“The events of the past year have refined our focus.  We want to better understand our consumers so we can provide them with the type of décor that helps their space feel like home,” says Tawni Buhler, Director of Marketing at Sullivans. The survey highlights several important takeaways, including the fact that, this year, Home Décor Hobbyists are more interested in emphasizing comfort in their decorating than in expressing their personality, and that they prefer quality products over inexpensive short-lived trends. They also tend to reach for neutral colors as they’re putting together their home’s palette.

This information inspired Sullivans’ design team as they created Sullivans' new Spring & Everyday 2022 line. Nathan Skrove, VP of Product Development shared, “These survey results helped in our creative process as we determined what to add to Sullivans’ new themes. Understanding customers’ decorating habits gave us a great starting point for creating beautiful, new décor.”

Sullivans’ 8 new aptly-named themes have just the thing these Hobbyists want: quality products in furniture and accessories that will stand the test of time. The approachable Refined Home theme boasts distinctive, timeless furniture, and warm, cozy accents. Casual Living and Free Spirit introduce décor in blond wood and neutral colors that are easily accessorized with greenery and rapidly changing trends.

Survey results also indicate that while Home Décor Hobbyists are actively shopping for modern and rustic décor, traditional décor continues to hold mass appeal.  Sullivans’ Park Lane captures the traditional feel and the neutral tones that Hobbyists are searching for with products made of embossed metal and flourish patterns in subtle hues.