UK: Home Category Data, The Consumer - Home decor 2024
Summary
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.
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.
- 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.
- Definitions
- Overall home decor
- Candles & fragrances
- Pictures & frames
- Decorative accessories
- Clocks
- Mirrors
- Vases & bowls
- Candle holders & lanterns
- Product penetration
- Purchase motivation
- Replacement cycle
- Retailers used - visited and purchased
- Conversion rates
- Retailer purchased from by subcategory
- Retailer profile - Amazon
- Retailer profile - B&M
- Retailer profile - Tesco
- Retailer profile - Home Bargains
- Retailer profile - ASDA
- Retailer usage by demographic
- Drivers of retailer choice: overall
- Drivers of retailer choice
- Things retailers should improve on
- Research process
- Channel usage - when researching
- Channel usage - when purchasing
- Online fulfilment
- Opinions on online shopping for home decor
- Satisfaction with online shopping for home decor
- Views prior to purchase
- Factors of importance
- Category-specific questions
- Frequency of purchase
- Opinions on home decor
- Current relocation plans
- Style preferences for home decor and accessories
- Which scents consumers prefer for candles and fragrances
- Preferences when purchasing candles and fragrances
- Purchasing secondhand
- Overall secondhand home decor
- Secondhand pictures and frames
- Secondhand decorative accessories
- Secondhand candles and fragrances
- Secondhand clocks
- Secondhand vases and bowls
- Secondhand candle holders and lanterns
- Secondhand mirrors
- Channels used for purchasing secondhand home decor
- Why consumers bought secondhand home decor
- Why consumers have not bought secondhand home decor
- Methodology & contacts
- Technical details: consumer survey work
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