Homeowners these days have a plethora of ways to reflect their personalities through their home décor choices. That said, there tend to be popular choices that arise amongst consumers as a whole. —Identifying popular trends is easier than ever with tools like Instagram and Pinterest which connect homeowners, manufacturers, and retailers alike, enabling them to share ideas with the click of a button. We’ll break down some of the décor trends that major sites are seeing as we head into 2020, as well as where these trends find overlap, from furniture, to paint, to tiling and more!
Get Ready for Freeform Furniture
Sometimes the only thing necessary to completely make over a living room is a new sofa. In fact, sofas, loveseats, and other upholstered chairs and recliners make up just under 65 percent of living room furniture purchases (TraQline – rolling 4Q ending Q3 2019). And according to reports from outlets like Elle Décor and Better Homes and Gardens, curvy couches and other furniture options are about to be in vogue. Don’t be surprised if consumers also gravitate towards more luxe materials or bolder prints. One décor trend that nearly every publication we read has mentioned is the pendulum swinging away from minimalism and towards maximalism. Florals, rich colors, and interesting fabrics will draw the eyes of consumers looking to update their styles.
Alongside that is a return to natural looks and materials. Consumers have begun to embrace “biophilia”, a trend that helps bring nature back into homes. Whether it’s floral prints, more natural materials for furniture such as rattan or cane, or simply bringing actual houseplants into homes, bringing the outdoors inside is thought to have positive health benefits.
Celebrating the New Year with Colors
With the rise of more maximalist styles, whites, beiges and greiges may finally take a backseat in interior decorating. Homeowners are feeling more empowered to use color liberally. And while TraQline doesn’t track which colors of paint that consumers are gravitating towards, many other publishers are reporting that blush, “millennial” pink, and other more “feminine” colors are taking their place alongside bold hues. And for those who want patterns in the home, but aren’t quite feeling a floral sofa, wallpaper is creeping back into fashion and giving homeowners opportunities to experiment with floral patterns on their walls. And the industry has seen increased references to using wallpaper in home décor over the past few years.
Just because we’re seeing a resurgence in wallpapers, it doesn’t mean that paints have been left out in the cold! Paint manufacturers are offering a variety of colors to homeowners. While in the past brands like Sherwin Williams and PPG have announced a “Color of the Year” (echoing Pantone’s own trend of announcing a color of the year), brands like Valspar have introduced a whole suite of colors for the year- enough to complement a variety of uses, moods, and consumer preferences. With so much buzz being generated around paint colors, it may come as no surprise that the internet is beginning to effect how consumers shop. While the vast majority (96 percent, per TraQline’s latest data) make their purchase in-store, some 11 percent of consumers are doing at least some shopping for paint online.
Tile-d of patterns yet?
Rounding out the big décor trends that publications are predicting is an increase in the use of tile for decorating. For one thing, tile has come a long way, and can mimic the look of other natural materials, like marble and wood. If a homeowner’s motto is “go big or go home” and they’ve fully embraced the maximalism movement, then patterned tile may be one way they bring color and design into their home. Some designers have created tile patterns that mimic the florals that can also be seen in upholstered furniture and in wallpaper. It’s just one more option for bringing that “natural” look into homes.
Tile breaks free of the bathroom and kitchen
With the abundance of different design patterns, data shows that tile is breaking free of the bathroom and kitchen, which still have the largest percent of tile being installed (TraQline – Q3 2019). Living rooms and family rooms have both seen a significant increase in tile installations in the last 4 quarters (from 34 percent to 40 percent in living rooms, and from 25 percent to 32 percent in family rooms, per TraQline’s data for the last year). In both rooms, the overwhelming majority of tile is destined for flooring. They may be taking advantage of tiles that can mimic hardwood or other natural materials. In bathrooms, homeowners are more likely to buy tile for both floors and walls—and those walls can be used to showcase more bold colors and geometric patterns. Tile lends itself well to both the “Biophilic”/natural trends that consumers are leaning towards as well as the bolder, maximalist trends that outlets have been reporting.
From floors to walls to the extra touches in between, there are a myriad of ways that consumers can embrace trends so that they fit into their lives. Sometimes it’s as easy as picking out a new piece of furniture or bringing a few more plants into the house, other times it’s more labor-intensive, like laying down ornate tiles or painting the walls a bold new color. Staying ahead of décor trends means retailers and manufacturers alike can have options that consumers are craving as they prepare to make their space their own.
Outlets who cater to these home décor trends:
Lowe’s: Founded in 1921 and headquartered in Charlotte, North Carolina, Lowe’s is one of the top three largest Home Improvement stores in the United States. Consumers there can buy everything from interior and exterior paints and ceramic tiles to plumbing fixtures and major appliances. Top brands include Behr, Stainmaster, and American Olean.
Home Depot: Founded in 1978 and headquartered in Atlanta, Georgia, Home Depot is the largest home improvement retailer in the United States. Consumers can find home décor products from furniture to paints and stains to flooring. Top Brands include Dal-Tile, Mohawk, and Valspar.
Floor and Décor: Founded in 2000 and headquartered in Atlanta, Georgia, Floor and Décor serves commercial clients, professional installers, and homeowners intending to DIY their flooring projects. The company focuses flooring and tile options. Top brands include Dal-Tile and Bruce.
Wayfair: Founded in 2002 and headquartered in Boston, Massachusetts, Wayfair is a primarily e-commerce site that focuses on furniture and other home décor items. They recently opened their first physical store in Massachusetts as well. Top brands include Joss & Main, AllModern, and Birch Lane.
Brands who cater to these home décor trends:
Ikea: Both a brand and a retailer, Ikea was founded in 1943 and is headquartered in Delft, Netherlands, Ikea is best known for affordable, flat-packed furniture that consumers assemble themselves. They also sell appliances (brands) and other home décor items.
Valspar: Founded in 1806 and headquartered in Minneapolis Minnesota, Valspar is one of the brands under Sherwin-Williams’ umbrella. They manufacture a variety of paints and stains
Dal Tile: Founded in 1989 and headquartered in Dallas, Texas, Dal-Tile is part of Mohawk industries, and manufactures ceramic and natural stone tiles, as well as metal, glass, and manufactured quartz for homes.