Ecomdigest Home Decor & Furniture Newsletter - 10.31.2024

Insight of the Week 👑

SHOPTALK FALL 2024 RECAP
How Leading Brands Are Investing in Brand, Omni-Channels Sales, and Global Markets

Couldn’t make it to Chicago for Shoptalk Fall? In this post, Jamie Bolton gives us a rundown of the key trends and strategies brands are betting on in Fall 2024:

🔑 Invest in Brand: Investing in brand has never been more important. Full-funnel strategies on Paid Social are now crucial, allowing brands to both build awareness and drive conversions in-platform. As Kyle Leahy from Glossier puts it, “People want to be part of something bigger.”

🛍️ Go Omni for Growth: As D2C growth hits limits, embracing an omni-channel sales approach is key to staying resilient. Brands like Solo Stove and Chinese Laundry are leading with strategies that don’t replicate D2C on third-party retail, finding unique advantages in each.

✈️ Go Global: With lower CPMs and wide-open markets, the EU offers significant growth opportunities. Effective localization strategies are essential for US brands looking to expand abroad.

For a deeper dive, check out the full post here!

Style Spotlight 🌟

INDUSTRY INSIGHTS
Here’s Every 2025 Color of the Year (So Far!)

Color is the driving force behind the way every interior makes us feel—whether it’s a soothing atmosphere led by sage green or an energizing space in cheery yellow.

So when paint and color brands make their yearly Color of the Year announcements, these forecasts set the tone for the next 12 months. And, of course, they might inspire you in your next home project.

In 2024, the color picks were all about comfort, versatility, and connection with nature. That included a grounding soft black and a warm peach. For 2025, the chosen shades represent a shift toward understated elegance and balance with restorative, resonant qualities.

Variations of purple, burgundy, and brown are a clear through line, but in the mix are also a few classic neutrals and cool tones in the blue-green family.

INDUSTRY INSIGHTS
A More Inclusive Halloween

Halloween decor has taken a dramatic turn, with massive 12-foot skeletons, eerie garage door scenes, and ghouls dangling from windows casting a spine-chilling atmosphere, especially after dark.

While thrilling for many, traditional Halloween setups can pose challenges for some children. Increased awareness around food allergies and sensory sensitivities is prompting homeowners to consider alternative approaches. This year, teal pumpkins signal homes offering non-food treats, ideal for children with allergies, while —although some feel this practice could unintentionally set these kids apart.

PEOPLE MOVES
Home Trends & Design Hires New Director of Business Development

PARTNERSHIP NEWS
John Lewis and Made.com Collaborate for New London Showroom Launch

John Lewis has partnered with Made.com to open its first London showroom, marking an exciting collaboration in the home furnishing sector. This partnership will see Made.com, owned by Next, establish a presence in John Lewis's Oxford Street flagship store.

Soon, Made.com will also feature on John Lewis's website, with plans to expand its concessions to more stores. This collaboration is part of John Lewis's broader strategy to enhance its offerings, including a new concession with West Elm launching on November 5.

The retailer recently invested £6.5 million in upgrading its Oxford Street store, aiming to provide exceptional quality, service, and competitive prices. As John Lewis executive director Peter Ruis notes, the store is buzzing with renewed energy, offering customers more reasons to visit.

RETAIL ANALYSIS
The One Place You Should Never Put A Sofa

Spoiler alert, it’s against a radiator.

Experts have warned that positioning your sofa next to a radiator can damage it when the heating is on. After investing in one of the best sofas, you’ll probably be looking to keep it in tip top shape – after all, your sofa often ends up becoming a centrepiece of any living room and is one of the largest furniture investments you're likely to make.

While we already know that you should never put a sofa by a window, but experts have warned that your radiator can also cause damage to your upholstery.

Performance Pulse 📈

MARKETING STRATEGY
Omnichannel Strategies Transform Home Furnishings Shopping Experience

Home, garden, and furniture brands must adopt omnichannel strategies to meet diverse consumer shopping habits. BigCommerce's report highlights the importance of blending online and in-store experiences, flexible payment options, and emerging technologies to boost sales and foster brand loyalty. Promotions and sustainability also play crucial roles in consumer decisions.

DIGITAL MARKETING
How to Use Google Performance Max to Supercharge eCommerce Campaigns

Google Performance Max enhances eCommerce campaigns by utilizing multiple Google platforms, offering increased reach and automation. It provides an 18% conversion boost, real-time insights, and efficient ad targeting. Businesses should leverage audience segmentation and automated asset creation to optimize results, maximizing return on ad spend and campaign effectiveness.