Consumers see outdoor space as a priority
The events of the pandemic have given consumers a new appreciation for their outdoor spaces, according to a recent Sullivans Home Décor Consumer Behavior Survey. With 82% of shoppers looking to enhance their outdoor space, retailers would be wise to include garden and outdoor-specific products in their decor mix.
The 2022/2023 sales for outdoor décor are expected to be strong, as 59% of survey participants have increased the usage of their outdoor space over the last two years. During the pandemic, consumers adapted to spending more time at home, and now appreciate the mental and emotional value of their outdoor space. One respondent shared, “We have started renovating the yard and made it more appealing visually. This increase occurred during the pandemic, and we look to keep it up and continue to beautify the space, so we continue to spend time outdoors.” This adaptation is clearly here to stay.
When asked about their priorities for decorating their outdoor space, half (50%) of all respondents remarked that they “want to create a relaxing atmosphere” in their outdoor spaces. “With the pandemic behind us, consumers recognize the mental and emotional value of an outdoor space more than ever,” said Megan Gygi, marketing manager for Sullivan. “People want to create a personal sanctuary for relaxing and unwinding.”
Respondents also consider style and function important factors in decorating their outdoor space, but the emotion evoked by available products and the atmosphere they create often influences the decision to purchase.
“Adding visual (and sound) appeal to an outdoor living area creates a relaxing environment. While style and function are important, understanding the ’emotional purpose’ of the space is just as important,” said Gygi.
Half of the survey participants indicated that they prefer in-store shopping to find inspiration for their outdoor décor, and these shoppers are more likely to buy impulsively when shopping in-store because they want to experience the products in person. One respondent shared, “[I want to] have direct contact with my eyes and hands to make a judgment based on how it makes me feel.”
In terms of trending outdoor décor and accessories, planters and pots, outdoor furniture, and wind chimes are high on consumers’ shopping lists. Additional outdoor products including lanterns and lights, wildlife feeders and outdoor accessories of all kinds are also on consumers’ outdoor shopping lists. This is good news for retailers as decorative items remain most resilient against inflation  in an uncertain economy.
These survey results coincide with the release of Sullivans’ brand-new outdoor decor collection, Woodstock Elements. This collection is a collaboration with Woodstock Chimes, the industry leader in musically-tuned windchimes, which was acquired by Sullivans in 2021. Woodstock Elements consists of almost 100 different outdoor products in two color schemes: copper and gray. It includes a wide variety of quality pots and containers, solar lighting, benches, birdhouses, fountains, stakes and spinners, and more.
Sullivans’ recent survey results leave retailers with valuable information about consumer purchasing habits and the buying trend towards outdoor décor. Savvy retailers will be prepared with a variety of options as consumers cultivate their outdoor spaces with stylish and functional pieces that enhance the mood and atmosphere of their alfresco living.
For a more in-depth look at the 2022 Sullivans Home Décor Consumer Behavior Survey results, visit https://www.sullivangift.com/2022-Survey. For more information on Sullivans or to view their wide range of products, visit sullivangift.com.