Report Summary

Period covered: 24 November – 28 December 2024

3 minute read

Note: This report summary is one or two months behind the current month as standard reporting practice. The content is indicative only and incomplete with certain data undisclosed. Become a member to access this data or take out a free 30 day membership trial now.

Homewares sales

Homewares bounced back in December with a xx% YoY increase, recovering from November’s xx% decline.

This strong performance lifted the two-month YoY average to xx%, reflecting resilience amid challenging conditions. The category ended 2024 on a high note after a slow start, however, the 12-month YoY growth remained modest at xx%.

Overall, Homewares ranked fourth in 2024 retail performance, surpassing footwear, clothing, and electricals. Several factors contributed to the December performance:

Festive sales

Homewares saw a much-needed sales boost in December, driven by events such as Black Friday (included in the December trading period this year).

Pre-Chirtsmas shopping helped the category recover from a decline in November, with a xx% increase in value and xx% in volume for Homewares on Black Friday, as reported by GfK.

This boost was largely attributed to shoppers investing in smaller, practical items to enhance their homes, with houseplants (+xx%), candles (+xx%), and diffusers (+xx%) performing particularly well. Notably, cookware and tableware sales also saw a xx% increase (GFK POS data).

Online shopping surge

December witnessed a significant shift towards omnichannel shopping, driving strong performance in the homeware sector.

Non-food online sales soared by xx%, reflecting the growing consumer preference for the convenience of digital shopping during the festive season (BRC).

Although Households Goods saw an annual decline in online sales across the market, as shoppers looked to bag Black Friday bargains across Electricals, Clothing and Health & Beauty, recent result suggest omnichannel players outperformed the market.

Promotions and Discounts

Promotions were crucial in driving sales during the festive period, with many retailers offering discounts on homeware products.

The price deflation for household goods in December 2024, which saw a decrease of xx% (ONS), contributed to greater consumer interest in Homewares products as shoppers looked for deals on essentials and home décor items.

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Online sales rose across most main sectors