Blinds & Shutters - Issue 4-2020

NEWS NEWSDESK: tel: 01923 437 618 mail: j.hatcher@turretgroup.com
High home spending after holiday lockdown
New research has revealed millions of consumers are spending more money than usual on
their homes as a result of lockdown, with 75 per cent of Brits planning further
improvements over the next year, including decorating, kitchens, bathrooms and
extensions.
The data provides reassurance that
despite the coronavirus, there are still
lucrative opportunities for businesses in the
home interiors sector. However, the research
also discovered that even though the UK is
easing its way out of lockdown, almost half of
people who want to view items for their
home in person are concerned about going
to the shops.
Instead, they’re more likely to turn to
social media for interiors inspiration before
choosing which businesses to buy from, with
YouTube, Instagram and Pinterest among the
preferred channels, but with home interiors
magazines and brand websites proving
popular too.
The research, which questioned over
2,000 consumers and was commissioned by
home interiors marketing agency Unhooked
Communications, found 72 per cent of
people have bought new interiors products
for their home over the last two months. The
most popular items include wallpaper or
paint (22 per cent), kitchen utensils or
cooking items (21 per cent), and tools (16
per cent).
Over two-fifths (42 per cent) said they’re
investing more in their home in 2020
because they have spent less money day-today
due to lockdown. More than a third (36
per cent) said because they aren’t going on
holiday this year, so are instead splashing
more cash on home improvements.
For the three-quarters of consumers
planning home improvements over the next
12 months, two fifths (39 per cent) want to
redecorate at least one room, a quarter
want to landscape the garden, 14 per cent
want a new bathroom, and more than one in
ten (11 per cent) want a new kitchen. With
more people working remotely, a further
one in ten said they want to create a home
office.
While 45 per cent have concerns about
going to the shops to make their home
improvement plans a reality, there are other
considerations shoppers face when it comes
to choosing which home interiors retailers to
buy from.
Compared to 12 months ago, over half
(54 per cent) said they’re more likely to want
to support local businesses and 44 per cent
said they’re more concerned about the cost
of products and services for their home.
However, two thirds stated they’re happy to
pay more for items if they are good quality
and last longer than cheaper items. On top
of that, nearly half (46 per cent) said it’s
important to buy from sustainable businesses
that reduce their impact on the environment.
When it comes to choosing local home
interiors retailers and suppliers, over half (55
per cent) rely on recommendations or
reputation; a half (50 per cent) make their
decision based on cost, and 40 per cent want
to see proof of previous work and case
studies. Over a third (34 per cent) want to
be assured the retailer will deliver the
products or the work within a certain
timeframe, just over a fifth (22 per cent)
want to work with businesses that offer a
broad range of services or products, and 19
per cent take into consideration any added
value services or extra support the
businesses are able to offer.
Claire Gamble, MD of Unhooked
Communications, which carried out the
research, said: “We know from speaking to
our clients and contacts in the home
interiors industry that many have started to
see a rise in sales and enquiries as people are
spending more time at home and are looking
to improve their spaces. With our research
showing that many consumers are planning
further home improvements over the
coming months, these are promising signs for
the sector.
“But understandably, some people have
concerns about visiting shops and
showrooms, so it’s no surprise 42 per cent of
those questioned said they prefer to search
online for inspiration and information more
now than they may have 12 months ago.
While we know retailers and other specialist
home interiors businesses are doing what
they can to make shoppers feel safe in store,
the sudden changes to our day-to-day lives
and ways of working have emphasised the
importance of using digital means to engage
with customers.
“When it comes to products for the
home, consumers often want to see them in
person. But with social distancing and limited
numbers in stores, home interiors retailers
should look at how they can inspire and
inform their customers from afar.
“Our research shows YouTube, home and
interiors brands’ own websites, social media
channels like Facebook, Instagram and
Pinterest, and home interior magazines are
among the preferred channels for consumers
when researching trends and products, and
these provide a great first platform for
businesses to engage with audiences before
welcoming them into their shops. As well as
using these channels to showcase products
and services, it’s also important for
businesses to consider the messaging and
stories they convey too as we know
consumers are looking for sustainable, local
businesses that can deliver quality and
reliable products and services.”
According to the research, consumers
head to the following channels to find
inspiration and information for their home:
· YouTube (22 per cent)
· Home and interiors brands’ own websites
(18 per cent)
· Facebook (17 per cent)
· Home and interiors magazines, online or
print (16 per cent)
· Instagram (16 per cent)
· Pinterest (14 per cent)
· Home and interiors TV programmes (11.49
per cent)
· Home and interiors bloggers and
influencers (9 per cent)
8 Blinds & Shutters • ISSUE FOUR 2020
www.blindsmagazine.co.uk