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A T H OME REP ORT

Overview of the Latest Styles + Decorating Trends


table of contents 03

WH ER E CO N S U ME R S AR E DE C O R AT IN G AND WHY

10

STYLE TR EN DS

16

G ETTI NG P E R S O N AL

23

TO P CO N SUME R C H AL L E N G E S

Methodology: The survey was distributed to more than 2,000 U.S. Wayfair customers ages 18 and over. Insights also include an analysis of click trends at Wayfair.com.


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WHERE CONSUMERS ARE DECORATING AND WHY


LIVING ROOM IS THE HUB OF THE HOME When it came to purchasing furniture and décor in the past year, the majority of Wayfair consumers focused on the living room, followed by the bedroom.

ACCENTS + DÉCOR

FURNITURE Play Room

Play Room

Home Office

62.76%

Home Office

73.04%

Living Room

Bathroom

Living Room

35.95% Bathroom

Dining Room Dining Room

25.36%

51.27%

Outdoor Space

Outdoor Space

56.52%

Bedroom

Kitchen

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Bedroom

Kitchen

4 | WHERE CONSUMERS ARE DECORATING + WHY


SOFA FIRST! The majority of Wayfair survey respondents reported that a sofa was their first big purchase for their home, followed by bedroom furniture. Notably, the youngest generation polled (ages 18-34) saw that gap lessen considerably.

BY AGE

FIRST BIG FURNITURE INVESTEMENT

18 - 34 35 - 50 51+

Entertainment Center

50

Other

60%

11.63%

Dining Room Set

40

50%

43.09% Sofa

30

40%

20

30%

10

10%

33.85%

Bedroom Furniture 0%

0

AT HOM E REPOR T |

2016

Bedroom Furniture

Sofa

Dining Room Set

Entertainment Center

5 | WHERE CONSUMERS ARE DECORATING + WHY


A STYLE FOR EVERY SEASON In the past year, Wayfair consumers cited seasonal updates as the top reason for home decoration projects, followed by moving into a new home. The high response to seasonal updates indicates regular home redecoration, and that a good consumer experience should drive repeat purchases. REASONS FOR DECORATION 3.05% Planning for an Elderly Parent or Family Member to Move In

53.87%

Seasonal Updates

9.14% Children

9.59%

Marriage/ Moving In with a Partner or Spouse

New Home

39.94% AT HOM E REPOR T | 2 0 1 6

6 | WHERE CONSUMERS ARE DECORATING + WHY


80

HOME UPDATES BY GENERATION 70 Seasonal updates are popular across generations, but predictably, the younger 60 generation (ages 18-34) focuses on furnishing and decorating when they purchase a new home or move in with a spouse/partner for the first time.

50 40 30 80% 80 70% 70 60% 60 50% 50 40% 40 30% 30 20% 20 10% 10 0% 0

25% 25

20

80% 80

10

70% 70

0

60% 60

18 - 34 20% 20

18 - 34

35 - 50

40% 40 10% 10

30

30% 35-50

25

5% 5

51+

20

20

20% 10% 10

0

0%

0% 0

NEW HOME

35-50

50% 50

15% 15

51+

18 - 34

MARRIAGE / MOVING IN (WITH A PARTNER15 OR SPOUSE)

51+

80 70 60 50 40 30 20 10 0

SEASONAL UPDATES

10 AT HOM E REPOR T | 2 0 1 6

7 | WHERE CONSUMERS ARE DECORATING + WHY


NOSTALGIA KNOWS BEST

Though the majority are confident forging their own style paths, 30% of respondents said they were more apt to select one product over another if it reminded them of their childhood. Interestingly, the younger the generation, the more likely nostalgia influences their decisions. This counters the perception that millennials are more likely to march to their own beat. 40% 40 35% 35

18 - 34

35-50

30% 30 51+ 25% 25

NOSTALGIA INFLUENCES HOME PURCHASES

20% 20 15% 15 10% 10

55% 0% 0

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8 | WHERE CONSUMERS ARE DECORATING + WHY


WILLINGNESS TO BUY ONLINE While consumers are certainly comfortable purchasing home accents and décor online, a variety of large-ticket categories and ones that require installation—like lighting—also show strong results.

CATEGORIES BOUGHT ONLINE 12.59%

21.24%

Flooring

Large Appliances

93.45%

TOP ACCENT COLORS* 1. Blue 2. White 3. Gray and silver 4. Red 5. Green

Home Accents + Décor

43.52%

Bedroom or Living/ Dining Room Furniture

TOP LIGHTING COLORS* 1. Blue 2. White 3. Gray and silver 4. Red 5. Green

47.77%

Bathroom and Kitchen Fixtures

57.68% Lighting

*Results based on site click sessions t

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9 | WHERE CONSUMERS ARE DECORATING + WHY


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STYLE TRENDS


WHAT YOU WANT VS. WHAT YOU HAVE Nearly half of respondents (49%) identified their home as having traditional style, but click trends on Wayfair.com tell a different story: Consumers are increasingly drawn to modern looks. Rustic and contemporary also show more traffic than traditional styles.

WHAT YOU HAVE

WHAT YOU WANT

30%

40%

50

20%

40

Modern

10%

30

0%

20

20%

10

15%

0

10%

20

15

5%

10

5

0

0%

50%

Traditional

Contemporary

Rustic

Rustic

Country/Cottage

Traditional

Modern

Country/Cottage

Coastal

Industrial 50

40

30

Vintage

20

Glam

10

Coastal

Contemporary 0

Mid-Century

Bohemian Glam Industrial

Mission/Shaker Scandinavian Global-Inspired French Country

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11 | STYLE TRENDS


HOME STYLE BY GENERATION While more and more consumers are exploring modern looks, traditional is currently the most prominent style by far. However, other styles show significant spikes by generation: Baby boomers lean toward rustic and country/cottage looks, while millennials prefer modern and glam.

20

15

50

50%

40

40%

10

30

30%

20

5

20%

10 10%

0

0

0% Contemporary

Farmhouse

Coastal

Bohemian

18 - 34

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Modern

35 - 50

Industrial

Rustic

Traditional

Glam

51+

12 | STYLE TRENDS


HOME STYLE BY REGION Depending on the geographical region, certain themes are popping up: Coastal styles—typically thought to be popular in New England—are actually a favorite among Southerners, with 16% selecting it as their favored home style; rustic style is popular on the West Coast; and after traditional, consumers in the Northeast prefer modern and contemporary styles.

20

20%

15 15%

10

10%

5

5%

0 0%

Contemporary

Farmhouse

Coastal Midwest

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Bohemian West

Modern South

Industrial

Rustic

Glam

Northeast

13 | STYLE TRENDS


FURNITURE WITH A RECLAIMED LOOK

N O W TRENDING

When polled about current style trends, Wayfair consumers preferred distressed-looking furniture, followed closely by marble and concrete. This penchant for unfinished surfaces and natural materials coincides with the current popularity of DIY projects.

POPULAR STYLES 4.74%

Pantone Colors of the Year: Rose Quartz + Serenity (Light Blue)

9.74% Nordic

27.61%

Reclaimed Furniture

10.78%

Mid-Century Modern

13.38% Americana

20.27% Stone

13.48%

Metal Accents

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14 | STYLE TRENDS


CURRENT TRENDS BY GENERATION

30% 30

25% 25

20% 20

15% 15

10% 10

55% 00%

Pantone

Stone

Metal Accents

18 - 34

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Reclaimed

35 - 50

Nordic

Mid-Century Modern

Americana

51+

15 | STYLE TRENDS


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GETTING PERSONAL


NO PETS ON THE FURNITURE: FACT OR FICTION? This one might just be a tall tale. Half of the respondents would nudge their spouse or partner out of the way to get more room in bed before they’d bother their beloved pet. When sliced by age, baby boomers are more loyal to their human partners in crime than millennials. Chivalry may truly be dead!

ASKED TO MOVE

BY AGE 35% 35

51%

Spouse or Partner

30% 30

25% 25

20% 20

15% 15

10% 10

50% Pet

5

5%

Pet

0

Spouse or Partner

0%

AT HOME REPO R T | 2 0 1 6

18-34

35-50

51+

17 | GETTING PERSONAL


STYLE GURUS When looking for help styling their home, more than half of respondents seek the advice of their partner or spouse. Nearly 20% would ask a close friend, and a large percentage of respondents who selected “Other” wrote in their daughter/adult children.

WHOSE OPINION DO YOU TRUST?

6.89%

4.59%

Yes Professional Opinion

Mother

7.89% Sister

11.58% Other

16.23%

52.82%

Spouse or Partner

Close Friend

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18 | GETTING PERSONAL


UNREQUITED STYLE Most consumers seek the opinion of their spouse or partner when it comes to styling their home, but things change behind closed doors: over 30% of respondents said there was a despised piece of their spouse’s/partner’s furniture they’d secretly love to replace!

REPLACE SPOUSE'S FURNITURE?

35.15%

No

Yes

64.85% No

AT HOME REPO R T | 2 0 1 6

0

20

40

60

80

100

19 | GETTING PERSONAL


A SEAT AT THE TABLE The kitchen or dining room table is a place where families get together, and whether spoken or unspoken, 64% of respondents said they have their own special seat. And although 75% of respondents consider themselves to be good cooks, one in three said they would be more bothered by a guest taking their seat than refusing their meal.

SPECIAL SEAT AT THE TABLE

A GUEST SHOULD NEVER...

33.49%

35.75%

Take My Seat

No

No

66.51%

Dislike My Cooking

64.25% Yes

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20 | GETTING PERSONAL


DON’T JUDGE A BOOK BY ITS COVER, OR A HOME BY ITS CLUTTER Wayfair asked respondents what conclusions they draw about an individual’s personality when their home is super organized—most assumed they were Type A. However, a whopping 65% of consumers revealed they tend to stash clutter away at the last minute just before guests arrived!

WHAT YOU ASSUME WHEN A HOME IS NEAT... 7.73%

7.83%

Good at Budgeting

STASH CLUTTER?

WHERE TO STASH?

1.08%

34.69%

17.23%

No

Homebodies

Child's Bedroom

Your Bedroom

22.04%

Smart

62.40%

Type A

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65.31% Yes

31.69%

Spare Bedroom or Office

50%

Closet or Cabinet

21 | GETTING PERSONAL


JUST A PRETTY FACE Iconic houseware products such as a KitchenAid stand mixer or Le Creuset Dutch oven are no longer just reserved for seasoned chefs, but are staples in many kitchens. While most respondents consider themselves to be good cooks, nearly 60% said they don’t assume their host is a good cook when they see these notable items in their kitchens.

CAN THEY COOK?

40.35% Yes

59.65% No

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22 | GETTING PERSONAL


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TOP CONSUMER CHALLENGES


DESIGN + FURNISHING CHALLENGES When it comes to incorporating new looks into the home, most consumers struggle with sprucing up their walls with photo and artwork, followed by selecting appropriate window treatments. When considering common design fixes, most find matching new décor with existing furniture to be a challenge, followed by mixing and matching colors and patterns with selecting the right paint/wallpaper not far behind.

DESIGN CHALLENGES

FURNISHING + DÉCOR CHALLENGES

35.76%

11.85%

Incorporating Bold Colors into a Space

Matching Décor with Existing Furniture

42.11%

6.76%

Sprucing Up Walls with Photos & Artwork

Decorating with Kids

9.54%

Finding the Right-Sized Rugs

13.16%

Selecting Appropriate Lighting

24.59% Selecting the Right Paint Color/ Wallpaper

28.42%

27.79%

Selecting the Right Window Treatments

Mixing & Matching Colors & Patterns

Photo By: Gray Malin

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24 | TOP CONSUMER CHALLENGES


DESIGN + FURNISHING INSPIRATION Millions of consumers visit Wayfair.com not only for products, but for inspiration, ideas, and advice. An analysis of the top-performing content articles clearly demonstrate that consumers are keen on personalizing their homes to find just the right product to fit their existing décor and furnishings. Consumers are also looking to regularly refresh and update their homes with new accents and styles.

TOP ARTICLES • • • • •

How to Choose the Right Bar Stool Height Everything You Need for a Luxurious Bed Chandelier Size and Placement Guide 5 Design Rules You Should Break Top 10 Accent Chairs

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25 | TOP CONSUMER CHALLENGES

Wayfair At Home Report 2016  
Wayfair At Home Report 2016  
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