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Supply Chain Insights: Home Textiles in the United States

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bedsheets on a bed

U.S. consumers spent $66.4 billion on home textile products in 2019. While a drop in spending due to the COVID-19 pandemic is expected in 2020, this market is projected to recover by 2022 and to show a 5-year growth of 8.3% with $72 billion spent in 2024.1

Consumers seek comfort in soft, fluffy towels, sheets, bedding, and blankets; important qualities during this global crisis, as 79% of U.S. consumers say they “just want to curl up in a cozy bed.”2

Key Insights

Quality is a key purchase driver for consumers when it comes to home textiles.

Consumers see the role fiber plays in softness, quality, function, and comfort.

There is a lean into digital as consumers look to make their home a comfortable refuge.

86% believe quality sheets and bedding help you sleep better.

73% say that 100% cotton is important for home textiles.

61% look to digital sources for inspiration.

Consumer-Owned Home Textile Products

Towels

Avg. 28 owned
Avg. $13 spent

Sheet Sets

Avg. 9 owned
Avg. $39 spent

Bedding

Avg. 4 owned
Avg. $61 spent

Blankets

Avg. 5 owned
Avg. $43 spent

Average # of products owned and Average $ spent

Purchase Drivers

Consumers purchase
home textile goods
like sheets, bedding,
and towels due to:

Sheets & Bedding

90% – Comfort
86% – Quality
83% – Durability
83% – Softness
80% – Price

Towels

86% – Quality
86% – Durability
84% – Softness
80% – Price
77% – Absorbency

a stack of white bedsheets

Fiber Content


58% say it’s important
to
know fiber content of

home textile products
because it tells them
about:

Sheets & Bedding

44% – Softness
42% – Quality
38% – Temp. Control
37% – Comfort
29% – Sweat Control

Towels

41% – Softness
39% – Quality
33% – Absorbency
32% – Washes Clean
29% – Comfort

4 white stacked towels

Market Opportunities

Physical stores play a strong role in consumers’ home textile shopping journey, from store displays for inspiration to in-store purchasing.

In the COVID-19 era, brands and retailers can ramp up their online efforts with solutions such as quality and money-back guarantees that allow consumers to try new products risk-free.

78% of consumers are willing to pay more for quality.

Top 5 Reasons to Purchase New Home Textiles

Replacement
57%

New Style
35%

Desire
13%

Extra Set
13%

New Fiber
13%

Sources of Inspiration

Retailer Sources of Inspiration

45% – Displays/Window Shopping
34% – Friends/Family
31% – Retailer/Brand Websites
28% – Social Media

Social Media Sources of Inspiration

67% – Facebook
55% – Instagram
50% – Pinterest
42% – YouTube

various icons

Where Purchases Were Made

Sheets & Bedding

46% – Mass Merchant
22% – Department Store
12% – Online Only
11% – Home Specialty

Towels

60% – Mass Merchant
22% – Department Store
  5% – Online Only
  7% – Home Specialty

Method of Last Purchase

20% – Online
  4% – Online for In-Store Pickup
76% – In-Store

For More Information Contact: Corporate Strategy & Insights at [email protected].
Source: All content sourced from Cotton Incorporated’s 2020 Home Textiles survey, a survey of 500 U.S. consumers conducted on February 6, 2020.
Additional Sources: 12020 Euromonitor International Economies and Consumers Annual Data; 2Cotton Incorporated’s 2020 COVID-19 Consumer Response Survey.