As part of our home interiors PR research, we asked over 2000 consumers what improvements they've been making around their home over the last two months, what influences their buying decisions, and what they've got planned for the next year. Find out the lockdown home improvement trends and what this means for brands and businesses' home interiors PR and marketing.
You're free to use the insights and data for articles and online content - please credit Unhooked Communications and add a follow link to this web page.
Consumers recreating holidays at home due to lockdown
Hot tubs, outdoor bars and pizza ovens have topped the shopping lists of millions of locked down Brits looking to transform their outdoor spaces to recreate the holiday feeling at home.
New research has revealed millions of UK consumers have spent more money than usual on their homes as a result of lockdown, with a third saying they’ve splashed the cash on garden transformations because abroad holidays have been cancelled.
Over the last two months, 72 per cent of people have bought new interiors products for their home, with 42 per cent saying because they’ve spent less money day-to-day because of the lockdown, they’ve had extra cash to improve their properties.
The research, which questioned over 2,000 consumers, found 47 per cent have invested in items for their garden such as hot tubs, outdoor bars, pizza ovens, summerhouses and outdoor seating to make the most out of the sunny weather and bring some holiday fun to their home.
Out of those who have made such purchases for their outdoor spaces, over a quarter (26 per cent) have bought outdoor furniture and seating, and more than a fifth (23 per cent) have bought outdoor cooking equipment such as a BBQ or pizza oven.
Over a fifth (22 per cent) have shopped for new outdoor toys for their kids and 12 per cent have bought a summer house or shed. One in ten have invested in a hot tub, and 7 per cent have bought an outdoor bar.
Garden transformation created by Benjamin Sully (wood-create.com) from from Gloucester
2020 home interiors trends: Consumers planning more home improvements
The research, which was commissioned by home interiors PR agency Unhooked Communications, found three-quarters of Brits are planning even more 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.
Over a fifth (22 per cent) said they’re creating a home office so they can work remotely more regularly in the future, and a further 22 per cent said they’re creating a space so they can exercise from the comfort of their own home more regularly in the future.
When it comes to inspiration for their dream home, 45 per cent of consumers said they’re currently worried about visiting shops to see products in person and get face-to-face advice. Instead, 42 per cent said they’re more likely to search online for inspiration and information compared to 12 months ago, with YouTube, Instagram, Pinterest, digital home interiors magazines, and brands’ own websites amongst the most popular channels for inspiration.
Beach hut garden project by lifestyle blogger Katie Lauren (Katie-lauren.blog)
Data shows promising year ahead for home interiors brands who get their digital marketing right
Claire Gamble, MD of Unhooked Communications, which carried out the research, said: “It’s a promising sign for many businesses that people are spending money on their homes and planning further improvements over the next year. But with nearly half of consumers currently worried about visiting shops to see products in person, it’s no surprise that social media and other digital channels are proving more popular than ever when it comes to planning the perfect home.
“We’ve seen some fantastic garden and home transformation projects as people are looking for ways to have more fun at home – especially when we’ve had such great weather and people’s holidays have been cancelled. But looking ahead at more long-term projects, it’s interesting to see how the last few months could well have a lasting impact on our day-to-day lives and how we use our homes. Whether creating home offices, gyms, or extending, homeowners are clearly giving thought to how they can make the best use of space at home for their changing needs, creating some great opportunities for home interiors brands.”
Family blogger Sarah Anguish (boorooandtiggertoo.com) created a play area for her children in lockdown.