Home & Living Report
With interest in home decor booming in 2020, these are the 7 trends our users are buying into to freshen up their homes
The home decor market is booming, especially since the beginning of the Covid-19 crisis. As people are now used to spending more time inside, they are reserving more time and budget towards decorating their home spaces. In the U.S. in 2019 alone, online shoppers have spent more than $44 billion on furniture and decoration, according to Statista. On Stylight, we’ve seen interest for home & living growing also throughout 2020: we reported a +30.7% spike in clicks for home decor products in the first two weeks of the lockdown, and an overall increase of +43.3% in clicks for the entire Home & Living category since the beginning of 2020.
What are users interested in buying? With a higher consumer awareness for health and wellness, it’s no wonder that searches for air purifiers are on the rise, with a +166.7% increase in searches in 2020 compared to the last four months of 2019 on Stylight. And there’s more: from moroccan inspired furniture to velvet sofas, these are the 7 trends most in demand among our 12 million monthly users. This is the Stylight Home & Living Report 2020.
growth in clicks globally for the Home & Living category on Stylight in 2020 vs 2019
Romantic and always chic, botanical themed prints are a classy way to add a splash of colour to bed linens, cushions and even walls. On Stylight, we have seen a +36% increase in clicks on floral cushions and on Google, while search interest for the keyword “floral wallpaper” has gone up by 48% in 2020.
more clicks on floral throw pillows in 2020 vs 2019
We’ve seen it everywhere: 2020 has been the year of velvet sofas, chairs and poufs. Although it is definitely not child or pet proof, velvet is loved by many, as it makes everything appear more luxurious: clicks for velvet couches have gone up by +248% compared to last year.
more clicks on velvet couches in 2020 vs 2019
Raw, unfinished materials are making a big comeback in home decor. Furniture in natural wood is the preferred home look for many of our users: the number of clicks for natural wood cabinets tripled in 2020 when compared to 2019. Rattan is also particularly popular this year: search interest for “rattan chairs” on Google increased by 426% in 2020 compared to 2019.
more clicks for natural wood cabinets in 2020 vs 2019
If in recent years colour palettes have seen the predominance of delicate pastel hues, 2020 has declared the revival of jewel tones and warm colours, like mustard, burnt orange or deep purple. On Stylight, we’ve reported a +474% increase in clicks for sofas in these shades compared to 2019.
more clicks for sofas in jewel tones in 2020 vs 2019
Cottage inspired home decor was considered quite outdated for a while, but it’s having a moment: we’re seeing a renascence of hand painted ceramics, farm utensils as decoration, lacquer furniture in pastel hues and toile de jouy prints on throw pillows, sheets and curtains. We’ve also seen an increase in clicks of +584% for farmhouse style tables in 2020 compared to 2019.
more clicks on farmhouse style tables in 2020 vs 2019
Moroccan Is the New Scandi
In 2020, Scandi minimalism is on it’s way out, and we’re trading it in for middle eastern opulence. On Stylight, our customers are abandoning sleek essential lines and neutral colours, and opting for colorful, moorish-inspired furniture and decor. We’ve seen an astounding increase in clicks globally for moroccan brass tray tables (+2553%), moorish cabinets (187%) and also persian rugs (+60%).
more clicks on moroccan tray tables in 2020 vs 2019
Bring the Outside In
Houseplants have become a true millennial obsession: just in 2020, Google reported an +800% increase in search interest for “real plants” compared to the previous year. This has stimulated new interested in pottery and plant display accessories. Take, for instance, the macramé hanging planters you’ve seen in every DIY Youtube video: they are so popular, Google has seen an +85% increase in search interest vs 2019. It’s not just houseplants: botanical compositions at large are also trending. One example? Pampas grass bouquets, with search interest on Google growing by +330% in 2020.
increase in search interest for “pampas grass” on Google in 2020 vs 2019
About this report
The data in this report is based on the analysis of the purchasing behaviour of our 12 million monthly Stylight users within the home & living category across our international platforms. Timeframe selected for analysis is from 01.01.2020 to 04.30.2020, and compared to the same time period in 2019.