More than half (56%) of home decor buyers surveyed still value the in-store shopping experience.
Although the majority of consumers are willing to purchase home decor products online, the in-store experience remains important.
This is according to the new 2024 Home Decor E-Commerce Market Research Report by 2 Visions, which found that almost 83% of consumers are willing to shop online for home goods. More than half (56%) of consumers surveyed still value the in-store shopping experience, highlighting the importance of a hybrid retail approach.
One-third of shoppers find it in-store Pricing Online trading is becoming less competitive, suggesting that online retailers need to rethink their pricing strategies. However, many consumers (42%) feel “overwhelmed” with online choices, which highlights the need for better sales strategies, according to 2 Visions.
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% say they are satisfied with their local shopping experience, highlighting the need for a strong omnichannel presence.
When asked what influences their home decor purchases, the majority (48%) of consumers surveyed said promotions are the main influence. Almost a third (31%) are influenced by their shopping experience and a quarter (25%) by customer service. The survey of 1,845 Americans found that baby boomers had the highest rate of recent purchases (75%) both online and in-store.
Yates Jarvis, principal at 2 Visions, said: “Our latest findings highlight the need for e-commerce leaders to adapt and innovate. Are you ready to buy home decor online? “Although higher than expected, the enduring value of the in-store experience remains high.” This presents a unique opportunity for brands to hone their omnichannel strategies and ensure they meet consumers' expectations for convenience, variety, and quality both online and offline. It is important to make full use of it. It's the key to creating an engaging, consumer-centric shopping experience. ”
