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IHA publishes Occasions Report

Sponsored by Newell Brands, the report throws light on opportunities for the home and housewares industry to serve consumer celebrations. The pandemic has changed the way that consumers celebrate and year-on-year results show they have both rescheduled and reimagined life events which were delayed.

The results showed that just under a quarter of respondents were looking at attending a wedding in the next 12 months, compared to 29% in 2022. Those expecting to be involved in an engagement event was 21%, down from 25% in 2022. Bridal shower attendance slipped to 19% vs 23% a year earlier, whereas those expecting to attend a baby shower was up to 25%, compared to 16% in the 2022 survey.

Housewarming possibility slipped to 28% compared to 32% the prior year. Fewer respondents also expected to be involved in the occasion of friends and family leaving for college with 15%, compared to 17% in 2022. Those expecting to celebrate a retirement totalled 20%, vs 22% in last year’s survey.

The survey also identifies attitudes towards gift giving among 18-34 year-olds – the Millennials and Gen Z – the period where many key life occasions take place. This age group were at, or near, the top in terms of their purchase intent across all key categories.

Tom Mirabile, founder of Springboard Futures and IHA’s consumer trend forecaster said the opportunities that occasions provide should be explored and appredicated, but to boost sales, housewares should be developed and sold as gifts that suit a wide variety of occasions. He emphasises that housewares can be positioned to encourage consumer purchases for life stages and everyday celebrations. He said: “Housewares is a gift business.”

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