Occasions Report Takes In-depth Look at What Consumers’ Spending Means for Home + Housewares Industry
Over the last two years amid the pandemic, the ways consumers celebrated special occasions changed, but their desire and need to celebrate did not. The birthrate dropped and weddings were postponed, as were college send-offs. With consumers working and schooling from home more often, many sought out more space for a new remote work life by buying new homes. And pet ownership rose.
Exclusive new research commissioned by the International Housewares Association taps into what life-moment occasions consumers plan to celebrate in the coming year and how that will affect the home + housewares business.
“In 2020, births were down nearly 300,000 from past years, weddings and engagements were put on hold and new pet ownership went up dramatically,” said Leana Salamah, IHA vice president. “Things changed in life during the pandemic. With this report, our goal is to benchmark and understand how consumers will behave going forward.”
Key findings relating to gift-giving include:
- 57% of adults surveyed stated they are the primary decision-maker for purchasing decisions
- 19% said they equally share the responsibility
- Cash and gift cards top the list across the board
- Home and housewares goods are top of mind, especially to celebrate events such as a new home, leaving for college and weddings, with most of the expected buying activity taking place in July to September
Of the most popular home and housewares products mentioned for gift-giving, adults are most likely to say they would purchase a:
- Kitchen product for a wedding (51%) or housewarming (56%)
- Bathroom/personal care products for a baby shower (42%)
- Cleaning/home environment products for new pet ownership (51%)
- Bedroom products for someone leaving for college (53%)
Results are based on a survey of more than 2,200 adults nationwide in late 2021, measuring their expectations on life events in 2022 for themselves, friends and family. For each event type, the survey identified tendencies and preferences related to home + housewares product purchases.
Select survey results will be included in the “State of the Housewares Industry” keynote session on Sunday, March 6 during The Inspired Home Show at Chicago’s McCormick Place Complex.
The International Housewares Association is the 83-year-old voice of the housewares industry. The not-for-profit, full-service association sponsors the world’s premier exposition of products for the home, The Inspired Home Show, IHA’s Global Home + Housewares Market (TheInspiredHomeShow.com), and offers its 1,400 member companies a wide range of services, including industry and government advocacy, export assistance, industry and consumer trends through the IHA Market Watch Report, executive management peer groups, a B2B community at Housewares.org, group buying discounts on business solutions services, direct-to-consumer engagement through TheInspiredHome.com and an independent news and information platform through HomePageNews.com.
