Trust, price, and brand familiarity still matter, but in 2025, so does flexibility. Nearly one-third of home products shoppers in 2025 are actively comparing brands before buying, and one in four are open to switching if they find a better offer. For retailers, this presents both a challenge and a major opportunity.
This blog examines what motivates today’s home products shoppers, which audiences drive the most value, and how brands are leveraging AI insights to stay one step ahead of the competition.
Comparison Shopping Is the New Normal
In the home category, covering everything from furniture to décor to hardware, 29% of shoppers visit two or more brands before making a purchase. They want value, but they’re also influenced by convenience, in-store experience, and marketing relevance.
Even more telling, 25% of store visitors are switch-minded. That means a quarter of your foot traffic could be persuaded to shop elsewhere, unless your brand acts fast with the right offer, at the right time.
On average, consumers in this space visit 1.5 brands per purchase journey. And while that might seem modest, it reflects a willingness to switch that can directly impact conversion rates and loyalty.
Local Strategy Is Essential, Not Optional
Not all shoppers behave the same across the U.S., and national campaigns that ignore regional nuance leave revenue on the table.
Whether you’re advertising in cities or suburbs, understanding local funnel shifts helps pinpoint where and when consumers are most open to messaging. Use localized insights to adjust:
- Media mix by region
- Audience targeting by demographic clusters
- Creative tone and offers based on regional needs
- Budget allocation based on store-level performance
When brands let local behavior guide their media strategy, results follow.
Meet the Core Home Products Audiences
Winning over today’s buyers means going beyond general demographics. Several segments are especially valuable to home goods brands:
- DIY Store Weekend Regulars
- Furniture Cross-Shoppers
- Small-Space Décor Upgraders
- Four-Bedroom-Plus Residents
- Suburban Family Homeowners
How to Stay Ahead in a Low-Loyalty Landscape
With 25% of shoppers open to switching, every touchpoint matters. The home shopper of 2025 is not a guaranteed loyalist. But with the right data, tools, and message, they can be won over.
Here’s how to stay ahead:
- Use local market behavior to influence every aspect of your campaign.
- Activate key audience segments with personalized messaging and offers.
- A/B test multiple tactics and double down on what performs.
- Invest in store-level strategy, because foot traffic depends on local relevance.
How Locala Helps Brands Win
After running over 380 home campaigns for 30+ brands in 12 markets, Locala knows what works and how targeting and optimization make the difference.
Ready to Strengthen Shopper Loyalty?
In 2025, home product shoppers are browsing more, switching more, and expecting brands to meet them with relevance and intent. Loyalty isn’t guaranteed, but influence is possible.
Locala helps home brands turn real-time local shopper behavior into smarter, more personalized campaigns that reach the right audiences, right where decisions are made. Book a demo today.