Americans spend an estimated $8.7 billion annually on trend-driven home decor purchases that are abandoned within 6-12 months, according to data compiled by online home decor platform AweDeco from online marketplaces and consumer surveys.
The analysis found Americans now spend an average of $1,598 annually on home decor, with a notable portion driven by viral design trends on TikTok and Instagram.
Data revealed 61% of Americans regret impulse purchases influenced by social media, according to a Bankrate survey cited in the research. Among younger consumers, 70% of Gen Z and Millennials report buyer’s remorse within six months of trend-driven purchases.
The data showed 74% of consumers have experienced buyer’s remorse after online shopping for home items, while 33% make purchasing decisions based on achieving an “Instagram-worthy” or “TikTok-viral” aesthetic.
The most frequently abandoned trends include “Cottagecore” from 2020, “Barbiecore” from 2023, and “Coastal Grandmother” from 2022.
Regarding those findings, the Environmental Protection Agency reports that Americans discard over 12 million tons of furniture annually, a figure that has grown 450% since 1960. More than 80% ends up in landfills, with only 0.3% recovered for recycling, according to the data.
Consumer Psychology Effects
The research found 60% of respondents say social media negatively impacts their self-esteem, while 56% feel anxious when comparing themselves to friends and their homes on social platforms.
Among frequent social media users, 58% report feeling their home is “inadequate,” and 42% feel stressed when seeing home content on social media. The data showed 40% admit that social media makes them feel lonely or isolated.
Additionally, 64% of consumers have bought something on sale that they later regretted, often driven by fear of missing out triggered by social media trends.
“Your home should reflect you, not TikTok,” said Andreea Dima from AweDeco. “The most beautiful homes are the ones that tell a personal story.”
Industry Response
The findings come as retailers adapt strategies to capture social media-driven purchasing behavior. Lowe’s recently launched a creator network that reached 26,000 members since its summer debut, according to Jennifer Wilson, the company’s SVP and Chief Marketing Officer.
“The discovery, inspiration, the activation, and the purchase all happen in social,” Wilson said in a recent interview for Net Influencer, describing the retailer’s focus on meeting customers on social platforms rather than requiring them to navigate to traditional e-commerce sites.
Interior designers quoted in the AweDeco analysis recommend waiting six months before buying trend-driven items and limiting social media use to 30 minutes per day, which studies indicate can reduce anxiety and depression by as much as 35%.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
Americans spend an estimated $8.7 billion annually on trend-driven home decor purchases that are abandoned within 6-12 months, according to data compiled by online home decor platform AweDeco from online marketplaces and consumer surveys.
The analysis found Americans now spend an average of $1,598 annually on home decor, with a notable portion driven by viral design trends on TikTok and Instagram.
Data revealed 61% of Americans regret impulse purchases influenced by social media, according to a Bankrate survey cited in the research. Among younger consumers, 70% of Gen Z and Millennials report buyer’s remorse within six months of trend-driven purchases.
The data showed 74% of consumers have experienced buyer’s remorse after online shopping for home items, while 33% make purchasing decisions based on achieving an “Instagram-worthy” or “TikTok-viral” aesthetic.
The most frequently abandoned trends include “Cottagecore” from 2020, “Barbiecore” from 2023, and “Coastal Grandmother” from 2022.
Regarding those findings, the Environmental Protection Agency reports that Americans discard over 12 million tons of furniture annually, a figure that has grown 450% since 1960. More than 80% ends up in landfills, with only 0.3% recovered for recycling, according to the data.
Consumer Psychology Effects
The research found 60% of respondents say social media negatively impacts their self-esteem, while 56% feel anxious when comparing themselves to friends and their homes on social platforms.
Among frequent social media users, 58% report feeling their home is “inadequate,” and 42% feel stressed when seeing home content on social media. The data showed 40% admit that social media makes them feel lonely or isolated.
Additionally, 64% of consumers have bought something on sale that they later regretted, often driven by fear of missing out triggered by social media trends.
“Your home should reflect you, not TikTok,” said Andreea Dima from AweDeco. “The most beautiful homes are the ones that tell a personal story.”
Industry Response
The findings come as retailers adapt strategies to capture social media-driven purchasing behavior. Lowe’s recently launched a creator network that reached 26,000 members since its summer debut, according to Jennifer Wilson, the company’s SVP and Chief Marketing Officer.
“The discovery, inspiration, the activation, and the purchase all happen in social,” Wilson said in a recent interview for Net Influencer, describing the retailer’s focus on meeting customers on social platforms rather than requiring them to navigate to traditional e-commerce sites.
Interior designers quoted in the AweDeco analysis recommend waiting six months before buying trend-driven items and limiting social media use to 30 minutes per day, which studies indicate can reduce anxiety and depression by as much as 35%.
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