Home décor retailers like Pottery Barn and At Home may need to adapt their business models as consumers increasingly prefer online shopping for their furnishings. The 2024 Home Decor E-commerce Market Research Report by 2 Visions reveals that over 82% of respondents are willing to purchase home décor items online.

Traditionally, shopping for home décor has been a visual experience best suited for in-store visits. Surprisingly, the report indicates that baby boomers are leading the trend in online home décor purchases, with over 80% preferring to shop online compared to 29% of millennials.

Despite the rise in online shopping, a significant portion of consumers still values the in-store experience. According to 2 Visions’ report, more than 55% of respondents split their home décor purchases between brick-and-mortar stores and online retailers.

Adapting Marketing Strategies

While in-store shopping retains some popularity, trends suggest that marketers should update their traditional strategies. The report notes that Google search results are a primary channel for product discovery, but social media advertising is particularly effective with younger audiences. Nearly 20% of Gen Z respondents discovered new products through TikTok posts.

HubSpot’s 2024 State of Marketing & Trends Report highlights the growing importance of social media marketing, with 43% of marketers investing in platforms like Facebook, Instagram, TikTok, and YouTube. Unlike Google’s SEO-dependent results, social media marketing relies on algorithms that tailor ads to users’ interests.

Pricing Preferences Across Generations

Consumers are divided on the importance of convenience versus price. Approximately 50% of respondents value price over convenience when shopping online, with a slight majority (0.42%) prioritizing cost. Among those who prioritize price, nearly 80% are baby boomers. Conversely, millennials and Gen Z are more concerned with the quality of the shopping experience and supporting locally owned businesses.

As baby boomers gradually reduce their shopping activity, retailers might need to shift their focus from competitive pricing to enhancing the shopping experience. Based on Gen Z’s values, larger retailers may face increased competition from local businesses, even if local options are priced higher.

Building Trust With Online Shoppers

Whether online or in-store, providing an excellent consumer experience is crucial for creating emotional connections. Exceptional customer service and community engagement are vital for retaining customers, especially in the competitive e-commerce landscape. Without the personal interaction found in stores, retailers must find new ways to build and maintain relationships with online shoppers.

Given the significant role pricing plays in online shopping, retailers should offer easy price comparisons with competitors. Tools that adjust for competitors’ prices can simplify decision-making and add transparency to the shopping experience.

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