Since the pandemic, online retail in the home & interior sector has experienced a remarkable development: More and more people are not only enjoying their time at home, they also want to feel really good about it. As a result, the home and lifestyle industry is benefiting.
The consumption spending and interest in interior design reaches all-time highs.
The target group
Young adults between 25 and 35 are the most important target group. The proportion of women is slightly higher.
They are in the process of moving from renting to owning a home or from a shared apartment to owning their own home.
Professionals who value a balanced lifestyle and are looking for a home that reflects their personality and style.
Consumer spending on furniture, lighting and carpets in Germany has risen significantly in recent years.
for the entire furniture market in Germany.*
Home and Lifestyle is the second largest assortment in our network with over 9 million offers and more than 900 shops.
The market by Interior is huge and therefore the competition is also immense. The market is dominated by many marketplaces and established brands in the home and lifestyle sector. Only those who have a strong brand presence can be successful in this competitive market.
We distinguish between 14 main categories in our home and lifestyles range. The following 5 are particularly in demand:
However, all products related to lighting also represent a large part of the demand.
Overall, the following targets could be achieved for our advertisers in 2022 for the Home & Lifestylesector:
Google is our strongest channel in the Home & Lifestyle sector: 25% of all sales are generated via Google Shopping Ads, which makes Google an indispensable channel.
But the Microsoft network should not be underestimated either: although the volume is lower here, the target group has significantly more purchasing power. The average shopping cart is 40% higher than on Google.
For years, solute has been an indispensable partner for us to gain more reach and conversions for our store. Our personal contacts always find the ideal channel mix in the solute network for us, in order to bring the performance of our campaigns to success according to the goals we have defined. For us, soluteNet is an elementary component of our advertising strategy and as such we can no longer imagine doing without it.
Junior Online Marketing Management
The purchase rate also shows the seasonality of the sector - in particular, the cooler months from september to december increase the propensity to buy in the Home & Lifestyle segment.
There are slight differences depending on the product group, whereby the greatest demand is always in the winter months. Exception: products in the sleep sector such as beds, mattresses & Co. are mainly in demand in the spring/summer months.