More than half of UK consumers plan to maintain or increase their spending on soft furnishings over the next year, despite the ongoing cost of living pressures, according to new research from rug and mat manufacturer Kleen-Tex.
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The Homeware Buyers Index 2025 surveyed over 1,000 consumers and 500 retail buyers, uncovering how spending habits and buyer priorities are shifting in a price-sensitive yet style-conscious market. Findings show that most households are budgeting between £200 and £500 annually for items such as mats, runners, curtains and decorative textiles.
Demand for washable, durable and sustainable products is driving growth, with 87% of retail buyers reporting increased interest in washable furnishings. Garden centre buyers emerged as the most likely to switch suppliers, with pricing, stock reliability and sustainable innovation influencing their decisions.
Elaine Smith, European Marketing Director at Kleen-Tex Home, said the findings highlight resilience in consumer spending: 'Our Homeware Buyers Index clearly shows that consumers aren't stepping back from investing in their homes – even in tough times. That marks a clear shift in how people are choosing to spend, and where they see value.'
Among consumers, 55% prioritise quality and durability over trends when purchasing soft furnishings, while younger buyers aged 25–44 and pet owners are making more frequent and impulsive purchases. Seasonal buying remains strong, particularly in supermarkets and garden centres where ranges align with promotional cycles.
Retail buyers also flagged margins and delivery times as decisive factors in supplier loyalty, with 45% stating that better profitability and faster fulfilment would encourage them to change providers.
The report concludes that functionality, hygiene and sustainability, once seen as niche, have become central to purchasing decisions. Kleen-Tex notes that these evolving expectations offer both challenges and opportunities for retailers and brands, from developing product ranges to refining supply strategies.
The full Homeware Buyers Index 2025 is available for download from Kleen-Tex.
More information:
Kleen-Tex
[email protected]
www.kleen-tex.eu
