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."
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:
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.
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.
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.
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.
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.
Predicted
CTR
Best Paint Colours
for 2021
Home Goods & Decor Brand
Home Furniture Trends You Need to Know
Home Goods & Decor Brand
Home DIY Project to Do with Your Partner
Home Goods & Decor Brand
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.
Video ads
Static images
Descriptions and calls to action (CTAs)
Repurposing social media content
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
Targeting Strategies
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.