Will the demand for home goods continue?
Reimagining our living spaces, seeing as we’ve spent a lot of time in them, has been a much welcome distraction throughout 2020. As a result, companies selling furniture and homeware online in the UK and Ireland witnessed a 318% YoY increase in traffic in Q2 as lockdowns continued – yet as stores reopened in Q3 these online surges continued and traffic remained at a heightened 113% up on the previous year.
Traditionally, buying a sofa, or any big purchase for your home, would tend to be an omnichannel experience. Online and app behaviours reflect browsing prices, colour swatches and accessories, whilst those retailers with physical stores or showrooms, help nudge the consumer once they’ve seen the product in situ.
Sofa.com showed great innovation at the start of the Covid pandemic. The biggest challenge for Sofa.com was how to keep customers engaged with physical products and continue to purchase without a showroom presence. They more than tripled their at home swatch samples, to compensate for closed showrooms, with online traffic on sofa.com increasing by almost 150%. They expanded their e-commerce offering to include a range of outdoor furniture for gardens and balconies, and at present, the homeware trend is still rapidly rising.
Will the homeware bubble burst? The answer is, not yet. Large homeware goods traditionally have a longer lifetime value, and how many more desks, laptops screens and other working from home equipment will be needed? Forward thinking firms will be capitalising on additional accessories, home perks, and looking towards connected homes, so we can manage our space, even when we return outdoors.