Canada Shopping for the Home Consumer Report 2024

• Cost of living pressures have forced consumers to tighten their budgets. Discretionary spending has been limited, reducing spending opportunities for more non-essential décor items and more expensive furniture purchases.
• Online shopping is becoming increasingly popular, highlighting the need for brands to enhance their digital presence. Though in-person shopping remains the preferred retail channel, retailers that are able to offer digital benefits that are difficult to replicate in-store will gain traction and trust among shoppers. Heightened convenience and low-risk returns are essential in order to build consumer trust with digital retail options.
• As affordability concerns lead Canadians to postpone moving, this key motivator for home item purchases has declined. As such, brands must explore alternative strategies to encourage consumers to invest in decorative updates, like linking décor updates with emotions.
• With over three-quarters of consumers agreeing that a well-designed home positively impacts their mood, the link between décor and wellness is credible. Forging a link between wellness and home items can boost their value proposition and justify additional spending.

This report looks at the following areas:

Despite economic challenges, Canadians understand the value of creating a comfortable living space and are prepared to invest in décor and furniture that combines versatility, quality, and style.

Meghan Ross, Senior Research Analyst – Home & Beauty

Market Definitions

This Report explores how consumers are shopping for home items both in-store and online. For the purposes of this Report, Mintel has used the following definitions:

• Home décor: Candles and home fragrance items (eg diffusers, incense), pillows and blankets, rugs/doormats, lighting accessories (eg lamps), wall décor (eg art, clocks), table top accessories (eg linens, tablecloths), decorative containers (eg baskets), organizational items (eg storage containers), houseplants/houseplant items (eg plants, vases), seasonal décor (eg Halloween, winter décor).
• Furniture: Living room furniture, bedroom furniture, sleep furniture (eg mattresses, sleep sofas), home office furniture, dining room furniture, kitchen furniture, outdoor furniture, bathroom furniture, garage furniture (eg workbench).
• It excludes paint, wallpaper, window treatments (eg drapes, blinds).