Lane founders launch Hunter’s Alley
                                                                                                                                            • Figure 14: Hunters alley screen shot, February 2014
                                                                                                                                          • Online sustainable home retailer Bambeco plans expansion
                                                                                                                                            • Figure 15: Bambeco screen shot, February 2014
                                                                                                                                          • SteinMart introduces the Nina Home collection
                                                                                                                                            • SwatchMate cube allows users to capture and reproduce colors
                                                                                                                                            • Marketing Strategies

                                                                                                                                              • Overview
                                                                                                                                                • Theme: High style, low cost
                                                                                                                                                  • Theme: Personalized offers
                                                                                                                                                    • Figure 16: One Kings Lane email ad, March 2014
                                                                                                                                                    • Figure 17: West Elm email ad, March 2014
                                                                                                                                                    • Figure 18: Cost Plus World Market email ad, March 2014
                                                                                                                                                  • Theme: Unique offerings
                                                                                                                                                    • Figure 19: Target’s dollhouse, May 2013
                                                                                                                                                • Social Media

                                                                                                                                                  • Key points
                                                                                                                                                    • Market overview
                                                                                                                                                      • Key social media metrics
                                                                                                                                                        • Figure 20: Key social media metrics, March 2014
                                                                                                                                                      • Brand usage and awareness
                                                                                                                                                        • Figure 21: Brand usage or awareness, February 2014
                                                                                                                                                      • Interactions with home décor retailers
                                                                                                                                                        • 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
                                                                                                                                                                  • 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?
                                                                                                                                                                  • Figure 24: Online mentions of select home décor retailers, by page type, March 1, 2013-Feb. 28, 2014
                                                                                                                                                                • What are people talking about?
                                                                                                                                                                  • Figure 25: Mentions, by topic of conversations, select home décor retailers, March 1, 2013-Feb. 28, 2014
                                                                                                                                                              • Home Décor Purchases

                                                                                                                                                                • Key points
                                                                                                                                                                  • Consumers more likely to buy home décor for themselves over others
                                                                                                                                                                    • Figure 26: Home décor purchases, February 2014
                                                                                                                                                                  • Men focus on function, women seek décor
                                                                                                                                                                    • Figure 27: Home décor purchases for myself/my household, by gender, February 2014
                                                                                                                                                                  • Older adults less likely to purchase home decor
                                                                                                                                                                    • Figure 28: Home décor purchases for myself/my household, by age, February 2014
                                                                                                                                                                  • Higher-income consumers buying wider array of home décor items
                                                                                                                                                                    • Figure 29: Home décor purchases for myself/my household, by household income, February 2014
                                                                                                                                                                • Reasons for Buying Home Décor for Self

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Four in 10 buy home décor to update their homes
                                                                                                                                                                      • Figure 30: Reasons for buying home décor, February 2014
                                                                                                                                                                    • Women like to update their homes, men buy replacement items
                                                                                                                                                                      • Figure 31: Reasons for buying home décor, by gender, February 2014
                                                                                                                                                                    • Younger consumers most likely setting up homes
                                                                                                                                                                      • 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
                                                                                                                                                                      • Figure 33: Reasons for buying home décor, by household income, February 2014
                                                                                                                                                                  • Reasons for Buying Home Décor for Others

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Bridal shower and wedding gifts top registry purchases
                                                                                                                                                                        • 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
                                                                                                                                                                        • 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
                                                                                                                                                                        • Figure 36: Purchase occasions of home décor for others and how purchased, by age, February 2014
                                                                                                                                                                    • Retailers Shopped for Home Décor

                                                                                                                                                                      • Key points
                                                                                                                                                                        • In-store shopping preferred for home décor purchases
                                                                                                                                                                          • Figure 37: Retailers shopped for home décor, February 2014
                                                                                                                                                                        • Men and women have similar retail preferences when buying home décor
                                                                                                                                                                          • Figure 38: Retailers shopped – In-store, by gender, February 2014
                                                                                                                                                                        • 18-34s shopping a wide variety of retailers for home décor
                                                                                                                                                                          • Figure 39: Retailers shopped – In-store, by age, February 2014
                                                                                                                                                                        • Retailer preferences vary by household income
                                                                                                                                                                          • Figure 40: Retailers shopped – In-store, by household income, February 2014
                                                                                                                                                                      • Ideas/Inspiration for Home Décor

                                                                                                                                                                        • Key points
                                                                                                                                                                          • In-store displays and the internet are sources for home décor inspiration
                                                                                                                                                                            • Figure 41: Ideas/Inspiration for home décor, February 2014
                                                                                                                                                                          • Women inspired by a variety of decorating sources
                                                                                                                                                                            • Figure 42: Ideas/Inspiration for home décor, by gender, February 2014
                                                                                                                                                                          • Older shoppers inspired by traditional methods, young adults are social
                                                                                                                                                                            • Figure 43: Ideas/Inspiration for home décor, by age, February 2014
                                                                                                                                                                          • Higher-income consumers get ideas from a variety of sources
                                                                                                                                                                            • Figure 44: Ideas/Inspiration for home décor, by household income, February 2014
                                                                                                                                                                        • Attitudes toward Home Décor

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Low loyalty toward brands and retailers among home décor buyers
                                                                                                                                                                              • Figure 45: Attitudes toward home décor, February 2014
                                                                                                                                                                            • Women are more interested than men in home décor
                                                                                                                                                                              • Figure 46: Agreement with attitudes toward home décor, by gender, February 2014
                                                                                                                                                                            • 25-34s most involved in home décor category
                                                                                                                                                                              • Figure 47: Agreement with attitudes toward home décor, by age, February 2014
                                                                                                                                                                            • Interest in home décor spans household income levels
                                                                                                                                                                              • Figure 48: Agreement with attitudes toward home décor, by household income, February 2014
                                                                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Hispanics buying many home décor items
                                                                                                                                                                                • Figure 49: Home décor purchases for myself/my household, by race/Hispanic origin, February 2014
                                                                                                                                                                              • Hispanics buy home décor to treat themselves
                                                                                                                                                                                • Figure 50: Reasons for buying home décor, by race/Hispanic origin, February 2014
                                                                                                                                                                              • Hispanics more likely than non-Hispanics to buy from gift registries
                                                                                                                                                                                • 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
                                                                                                                                                                                • 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
                                                                                                                                                                                • 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
                                                                                                                                                                                • Figure 54: Agreement with attitudes toward home décor, by race/Hispanic origin, February 2014
                                                                                                                                                                            • Cluster Analysis

                                                                                                                                                                                • 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
                                                                                                                                                                                                        • 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
                                                                                                                                                                                                        • Figure 59: Retailers shopped – Online, by home décor clusters, February 2014
                                                                                                                                                                                                        • Figure 60: Ideas/Inspiration for home décor, by home décor clusters, February 2014
                                                                                                                                                                                                        • Figure 61: Agreement with attitudes toward home décor, by home décor clusters, February 2014
                                                                                                                                                                                                      • Cluster demographic table
                                                                                                                                                                                                        • Figure 62: Home décor clusters, by demographic, February 2014
                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                        • Home décor purchases
                                                                                                                                                                                                          • Home décor purchases for self
                                                                                                                                                                                                            • Figure 63: Home décor purchases for myself/my household, by marital/relationship status, February 2014
                                                                                                                                                                                                            • Figure 64: Home décor purchases for myself/my household, by household size, February 2014
                                                                                                                                                                                                            • Figure 65: Home décor purchases for myself/my household, by employment, February 2014
                                                                                                                                                                                                            • Figure 66: Home décor purchases for myself/my household, by generations, February 2014
                                                                                                                                                                                                            • Figure 67: Home décor purchases for myself/my household, by residence, February 2014
                                                                                                                                                                                                            • Figure 68: Home décor purchases for self, by retailers shopped for home décor from in-store or online – Any purchase, Part 1, February 2014
                                                                                                                                                                                                            • Figure 69: Home décor purchases for self, by retailers shopped for home décor from in-store or online – Any purchase, Part 2, February 2014
                                                                                                                                                                                                            • Figure 70: Home décor purchases for self, by retailers shopped for home décor from in-store or online – Any purchase, Part 3, February 2014
                                                                                                                                                                                                            • 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
                                                                                                                                                                                                            • 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
                                                                                                                                                                                                            • 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
                                                                                                                                                                                                            • Figure 74: Reasons for buying home décor for self, by marital/relationship status, February 2014
                                                                                                                                                                                                            • Figure 75: Reasons for buying home décor for self, by household size, February 2014
                                                                                                                                                                                                            • Figure 76: Reasons for buying home décor for self, by employment, February 2014
                                                                                                                                                                                                            • Figure 77: Reasons for buying home décor for self, by generations, February 2014
                                                                                                                                                                                                            • Figure 78: Reasons for buying home décor for self, by residence, February 2014
                                                                                                                                                                                                          • Reasons for buying home decor for others
                                                                                                                                                                                                            • Figure 79: Purchase occasions of home décor for others and how purchased, February 2014
                                                                                                                                                                                                            • Figure 80: Purchase occasions of home décor for others and how purchased, by household income, February 2014
                                                                                                                                                                                                            • Figure 81: Purchase occasions of home décor for others and how purchased, by marital status, February 2014
                                                                                                                                                                                                            • Figure 82: Purchase occasions of home décor for others and how purchased, by employment, February 2014
                                                                                                                                                                                                            • Figure 83: Purchase occasions of home décor for others and how purchased, by generations, February 2014
                                                                                                                                                                                                          • Retailers shopped for home décor – In-store
                                                                                                                                                                                                            • Figure 84: Retailers shopped – In-store, by marital/relationship status, February 2014
                                                                                                                                                                                                            • Figure 85: Retailers shopped – In-store, by household size, February 2014
                                                                                                                                                                                                            • Figure 86: Retailers shopped – In-store, by employment, February 2014
                                                                                                                                                                                                            • Figure 87: Retailers shopped – In-store, by generations, February 2014
                                                                                                                                                                                                            • Figure 88: Retailers shopped – In-store, by residence, February 2014
                                                                                                                                                                                                            • Figure 89: Purchase occasions of home décor for others and how purchased – Any in-store purchase, by retailers shopped, Part 1, February 2014
                                                                                                                                                                                                            • 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
                                                                                                                                                                                                            • Figure 91: Retailers shopped – Online, by gender, February 2014
                                                                                                                                                                                                            • Figure 92: Retailers shopped – Online, by age, February 2014
                                                                                                                                                                                                            • Figure 93: Retailers shopped – Online, by household income, February 2014
                                                                                                                                                                                                            • Figure 94: Retailers shopped – Online, by race/Hispanic origin, February 2014
                                                                                                                                                                                                            • Figure 95: Retailers shopped – Online, by marital/relationship status, February 2014
                                                                                                                                                                                                            • Figure 96: Retailers shopped – Online, by household size, February 2014
                                                                                                                                                                                                            • Figure 97: Retailers shopped – Online, by employment, February 2014
                                                                                                                                                                                                            • Figure 98: Retailers shopped – Online, by generations, February 2014
                                                                                                                                                                                                            • Figure 99: Retailers shopped – Online, by residence, February 2014
                                                                                                                                                                                                            • Figure 100: Purchase occasions of home décor for others and how purchased – Any online purchase, by retailers shopped, Part 1, February 2014
                                                                                                                                                                                                            • Figure 101: Purchase occasions of home décor for others and how purchased – Any online purchase, by retailers shopped, Part 2, February 2014
                                                                                                                                                                                                            • 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
                                                                                                                                                                                                            • Figure 103: Ideas/Inspiration for home décor, by marital/relationship status, February 2014
                                                                                                                                                                                                            • Figure 104: Ideas/Inspiration for home décor, by household size, February 2014
                                                                                                                                                                                                            • Figure 105: Ideas/Inspiration for home décor, by employment, February 2014
                                                                                                                                                                                                            • Figure 106: Ideas/Inspiration for home décor, by generations, February 2014
                                                                                                                                                                                                            • Figure 107: Ideas/Inspiration for home décor, by residence, February 2014
                                                                                                                                                                                                          • Attitudes toward home décor
                                                                                                                                                                                                            • Figure 108: Agreement with attitudes toward home décor, by marital/relationship status, February 2014
                                                                                                                                                                                                            • Figure 109: Agreement with attitudes toward home décor, by household size, February 2014
                                                                                                                                                                                                            • Figure 110: Agreement with attitudes toward home décor, by employment, February 2014
                                                                                                                                                                                                            • Figure 111: Agreement with attitudes toward home décor, by generations, February 2014
                                                                                                                                                                                                            • Figure 112: Agreement with attitudes toward home décor, by residence, February 2014
                                                                                                                                                                                                        • Appendix – Social Media

                                                                                                                                                                                                          • Key social media metrics
                                                                                                                                                                                                            • 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
                                                                                                                                                                                                            • Figure 118: Key social media metrics – HomeGoods, March 2014
                                                                                                                                                                                                          • Brand usage or awareness
                                                                                                                                                                                                            • Figure 119: Brand usage or awareness, February 2014
                                                                                                                                                                                                            • Figure 120: Crate & Barrel usage or awareness, by demographics, February 2014
                                                                                                                                                                                                            • Figure 121: Pier 1 Imports usage or awareness, by demographics, February 2014
                                                                                                                                                                                                            • Figure 122: HomeGoods usage or awareness, by demographics, February 2014
                                                                                                                                                                                                            • Figure 123: Pottery Barn usage or awareness, by demographics, February 2014
                                                                                                                                                                                                            • Figure 124: Macy’s usage or awareness, by demographics, February 2014
                                                                                                                                                                                                            • Figure 125: JCPenney usage or awareness, by demographics, February 2014
                                                                                                                                                                                                          • Interactions with home décor retailers
                                                                                                                                                                                                            • 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
                                                                                                                                                                                                            • Figure 128: Crate & Barrel – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                                                                            • Figure 129: Crate & Barrel – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                                                                            • Figure 130: Crate & Barrel – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                                                                            • Figure 131: Pier 1 Imports – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                                                                            • Figure 132: Pier 1 Imports – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                                                                            • Figure 133: Pier 1 Imports – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                                                                            • Figure 134: Pier 1 Imports – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                                                                            • Figure 135: HomeGoods – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                                                                            • Figure 136: HomeGoods – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                                                                            • Figure 137: HomeGoods – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                                                                            • Figure 138: HomeGoods – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                                                                            • Figure 139: Pottery Barn – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                                                                            • Figure 140: Pottery Barn – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                                                                            • Figure 141: Pottery Barn – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                                                                            • Figure 142: Pottery Barn – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                                                                            • Figure 143: Macy's – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                                                                            • Figure 144: Macy's – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                                                                            • Figure 145: Macy's – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                                                                            • Figure 146: Macy's – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                                                                            • Figure 147: JCPenney – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                                                                            • Figure 148: JCPenney – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                                                                            • Figure 149: JCPenney – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                                                                            • Figure 150: JCPenney – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                                                                          • Key social media metrics
                                                                                                                                                                                                            • Online conversations
                                                                                                                                                                                                              • 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

                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                            • Amazon North America
                                                                                                                                                                                                            • Amazon.com Inc
                                                                                                                                                                                                            • Bloomingdale's
                                                                                                                                                                                                            • Calvin Klein, Inc.
                                                                                                                                                                                                            • Cost Plus, Inc
                                                                                                                                                                                                            • Crate & Barrel
                                                                                                                                                                                                            • Dollar General Corporation
                                                                                                                                                                                                            • Dollar Tree Stores Inc
                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                            • Hobby Lobby Stores, Inc
                                                                                                                                                                                                            • Home Depot (USA)
                                                                                                                                                                                                            • IKEA USA
                                                                                                                                                                                                            • J C Penney Company, Inc
                                                                                                                                                                                                            • kate spade LLC
                                                                                                                                                                                                            • Kohl's Corporation
                                                                                                                                                                                                            • Land of Nod stores
                                                                                                                                                                                                            • LG Electronics Inc (USA)
                                                                                                                                                                                                            • Lowe's Companies
                                                                                                                                                                                                            • Macy's, Inc.
                                                                                                                                                                                                            • Marimekko
                                                                                                                                                                                                            • Martha Stewart Living Omnimedia Inc.
                                                                                                                                                                                                            • Menard, Inc
                                                                                                                                                                                                            • Narciso Rodriguez
                                                                                                                                                                                                            • Nordstrom
                                                                                                                                                                                                            • Pottery Barn
                                                                                                                                                                                                            • Ralph Lauren Ltd
                                                                                                                                                                                                            • Restoration Hardware, Inc.
                                                                                                                                                                                                            • Ryobi Technologies (UK) Ltd
                                                                                                                                                                                                            • SAM's Club
                                                                                                                                                                                                            • Samsung Electronics (USA)
                                                                                                                                                                                                            • Sephora
                                                                                                                                                                                                            • Shoppers Drug Mart Corporation
                                                                                                                                                                                                            • Starbucks Corporation
                                                                                                                                                                                                            • Stewart's Shops Corp
                                                                                                                                                                                                            • The Neiman Marcus Group Inc
                                                                                                                                                                                                            • The TJX Companies
                                                                                                                                                                                                            • The Toro Company
                                                                                                                                                                                                            • The Valspar Corporation
                                                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                            • Waterford Wedgwood Plc
                                                                                                                                                                                                            • Whirlpool Corporation
                                                                                                                                                                                                            • Williams-Sonoma, Inc
                                                                                                                                                                                                            • YouTube, Inc.

                                                                                                                                                                                                            Shopping for Home Decor - US - April 2014

                                                                                                                                                                                                            US $3,995.00 (Excl.Tax)