What do you get when you combine consumers hungry for comfort and connection with a world filled with inflation and cost-consciousness? A wealth of opportunities tied to at-home entertaining.

But this doesn’t mean that yesterday’s parties or products will do. As consumers look to home-based gatherings as a gift of sorts to themselves and to their guests, they’re looking for opportunities and inspiration to create shared experiences that feed both bodies and souls.

“The modern host isn’t chasing perfection; they’re creating spaces for connection,” according to the Fall/Winter 2025/26 edition of the HomePage News InSight Trend Index. “We’re entering an era of intentional entertaining, where simplicity carries new style and meaning, while elevating the experience for both hosts and guests.”

Experience-First Hosting

The way consumers host, gather and connect is evolving – driven by four key aspirations that span generations, according to InSight. These aspirations are:

• Quality over quantity – Where hosts focus on creating personal and meaningful experiences for smaller, carefully chosen groups of close friends and family.
• Authenticity and intention – Where the emphasis is on sincere engagement and sharing, rather than material displays.
• Shared experiences – Where guests are invited to participate in activities and conversations that build connection like collaborative cooking, creative projects or simply heartfelt dialogue.
• Genuine presence – Where the host is free to be present and enjoy the company of guests without having to perform or perfect.

“In this new mindset, hospitality is not about wowing guests with a flawless presentation, but creating an environment for sharing and interaction,” says Tom Mirabile, chief InSight curator and author, and principal of Springboard Futures. “Designing for mood, storytelling and experience is increasingly important, but so is the ‘sharing’ aspect. This new perspective sees hosting as an opportunity to genuinely share our space, time and attention.”

Blending ‘Feel-Good’ with Function

Retailers who want to stay ahead of this new era of entertaining should focus on products, marketing and merchandising that offer both function and a ‘feel-good’ sentiment.

“It’s important to keep in mind that trend reaches beyond style elements and also relates to functionality,” says Linda Levine, president of The Godinger Group. “In tight economic times, consumers need more reasons to spend, so you need to stay aware of both the want and need sides of that purchase decision when creating product assortments.”

For both products and merchandising, the InSight Trend Index encourages retailers to consider all the elements that go into ‘hostingcore,’ which is described as “an aesthetic and mindset of being always ready to host – making your home feel welcoming, spontaneous and hospitable even for casual get-togethers.”

That include items that facilitate an “always-ready” bar or drinks station; flexible seating options, cushions and TV trays; movable and dimmable accent lighting; and unique but flexible serving accessories.

Trend-Forward Gatherings

Trend-forward gatherings play an important role in this new era of entertaining, not only in inspiring would-be hosts but providing them with an opportunity to connect with the world around them.

“There is an increasing number of young people hosting their own supper clubs, themed parties and unique dining experiences,” global trend forecaster WGSN tells Business Insider.

Retailers looking to inspire purchases should make sure to create connections between pop culture, timely events and the latest entertaining trends. For its part, InSight spotlights a number of products that support entertaining trends such as game nights, indoor garden parties and outdoor entertaining – no matter the season.

Style Directions

Mirabile says there are two style directions that will dominate the home and entertaining landscape for the next two to three years.

The first is Postminimal, which will resonate with consumers prioritizing wellness, calm and sensory comfort. This aesthetic is defined by clean lines, uncluttered layouts, soft touches and tactile depth, as well as spaces that are comfortable, comforting and function-focused.

The second style trend is Neo-Traditional, which will appeal to consumers seeking timelessness, familiarity and authenticity. This aesthetic is layered and accessorized, though not cluttered. It can be described as a modern version of luxury that blends both classic and contemporary styles.

The third annual HomePage News InSight Trend Index explores the forces driving the new era of at-home entertaining and showcases key products that can inspire meaningful, memorable and shareable moments at home. Access the complete portfolio here.  

Let them eat cake. And cookies. And muffins and scones. As consumers gravitate toward at-home cooking, both little treat culture and a desire for calming hobbies are creating increased interest in baking. It’s an important trend for home and housewares retailers not only as the holiday season approaches, but as they consider ways to support and attract shoppers in the year ahead.

Recipe for Success

Unit sales of baking cookbooks are up by more than 80% year-over-year, Circana LLC said in October. This mirrors a broader trend: baking at home is outperforming bakery sales, with sales of baking products up 1% so far this year in contrast to bakery sales, which are down 2%.

“People are rediscovering the satisfaction of baking at home, especially as familiar favorites like cookies, cakes, and brownies are the top homemade baked goods consumed, according to Circana’s National Eating Trends data,” said Darren Seifer, Circana’s industry advisor for consumer goods and foodservice.

The growing popularity of cookbook clubs – and physical books in general – may also be a factor, though interestingly, the overall cookbook category remains flat.

Wellness is Actually Playing a Role

Worried about what the at-home baking trend says about our collective health? It turns out that a desire to eat more healthily is actually playing a role.

According to Circana, two of the key themes driving consumer interest in baking are 1) small batch recipes – many new cookbooks offer scaled-down recipes perfect for those looking to indulge in moderation and 2) personalization – many books offer solutions for those with dietary restrictions or a desire for healthier baked goods.

“These cookbook subject trends suggest that consumers are seeking an accessible and personalized home baking experience that balances indulgence with practicality,” said Brenna Connor, Circana books industry analyst. “People are baking for pleasure and for skill-building while balancing wellness and dietary requirements. Emotional fulfillment and creating meaningful experiences also play a role.”

Supporting At-Home Bakers

The renewed interest in at-home baking gives retailers an opportunity to support and inspire shoppers, whether through recipes, tips or new products. After all, 11% of consumers cite a new recipe as a motivator for a bakeware purchase, according to IHA’s 2025 State of the Industry Report.

When it comes to products, make sure to emphasize cookie sheets (#1 in bakeware purchase intent according to consumers in IHA’s MarketOutlook survey), and related items like the CoolWave™ Cooling Rack from Hutzler. You may also want to offer bakeware sets with a variety of pieces like the Rise Ceramic Nonstick ones from Tramontina (each item offers the best of aluminized steel, hybrid ceramic and high-temperature silicone).

Other good options include the NutriMill Artiste Kitchen Stand Mixer by L’Chef – which features an all-inclusive dough hook for making any size batch of dough – and the Rosti Mensura kitchen scale by F&H Group, which helps measure perfectly portioned ingredients. Last but not least: Don’t forget items designed for sharing and serving all these delicious baked goods, such as the Martha Stewart Stoneware Cake Stand w/Server from Gibson Homewares.

‘Tis the season for at-home entertaining. Whether Thanksgiving, Friendsgiving, Hannukah, Christmas or New Year’s, holiday hosts are getting ready for some big events. And sure, they might need products like stemware or serving dishes, but don’t forget about a big pain point that goes along with entertaining: Clean-up.

The holiday season is a prime opportunity for retailers to emphasize products that offer less mess and less stress – and to draw attention to the cleaning solutions these products offer before, during and after a holiday gathering.

Hosting: We Have a Problem

The International Housewares Association (IHA) has surveyed consumers about at-home entertaining for the last several years. And what’s the challenge that always seems to rise to the top? Clean-up.

In the 2025 IHA At-Home Entertaining Survey, 34% of respondents said cleaning up was the hardest part of hosting an at-home gathering. (Preparing everything at the same time was next hardest – but further back at 23%, and preparation in general came in third at 13%.)

Less Mess, Less Stress

So, while clean-up might not necessarily rank as the most glamourous part of a holiday marketing campaign, the topic should definitely strike a chord with holiday hosts.

Retailers should consider promoting products that help with cleaning before, during and after a holiday gathering, while also emphasizing how these items can spark some joy and give hosts extra time and energy to focus on the fun parts of gathering with family and friends. Offering your own tips and tricks will likely be appreciated too.

Products can include trusted cleaning items such as Pine-Sol™ Cleaning Tools from Volume Brands International – you can remove the cleaning elements on their Microfiber Twist Mop and Flat Microfiber Mop to toss them in the washing machine for a quick and easy clean.

It could include the Bar Soft Foam Glass Washing Brush from Harold Import Co. (specially shaped to clean hard-to-reach areas of stemware, barware and vases) or the ZoomBroom (a lightweight, but powerful cordless air broom for those lucky to be entertaining outdoors).

Full Range of Solutions

Don’t forget clean-up solutions for holiday hosts, that will help them focus more on fun during an event. For instance, the Glad Link & Sort Recycling Station with Clorox antimicrobial protection from Volume Brands is an easy, attractive way for hosts (or guests themselves!) to toss their garbage, recycling or food waste as they go.

When promoting products that help keep holiday get-togethers easy and breezy, make sure to call out built-in solutions that might not be obvious. For instance, the Nuwave Moxie Vacuum Blender has a self-cleaning feature (just add soap and water and select the “Clean” function). And the Brentwood TS-643BK 1200W Electric Smokeless Indoor Grill has a ceramic non-stick grill that wipes down easily; the drip pan and base can be placed in the dishwasher for effortless cleanup.

Discover more about the featured products by clicking the images below.

Decision fatigue is real, and consumers’ love affair with the endless aisle may be cooling. This holiday season, retailers can win sales by giving shoppers the gift of time and energy — in the form of curated assortments and thoughtful gift-giving advice.

The Case for Curation

In the 1950s, grocery shoppers had less than 20 cereals to choose from. Today, that number is over 400, according to Morning Consult. This exponential growth can be found in just about every consumer product category — and is only magnified by the fact we can buy each of these products from an infinite number of digital sellers.

“On its face, of course, choice is a good thing,” says Morning Consult analyst Lindsey Roeschke. “But it can also be overwhelming, especially given that today’s consumers are living in a world where they make an estimated 35,000-plus choices every day.”

According to Accenture, shopper stress is worsening. Their 2025 Holiday Shopping Survey found that 85% of consumers are likely to abandon their carts due to frustration or indecision — a percentage that’s worsened from even last year. 76% of consumers report feeling overwhelmed by too many product choices.

Reducing Holiday Stress

This holiday season, retailers should consider ways to help ease shopper stress. This could involve in-store services, environments and experiences, but also should include curated assortments and gift-giving advice.

After all, “(The holiday season) is a time to help people remember that choosing and buying gifts for others should feel good — and even be a source of joy,” Accenture’s report says.

Gift Giving Guidance

Even if you didn’t budget for a printed gift guide, digital advertising and social channels are an excellent way to promote an online version. You can also use your social channels to promote housewares holiday gift ideas for different people on shoppers’ lists or use special displays to curate arrangements in-store.

Curation is the key. Pare down your recommendations, organize them by how consumers are shopping, and make them easy to understand. You can arrange groupings by different categories of people, say “Young Professionals” or “Active Seniors,” or people with specific interests like “The Foodie” or the “The World Traveler.” We’ve also seen gift lists grouped by personality (e.g., “The Homebody” or “The Party Starter”), and of course, there’s value in grouping by price range.

Don’t hesitate to get creative when cultivating recommendations. “There is a quiet beauty in giving an elevated, everyday home item as a gift,” points out Wirecutter newsletters editor Haley Jo Lewis in The Recommendation. “Good glassware, for example, might delight your recipient in the gift-giving moment, maybe because it’s unique, beautiful or even a bit sentimental. But then? It just does its job, becoming a comforting fixture in their lives.”

To get you started, here are a few home-related gift guide suggestions:

Find more thoughtful gift ideas for the home in Connect 365.

The winter holidays are supposed to be “the most wonderful time of the year.” But between all the decorating, shopping, wrapping, special events, entertaining and travel, the season can feel stressful even in the best of times. (Don’t mention the pressure to be merry while doing all these things.) When you add the economic pinch many consumers are experiencing this year, there’s a lot to be said for retailers who can spread holiday cheer.

Yes — discounts matter, but shoppers aren’t just searching for deals, according to PricewaterhouseCoopers’ 2025 Holiday Outlook survey. “They’re looking for a sense of normalcy, value and brands that ‘get’ them,” says the PwC report.

Consider this your opportunity to support shoppers on their quest to feel good. After all, the CivicScience Well-Being Index has been declining, but consumers tend to view the holiday season as their ultimate shot at well-being, CivicScience CEO and Founder John Dick told attendees at the International Housewares Association’s CHESS event earlier this month.

Helping Them Find Gifts

What’s one of the biggest sources of holiday stress? Finding the right gifts. According to Accenture’s recently released Holiday Shopping Survey, 76% of consumers report feeling overwhelmed by too many product choices. “It’s time to help people remember that choosing and buying gifts for others should feel good — and even be a source of joy,” the report’s authors say.

For shoppers who don’t know where to start: Clever in-store displays can provide inspiration, as can digital marketing that identifies specific gift ideas for different people on their lists (say the foodie, the world traveler or the multi-tasker).

For shoppers overwhelmed by all the choices: Focus on curating displays with simplified assortments, having plenty of well-trained staff to lend a hand, or using digital surveys or Gen AI to connect shoppers with personalized gift suggestions.

Making Life Easier

Consumers want to find good gifts at a fair price, but they don’t necessarily want to knock themselves out in the process. That’s where helpful staff, services like curbside pick-up and free delivery, and easy returns come into play.

Flash sales and limited-time coupons may be tempting, but promoting one low price for the entire season makes things easier for consumers to shop on their own schedule — and may earn you points. According to Bryan Wassel of Retail Dive, “A retailer that turns the holiday rush into a smooth, enjoyable experience can earn loyalty without the need for flashy gimmicks.”

And don’t forget to take care of your staff. Store associates are key to making the in-store shopping experience a positive one, Jill Standish, Accenture’s senior managing director and global lead for retail, reminds Retail Dive. Make sure they’re equipped with the information they need to assist shoppers but also look for ways to support them during the busy season too. (Perks like treating them to coffee or bringing in lunch will likely go a long way.)

Cultivating Cheer

Ask most adults what the best part of the holiday season is, and they’ll probably tell you — the holiday cheer. And there are a lot of ways to cultivate these good vibes in-store that don’t break the bank.

Think in terms of good music (not the same old songs everyone is playing), good scents and maybe a sweet treat like hot chocolate. Also, look for ways to partner with a local charity or those in need. (An in-store service where volunteers offer to wrap presents to benefit a local non-profit? Now there’s a feel-good element that also makes shoppers’ lives easier.)

Besides, a great holiday shopping experience mostly stays out of the customer’s way, Nikki Baird, Aptos vice president of strategy and product, tells CX Dive. According to Baird, the goal is to uncover and meet their needs with minimum fuss, not wow them with the kind of experience that tries to make them stay as long as possible.

Some people like to get out in nature. Others may hit the gym or curl up with a good book. But the stress-relieving outlet getting more attention these days? Crafting. As consumers of all ages turn to crafting as a wellness activity, retailers may want to consider events, partnerships and products to support the growing trend.

In Search of Wellness

The CivicScience Well-Being Index has been declining for the last year (except for brief uptick in July), but the desire to feel emotionally well is strong. As CivicScience CEO and Founder John Dick told attendees at the International Housewares Association’s CHESS event last week, “What we’re seeing is a type of post-pandemic stress disorder that kind of stuck with people whether we consciously realize it or not,” he said.

As a result, consumers — even young ones — are gravitating to crafts including knitting, quilting and  scrapbooking as a form of creative expression, escapism and the chance to produce a tangible, useful item. 71% of U.S. consumers identify as crafters, according to a 2025 Mintel report, including a growing cohort of Millennials and Gen Z, as well as parents who see crafting as both a personal hobby and a bonding activity with children.

“There is a huge connection with [crafting and alleviating] stress,” Abby Glassenberg, President and Co-Founder of the Craft Industry Alliance, recently told the U.S. Chamber of Commerce. “You get a sense of calm and satisfaction; you’re absorbed and don’t realize how much time has passed. That zone is an escape from stress and is good for the brain.”

A Sense of Community and Pride

Some people may like the quiet and solitude that crafting offers. But there’s something about learning new skills — especially tactile ones done while sitting — that lend themselves to conversation and community.

The personal connections that crafting can foster is an opportunity for retailers, according to the U.S. Chamber of Commerce. It’s a perfect way to use your store as a communal space, whether you sell crafting supplies or not.

Partnering with local experts, artisans or community groups on crafting events may be a way to build your customer base, as well as engaging the customers you already have. You could even join forces with a local food or drink purveyor, or look for local organizations that could benefit from your handiwork — say a cancer support group who could share knitted hats.

Making Room and Keeping It Organized

The one thing consumers don’t want from crafting? More clutter around their homes. In fact, Mintel says lack of time and space are two of the biggest challenges that can hinder participation.

For that reason, consider adding products to help shoppers contain and organize crafting supplies — and help them enjoy the crafting experience. That can mean anything from caddies and decorative baskets to hanging storage systems and portable carts.

A few examples? The EzyStorage Mode Open Basket Collection by Journe is a Scandi-inspired range that fits just about any décor. The King Jim TOOL Foldable Organizer by Bous is an attractive portable option that stands up or folds flat, and Novelinks’ Craft Storage Boxes are slim containers perfect for stacking or slipping under a couch. Also, this Metal Utility Cart from TRINITY doubles as a workspace and a storage space, which can easily be rolled in and out of sight as needed.

Find more consumer insights from CivicScience CEO & Founder John Dick and other highlights from IHA’s CHESS education conference: Day One and Day Two.

Discover more about the featured products by clicking the images below.

It might not feel like it quite yet, but fall and winter will soon be on their way. Once temperatures start to dip, consumers will start looking to trade their flip-flops for fleece socks. And they’ll start turning their attention to readying their nests for winter. Read on for what trends, consumer data and innovative products deserve retailers’ attention in the home environment category this season.

First-Time Interest and Upgrades
The MarketOutlook section of the 2025 International Housewares Association (IHA) State of the Industry report compiles exclusive consumer data on 15 home and housewares categories. Within the data are two interesting findings about what’s driving interest in home environment:

• Out of all the categories in this year’s survey, home environment had the highest percentage of consumers intending to buy a product for the first time (14%).

• The category also tied for the highest percentage of consumers looking to upgrade existing items (24%, tied with kitchen electrics).

Within the home environment category, air purifiers (45%) are the top product consumers said they intend to buy in 2025. That’s followed by portable fans (33%), water filters (32%), humidifiers (27%), dehumidifiers (25%), portable air conditioners (23%) and portable heaters (19%).

Air Purifiers
A number of factors may be contributing to significant interest in air purifiers.

First — unlike some home environment sub-categories, air purifiers aren’t just tied to one season. Consumers may be just as likely to want or need them in warm weather (to counter allergens in the air when windows are open), as they are in colder weather (to tackle cold and flu germs that peak in winter). Pet allergens are another important reason people use air purifiers year-round.

Air purifiers were also a popular purchase at the beginning of the pandemic — that may be starting to hit replacement cycles. It’s also a category that’s seen a good amount of innovation in shape, size and functionality that can inspire upgrades (Case in point: The ultra slim Wall Mount Air Purifier-H13 True HEPA by Cuckoo Electronics or this cute little Desktop Air Purifier with HEPA filter by Gforest.)

For Cooler Weather
That said, cooler weather is sure to spur interest in sub-categories like portable heaters and humidifiers. Again, newer innovations will draw consumers’ eye. Consider items that have a low-profile like Objecto’s modern T3 Panel Heater or multi-functional ones such as Crane’s 1.2 Gal. Cool Mist Top Fill Humidifier & Aroma Diffuser for Medium to Large Rooms.

When considering which products to stock, know that safety was the feature MarketOutlook respondents were most likely to say was “very important” (65%) in home environment products. However, when you factor in both “very important” and “somewhat important” responses, safety, easy maintenance and energy efficiency all essentially tied as the top features and benefits.

Learn more about the size of the home and housewares market, consumer purchase intent, and consumer/lifestyle trends in the 2025 IHA State of the Industry report.

Discover more about the featured products by clicking the images below.

As many consumers tighten their budgets, it might seem like impulse buying is a thing of the past — or at least on hold for now. But recent data shows that consumers are still indulging in unplanned purchases. Whether that’s due to little treat culture, good marketing or timely deals, retailers are wise to pay attention to the art — and science — of meeting customers with the right products at the right time, place and price.

Little Treats

There’s plenty to be said about the phenomena that’s driving consumers to indulge in small “pick-me-up” purchases. As economic and geo-political pressures intensify, it’s natural for people to seek out inexpensive ways to treat themselves — whether it’s a flavored latte, a scented candle or a new t-shirt.

But keep in mind it’s a trend rooted in positive emotions. Items that are too expensive, aren’t useful or don’t continue to make someone smile (after the purchase is made) don’t fit the bill.

“The rise of treatonomics….is less about ‘guilty pleasures’ and instead about injecting moments of guilt-free joy into life,” Meredith Smith, senior director at retail analysis firm Kantar recently told CNBC.

I Didn’t Plan on That

Some little treats are planned, but sometimes they’re impulse buys. According to data from Capital One Shopping, 36% of Americans say the majority of their purchases are unplanned.

One of the biggest motivators for impulse buying is discounts/special promotions. According to a Q2 2025 report from Salsify and the Digital Shelf Institute, 70% of shoppers say they’ve made an unplanned online purchase after receiving a discount offer. Limited-time offers also play a role in impulse buying, as do timely placements of new and on-trend items.

When it comes to home and housewares products, drinkware is a top impulse-driven category. 12% of consumers make unplanned drinkware purchases, according to the International Housewares Association (IHA) 2025 State of the Industry Report.

In-Store Strategies

Retailers looking to build long-term customers — as opposed to notching a small one-time sale — are wise to consider impulse-oriented products and strategies that are genuine and joyful.

“When managed well, impulse products can build a store’s personality, drive repeat visits and even provide a sense of local flavor,” says Jacob Musselman, content coordinator for Hardware Retailing magazine.

When considering an in-store strategy to surprise and treat shoppers, he advises offering a mix of practical and playful items, taking advantage of areas near the checkout counter, and regularly rotating in new products on a trial basis.

Shop Connect 365, IHA’s Digital Marketplace, for new products and suppliers to fuel retail strategies to tap into impulse buying and more.

Does life seem a little complicated right now? You’re not alone. These days, just about every generation is feeling some nostalgia for simpler times. And while there have always been people drawn to retro kitchen items and home décor, the trend is even more prevalent as more consumers are seeking comfort from the past.

Even (Especially) Gen Z

This isn’t just a trend for older people. True, seniors have lived through more than the rest of us. But that doesn’t necessarily mean they’re more nostalgic.

Adults of all ages are gravitating toward retro home products that remind them of simpler times, especially of when they were kids. Take, for example, the fact that adult consumers have been a driving force behind toy and game sales recently. In the first quarter of 2025, toy sales for adults (ages 18+) grew 12% over the same time period in 2024, making it the fastest growing age demographic in the market, according to Circana.

In particular, Gen Z is leaning into physical books and photos, digital cameras and record players. According to ContentGrip, “For a generation managing their personal brands across multiple platforms while navigating an overwhelming news cycle, there’s something deeply appealing about eras when phones were just phones and social media didn’t exist.”

Home Décor

As maximalist decorating styles become more popular, it’s easy to find room for home décor that reminds of us of days gone by. (See our recent post on the Messy Girl aesthetic.)

According to House Digest, nostalgia décor is all about consumers putting more emphasis on how their home spaces make them feel…instead of how they look. “The result is character-filled spaces with the warmth of simpler times, and with one-of-a-kind items that prioritize personality over muted color palettes,” says Kristy Bowen.

Nostalgic home décor might include retro color choices like mustard yellow and olive green, or a patchwork of different items from different eras. Items can simple and/or relaxing and might be cozy (like the Dolly Parton 9 to 5 Skillet Clock from Lodge Cast Iron) and even downright silly (like the talking Bob Ross Clapper from Joseph Enterprises).

Kitchen Items

When it comes to retro home products, kitchens are perhaps the biggest place in the house especially ripe for opportunity. After all, that’s one room that can spur memories like no other…whether it’s the look of a kitchen from our youth, the taste of a family recipe or the smell of grandma’s cookies.

Nostalgic kitchen items can be functional, decorative or both. For example, this retro-looking microwave from Nostalgic Products is actually completely modern in terms of how it works. This cozy mug styled after the TV show “Friends” (from Silver Buffalo) can be used for display just as well as it offers a comforting embrace as you drink your coffee.

Keep in mind that the current nostalgia trend is not just reserved for long-ago decades. Gen Z is probably just as nostalgic for the last 5-10 years as seniors are for the 1950s. The 80s and 90s are especially popular in fashion right now, and different age groups may just as easily gravitate to items that remind them of the 60s or 70s, which represent different phases of their lives.

Discover more about the featured products by clicking the images below.

When ‘little treat culture’ first emerged on social media, it mainly focused on food and drink indulgences for Gen Z. But the trend has now expanded to include all generations and any kind of ‘pick-me-up’ purchase for stressed and uncertain consumers. For that reason, it’s an important dynamic for home and housewares sellers to lean into, especially because economists are saying ‘treatonomics’ won’t be going away any time soon.

Lipstick…but also Home and Housewares

Little treat culture and treatonomics may be new terms, but the consumer behavior isn’t. The ‘lipstick effect’—a dynamic that sees lipstick sales increase during periods of uncertainty—was first documented during the Great Depression and again in the aftermath of the September 11 terrorist attacks.

“The lipstick effect means basically, buying yourself small treats when you’re under financial pressure,” John Stevenson, retail analyst at Peel Hunt, recently told CNBC. “You can’t afford a new dress or outfit, but you can always get a new lipstick. You can’t afford to get a new sofa, but you can get a throw or some cushions. You can’t redecorate the house, but you can get a new tablecloth,” he said.

This is why, Stevenson pointed out, the home and housewares retail category is “much more resilient than people imagine.”

Rooted in Economics…but also Psychology

As Stevenson notes, a large part of treatonomics is financial. But the phenomenon is also rooted in psychology, indicating consumers’ current attention to mental health and growing recognition of the importance of self-care.

“The rise of treatonomics….is less about ‘guilty pleasures’ and instead about injecting moments of guilt-free joy into life,” Meredith Smith, senior director at retail analysis firm Kantar told CNBC. “It’s like the ‘Lipstick Effect’ on steroids because consumers have this heightened sense of uncertainty coupled with more options and access than ever before to turn life’s everyday decisions into an opportunity for a treat.”

“As a result,” she added, “people are romanticizing their water intake, how they dress and (how they) decorate their homes, buying themselves treats as a mental health boost and more—all to inject joy into fraught times.”

It’s All About Sparking Joy

What’s all this mean for home and housewares sellers? Those who connect with consumers on their search for joy and relief stand to benefit now—and in years to come.

That can mean continually offering new and innovative home items, leaning into treat culture in marketing and merchandising, and looking for other ways to spark joy in shoppers’ lives, whether in-store events, reward programs or other perks.

“There are many vulnerable areas of retail (right now), but in addition to maintaining their spending on food and other essentials in the current high-cost environment, consumers are prioritizing the purchase of products they are passionate about,” Marshal Cohen, Circana chief retail industry advisor recently told Chain Store Age.

Cohen noted that the video game, beauty and toy industries were a few who benefited in July from these types of purchases, thanks in part to new product launches, collectibles and successful links to little treat culture.

Take note and don’t delay: Economists predict volatility and uncertainty in the world today is not likely to disappear any time soon; in early 2025, the Global Economic Policy Uncertainty Index reached its highest level this century.