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Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Figure 1: Total ecommerce sales and forecast of furniture and home furnishings, at current prices, 2016-26
                  • Figure 2: Online shopping for the home outlook, 2022-27
                • Opportunities and challenges
                  • Support consumers and their economical mindset
                    • Enhance the omnichannel shopping experience
                      • Leverage social media to streamline the shopping process
                        • Key consumer insights
                        • Market Size and Forecast

                          • The market declines from pandemic highs
                            • Figure 3: Total US retail and ecommerce sales and forecast of furniture and home furnishings, at current prices, 2016-26
                            • Figure 4: Total US retail and ecommerce sales and forecast of furniture and home furnishings, at current prices, 2016-26
                        • Segment Performance

                          • eCommerce supports consumers’ economical behaviors
                            • Figure 5: Total ecommerce sales and forecast of furniture and home furnishings, at current prices, 2016-26
                        • Market Factors

                          • Rising inflation and interest rates limit what consumers spend
                            • Figure 6: Consumer Price Index change from previous year, 2020-22
                            • Figure 7: Disposable Personal Income change from previous period, 2007-22
                            • Figure 8: Create comforts notifies consumers about its pricing update
                          • Supply chain challenges continue
                            • Higher mortgage rates will slow the housing market
                              • Technology is essential to keep consumers engaged online
                                • The home can be part of the sustainability solution
                                  • Figure 9: Comfort Works offers ability to update the look of furniture
                              • Competitive Strategies and Market Opportunities

                                • Competitive strategies
                                  • Wayfair plans to expand to physical retail
                                    • Figure 10: Wayfair expands into physical retail
                                  • Pinterest AR feature includes furniture and home décor
                                    • Figure 11: Pinterest adds AR feature for furniture
                                  • Etsy introduces shoppable virtual house
                                    • Figure 12: Etsy introduces an augmented reality experience
                                  • Parachute expands its product assortment and plans for greater brick-and-mortar reach
                                    • Figure 13: Parachute expands into furniture, 2021
                                  • Joybird launches first national TV campaign
                                    • Figure 14: TV campaign by Joybird
                                  • Market Opportunities
                                    • Ensure efficient order fulfilment to improve the overall online shopping experience
                                      • Place flexibility and convenience at the forefront
                                        • Support parents with the specific needs at home
                                          • Figure 15: West Elm promotes its transitional furniture to resonate with parents
                                      • The Online Home Consumer – Fast Facts

                                        • Items Purchased – Home Décor

                                          • An easy and affordable way to change the look of living spaces
                                            • Figure 16: CB2 uses shoppable post to showcase variety of décor items
                                            • Figure 17: Items Purchased – Home décor, by generation, 2022
                                            • Figure 18: La-Z-Boy encourages consumers to clean and refresh their homes
                                          • Tap into cultural trends to better connect with consumers
                                            • Figure 19: Items Purchased – Home décor, by race and Hispanic origin, 2022
                                            • Figure 20: West Elm appeals to Asian consumers
                                        • Items Purchased – Furniture

                                          • Younger generations are actively shopping for furniture
                                              • Figure 21: Items Purchased – Furniture, by generation, 2022
                                              • Figure 22: CB2 offers savings through bundles
                                            • Parents have more needs for furniture than those without kids
                                              • Figure 23: Havenly designs Rihanna’s nursery
                                              • Figure 24: Items Purchased – Furniture, by parental status, 2022
                                              • Figure 25: Casa Kids offers a full resale program
                                          • Starting the Shopping Process

                                            • There are varying paths to discover home goods
                                              • Figure 26: starting the shopping process, by generation, 2022
                                            • A homeowner represents an increased customer lifetime value
                                              • Figure 27: The starting point, by housing situation, 2022
                                          • Channel and Retailers Shopped

                                            • Consumers shop across channels; still, there is a clear preference to shop in stores
                                                • Figure 28: Channel shopped, 2022
                                                • Figure 29: Lulu and Georgia Trade Program
                                              • Those that deliver value are the retailers of choice
                                                • Figure 30: Retailers shopped, by generation, 2022
                                                • Figure 31: Kaiyo highlights the savings when shopping secondhand
                                                • Figure 32: Nordstrom’s home department
                                              • Financial means are mirrored on where consumers shop
                                                  • Figure 33: Retailers shopped, by race and Hispanic origin, 2022
                                              • Purchase Considerations

                                                • Consumers want convenience when shopping for the home
                                                  • Figure 34: Purchase considerations, by gender, 2022
                                                  • Figure 35: TURF Analysis – Purchase considerations, 2022
                                                  • Figure 36: Wayfair targets consumers with free and fast shipping, 2022
                                                • Offerings of value are key to drive appeal across generations
                                                  • Figure 37: Purchase considerations, by generation, 2022
                                              • Shopping Behavior

                                                • Consumers want to make more informed purchasing decisions
                                                    • Figure 38: Shopping behavior, 2022
                                                    • Figure 39: West Elm highlights its commitment to sustainability
                                                  • Younger consumers are eager to learn about home categories
                                                    • Figure 40: Shopping behavior, by generation, 2022
                                                    • Figure 41: Ethan Allen engages consumers through designer tips
                                                  • Affordability is critical to appeal to Black and Hispanic consumers
                                                    • Figure 42: Shopping behavior, by race and Hispanic origin, 2022
                                                    • Figure 43: HomeGoods highlights its savings
                                                • Source of Inspiration

                                                  • The return to stores is here, yet online channels are no less important
                                                      • Figure 44: Source of inspiration, by generation, 2022
                                                      • Figure 45: HomeGoods leverages passing trends to inspire consumers
                                                    • Asian consumers prefer to be inspired through traditional sources
                                                      • Figure 46: Source of inspiration, by race and Hispanic origin, 2022
                                                      • Figure 47: Target leveraged UGC to showcase home items
                                                      • Figure 48: Hem encourages consumers to sign up to its newsletter
                                                  • Social Media Behaviors

                                                    • Young males are learning about home categories behind the screen
                                                      • Figure 49: Social media behaviors, by gender and age, 2022
                                                      • Figure 50: Crate & Barrel shared styling tips
                                                    • Black and Hispanic consumers are taking advantage of social media features
                                                      • Figure 51: Social media behaviors, by race and Hispanic origin, 2022
                                                      • Figure 52: Walmart creates relatability through UGC
                                                  • Barriers to Purchasing Online

                                                    • Expand on fulfilment options to minimize consumers’ barriers to shopping online
                                                      • Figure 53: Barriers to purchasing online, 2022
                                                    • Despite improvements there is still a digital divide
                                                      • Figure 54: Barriers to purchasing online, by generation, 2022
                                                  • Desired Tech Features

                                                    • Interest of younger generations will guide future online shopping
                                                      • Figure 55: Desired tech features, by generation, 2022
                                                      • Figure 56: Modsy design services
                                                    • Leverage technology to better appeal to multicultural consumers
                                                      • Figure 57: Interest in technology, by race and Hispanic origin, 2022
                                                      • Figure 58: Studio McGee partners with the founder of Clare paint to engage consumers
                                                  • Improving the Online Shopping Experience

                                                    • There is an aspiration to receive home goods in a timely manner
                                                      • Figure 59: CB2 highlights in-stock and ready-to-deliver product assortment
                                                      • Figure 60: Improving the online shopping experiences, by generation, 2022
                                                      • Figure 61: Outer offers neighborhood showrooms
                                                    • Parents would benefit from non-traditional offerings
                                                      • Figure 62: Further opportunities, by parental status, 2022
                                                      • Figure 63: Crate & Barrel leans on baby registries
                                                  • Appendix – Data Sources and Abbreviations

                                                    • Data sources
                                                      • Sales data
                                                        • Forecast
                                                          • Consumer survey data
                                                            • Consumer qualitative research
                                                              • Marketing creative
                                                                • Abbreviations and terms
                                                                  • Abbreviations
                                                                  • Appendix – The Market

                                                                      • Figure 64: Total US retail and ecommerce sales and forecast of furniture and home furnishings, at inflation-adjusted prices, 2016-26
                                                                      • Figure 65: Total sales and forecast of home furnishings, at inflation-adjusted prices, 2016-26
                                                                      • Figure 66: Total sales and forecast of furniture, at inflation-adjusted prices, 2016-26
                                                                      • Figure 67: Total ecommerce sales and forecast of furniture and home furnishings, at inflation-adjusted prices, 2016-26
                                                                  • Appendix – The Consumer

                                                                      • Figure 68: Median household income, by race and Hispanic origin of householder, 2020
                                                                      • Figure 69: Shopping Habits – CHAID – Tree output, 2022

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