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US Shopping for Home Decor market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Shopping for Home Décor market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

The purpose of this Report is to identify behaviors and preferences among consumers when shopping for home décor items.

The analysis in this Report covers the following categories:

  • Picture frames
  • Vases
  • Decorative bowls
  • Candlesticks/candleholders
  • Candles
  • Diffusers
  • Wall art
  • Clocks
  • Trays
  • Coasters
  • Lamps/lighting (table lamps, floor lamps, lanterns)
  • Mirrors
  • Collectibles/keepsakes
  • Sculptures/artwork/figurines
  • Decorative pillows/throw blankets
  • Rugs/doormats
  • Baskets
  • Fake/silk flowers or plants
  • Holiday/seasonal décor

Home décor items EXCLUDE paint, wallpaper, window treatments (drapes, blinds, etc), and furniture.

This Report builds on the analysis presented in Mintel’s Shopping for Home Décor – US, April 2014 and 2012.

Expert analysis from a specialist in the field

Written by Diana Smith, a leading analyst in the Retail & Apparel sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Home décor is a $38+ billion industry, according to 2015 consumer expenditure data, and is forecasted for continued growth through 2021 when sales should reach $45.8 billion, 19% above this year’s estimates. Most purchasing occurs in-store, but growth is coming from online channels as more and more consumers are lured by the convenience of online shopping. Traditional home furnishings retailers do need to be more aggressive at protecting their territories though, as other channels that sell home décor – particularly those of a value orientation – are making serious inroads. Diana Smith
Associate Director - Retail & Apparel

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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