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"The home décor market is expected to grow, thanks to healthy market factors and a genuine interest in decor, supported by the housing market and a retailer emphasis on the category. Although many consumers seem to enjoy shopping for décor, not always requiring a specific reason to shop, they’re changing where they choose to fulfill such purchases. Instead of traditional décor retailers, many are turning online and to value-oriented retailers where they can not only shop décor, but other items conveniently as well."
- Alexis DeSalva, Retail & Apparel Analyst

This report looks at the following areas:

  • Home furnishings retailers are not the most shopped for décor
  • Interest in brand names and expert consultation is low

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Home furnishings retailers are not the most shopped for décor
              • Figure 1: Retailers shopped, April 2018
            • Interest in brand names and expert consultation is low
              • Figure 2: Attitudes toward home décor, April 2018
            • The opportunities
              • Decor shoppers don’t need a specific reason to buy
                • Figure 3: Reasons for buying home décor, April 2018
              • Appealing to consumers throughout various living stages
                • What it means
                • The Market – What You Need to Know

                  • A healthy outlook
                    • Optimistic market factors and diverse needs support positive sales
                    • Market Size and Forecast

                      • Positive, consistent growth expected to continue
                        • Figure 4: Total US retail sales fan chart forecast of home decor, at current prices, 2013-23
                        • Figure 5: Total US retail sales of home décor, at current prices, 2013-23
                    • Market Factors

                      • Various life stages could result in diversified living situations
                        • Figure 6: Households, by detailed type, 2017
                      • Home ownership remains consistent, indicating optimism for the category
                        • Figure 7: Homeownership Rates for the United States: 2014 to 2018
                        • Figure 8: Number of households, by race and Hispanic origin of householder, 2007 and 2017
                      • College enrollment is on the rise, representing new opportunities for retailers
                        • Increased connectivity could encourage more online shopping
                          • Figure 9: Devices used to access the internet, December 2017
                      • Key Players – What You Need to Know

                        • Stylish and affordable décor collections keep shoppers coming back
                          • Consumers shy away from traditional décor stores
                            • Changing where, how and why consumers purchase home decor
                            • What’s Working?

                              • The top sought styles
                                • Figure 10: TURF analysis – Styles, April 2018
                              • New collections and expansions could keep shoppers frequenting certain channels
                                • Figure 11: Target Hearth & Hand email campaign, November 2017
                                • Figure 12: Target Opalhouse email campaign, April 2018
                                • Figure 13: At Home direct mail, March 2018
                            • What’s Struggling?

                              • Traditional home furnishing retailers are no longer favorites
                                • Figure 14: Retailers shopped, April 2018
                                • Figure 15: CB2 x Fred Segal email campaign, May 2018
                            • What’s Next?

                              • Other channels and retailers explore entry into the category
                                • Giving shoppers new reasons to shop and treat themselves
                                  • Figure 16: Wayfair Way Day email campaign, April 2018
                                • Next-level decorating
                                  • Evolving the online shopping experience
                                    • Figure 17: Attitudes toward home décor shopping – Cluster analysis, April 2018
                                  • Evolving with consumers’ living situations
                                  • The Consumer – What You Need to Know

                                    • Consumers are making a variety of purchases, with many outside of traditional retailers
                                      • Consumers look to peers and retailers for inspiration, with a focus on classic and modern styles
                                        • Shoppers are buying to refresh, replace and reward
                                          • Most consumers see the importance of home style
                                          • Items Purchased

                                            • Accent items are top purchases
                                              • Figure 18: Items purchased, April 2018
                                            • Young adults look to elevate their spaces with small purchases
                                              • Figure 19: Items purchased, by select demographics, April 2018
                                            • Single women demonstrate enthusiasm for décor across categories
                                              • Figure 20: Items purchased, by gender and marital status, April 2018
                                            • Parents are top purchasers of seasonal decor
                                              • Figure 21: Items purchased, by parental status by gender, April 2018
                                          • Retailers Shopped

                                            • Value-based retailers are most shopped
                                              • Figure 22: Retailers shopped, April 2018
                                            • Younger shoppers head to mass, while older consumers seek tradition
                                              • Figure 23: Retailers shopped, by generation, April 2018
                                            • Men are shopping for décor online
                                              • Figure 24: Retailers shopped, by select demographics, April 2018
                                            • Black and Hispanic shoppers seek value
                                              • Figure 25: Retailers shopped, by race and Hispanic origin, April 2018
                                          • Influence and Inspiration

                                            • Peers, retailers and traditional media are most influential
                                              • Figure 26: Influence and inspiration, April 2018
                                            • Men turn to peers, while women look to retailers for inspiration
                                              • Figure 27: Influence and inspiration, by gender, April 2018
                                            • Traditional media inspires older shoppers while younger generations influenced by emerging media
                                              • Figure 28: Influence and inspiration, by generation, April 2018
                                            • Hispanic shoppers find inspiration in many places
                                              • Figure 29: Influence and inspiration, by Hispanic origin, April 2018
                                          • Style

                                            • Shoppers’ style split between classic and modern
                                              • Figure 30: Style, April 2018
                                              • Figure 31: Target e-mail campaign, May 2018
                                              • Figure 32: Walmart e-mail campaign, May 2018
                                              • Figure 33: Marshalls e-mail campaign, July 2017
                                              • Figure 34: Wayfair e-mail campaign, May 2018
                                            • Young men show interest in a variety of styles
                                              • Figure 35: Style, by gender and age, April 2018
                                            • Location and living situation could influence style preferences
                                              • Figure 36: Style, by area and housing situation, April 2018
                                            • Hispanics seek modern styles, Black shoppers prefer a variety
                                              • Figure 37: Style, by race and Hispanic origin, April 2018
                                          • Reasons for Buying Home Decor

                                            • Refreshes, rewards and replacements are top reasons for purchase
                                              • Figure 38: Reasons for buying home décor, April 2018
                                            • Women reward, men replace
                                              • Figure 39: Reasons for buying home décor, by gender and age, April 2018
                                            • Young renters have more reasons to buy
                                              • Figure 40: Reasons for buying home décor, by select demographics, April 2018
                                            • Multicultural shoppers more impulsive than others
                                              • Figure 41: Reasons for buying home décor, by race and Hispanic origin, April 2018
                                          • Attitudes toward Home Décor Shopping

                                            • The home is a reflection of one’s style, and most are willing to invest in quality
                                              • Figure 42: Attitudes toward home décor shopping – Net any agree, April 2018
                                            • Hispanics consumers prioritize their home style and are willing to invest
                                              • Figure 43: Attitudes toward home décor, by Hispanic origin, April 2018
                                            • Most consumers’ attitudes either practical, concerned with quality or enthusiastic
                                              • Figure 44: Cluster analysis – attitudes toward home décor, April 2018
                                              • Figure 45: Cluster analysis – Attitudes toward home décor, April 2018
                                            • Practical Purchasers
                                              • Figure 46: Profile of practical purchasers, April 2018
                                            • Quality Concerned Shoppers
                                              • Figure 47: Profile of quality concerned shoppers, April 2018
                                            • Modern and Trendy Enthusiasts
                                              • Figure 48: Profile of modern and trendy enthusiasts, April 2018
                                          • Appendix – Data Sources and Abbreviations

                                            • Data sources
                                              • Sales data
                                                • Fan chart forecast
                                                  • Consumer survey data
                                                    • Direct marketing creative
                                                      • Abbreviations
                                                        • Terms
                                                        • Appendix – The Market

                                                            • Figure 49: Total US retail sales of home décor, at inflation-adjusted prices, 2013-23
                                                            • Figure 50: Number of households, by area of residence, 2007 and 2017
                                                            • Figure 51: Single-person households, 2007-17
                                                        • Appendix – The Consumer

                                                            • Figure 52: Repertoire of shopping for home décor, by select demographics, April 2018
                                                            • Figure 53: Retailers Shopped, in-store versus online, April 2018

                                                        About the report

                                                        This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                        • The Consumer

                                                          What They Want. Why They Want It.

                                                        • The Competitors

                                                          Who’s Winning. How To Stay Ahead.

                                                        • The Market

                                                          Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                        • The Innovations

                                                          New Ideas. New Products. New Potential.

                                                        • The Opportunities

                                                          Where The White Space Is. How To Make It Yours.

                                                        • The Trends

                                                          What’s Shaping Demand – Today And Tomorrow.

                                                        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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