Comfort and Connection Fueling At-Home Game Nights

As consumers continue their quest for comfort and connection, interest in game nights is surging. Whether old-school, new-gen or some combination of both, game nights offer an ideal opportunity for casual, cozy gatherings with friends and family.

When you factor in the relatively low cost of entertainment – and the appeal of a good indoor activity in winter, retailers are wise to lean into the game night trend.

Who’s Got Game

Who’s got game? Well, just about everyone. Game nights seem to transcend age groups, appealing to everyone from  Gen Z to Boomers. They also are a great unifier for cross-generational family fun.

Consider the huge popularity of mahjong, which has been driven in large part by Gen Z and Millennials – even inspiring flashy events at clubs and new sets with bold colors and modern designs. “From grandmas to the grid, mahjong has had quite the journey, undeniably excelling at one thing: bringing people together,” says Harper’s Bazaar India. “And for a change, here is something that’s trending for all the right reasons.”

Why Games

Group games typically involve an escape from screens, a chance to be creative, and most importantly, a low-cost way to have some fun. Nostalgia may be fueling interest in classic games. But newer games – whether video games, board games or those designed to spur conversation – appeal to those looking for unique experiences.

Game nights also feed into the new era of at-home entertaining, where connection is valued over perfection. “The emphasis (now) is on sincere engagement and sharing, rather than on material displays. The atmosphere is relaxed, not performative,” according to the Fall/Winter 2025/26 HomePage News InSight Trend Index.

How To Support At-Home Game Nights

There are many ways retailers can help support shoppers and inspire memorable at-home gatherings revolving around games. Consider getting your game on in stores with themed events that demonstrate products at work. Or maybe try a social media campaign that shares pictures of your staff’s favorite games  and encourages followers to do the same.

When it comes to products, make sure to emphasize items that support casual game night gatherings. That could mean unique items like the Smoking Saucer Set by Spirits with Smoke, eye-catching serving pieces like the Pizza Teak Platter 902 by Teakhaus, and items with cleverly designed perks like prepara’s Chip and Dip Holder – it’s got a dip bowl whose angle changes as it rotates in the chip plate.

And because it’s that time of year, don’t forget entertaining products that bring on the comfy and cozy. This could mean specialty mugs for serving hot drinks or fondue sets like the Chef’n  SweetSpot.

Specialty retailers may even want to expand their assortments to include games. A few notable examples from companies known in the home and giftware spaces? The modern Blitz Backgammon & Checkers Gameboard from Umbra and the retro-inspired Tabletop Bowling set from Kikkerland.

The International Housewares Association’s 2026 At-Home Entertaining Survey shows that bringing people together in at-home spaces continues to grow in appeal, even after recent year-over-year increases. Access more information and data.