2021 Holiday Season: How Home Goods & Decor Advertisers Can Build an Informed Campaign Strategy Using Past & Present Trends

As the world opens up, shoppers are eager to get out, get online and find what they need to refresh, update, or create new looks at home – the place they’ve spent so much time in over the past two years. As a retailer in the home goods and decor space, you’ll want to get a leg up on the competition for 2021’s holiday shopping events. And you’re in the right place. We’re going to show how you can get started today, including:

Our 2020
Trends and Predictions

Here’s a quick overview of the Readership Trends we predicted leading up to the holiday season in 2020.
home office set up

Home Office Setup: Sales around home office furniture and setup for 2020 were expected to be strong based on buyer readership trends, such as a 91% increase in pageviews containing the word “desk."

maximize space at home

Maximizing Space in the Home: As the world moved into lock-downs and more people stayed home, maximizing space became a priority. For example, our data showed a 111% increase in searches that included the word “basement."

Home Upgrades & Renovations

Home Upgrades & Renovations:
In addition to outfitting home offices and making better use of space within homes, the lead-up time to 2020's holiday season saw a 155% increase in pageviews for the word "furniture", indicating a potentially huge demand for residential furniture.

Huge Gains for

prime day

Truth be told, 2020 was a strange year all around, and the holiday season was no exception due to the pandemic.

One oddity was the timing of Amazon Prime Day 2020, which was held in October, just one and a half months before Black Friday. And since 2020’s Prime Day occurred in the autumn, during a year when no one wanted to hit retail shopping spaces, reviewing shoppers’ online behaviour for that event more accurately indicates potential behaviour for this year’s Black Friday & holiday shopping season in the home goods and decor departments. In fact, according to Digital Trends, in 2020, Amazon’s Prime Day reported its highest-ever revenue totals during an event.

(Note: Amazon Prime Day 2021 was held in early June, so don’t worry about losing holiday sales to Amazon during an autumn Prime Day.)

What We Predict Will Be Popular This Year

In 2021, the numbers suggest the trend towards increased DIY and home improvement will continue. In 2020, Kingfisher, the company that owns home improvement retailers B&Q and Screwfix, reported a surge in profits, particularly through online and Click & Collect sales, as locked-down consumers rushed to try their hand at DIY.

Money.co.uk’s 2020 Renovation Nation report found that the average British homeowner spent over £4,000 on renovations between March and August 2020; 63% cited wanting to make their increased time spent at home more comfortable as a key reason for making improvements.

Post-lockdown, we expect the popularity of home improvement and decor to hold strong, as people have become more comfortable with DIY and renovations, and place higher value on time spent at home.

Topping the post-pandemic home improvement wishlist for UK consumers are home offices, gyms and even pubs, as well as redoing outdoor spaces such as gardens.

News Trends for the Holiday Season in the Home Goods & Decor Category

Ornaments Christmas
Repurposing and updating old furniture and building materials will become popular this year as the high cost of building materials puts a wrench in building and renovation plans. A maximalist approach means consumers are mixing and matching patterns to create warm, inviting homey spaces, according to the Homes and Gardens site. Interest in creating inviting home office space has extended beyond career professionals sent home during the pandemic. A recent Architectural Digest article suggests more new graduates need home office space and technology as they work from home for their first post-grad jobs. According to Taboola’s Newsroom data, which includes the top UK news trends in the real estate category from January 1, 2021 to September 10, 2021, readers are still educating themselves, even with the pandemic coming to an end, on buying and selling homes. The migration away from urban centres is here to stay, as working from home has become more common. Stamp duty has also been a popular topic throughout this year, although the stamp duty holiday has recently come to an end.

Taboola Publishers That Support These Trends

birmingham live

Birmingham Live

Do first time buyers pay stamp duty? The latest rules you need to know

metro uk


What I Own: Writer Amy, whose London flat has almost doubled in value since she bought it in 2008

echo uk

Liverpool Echo

Son to build home for his dad in the garden after property nightmare

How to Build 
an Ad Campaign Strategy Using News Trends

Creative best practices for home goods and decor ad campaigns in the UK include some surprising trends in images, videos, and headlines.

Use the data to inspire your own 2021 holiday ad campaigns. Note: these are UK Home results, pulled September 1th, 2021.

Creative Trends: Images
Creative Trends: Videos
Creative Trends: Headlines

Which of your headlines provides the best potential click through rates? Use the handy (and free) Taboola Title Analyzer to test them. This tool measures headline effectiveness when it comes to CTR on landing pages and blog posts.

On the right, see how three possible headlines from a home improvement & DIY retailer stack up against each other.

Best Home DIY Projects
Best Home Furniture Trends
Best Paint Colours
for 2021


Putting Trends Into Action

Putting all these trends together, here are a few examples of what a high-performing ad might look like.
best paint colors 2021

Best Paint Colours
for 2021

Home Goods & Decor Brand

Home Furniture Trends You Need to Know

Home Goods & Decor Brand

Home DIY Projects with Your Partner

Home DIY Project to Do with Your Partner

Home Goods & Decor Brand

Taboola Products to Fuel Your Holiday Campaigns

We’ve compiled the top products and strategies marketers like you can use to shape campaigns during high-performing seasons like Black Friday and Christmas.

These strategies can help you elevate your message and encourage users to take action after they visit your website.
Taboola Produkte

Video ads

Static images

Descriptions and calls to action (CTAs)

Repurposing social media content

A/B test multiple creatives with Taboola’s expedited learning, which lets our algorithm predict your highest-performing creative assets in less than 24 hours.
There’s no better way to learn someone’s interests than to learn about what they’re reading online. We’ve built a wealth of targeting solutions to connect audiences and brands, including:

SmartBid auto-optimizes your bids at scale. This tool does the heavy lifting for you, automatically identifying your ideal audience and adjusting your bids for the right opportunities. Fixed Bid lets you manually adjust your bids.

Learn more about Taboola’s bidding strategies here.


Install the Taboola Pixel

The Taboola Pixel maximizes your ad performance by illuminating audience’s behaviours and the impact your ads are having. Discover new site visitors or interact with your content the way you expected. Re-engage them with the help of customized click actions or targeting based on their time spent, length of sessions, or how far they’ve scrolled down a page.

Targeting Strategies

Implementing the Taboola Pixel will be beneficial for retargeting users:

Proven Results: These Home Goods & Decor Brands Saw Unimaginable Results with Taboola

Otty Mattresses offer a competitive price, comfort, and temperature control. Their challenge was to drive traffic and increase sales with Taboola Sponsored Content. The results? A 7.85X return on ad spend, 138% increase in ad spend month over month, and 10X conversions through retargeting customers.
Ingage Media’s client, global appliance brand Beko, brought a new tea machine to market. Taboola’s sponsored content was the perfect fit to introduce potential customers to the new machine, resulting in a 75% higher CTR and responsible for 86% of total new users.

Start Your 2021 Holiday Campaign Today

Yes, the world is emerging from the lockdowns of the past year, and yes, Christmas and the holiday shopping season might seem very far into the future. Yet now is the time to anticipate shoppers’ needs and wants for the holidays, so your brand is front and centre when they’re ready to open their wallets.

As the numbers indicate, home goods and decor will once again be hot purchases when Christmas rolls around. Now is the time to look for ways to incorporate these 2021 trends into your Christmas 2021 ad strategy.