Aug 18 2020
In the wake of quarantines, the meaning of home has shifted for young consumers. Millennials have long been a homebody generation, happy to stay in on a Saturday night and binge watch shows, but when it was forced upon them, some wondered if they would change their tune and crave time out of their spaces. But we’ve found that this time has actually intensified their feelings about their home spaces: Our new No Place Like Home trend research shows that 82% of Millennials agree that their home has provided them comfort during COVID-19.
Home has become a retreat in a way previously unimagined—and whether they own those homes or not, we found that Millennials are spending to improve their spaces, with 65% saying they have purchased items to make their home more comfortable during quarantine. So what have they been buying? We asked them, and found some classically Millennial things at the top of the list:
What Have They Purchased To Make Their Homes More Comfortable During Quarantine?
Sleep and staying cozy have been priorities for this generation while in quarantine, with new bedding topping the list of what they’ve purchased to make their homes more comfortable during quarantine. We found that over a quarter of Millennials have purchased bedding or sheets since COVID began.
But video games and consoles and TVs ranked second and third as the items they’ve purchased during quarantine to make their homes more comfortable. Of course, for Millennials, these are just as vital to coziness and comfort as any blanket—they consider media medicine, and they have been turning to content to help them get through this time. Entertainment tech also made the ranking, encompassing everything from speakers to streaming services—and providing more evidence that this generation needs their content to feel comfortable.
But the rest of the ranking is filled with items that show how much nesting Millennials are doing right now—and what an opportunity this generation is for home brands. Furniture and home décor are in the top 10 of the list, and we found that home renters were just as likely to have made these types or purchases as home owners. Though this generation might not be purchasing homes at the same rate or at the same ages as previous generations, that’s not holding them back from making the spaces they call home the best they can be—especially now.
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