From potted plants to upcycled furniture, high-street retailer Next has analysed Google search data for hundreds of home decor queries to gauge what the UK’s most popular themes and trends could be for 2021. Supported by insights from interior design experts Susie Gibson and Nicola Burt, the study investigates how searches for particular home decor queries have evolved over the last four years and, in particular, during the height of the pandemic.
ESCAPE TO THE COUNTRY: SEARCHES FOR RUSTIC ROOM INSPIRATION SURGED DURING 2020
With most of us spending a lot more time at home between March and October last year, searches for particular room themes surged. “French country decor” saw a +515% increase in Google searches, while “Scandi style living room” and “country cottage décor” searches rose by a huge +306% and +124% respectively.
Many of us have brought a rural feel into our living spaces. “Rustic” queries have significantly risen in popularity, with “rustic desk” and “rustic living room” seeing a +260% and +90% increase in searches from March to October last year. Interior design expert Nicola Burt emphasises the versatility of the rustic theme.
“A relaxed rustic look with dark, dull metals would suit an industrial, urban space, whereas a more ‘cottagecore’ country look may work better in a rural or period property. […] This look requires layers – whether that is pattern, texture or colour – to make it look cosy and inviting.”
THE RISE IN REMOTE WORKING LED TO AN INCREASE IN SPACE SAVING AND PLANT LIFE TRENDS
To cater for the rise in remote working over the past year, our Google searches reflect this need to convert kitchens, living rooms and bedrooms into workspaces. For example, “space saving wardrobe” and “space saving dining table” saw an increase in searches of +53% and +124% respectively between March and October 2020. Design Manager for Next Home Susie Gibson believes that the dining table has turned into one of the most versatile furniture pieces we own:
“The dining table is now the hardest working piece of furniture in the home, from being a work space, homework and crafting with the kids, to date night. At Next, we have increased our focus on designing multi-functional and space saving furniture that can flex with our changing needs.”
Our online behaviours also reflect a desire to “greenify” our homes – searches for “indoor plant pots” grew by +173% between March and October, while “indoor water fountains” saw an increase of +81%.
LONDONERS LOVE SCANDI KITCHENS WHILE MANCUNIANS ARE SEARCHING FOR HOME THEATRES
To find out how people’s decor tastes differ between areas, Next’s study also reveals search data insights around some of the most popular trends for a few of the UK’s counties.
The West Midlands and West Yorkshire are Googling black and gold living rooms, while those in London are looking for Scandinavian kitchens and chevron parquet. Searches for garden offices are happening most within Hertfordshire, while Essex dwellers are looking for inspiration around how to build a garden room, as well as gold pineapple decor.
Meanwhile, the top searches for Devon and Somerset from Next’s data set feature self-build homes – suggesting residents are factoring the environment into their home decor decisions.
THE TOP TRENDS FOR 2021: BIOPHILIA, MODERN COUNTRY & COCOONING FURNITURE
Thanks to insights gleaned from Google search data, Next also sheds some light on what some of the top decor themes and trends will be for 2021.
- Biophilia – Nicola believes we will embrace green and biophilic designs: “Biophilic design gained more awareness during the pandemic, when everyone’s desire for outside space increased, and the realisation that nature makes us feel good and is beneficial to our health both physically and mentally. […] Along with the upsurge in biophilic design, the colour green has also increased in popularity. Just looking at something green can help to decrease your heart rate and alleviate stress.”
- Modern Country – Susie thinks we’ll be inspired by the staycations of 2020: “Modern country, a pared back country style inspired by British boutique hotels. Next’s Charlbury or Gosford sofas reference classical details and form with a pared back feel. The Gloucester lighting range is smart and stylish, perfect for an upgraded elegant country style.”
- Cocooning furniture – Nicola says that creating one’s own sanctuary is important for wellbeing in such uncertain times: “Squishy sofas, curved furniture shapes, and tactile, snuggly fabrics are in demand. Sofa trends feature rounded curves and geometric patterns, as well as 1920s-inspired occasional chairs with scalloped backs in rich tones of emerald green, royal blue, paprika or deep burgundy.”
