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
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
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
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
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