Product Reviews

Décor sellers are big beneficiaries from home makeovers

Palo Alto, Calif. – Home renovators are also décor purchasers, and Millennials are the major buying group, according to the 2023 U.S. Houzz & Home report.

Among those who renovated a home in 2022, 82% of Millennials did some post-project decorating, followed by Gen Xers (73%). But Baby Boomers (64%) and Seniors (49%) were also motivated to spruce up their spaces after completing a renovation project.

In fact, Baby Boomers were the leading group for making a large furniture purchase (59%), followed by Seniors (45%). In its study, Houzz defines large furniture as a dining set, lounge set, dresser or the like. Seniors, meanwhile, were the top purchasers of large outdoor furniture, just edging out Baby Boomers, 30% vs. 29%.

Baby Boomers also headed the list of those making storage and organization item purchases following a renovation, with 46% saying they did so vs. 36% of Seniors, 27% of Millennials and 22% of Gen Xers.

Baby Boomers and Seniors were equal purchasers of outdoor lighting (31%), with Millennials not far behind at 27%.

Overall, décor purchases saw major gains in 2022 among those doing home makeover projects. The top interior purchase was rugs (54%), which saw a six-percentage point gain over 2021.

But the categories that grew the most were small furniture — defined as accent pieces such as ottomans, shelves and the like — which was up 14 percentage points to 53% and storage/organization, up 13 percentage points to 45%. Holiday décor continued its rise as well, up 11% to jump ahead of mirrors and lamps as a post-renovation must-have.

Within the outdoor category, large furniture purchases grew by five percentage points to head the list of items at 29%, although lighting was a close second at 27%. Outdoor artwork, however, fell by four percentage points to account for just 6% of purchases among renovators.

The 2023 U.S. Houzz & Home study was fielded between Dec. 30, 2022, and Feb. 8, 2023, among a sample of 46,118 homeowners ages 18 and older.

See also:

Baby Boomers and Seniors were equal purchasers of outdoor lighting (31%), with Millennials not far behind at 27%.


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Donovan Larsen

Donovan is a columnist and associate editor at the Dark News. He has written on everything from the politics to diversity issues in the workplace.

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