2023 Meta & Google Trends for Home Decor

As people continue to prioritize their home life, décor and furnishings are continuing to be a growth industry for business. In 2022 the Home industry generated 29% of its overall revenue from eCom sales. That percentage will grow to 36% by 2025.

A study by Common Thread found 11 Brands command 55% of the Home Furnishing sales share (source).

Semisupervised’s study of 1,111 DTC brands identified 164 in the home space: 14.8% of the total. It also scored each category’s saturation level by dividing the number of startups by market size (*100).

Experts indicate the largest home trends surround

  1. Home Office

  2. Comfort + Functionality

  3. Smart Kitchen + Smart Appliances.

Paid Social Recommendations

Consumers want to “feel” the product before they can actually “feel” the product. This can be achieved through UGC and high-concept storytelling.

Organize your efforts around a consolidated account structure built to scale. Though ad spend and number of SKUs will require expansion, three cornerstone campaign types should function as a blueprint:

  1. Full Funnel: Prospecting + Remarketing

  2. Dynamic Ad Broad Audience: Prospecting

  3. Dynamic Product Ads: Remarketing Product Catalog

First: For full-funnel campaigns, think through the angles that will shape your creative. What life events trigger customers to buy? Then, identify the value propositions to highlight during those stages.

Second: For prospecting, divide your campaigns into customer categories and lean hard on Dynamic Ads for Broad Audiences (DABA).

Third: Leverage at least two types of Facebook retargeting campaigns. (1) Special offers or creative strategies based on your most successful full-funnel value propositions; (2) evergreen DPAs driven by Commerce Manager’s direct connection to your store’s products.

Google Ads Recommendations

Your account structure should be built around budget ranges.

Brand Search: <10%

Limit to less than 10-15% of total account spend; brand search campaigns should have the highest ROAS in your account.

Performance Max: >60%

Target more than 60% of total account spend. Clean, well-optimized data feeds and consistent product approvals in Google Merchant are the secret to success.

Non-Brand Search: 18%

Use Dynamic Search Ads (DSA) targeting combined with Smart Bidding; search ads often have a lower return than Shopping due to higher CPCs. Aim for less than 20%.

Video (YouTube): 8%

Begin by remarketing on YouTube then turn toward prospecting; mix the two approaches at around 8% of your budget.

Smart Display and Discovery: 5%

Create multiple retargeting touch points within 24-72 hours after someone visits, views products, adds to cart, etc. Display Network should hang around 3% and Discovery at 2%.

Marketing StrategyNikki Lindgren