Survey: More than half of home decor shoppers value in-store experience

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More than half (56%) of home decor shoppers surveyed still value the in-store shopping experience.

A large majority of consumers are open to buying home decor items online, but the in-store experience remains important.

That’s according to the new 2024 Home Decor Ecommerce Market Research Report by 2 Visions, which found that nearly 83% of consumers would be open to shopping online for home items. More than half (56%) of the consumers surveyed still value the in-store shopping experience, highlighting the importance of a hybrid retail approach.

A third of shoppers find in-store pricing competitive with online deals, suggesting a need for online retailers to reassess their pricing strategies. However, many consumers (42%)  feel “overwhelmed” by online options, which 2 Visions says highlights the need for better merchandising strategies. 

Despite the convenience of online shopping, 88% of consumers have access to a home decor retailer within a 30-minute radius of where they live. However, only 67% said they are satisfied with their local shopping experience, highlighting the need for a strong omnichannel presence.

When asked what influences home decor purchases, a majority of consumers surveyed (48%) said that promotions are their main influence. Nearly a third (31%) are influenced by shopping experience, and a quarter (25%) are influenced by customer service. In the survey of 1,845 Americans, Baby Boomers showed the highest recent purchase rate (75%) across both online and in-store offerings.

"Our latest findings emphasize the need for e-commerce leaders to adapt and innovate,” said Yates Jarvis, principal at 2 Visions. “While the readiness to shop online for home decor is higher than anticipated, the enduring value of in-store experiences cannot be overlooked. This presents a unique opportunity for brands to refine their omnichannel strategies, ensuring they meet consumers' expectations for convenience, variety, and quality, both online and offline. As we navigate these changing tides, understanding and leveraging these insights will be key to crafting engaging, consumer-centric shopping experiences."

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