The UK: Home Category Data, The Consumer - Home decor report offers a comprehensive insight into consumer attitudes in the UK home decor market. The report focuses on overall home decor and its seven sub-categories: Pictures & frames, Clocks, Decorative accessories, Vases & bowls, Candle holders & lanterns, Candles & fragrances, and Mirrors. Consumer data is based on our 2024 UK Home decor survey, using a panel of 2,000 nationally representative consumers.
68.9% of UK consumers have purchased home decor in the last 12 months, with the highest purchasing penetration among 16-24s, driven by their life stages, the influence of social media trends, and a preference for personalized living spaces. Amazon is the most popular retailer for home decor, followed by B&M and Tesco.
68.9% of UK consumers have purchased home decor in the last 12 months, with the highest purchasing penetration among 16-24s, driven by their life stages, the influence of social media trends, and a preference for personalized living spaces. Amazon is the most popular retailer for home decor, followed by B&M and Tesco.
Scope
- Amazon holds the highest conversion rate in the overall home decor market with 81.8%, followed by B&M.
- Candles & fragrance is the most purchased sub-category in home décor.
- Replacement is the most important driver influencing purchases of home décor.
Reasons to Buy
- Identify the demographic profile of shoppers and purchasing penetration within each subcategory, allowing you to better target ranges.
- Understand how drivers of purchase, such as range, price and quality, vary in importance among different demographics in order to maximize sales potential among target audiences.
- "Discover how channel usage for researching and purchasing is changing, to help target investment into growing areas".
Table of Contents
- Consumer Penetration by Subcategory
- Drivers of Purchase
- Replacement Cycle
- Retailer Use
- Retailer Profiles
- Retailer Drivers
- Retailer Improvements
- Channel Use
- Research Prior to Purchase
- Category-specific Questions
- Purchasing secondhand
- Methodology & Contacts
- Consumer Penetration by Product, 2024
- Purchase Motivations, 2024
- Retailer Conversion Rates, 2024
- Retailer Purchased From By Subcategory, 2024
- Retailer Usage by Demographic, 2024
- Drivers of Retailer Choice by Retailer, 2024
- Retailer Improvement Opportunities by Retailer, 2024
- Consumer Penetration, 2024
- Consumer Penetration by Subcategory, 2024
- Replacement Cycle, 2024
- Retailers Visited & Purchased from, 2024
- Retailer Profile - Amazon, 2024
- Retailer Profile - B&M, 2024
- Retailer Profile - Tesco, 2024
- Retailer Profile - Home Bargains, 2024
- Retailer Profile - ASDA, 2024
- Drivers of Retailer Choice, 2024
- Retailer Improvement Opportunities, 2024
- Shopper Research Process, 2024
- Interaction With Staff Instore, 2024
- Channel Usage when Researching, 2024
- Channel Usage when Purchasing, 2024
- Online Fulfilment Methods, 2024
- Shopper Views On Online Shopping for Home Decor, 2024
- Satisfaction With Online Shopping for Home Decor, 2024
- Views Prior to Purchase, 2024
- Factors Of Importance When Purchasing Home Decor, 2024
- Frequency of Home Décor Purchases, 2024
- Opinions On Home Decor, 2024
- Consumers' Current Relocation Plans, 2024
- Style Preferences for Home Décor, 2024
- Scent Preferences for Candles and Fragrances, 2024
- Preferences When Purchasing Candles and Frangrances. 2024
- Consumer Penetration for Secondhand Home Decor, 2024
- Consumer Penetration for Secondhand Home Décor by Subcategory, 2024
- Channels Used when Purchasing Secondhand Home Decor, 2024
- Purchase Motivation for Secondhand Home Decor, 2024
- Why Consumers Have Not Purchased Secondhand Home Decor, 2024
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Amazon
- Argos
- ASDA
- B&M
- Dunelm
- Home Bargains
- IKEA
- Sainsbury's
- Tesco
- The Range
- TK Maxx
