Report Summary

Period covered: 03 April – 30 April 2022

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 sales declined by -00% YoY in April against tough comparatives to last year, when sales jumped 00% as stores reopened following the third national lockdown.

Category distortions

Although homelife ultimately remains important post-pandemic, demand for homewares such as tabletop and cookware has fallen as hospitality and social spending increases. But such increases in social spending are skewed towards affluent households.

The way people are shopping Homewares is also changing as consumers look to shop more in-store. Online sales declined 00% for Household Goods, compared to a 00% rise last year (ONS). Online sales as a proportion of total sales has fallen to its lowest level since the pandemic, accounting for 00% of sales in April (February 2020: 14.7%).

Given distortions on an annual basis compared to periods of restrictions, a three-year comparison to pre-pandemic levels provides a clearer picture of underlying sales. On this basis, Homewares sales edged up by just 00% Yo3Y in April.

Sentiment hits a new low

Slow growth comes as consumer confidence fell to its lowest level on record since they began in 1974, at -40 in May (GfK), with personal finances under increasing pressure driven by: the step up in Ofgem’s energy price cap, VAT returning to 20% for hospitality, and the National Insurance Contribution rise in April.

Shifting priorities

Homewares sales risk slipping down in spending priority as essential bills rise and social spending increases, following Covid restrictions lifting. Consumers that can afford to, are looking to release pent up demand for holidays, leisure and recreation, as the UK and other countries overseas approach the first summer without any Covid restrictions.

Barclaycard spending data on travel agents recorded significant improvements in April, declining just 00% compared with 2019. This is up strongly from March’s contraction of 00%. Additionally, spending on hotels, resorts and accommodation reported its fastest growth since September last year at 00% compared to 2019.

Homewares retailers are additionally up against ongoing supply chain issues. Home-related categories have also been impacted by disruption amid the Russia-Ukraine war and lockdowns in China.

This has led larger retailers that can afford to (e.g. Dunelm), to stock higher inventory levels to help smooth supply chain issues and shield against uncertainty.

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Difference between sales value & volume at record highs