As we embrace the new year, Wayfair, one of the world’s largest destinations for the home, has predicted one of the leading lifestyle trends for 2023: ‘Comfortcore’.
The Comfortcore trend was shaped by bespoke consumer insights, with a survey on more than 2,000 UK adults commissioned by YouGov, examining our feelings associated with home. Making global headlines, the Comfortcore trend has already been picked up by Hollywood royalty, Drew Barrymore, within a segment on ‘Drew’s news’ on The Drew Barrymore Show.
After more than two years of uncertainty in the UK, 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 share time with family & friends (53%). The research shines a light on all things home, from how it makes us feel, how we like to decorate them, plus the nation's appetite to relocate. Now, Wayfair reveals even more insights on how our homes make us feel…
Mix it up
Taking a deep dive into interior decorating tastes across the nation, the UK has eclectic taste, with just over a quarter (27%) saying they prefer a mix of styles. Contemporary (18%), Traditional (12%) and Country Cottage (7%) were the next most popular choices.
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Staying put
- For the majority, home appears to be where the heart is, with nearly a third (31%) saying they would not want to relocate to anywhere else in the UK.
- The region most uninterested in a relocation was Scotland (40%), whilst residents in the Midlands and London feel less rooted, with only a quarter in each region answering they wouldn’t want to relocate (26% / 24%) – signaling the majority would be up for a change in location.
- Of those that could imagine relocating, the most popular move would be to the coast to be closer to water and the seaside lifestyle: Northern Ireland (28%), Midlands (27%), London (25%)
Home hobbies
When it comes to how we spend our time at home, it’s all about slowing down and pressing pause, with the top 5 enjoyed activities found to be:
1. Relaxing or self-care (62%) - even more so for women (65%) and Millennials* (68%).
2. Reading (57%)
3. Using tech – TV, video games, social media etc. (53%)
4. Cooking/ baking (44%)
5. Gardening (40%)
Residents in the North of England, Wales and Northern Ireland were the keenest cleaners for enjoyment (21% in each).
Rooms we love
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 ages, the Living Room is key.
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Thinking about ultimate style, comfort and enjoyment, the top 10 items in our home we feel are worthy of investment were, in order of popularity (1 being most popular):
1. Seating (sofa, armchair) (51%)
2. Bed (46%)
3. White goods (fridge, freezer, washing machine etc.) (38%)
4. Bedding (28%)
5. Home tech (TV, smart speakers etc.) (31%)
6. Storage (wardrobes, shelving etc.) (22%)
7. Kitchenware (20%)
8. Lighting (18%)
9. Home office (13%)
10. Curtains (13%)
With something for every style and budget, browse the range of homeware for every area of your living space at Wayfair.co.uk.
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-ENDS -
Notes to Editors
To explore Wayfair’s huge range and find a comforting style to suit you, visit Wayfair.co.uk and view Wayfair’s 2023 Trends Lookbook here
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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