There are consumer bright spots out there | Cindy W. Hodnett

The retail landscape is a roller coaster at the moment, and the uncertainty defining the first quarter of the year shows no signs of abating any time soon.

And yet, consumers are still consuming, albeit less, and many still rely on the occasional “pick-me-up” to help offset the gloom and doom narrative offered 24/7.

The challenge? It can be difficult to determine what items make the cut as a pick-me-up, but a few trending topics provide a clue.

Dopamine décor

Although this Tik-Tok trend has been around a while, it’s still having a moment as people try to offset doomscrolling, negative headlines and an increasingly volatile economy. In a nutshell, dopamine décor champions the idea of decorating one’s home with a focus on what makes you feel good rather than dictated design.

As of the end of 2024, Elle Décor notes that dopamine décor ranks sixth in TikTok’s interior trends with more than 34 million posts, no small number for measuring interest in a topic. Equally notable, dopamine décor fits nicely with what I call “eclectic by design,” a reference to the fierce individuality of many consumers when it comes to bringing things into the home.

As an industry, we love to talk trends, but any reliable forecast must work in the independence factor of consumers who are increasingly embracing unexpected home furnishings as part of their own design aesthetic and shrugging their shoulders at statements contradicting their preferences.

To that point, Elle Décor reports that there is research that supports the brain’s positive reaction to dopamine décor, and ironically, it’s the same area that is activated when we’re in love. That’s powerful confirmation for the eclectic by design theory.

What does it mean at retail? Think vintage, antique and even one-of-a-kinds and small-batch furniture and décor as part of the mix, even if a small part. All are attractive potential purchases for these dopamine-seeking consumers, even in a traditional retail setting.

Entertaining at home

In a recent story in sister publication Gifts and Decorative Accessories, the topic of “turtling” referenced entertaining and spending more time at home. Noting inflation’s role on curtailing dining out, the GDA article pointed out that turtling offers opportunities in areas like tabletop, décor, and even toys and games.

Recent anecdotal conversations in the office and among friend circles support the assertion.

One friend has implemented monthly “Lev-i-Tea” lunches as an antidote to negative happenings, while another young mother mentioned that dinner parties are popular with her social circle, complete to decorating for events like “Galentine’s Day” and an affinity for décor brands like Nora Fleming and Mackenzie Childs.

Furniture stores hoping to capture a sale every time a consumer walks through the door might increase the odds by adding a few “odd” items.

Cozy comfort

There’s a lot of noise out there to dampen spirits, and when that happens, people look to home for comfort.

Economic challenges might prevent big purchases for many consumers, but the “littles” such as throws and pillows (soft goods), candles, lamps and art (décor) and even consumables (snacks, chocolates, teas) offer a feel-good, take-home option that won’t break the bank. Certainly, these incidentals are not necessities, but much “retail therapy” never is based on need.

And when things turn around and that consumer is comfortable spending more money again, then a familiar store or shop will probably be at the top of the least. Perhaps this is the time to nurture your customers with an eye on the future prize?