Good afternoon,
In case of interest for any upcoming features, we are pleased to reveal the biggest consumer-led interiors trend for 2023: "Comfortcore"
With consumers facing challenging social & economic circumstances, Wayfair & YouGov can share that our homes have become spaces of comfort, where we want to feel safe (69%), can relax (67%) and connect with family & friends (53%) - essentially one big metaphorical hug.
This macro-trend has been divided into seven stylish and accessible home trends which form Wayfair's 2023 Trends booklet - from cosy, Curved Cocoon to raw & organic Rooted at Home, there is something for everyone at Wayfair.
The full press release is shared below, including 5 ways to bring Comfortcore into your home. All assets are available to browse and download via Pressloft, but please do let us know if you'd like any additional images or expert tips from Resident Style Advisor, Nadia McCowan Hill.
Best wishes,
Frankie, Camila & Laura
Wayfair UK PR team
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Wayfair announces “Comfortcore” as the trend for 2023
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The destination helping everyone, anywhere, create their feeling of home collaborates with YouGov to reveal key consumer trends for the year ahead
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Wayfair, one of the world’s largest destinations for the home, has unveiled “Comfortcore”, its key emerging lifestyle trend for 2023. Tapping into bespoke consumer insights from YouGov, Wayfair’s findings surface this prevailing theme which is trending in response to more than two years of uncertainty in the UK.
- The Hug of the Home: Our homes have emerged as spaces of comfort, security and togetherness, with the top Consumer associations with home being a place where we feel safe (69%), want to relax (67%) and connect with family & friends (53%).
- Investing in Comfort: 56% of respondents surveyed stated that ‘good interior design’ means ‘something comfortable’, with seating coming out on top as the home item most worthy of financial investment (51%). Respondents however still prioritise value for money, with Good Quality (66%) and Affordability (64%) the most important factors when choosing products for the home.
- Home is where the heart is: 74% feel the events of the past 2 years (Brexit, COVID pandemic, and the Cost of Living Crisis) have changed their experience of the home. Amongst these, 67% of Millennials* agree that their home has become more important to them now than it was two years ago.
Me-time a must: When asked what they enjoy doing in their homes, self-care and relaxation time came out on top (62%), even more so for women (65%) and Millennials* (68%). A third of Millennials* would value more space at home overall.
- Room of choice varies: Not all rooms are weighted equal: For Gen Z, the bedroom is their sanctuary, with 48% citing this as the most important space in the house, meanwhile for the rest of the family, the Living Room is key.
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Taking these insights and emerging design trends as inspiration, Wayfair has curated five distinct looks. Here Resident Style Advisor, Nadia McCowan Hill, explains:
“2023 is upon us and after more than two years of turbulence, we’re looking to our homes for comfort and reprieve. At one end of the spectrum, it’s the little budget-busting accents in bold colours that are lifting our mood in Dopamine Dream, while at the other, we’re drawing moments of calm from whisper-soft tones and Curved Cocoon-like forms. Sepia Nostalgia is bathing the playroom in a honey glow and keeping little ones cosy. While for Teens, it’s all about escape to a Cyber Retreat. Looking to bring the family together? Our Rooted at Home kitchen and dining look celebrates the simplicity of home-cooked food. Escaping for some me-time? Then Deep Sea Sanctuary offers inspiration on how to style every space easily and affordably, no matter how petite your powder room.
Whichever look you love, remember: COMFORT will be key in 2023 and at Wayfair we have everything you need to bring your unique vision to life, whatever your space, style or budget.”
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5 ways to bring Comfortcore into your home…
1. Tactile textures: Ensure your living space is layered with plenty of soft, snug, comfy textures to create the feeling of a warm hug to welcome you home. Think teddy bear, boucle, cotton, chenille, linen, faux fur and velvet. A mix of textures will amp up the Comfortcore factor!
2. Are you sitting comfortably: Give existing dining chairs a comfy upgrade, with the simple addition of a cushioned seat pad for chairs or a dining bench. Available in a variety of colours, materials and patterns, it’s a cost-effective, easy way to bring stylish comfort to your dining space.
3. One-pot wonders: Food is so often at the heart of celebrations, bringing family and friends together to make memories over mealtimes. Having a cast-iron casserole dish in your cupboard provides you with the ultimate kitchen companion for all kinds of dishes, from stews to roasts, baked goods and more. Enabling you to serve from the oven straight to the table, it has comfort appeal at any time of the year – from warming casseroles to summer paella.
4. Nostalgic comfort: Part of making a house feel like a home is putting your own stamp on it, but this isn’t necessarily all about the style of décor, furniture or the accessories. Whether it’s putting race medals on display for achievements you’re proud of, your toddlers latest work of art in pride of place on the fridge, or filling frames with photos of loved ones or favourite places, these small but important touches can bring joy to a space and make it feel lived in and loved.
5. Mindful me-time: Make the most of time at home by slowing down and pressing pause, which will definitely be encouraged with Insta-favourite, a wooden bath caddy. Perfect for holding a drink along with your current favourite read, it’s the ideal pairing with a spa-like bubble bath to upgrade your me-time.
To explore Wayfair’s huge range and find a comforting style to suit you, visit Wayfair.co.uk.
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ENDS
View Wayfair’s 2023 Trends Lookbook here
Notes to Editors
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2301 adults. Fieldwork was undertaken between 20th - 21st July 2022. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
*Millennials are defined as 25-34 year olds
*Gen Z are defined as 18-24 year olds
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