Retailers
Costco
- Lives in a Suburban (58%) area
- Single family home (47%)
- 4+ people live at home (45%)
- Child aged 8-12 at home (19%)
- Plans to buy Bed/Mattress (51%) in next 6 months
- Has a Front Yard (63%)
- Plans to buy Grill/Smoker (32%) in next 6 months
- Very passionate about Grilling and Barbecues (51%)
- Plans to buy Kitchen & Bath Fixtures (42%), Hardware (31%), and Safety & Security (25%) in the next 6 months
- Has a King (50%) and Twin (26%) Mattress
- Bedding: Cares about Good Value for the Money (68%) and Trusted Brand (19%)
- Plans to buy Cups/Mugs (47%) and Espresso Machine (28%) in next 6 months
- Passionate about Cooking (67%)
- Owns 0-3 Candles (36%)
- Not interested in Candle Features (7%)
- Like Fresh (63%) and Sea & Ocean (42%) scents
- Brands: Cuisinart (49%), Oxo (25%)
- Both Online and In-Store (40%)
- Discovers new products by Browsing In-Store (61%) and Friend/Family Rec (28%)
- Facebook (38%) and YouTube (21%)
- Next Steps: Reads product reviews (89%), Look for more social media content (55%), Ask family/friend for recommendation (32%)
- Passively notices latest trends (38%)
- Promotion Driven (48%) when purchasing a new brand for the first time
- Need to see 4 Pieces of Content (67%) before making a purchase
Recommendation
Most likely to have a large family with older children. Into cooking and BBQs in their front yard. Cares about good value and trusted brands. Discovers new products by browsing in-store but will verify with content and reviews before making a purchase. Position Creator as a trusted friend who is reviewing the product and highlight its strong value. Facebook and YouTube content.
HomeGoods
- Lives in a Suburban (61%) area
- Live with Partner/Spouse (77%)
- Plan to buy Chairs (50%) in the next 6 months
- Most likely to consider themselves to be Handy (82%)
- Plan to buy Throw Pillows & Covers (68%) in the next 6 months
- Have Queen (68%) and Twin (24%) Beds
- Plan to buy Comforters (66%) and Sheets (66%) in the next 6 months
- Care about Color (71%) when buying Bedding
- Plan to buy an Espresso Machine (28%) in the next 6 months
- Passionate about Baking (52%) and Hosting Friends & Family (61%)
- Own 4+ Candles (73%)
- Like Fresh (63%) and Cotton & Linen (44%) scents
- Care about Non-Toxic (71%) and Clean Burn (59%) candle features
- Purchase In-Store (34%)
- Discover new products from Online Reviews (15%)
- Pinterest (41%)
- Visit Home Goods forums (8%) as next steps before making a purchase
- Actively seeks out latest trends (62%)
- Buys full price (21%)
- Need to see 3 pieces of content (60%)
Recommendation
Reviews and Forum driven – position Creator as a knowledgeable expert. This shopper cares about Baking, Hosting, and is Handy/Crafty. Highlight how product is tapping into the latest trends. Willing to pay full price so talk more about features and style and how product will help them to be a good host. Pinterest content.
IKEA
- Lives in an Urban (45%) area
- Rents an Apartment/Condo (38%)
- Has Child Aged 0-3 (34%)
- Plans to buy Table (42%) in the next 6 months
- Plans to buy Lamps & Lighting (65%) and Artificial Plants & Flowers (64%) in the next 6 months
- Has a Queen (65%) bed
- Plans to buy Sheets (66%) and Duvets (53%) in the next 6 months
- Value Style/Design (59%) and Temperature Control (28%) in Bedding
- Owns 4+ candles (75%)
- Likes Botanical (32%), Musk (32%), and Spice (24%) scents
- Values a Strong Scent (50%) when buying candles
- Brands: Hydro Flask (15%)
- Shops Both Online and In-Store (42%)
- Discovers new products through Brand Websites (35%), Browsing Online Retailer Website (34%), Google Search (32%)
- Instagram (92%), Pinterest (45%), YouTube (21%)
- Need to see 5+ pieces of content (19%)
- Visit Brand/Retailer Websites for Comparable Products (32%), Ask Family/Friend Recs (30%)
- Buys Full Price (23%)
- Don’t Care About Latest Home Goods Trends (9%)
Recommendation
This shopper does a lot of research, searching and comparing on brand and retailer websites. They also seek A LOT of content across Instagram, Pinterest, YouTube so be sure to cover this area thoroughly. Focus on style, thoughtful design, features, how yours is superior to comparable products.
Target
- Lives in a Suburban (57%) area
- Planning to buy Throw Pillows & Covers (66%) in next 6 months
- Have a Twin (23%) mattress
- Planning to buy Comforters (63%) in the next 6 months
- Value Color (70%) and High Thread Count (38%) in Bedding
- Have 9+ Candles (27%) in their home
- Prefer Botanical (32%) and Musk (26%) scents
- Values Non-Toxic (67%) in Candles
- Brands: Capri Blue (16%)
- Shops Online (30%)
- Discovers new products through Social Media Content (81%) and Online Reviews (16%)
- Instagram (91%) and Pinterest (41%)
- Need to see 4 pieces of Content (67%)
- Seek more Social Media Content (55%), Visit Brand Website and Read Product Description (55%) and View Product Photos (49%) as next steps before product purchase
- Promotion Driven When Buying New Brand for the first time (47%)
- Actively Seeks Out Info On New Home Goods Trends (59%)
Recommendation
Social media content is the primary way this shopper discovers new products, especially on Instagram as well as Pinterest. This shopper looks for descriptions, details, and photos – be sure to get a good look at the product at different angles. Highlight how your product is trendy but also balance that against good value.
Walmart
- Lives in a Rural (16%) area
- Rents a Single Family Home (21%)
- Has a Child Aged 8-12 (20%)
- Plans to buy a Bed/Mattress (53%) and Dresser (36%) in the next 6 months
- Most likely to have a Front Yard (64%)
- Plans to buy Lighting (43%), Lawn Mower (19%), and Flag (15%) in the next 6 months
- Very passionate about Gardening and Growing Plants At Home (42%)
- Plans to buy Kitchen & Bath Fixtures (44%) and Safety & Security (25%) in the next 6 months
- Has a Full (31%) mattress
- Good Value for the Money (76%) most important when Buying Bedding
- Plans to buy Kitchen Utensils & Gadgets (43%) and Pressure Cooker (18%) in the next 6 months
- Passionate about Baking (53%)
- Owns 0-3 Candles (36%)
- Likes Fruit (43%) and Food (10%) scents
- Strong Scent (53%), Odor Eliminator (44%), and Dripless (12%) are important features in Candles
- Brands: Bath & Body Works (53%), Air Wick (31%), Febreze (29%), Yankee Candle (25%)
- Shop Online (30%)
- Discovers new products through Brand Websites (33%), Online Reviews (18%), TV Commercial (15%)
- TikTok (76%)
- Need to see 5+ pieces of social media content (18%) before making a purchase
- Visit Brand/Retailer Websites to Learn About Comparable Products (31%) and Price Compare (39%) as next steps before making a purchase
- Don’t care about the latest trends (10%)
- Promotion driven when buying a new brand for the first time (50%)
Recommendation
Good value and function are paramount. This shopper is review-driven and visits brand websites. Baking and Gardening / Outdoor content will be compelling. This shopper seeks lots of content especially on TikTok. This shopper will run cost comparisons vs. similar products so anticipate that – be sure to justify if you’re not the cheapest option available.
Wayfair
- Lives in an Urban (46%) area
- Rent an Apartment/Condo (38%)
- 1 or 2 people live at home (45%)
- Plans to buy a Couch/Sofa (57%) and Bed/Mattress (50%) in the next 6 months
- Most likely to have a Patio (62%) at home
- Plans to purchase Table (50%) and Lighting (44%) for their outdoor area in the next 6 months
- Plans to buy Paint, Wall Treatments & Supplies (43%) in the next 6 months
- Plans to buy Rug (74%), Lamps & Lighting (66%), Wall Art & Tapestries (64%), Vase (51%), Blinds & Shades (41%) in the next 6 months
- Organic Modern (16%) style of Home Decor
- Own a King (50%) bed
- Style/Design (59%), Good for Sensitive Skin (45%), and Temperature Control (28%) are important Bedding Features
- Plans to buy Spice Rack (32%), Rice Cooker (27%), Wine Rack (23%), and Pressure Cooker (18%) in the next 6 months
- 0-3 Candles at home (30%)
- Prefers Cotton & Linen (50%) and Spice (22%) scents
- Long Burning (61%), Clean Burn (59%), and Odor Eliminator (43%) are important Candle Features
- Brands: Brooklinen (24%)
- Shops Both Online and In-Store (46%)
- Discovers new products through Browsing Online Retailer’s Website (34%), Google Search (32%), Brand Websites (31%), Online Ad (22%), TV Commercial (16%)
- Instagram (92%) and Pinterest (46%)
- Visits Brand Website and Reads Product Description (54%) as next steps before making a purchase
- Passively notices the latest Home Goods trends (36%)
- Willing to Pay Full Price (19%)
- Need to see 4 pieces of content (65%) before making a purchase
Recommendation
This shopper is most likely to have a patio and to have Organic Modern décor – feature these in content. Highlight style and touch upon the latest trends. Be sure to be very descriptive in content. This shopper responds to traditional ads so may want to follow a similar style.
Categories
Furniture
- Half (49%) of consumers plan to buy a new couch/sofa in the next 6 months; more than 1 in 3 plans to buy a new bed/mattress, chair, nightstand, table, and/or dresser
- At least half of consumers have a Patio, Front Yard, and/or Backyard; 2 of 5 have a Garden; 35% have a Deck and 13% have a Pool
- 2 of 5 consumers plan to buy a table, lighting, and gardening tools for the outdoor areas of their home in the next 6 months; half (48%) plan to buy chairs
- 1 in 3 consumers is very passionate about Gardening
- 41% of consumers are very passionate about Grilling
- 2 of 3 consumers plan to buy Home Storage & Organization products for their home in the next 6 months; 44% plan to buy Home Appliances
- Most consumers consider themselves to be at least somewhat handy / comfortable working with tools; only 27% are very comfortable, however
Home decor
- 2 of 3 consumers plan to purchase Candles & Holders for their home in the next 6 months; at least 3 of 5 plan to purchase a rug, throw pillows & covers, throw blankets, lamps/lighting, and/or a mirror
- Modern is the most popular style of home décor among consumers, followed by Modern Farmhouse, Organic Modern, Mid-Century Modern, California Casual, and New Traditional
Beds & mattresses
- Queen (61%) is the most popular mattress size, owned by 2 of 3 consumers; 42% have a King and 1 in 4 owns a Full
- 2 of 3 consumers plan to buy new fitted sheets in the next 6 months; at least 3 of 5 plan to buy pillowcases, sheets, and comforters
- Color, Value for the Money, and Style/Design are most likely to be consumers’ top 3 features when choosing bedding to purchase, followed by good for sensitive skin then high thread count
Kitchen
- 2 of 5 consumers plan to buy cookware, cups/mugs/saucers, drinkware, kitchen utensils, cutting board, and/or tableware for their kitchen in the next 6 months
- 3 of 5 consumers strongly agree that they are passionate about Cooking
Candles
- 44% of consumers purchase candles for their home on a monthly basis; 2 of 3 consumers purchase at least once every 2-3 months
- 71% of consumers have at least 4 different candles stocked in their home; 39% have at least 6
- Most consumers prefer Fresh candle scents, followed by Cotton & Linen, then Sea & Ocean and Fruit
- Non-Toxic is consumers’ most important feature when choosing a candle to purchase, followed by clean burn, long burning, and strong scent
General facts
Home details
- 57% of consumers live in a Suburban area, 33% in an Urban area, 10% in a Rural area
- 44% Own a Single-Family Home, 31% Rent an Apartment/Condo,
16% Rent a Single-Family Home - 34% have 4+ People living in their home
- 71% of live with their partner; 29% live with a young child aged 0-3
- Bath & Body Works, Cuisinart, Brooklinen, Febreze, Air Wick, OXO, Yankee Candle, and Rubbermaid are among consumers’ favorite home goods brands
- Nearly all consumers purchase home goods products from Amazon. Target, HomeGoods, IKEA, Walmart, Wayfair, and Costco are other top retailers
- Consumers are most likely to purchase bedding online and tools & home improvement in-store; for home décor, kitchen, and furniture, they typically purchase both ways
Path to purchase
- 3 of 4 consumers discover new home goods products from social media content, the top approach, followed by browsing in-store, then brand and retailer websites
- Instagram is the top social platform for discovering new home goods products through content, followed by TikTok, Pinterest, Facebook, and YouTube
- Furniture (62%) is the category that is most likely to require 3+ pieces of content before purchasing, followed by Kitchen Items, Bedding, and Home Décor
- 4 out of 5 consumers seek written product reviews as their next step after discovering a new home goods product before making a purchase
- 56% of consumers actively seek the latest home goods trends
