Autumn decor: Are Britons embracing seasonal home styling?
According to a recent YouGov survey, 19% of UK adults say they plan to purchase or have already purchased autumn decor this year. The research highlights that 27% of 18-24-year-olds, 32% of 25-34-year-olds, and 27% of 35-44-year-olds intend to decorate their homes with autumn-inspired pieces. These figures suggest that younger Britons are leading the charge in bringing seasonal decor into their homes.
Among those who are planning to or have already bought autumn decor, candles and home diffusers are the most popular choices, with 58% of respondents selecting these items. Lighting, such as fairy lights, neon signs, and table lamps, is another favourite, with 42% incorporating these items into their decor. Ornaments follow closely at 39%, and floristry and wreaths come in at 30%. Kitchenware, including tea towels, mugs, plates, and bowls, makes up 29% of planned purchases, while 25% are opting for cushions. Bedding is also a notable category, with 24% planning to add seasonal sheets and blankets to their decor. Bathroom accessories (15%) and artificial maple leaves (10%) round out the list of autumnal touches being embraced by UK consumers.
When it comes to where Britons are shopping for their autumn decor, B&M is the most popular retailer, with 35% of those who have already made purchases selecting this store. Tesco follows at 30%, while Asda and TK Maxx both capture 28% of consumers. The Range is also a popular choice at 27%, with Dunelm (22%), Sainsbury's (22%), and Marks & Spencer (M&S) (20%) not far behind. Homesense and Next each account for 13% of autumn decor purchases. These figures illustrate that Britons are turning to a range of high street and supermarket brands to stock up on seasonal items.
Looking ahead, the data shows that Britons plan to continue shopping at many of these same retailers for their autumn decor. B&M again leads the way, with 35% of respondents indicating they plan to shop there. The Range is close behind at 31%, while Tesco (28%), Asda (26%), and TK Maxx (26%) remain key shopping destinations. Dunelm (22%), M&S (20%), and Sainsbury's (20%) also maintain strong appeal, while Homesense (15%) and Next (12%) complete the list of popular autumn decor shopping spots.
Inspiration for autumn decor comes from a variety of sources. Social media plays a significant role, with 39% of respondents turning to posts by influencers, and an equal percentage looking to websites for ideas. Social media posts by retailers follow closely at 37%, indicating the growing impact of digital platforms on consumer trends. Traditional sources of inspiration still hold sway, with 23% of respondents citing magazines and 21% finding ideas at local craft fairs and markets. Nature is also a source of inspiration, with 16% visiting local botanical gardens and parks for ideas, and 11% turning to books on interior design.
Explore our living data – for free
Want to run your own research? Run a survey now
Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 26 million+ members. Speak with us today.
Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on September 17-18, 2024, with a nationally representative sample of 2,093 adults in Great Britain (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, social grade and region to be representative of all adults. Learn more about YouGov Surveys: Serviced.
Image: Getty Images