Wayfair reveals Valentines trends

Data analyst company GlobalData anticipates an explosion of in-home experiences – or ‘insperiences’ – for Valentines Day this weekend as consumers create romantic meals at home to replicate restaurant experiences.

Reflecting on phenomena such as garden bars and the rising popularity of restaurant meals kits, Ryan Whittaker, consumer analyst at GlobalData, states: “Throughout 2020, we saw a significant shift towards people recreating out-of-home experiences within the home.”

Meanwhile, leading global online retailer Wayfair also thinks that couples at home together will be more creative in their culinary endeavours this weekend. Tapping into thousands of onsite customer searches, Wayfair reveals key trends in the run-up to Valentines Day 2021:

As restaurants remain closed, the demand for back-to-basics kitchen gadgets stays high, says Wayfair, with consumers expanding their culinary skills and cooking from scratch. Popular lines include retro pasta makers, waffle makers and slow cookers.

Above: KitchenCraft’s World of Flavours Pasta Maker is a hot seller at Wayfair.

With more free time, shoppers are upping their presentation game to recreate a restaurant ambience at home.Patterned tablecloths have seen a 25% search lift in the past month.
After a turbulent start to the New Year, shoppers are bucking the teetotal trend, with a 100% increase in searches for champagne coupes. The home bar experience is being recreated, with searches for drinks trolleys up 150%.

Above: For drinks and snacks at home: Haun Serving Cart is another trendy product highlighted by Wayfair.

Consumers are making the most of every celebratory moment during lockdown, and, for some, changing the tableware is part of the occasion. Pastel colours are currently popular or tabletop, while heart motifs are proving popular for table runners in the run up to Valentines Day 2021, according to Wayfair.

Above: Consumers are recreating a restaurant experience with their table settings.

“As we navigate another year of uncertainty, our customers are continuously searching for ideas and inspiration to help make the most out of their homes. When it comes to celebrating Valentine’s Day, love clearly prevails as we’ve seen increased desire across a number of notable categories, from celebratory glassware to romantic kitchen gadgets,” said Linda Kasselkus, director of housewares and festive décor at Wayfair. “Customers are staying solution focused, whether they are trying to rustle up a restaurant-style meal for two or create a cheering ambience through festive décor.”