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- Home Living | 🪑 The Secret to Higher AOV in Home & Furnishings
Home Living | 🪑 The Secret to Higher AOV in Home & Furnishings
Plus: Why quartz countertops are driving new kitchen spend🏠
Rafe Houston
June 11, 2025 • Estimated Reading Time: 5 minutes
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Welcome to Home Living, your essential newsletter for decorating and furnishing eCommerce professionals.
Editor’s Pick 🌟
 | Does AOV feel like a mystery? A new research report from Fospha reveals the key: consistent brand investment directly drives AOV and pricing power. Fospha's research, using Bayesian network modeling, reveals a causal link for the first time: brands investing over 5% in Awareness campaigns see AOV improve yearly. Unlock your brand's value. Read the full research and learn how to boost your pricing power. |
Sector Spotlight 🎥
INTERIOR DESIGN CHOICES
Quartz countertops stand out for their durability, low maintenance, and versatility, making them an excellent choice for modern kitchens that cater to diverse activities. Combining aesthetic appeal with practical benefits like heat and water resistance, quartz offers marketers unique selling points when engaging homeowners seeking timeless and functional designs. With numerous color options, marketers have ample opportunity to align quartz aesthetics with varied style preferences.
Hunker
RETAIL COLLABORATIONS
Dolly Parton's Heart & Home collection, designed with Dollar General, offers affordable summer kitchenware characterized by her Southern style, including gingham patterns and butterfly-shaped ice trays. Priced between $1 to $10, this collection creates opportunities for marketers to explore how celebrity-branded, budget-friendly products can engage consumers by refreshing home aesthetics cost-effectively.
Trend Hunter
MARKET CHALLENGES
The Alignable survey highlights a significant decline in revenues among small home furnishings businesses, primarily due to tariffs, inflation, and reduced consumer spending. These businesses are employing strategies like customer retention, cost-cutting, and market expansion to navigate economic challenges. Despite hardships, there is optimism, with over half expressing confidence in overcoming potential recessionary pressures.
INDUSTRY RECOGNITION
Furniture Today will honor industry leaders at the Trailblazers & Titans event on July 26, showcasing executive excellence vital for eCommerce strategists looking to understand market leadership trends. The event introduces the Furniture Today 40 Under 40 class and People to Watch list, pivotal for marketing professionals seeking inspiration and strategic insights on industry growth and innovation.
Optimization Hub ⚙️
INCLUSIVE MARKETING
Brands dialing down Pride campaigns in 2025 risk more than bad PR—85% of LGBTQ+ consumers say they’ll spend elsewhere if inclusion efforts are dropped. This year’s approach is quieter but more considered: Levi’s focuses on safe public spaces, MAC commits $1M to LGBTQ+ causes, and Nike co-designs sneakers with queer athletes. Flashy rainbows are out; sincerity and year-round support are in.
SOCIAL MEDIA MARKETING
Pinterest's updated TransActV2 ranking model significantly enhances user engagement by analyzing 16,000 user actions, compared to the previous 100 actions, resulting in a more personalized experience. The model's improvements include a 2x increase in re-pin actions, 12.8% fewer Pin hides, and more diverse timelines, making it essential for marketers to revisit Pinterest as a potential platform for brand engagement. These enhancements underscore Pinterest's growing strategic relevance for brands seeking personalized interactions and higher user engagement.
ClickZ is a ClickZ Media publication in the DTC Ecommerce division