CHANGING ROOMS, CHANGING MINDS: NEW INSIGHTS INTO HOME & GARDEN CONSUMER BEHAVIOUR

Posted In: HOME by Jenn Ferrier,
April 3, 2025

By Jenn Ferrier, Head of Growth

We’re made up to announce the release of our latest research report, “Changing Rooms, Changing Minds: The Role of Brand in Purchases for the Home & Garden.”   

In collaboration with Relish Insights, this study explores the dynamic Home & Garden sector, shaped by evolving consumer preferences, economic pressures, and style trends. To thrive in this competitive landscape, brands must move beyond surface-level assumptions and gain a deeper understanding of consumer decision-making.   

Our research delves into key questions at the heart of consumer choices:

• What motivates consumers when shopping for their homes and gardens?   

• How do behaviours vary across different demographics and product categories?   

• Where do consumers seek inspiration, and how can brands effectively position themselves at each stage of the purchase process?   

Key Insights:

• The Price-Quality Trade-Off: Mid-range brands dominate consumer preferences, offering a balance of quality and affordability. Consumers prioritise value for money over the cheapest option.   

• Starting the Journey: Home improvement decisions are not solely driven by necessity. Aspirations, living circumstances, and lifestyle priorities play a significant role. Digital platforms, particularly search engines, are crucial in the early stages of the buying journey.   

• The Research Phase: Online search engines are the primary tool for brand and product discovery. Social media platforms like Instagram and Pinterest inspire younger consumers, while older demographics rely more on retailer websites. Physical stores remain critical for final decision-making and tactile validation.

• Decision-Making: Physical stores are the most influential channel when making a purchase decision. Word-of-mouth recommendations continue to play a vital role, enhanced by online reviews and social proof.   

This report equips brands with the intelligence needed to make data-driven decisions, refine marketing strategies, tailor product offerings, and deepen customer connections.   

Download the full report here

We of course would love the chance to talk about what the findings of this research means for your brand, if you would too drop us a note at home@weareboutique.co.uk and we’ll get the kettle on.