Consumer insight on Living room trends from John Lewis & Partners

Consumer insight on Living room trends from John Lewis & Partners

So how exactly does consumer insight on living room trends help with your design business? I’m sure you’ve heard me say this before but building your successful design business comes down to one key thing – knowing your ideal customer. Whether you specialise in creating forever homes for families or home staging properties for sale or rental, consumer insight is crucial in predicting behaviour, trends and spending patterns amongst your core target market. When you know your audience, it’s easier to define their problem and present their perfect decor solution with style and confidence.

The things we do in our living rooms (and things we wish we didn’t)

Earlier this year I read a really interesting report from John Lewis & Partners Business. The Things We Do In Our Living Rooms (and things we wish we didn’t) looks at living room trends and changes over the last 5 years in how we use this room in our homes. The report is the result of a survey of over 3,000 John Lewis & Partners customers, as well as members of their buying, design and home design stylist partners. It analyses the changes in our lifestyles over this time and how this affects how we decorate. The living room trends we aspire to and what homeowners are shopping for to create their perfect living room. In terms of consumer insight this report is absolute gold dust. A My Deco Marketing recommended read 👍🏽  for any interior designer in the residential market.


Trends for living rooms

The living room is a hard working room in our homes which is many things to many people. At it’s heart it is a sanctuary to relax and enjoy downtime alone or connect with the family.  It is also a multi purpose space which often doubles up as a space to dine, work from home, exercise and more recently a home school too. As a room where we welcome guests and entertain it is also perhaps the room where we most express our personality through style and decor.

Research led trend analysis

The sales data and commentary from John Lewis interior design partners present a clear picture of how homeowners rise to the challenge of creating their perfect living room. It shares tips and ideas to integrate trends. For example the rise in design for wellbeing, alongside details of the pieces homeowners choose to create their own calming retreats. Alternatively read up on how statement luxury furniture and finishes alongside smart tech create grown-up spaces for entertaining. There’s also solutions on how to create hard working flexible spaces. With many of living in smaller homes in cities, open space living and multi-tasking rooms are becoming the norm. Knowing how your clients use their homes is key in creating functional layouts that will work in their space. Discover exactly what people buy to zone flexible spaces. From accommodating family living to work from home stations and making room for downtime.

Living room trends takeaways

To some of us five years may not seem long enough for big changes. However you may recognise some of these key living room trends that have come and gone over the past few years. Here’s just some of the takeaways from the report of what we’re buying now and what we’re not.


Living Room Trends


Are any of these a feature of one of your recent interior design projects? I’d love to hear so do let me know in the comments below.

For more of what’s hot and what’s not download your full copy of the report here  – The Things We Do In Our Living Rooms Report

John Lewis & Partners Business: Services and trade discounts for interior designers

John Lewis & Partners has a designated team to help business customers across many areas, from Interior Designers to Home Stagers. The service offers access to iconic British brands as well as their in house designed collections. It’s also reassuring to know that the products are backed by their longstanding reputation for quality and price.
John Lewis & Partners Business also host CPD events, accredited by the BIID and SBID. These are held at the John Lewis & Partners Heritage Centre in Cookham, Maidenhead where you can explore the extensive archive and hear how these designs from the past inspire future collections. The next events will be announced in the coming weeks.
In the meantime do register your interest of trade discounts with

living room interior design

Discover more – View our live chat on IGTV

On 5th August I was joined by Suzanne Knight, Sales Manger for Property at John Lewis & Partners Business live on my Instagram @fiona.mostyn Click through to my Instagram account and my IGTV channel to view the conversation. We were able to discuss the report in more detail and offer even more insight into the way we use our homes. Additionally since lockdown we’ve seen unprecedented changes in the way we live. We also discussed how these changes affect our lifestyles. As well as how can we now use consumer insight to help design for more flexible living with a focus on balance and wellbeing.


Fiona Mostyn My Deco Marketing