Wayfair today unveiled the top trends that are emerging in festive decor and housewares as consumers get ready for the upcoming holiday season. With thousands of items available at the online homeware destination, Wayfair data sheds light on how customers are planning to celebrate Christmas in a year marked by unprecedented challenges. Tapping into thousands of searches* across Wayfair.co.uk, Wayfair uncovered the key trends that are taking shape:
Christmas countdown: After a fraught year, shoppers are seeking out joy and the festive countdown started earlier than ever, with a 49% yearly growth in searches for Christmas trees and other festive decor as early as August. Slim Christmas trees are a popular choice, with travel plans up in the air and festive decor adapting to student, small space and apartment living.
● Finding the fun: For Christmas 2020, it truly ‘tis the season to be jolly, with a spike in playful picks that up the fun factor: Animated singing and dancing characters, light-up penguins, pom pom trees, rainbow wreaths and quirky alpaca decor are some of the trending best-sellers that will be bringing us joy when we need it most!
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● Soothing settings: As an antidote to this, Wayfair has also seen a spike in searches for pastel toned christmas lights, decor and tableware as some shoppers seek to deck their halls in soothing frosted finds. Lilac is the runaway winner, with over a 50% lift in searches for this muted hue this past year
● Natural selection: In 2020, many customers are also looking to go au natural. There is growing demand for natural-look Christmas trees and wooden ornaments, while dried flower bouquets and stoneware cookware sets will be topping tables as customers gravitate towards festive finds with a natural and restorative aesthetic.
● Heritage renaissance: As the trend for all things vintage continues, Heritage brands such as Villeroy & Boch, Denby and Arthur Price are also enjoying a renaissance. At Wayfair, we’ve also seen a spike in searches for vintage-style decor, cut glass and retro coupe glasses and bar carts – a nod to the nostalgic Christmases of yesteryear.
● Fuss-Free Finds Finally, for many this year will be about keeping things simple: Lit trees, bauble multi-packs, complete dinnerware sets and snow cone machines are trending, while large roasting tins are up 50% this year as shoppers look for effortless finds that will help them to celebrate with ease.
● Fast Convenient Purchases, Consumers are also buying Christmas and Houseware items primarily on-the-go: 63% of purchases are made on mobile/app, vs 37% on desktop, indicating that customers are keen to make fast, fuss-free purchases.
“As we head towards Christmas 2020, our customers are continuously searching for new ideas and inspiration to help make the festive season special despite the challenges we have faced this year,” noted Linda Kasselkus, Director of Housewares & Festive Decor at Wayfair. “Customers are gravitating towards a broad range of aesthetics, from colour-pop joyful picks to more natural decor and we are continuously working to expand our offering to deliver the best possible shopping experience for them. We are also heavily focused on making it easier than ever before for our customers to find both the products they love and inspiration that they need to make effective purchasing decisions. From “View in Room” tools, to “Shop the Look” celebrity room makeover collaborations and wish lists, we’re enabling customers to envision and design their dream festive spaces and then have their festive finds delivered quickly and easily, ready for the holidays.
