2024
8
Canada Shopping for the Home Market Report 2024
2024-07-09T09:02:16+01:00
REPC0A38750_E611_420A_80A3_795D557C7C3B
3695
174470
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Report
en_GB
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…

Canada Shopping for the Home Market Report 2024

£ 3,695 (Excl.Tax)

Report Summary

  • 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:

Past 12 month purchases of home décor and furniture items

Home décor shopping habits

Furniture shopping habits

Retailer choice drivers

Home item purchase motivators

Shopping for the home behaviours and attitudes

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).

Table of Contents

  1. Executive summary

    • What you need to know
    • What consumers want and why
    • Market predictions
    • Opportunities
  2. Consumer Insights

    • Consumer fast facts
    • Home décor and furniture consumer attitudinal segments
    • Segmentation factors
    • Consumers approach shopping for their homes differently
    • Graph 1: consumer segments, 2024
    • Consumer segment factors
    • Traditionalists: a profile
    • Pragmatists: a profile
    • Progressives: a profile
    • Home décor and furniture purchased in the past 12 months
    • Canadians are investing in home décor with a focus on comfort
    • Graph 2: home décor items purchased in the past 12 months, 2024
    • Practical furniture purchases are most common
    • Graph 3: furniture items purchased in the past 12 months, 2024
    • Women are more engaged in decorating their homes
    • Graph 4: home décor items purchased in the past 12 months, men vs women, 2024
    • Furniture investments require more consideration, reducing the gender gap seen in more discretionary décor purchases
    • Graph 5: furniture items purchased in the past 12 months, men vs women, 2024
    • Furniture purchases decline once consumers have established homes
    • Graph 6: home décor and furniture purchases in the past 12 months, by age, 2024
    • New immigrants take time to set up their new Canadian homes
    • Graph 7: home décor and furniture purchases in the past 12 months, by number of years since immigrating, 2024
    • Financial struggles do not stop consumers from investing in their homes
    • Graph 8: home décor and furniture purchases in the past 12 months, by household income, 2024
    • Graph 9: home décor and furniture purchases in the past 12 months, by perceived financial health, 2024
    • Home décor and furniture purchases increase with household size
    • Graph 10: home décor and furniture purchases in the past 12 months, by household size, 2024
    • Both tenants and homeowners are invested in enhancing their living spaces
    • Graph 11: home décor and furniture purchases in the past 12 months, by housing status, 2024
    • Progressive shoppers are purchasing a wider range of items
    • Graph 12: number of categories purchased in the past 12 months, by consumer segments, 2024
    • Home décor and furniture retail channel choice
    • Shoppers still need reassurance to make large purchases online
    • Graph 13: typical retail channel choice for home décor and furniture purchases, 2024
    • Preferences for in-store shopping stem from wanting to see items in person
    • Graph 14: 'It's easier to shop for home items in-store than online' agreement level, 2024
    • Retailers can invest in tools to help build trust online
    • Graph 15: 'I'm comfortable purchasing higher-priced items (eg $500+) online', level of agreement, 2024
    • Retailers can invest in tools to help build trust online
    • Retailers are highlighting the advantages of shopping online
    • Giving customers a reason to shop in-person
    • Online home purchases skew younger
    • Graph 16: typical retail channel choice for home décor and furniture purchases, by age, 2024
    • Income levels impact home retailer channel choice
    • Graph 17: home décor and furniture item purchases – 'I do all of it in-store', by household income, 2024
    • Retailer choice drivers
    • Shoppers seek a wide variety of stylish options
    • Graph 18: décor and furniture retailer choice drivers, 2024
    • Retailer priorities change as consumers age
    • Graph 19: décor and furniture retailer choice drivers (select), any top 3 ranking, by age, 2024
    • Higher income shoppers can afford to be picky about retailer style
    • Graph 20: décor and furniture retailer choice drivers (select), any top three ranking, by household income, 2024
    • Partnerships with celebrities and influencers generate attention
    • Shopping attitudes impact retailer priorities
    • Graph 21: décor and furniture retailer choice drivers (select), any top three ranking, by consumer segments, 2024
    • Home shopping purchase factors
    • Home décor and furniture shopping encompasses fun and function
    • Graph 22: reasons for purchasing décor or furniture items in the past 12 months, 2024
    • Small updates can have a significant impact
    • Seasonal updates can boost sales of functional items
    • Shopping for the home can bring enjoyment, regardless of budget
    • Graph 23: 'I like to shop for home items even when I don't have a specific need' (% any agree), by perceived financial health, 2024
    • Discretionary motivators are stronger among women
    • Graph 24: reasons for purchasing décor or furniture items in the past 12 months (select), men vs women, 2024
    • Home shopping can be a fun leisure activity
    • Graph 25: 'I like to shop for home items even when I don't have a specific need' (% any agree), men vs women, 2024
    • Home item purchases are often motivated by life transitions
    • Graph 26: reasons for purchasing décor or furniture items in the past 12 months (select), by age, 2024
    • Newer immigrants offer an opportunity for support
    • Graph 27: reasons for purchasing décor or furniture items in the past 12 months (select), by length of time in Canada, 2024
    • Parents are making purchases to keep their homes festive and cheerful
    • Graph 28: those who have made a décor or furniture purchase to decorate for the seasons (eg fall, winter), by parental status, 2024
  3. Competitive strategies

    • Launch activity and innovation
    • Consumers are increasingly aware of their environmental impact…
    • …but some remain skeptical
    • Transparent sourcing and low carbon emissions boost sustainability claims
    • Traceability also boosts ethical claims
    • Many shoppers are open to second hand pieces for their homes
    • Graph 29: second hand shopping attitudes (% any agree), by age, 2024
    • Many shoppers are open to second hand pieces for their homes
    • Second hand pieces can be positioned as a stylish way to protect the environment
    • Sell-back program offers furniture a second life
    • Flexibility improves functionality
    • Convenience helps differentiate brands
    • AI's impact goes beyond creative design
    • Marketing and advertising
    • Quality home furnishings are valued, regardless of budget
    • Graph 30: 'Quality is more important than price' (% any agree), by household income, 2024
    • Consumers are willing to invest in quality products that will remain attractive and functional
    • Material choices can boost quality perceptions
    • Pet-friendly products have a large audience
    • Graph 31: pet ownership by type of pet, 2023
    • Brands are innovating with pet needs in mind
    • Investing in décor can be linked to investing in one's well-being
    • The home is where the style is
    • Graph 32: 'My home décor showcases my personality and style' (% any agree), men vs women, 2024
    • Younger Canadians rely heavily on social media for design inspiration
    • Graph 33: 'I use social media as a source of inspiration when shopping for my home (eg Pinterest, Instagram)' (% any agree), by age, 2024
    • Parents are using social media for family-friendly style ideas
    • Graph 34: 'I use social media as a source of inspiration when shopping for my home (eg Pinterest, Instagram)', by parental status, 2024
    • Catering to specific needs goes beyond design preferences
    • A charitable benefit generates purchase interest
    • Graph 35: 'I'm more likely to buy a home item if my purchase supports a cause (eg portion of purchase donated to charity, buy one donate one)' (% any agree), by age, 2024
    • Encouraging giving with product discounts
    • Charitable giving is linked to waste reduction
  4. The Market

    • Market drivers
    • Inflation has cooled but daily life remains unaffordable for many
    • Graph 36: Consumer Price Index, 2020-24
    • IKEA focuses on affordability to showcase value
    • High interest rates increase housing costs
    • Graph 37: Bank of Canada Interest Rate announcements, 2022-24
    • Declining homeownership trend will shift furniture needs
    • Graph 38: 1971-2021
    • Renter-friendly design solutions offer adaptable options
    • Flexible options will maximize space in small homes
    • The FHSA encourages saving for first home purchases
    • Three in 10 workers work remotely, at least occasionally
    • Graph 39: percentage of workforce anticipated to work on-site or remotely over the next three months, second quarter of 2024
    • The shift to remote work has boosted demand for home office equipment
    • Graph 40: those who have purchased home office furniture in the past 12 months (%), by work location, 2024
    • Double duty furniture helps remote workers maximize space
  5. Appendix

    • Market definition
    • Consumer research methodology
    • Consumer qualitative research
    • Generations
    • Abbreviations and terms

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