The Homebody Products Shoppers Are Buying More of

The Homebody Products Shoppers Are Buying More of
The pandemic has turned everybody into a homebody. To give you insight into the trending products you might want to sell, we combed through Square data to identify the comfort items shoppers are buying more of.
by Kira Deutch Dec 18, 2020 — 5 min read
The Homebody Products Shoppers Are Buying More of

The pandemic has turned everybody into a homebody.

Home-focused products are now must-haves as consumers look for items that can make home life more comfortable and lively. Against the backdrop of financial uncertainty, many shoppers are also becoming more price-sensitive as they snap up these comfort-oriented goods.

As you think about stock planning in the new year, it’s important to understand how our new reality of forced nesting is affecting your customers. To give you some insight into what you might want to carry to meet this new homebody consumer, we combed through Square data* to identify the comfort items shoppers are buying more of since the pandemic started, compared to the same time last year.

We’ve divided this list of trending products into three retail categories that are experiencing surging demand: Home goods, apparel, and beauty and wellness products. Use it as a blueprint to help you plan your inventory for the new year, while also offering your customers the relief they need.

* Square’s data is based on sales metrics from March through October of 2019 and 2020. We analyzed thousands of transactions to identify the comfort items that are increasing and declining in sales this year, compared to last year.

Home goods

Shoppers are stocking up on nesting supplies that can help them turn their homes into an oasis, whether it’s augmenting an existing layout or an empty wall. Here are a few of the household products that are helping shoppers create a soothing atmosphere using the space they already have.

What to carry

It’s important to pay attention to the mix of price points you carry, which is particularly helpful if you carry products for the home. “Smaller-priced things are selling more than the big items,” said Julie Mitchell, the owner of purpose-driven gift shop Fig + Oak, located in Ashland, Ohio. “I also tried to order items within a lower price point to stay thrifty,” said Mitchell.

Offering a larger selection of lower-ticket items that are easy to ship, like candles and fragrances, could be more relevant to people as the pandemic presses on.

Comfort apparel

Customer demand for comfortable clothes is increasing in a big way. Sales for loungewear items are up 13X compared to last year, athleisure is up 3X, and items marked “cozy” are up nine percent. You may want to consider adding these terms to your product descriptions to increase the odds that consumers will find and connect with what you’re selling.

What to carry

The apparel items that aren’t selling well? Button-up and button-down shirts are down 30 and 39 percent, respectively. (Button-down shirts have more buttons around the collar than button-ups do.) Take a look at your top sellers over the last few months so you can prioritize the types of apparel that are right for customers in this moment.

At-home beauty and wellness products

Consumers are splurging more on at-home self-care products with two themes emerging from our data: familiar scents are back and cleansing products are trending. Since spas and salons may not be open, and consumers may not feel comfortable returning to them, these products are helping customers replace those experiences.

What to carry

Packaging your homebody products

To spur sales, consider curating gift baskets for your customers. “We sent out a lot of cute care packages for people,” Mitchell said. “It started when someone from the local hospital asked me to create some for their coworkers, so we put together essential oil and jewelry, bath bombs and candles, aromatherapy and necklaces, all pampering stuff. We put them in gift boxes to create that experience. I also had a lot of grandparents shipping boredom boxes to their grandchildren.”

As we continue to stay home, our buying habits have changed. And that means your product mix might need to look different, too. Use this list of trending comfort products to help you differentiate your lineup so you can stay one step ahead — even if you and your customers aren’t going anywhere.

Kira Deutch
The Bottom Line is brought to you by a global team of collaborators who believe that anyone should be able to participate and thrive in the economy.


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