June 2020

Home Front Reimagined

The trend toward spending more time at home over recent years suddenly became a necessary reality vs. a personal choice in 2020. As a result, Americans have been getting creative and reimagining ways to soothe stress, pass the time, or just have a little more fun at home. Anything that brings comfort, entertainment, and escape from their new reality is welcome.

Marketplace and Consumer Trends

Home is more than a safe haven
Since 2010, consumer values around relaxation and security were already increasing in importance.
  • 78% of Millennials said they would rather stay in with their tightly knit circle of relatives and friends instead of going out.
  • Movie ticket sales had declined 6% since 2016, while home entertainment saw a rise of 11%.
  • Nostalgia-driven programming was seeing an uptick in viewers–over 80% of consumers were choosing to watch TV shows and movies that they’d already seen.
The new reality of sheltering at home is inspiring consumers to re-imagine home life, even if it means stepping a little out of their comfort zone to:
  • Learn new skills, such as cutting their own hair or grooming their pets: hair clipper sales rose 166% the first week in April 2020.
  • Discover hobbies – crafting, sewing, and bird watching are some of the new pastimes.
  • Bake and cook from scratch – comfort foods such as banana bread, pancakes, pizza, meatloaf, lasagna, and brownies made it to the top ten list of Google recipe searches in April 2020.
  • Self-entertain – lawn games, volleyball sets, pool accessories, and roller skates are among top recent Google searches.
  • Take self care more seriously, e.g. through meditation, fitness, and relaxation – outdoor furniture, hammocks, exercise bands and fitness equipment, as well as CBD and lavender products are seeing a surge in sales.

Product Highlights

Instant Theater Pop-Up Projection Screen with Projector, Speakers & Carry Bag
Create a “drive-in” theater right in your own backyard, at the beach, and almost anywhere with this projector set. Comes with all you need to watch movies and sporting events on the large 84″ 16:9 format pop-up movie screen. There is even a built-in USB port to allow playing content directly from a USB thumb drive.
Ooni Koda Pizza Oven
Bring your pizza game to any outdoor party, thanks to Ooni Koda’s award-winning, portable design, crafted for ultimate speed, convenience, and ease of use. Features an instant gas ignition, Ooni Koda is ready to cook in 15 minutes and can reach temperatures up to 932°F (500°C). Use the heat control dial to cook Neapolitan-style pizza in just 60 seconds, right through to roasted fish, vegetables, and steaks.
American Skillet Co.
Do you take pride in the meals you cook and serve to your loved ones? Show your pride by making those meals in a USA or state-shaped skillet and leave a lasting impression at dinner parties, home- or tailgating & as a unique gift idea. Each skillet is handcrafted in small batches, pre-seasoned, and made in Wisconsin from start to finish.
Splinter Woodworking Co. Yardzee & Farkle Giant Dice Game
Bring the fun of traditional indoor games outside with jumbo versions of classic games. This weather resistant wooden version even comes with a bucket for easy storage and traveling.
Fatboy® Headdemock Outdoor (Sunbrella) Hammock

Relax indoors or outdoors with this stylish hammock. Whether on your city balcony, on your back patio, by the pool, in the park, or on the beach, you can forget your worries of the day and relax in the hammock. The Headdemock Sunbrella hammock can be used by two or three people, and like most hammocks, does not require a tree or a pole. It even includes a carrying case to make it easy to move to another location.


Data Sources

Gartner/Iconoculture; IKEA Home Study; Zimmer Radio & Marketing Group; Nielsen; Google Rising Retail Categories


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