Premium brands less affected by retail customers curbing spending
In YipitData’s 2Q22 Home Goods Market Share Index: Pure Players, Wayfair, Home Goods, and Big Lots claimed the largest home goods market share among pure players at 14.41%, 10.45% and 8.21%, respectively.
Indexed Monthly GMV, Top 10 Retailers
United States, Online and Offline Sales | January 2020 - June 2022
Despite inflation, higher-priced brands saw the largest growth in market share. Pottery Barn and Restoration Hardware, for example, grew 0.44pp and 0.25pp YoY, respectively, which have an AOV of around $400 and $1400 respectively. This suggests that as lower-income consumers are forced to tighten their wallets, higher-income earners continue to buy from premium brands.
Share of Home Goods GMV by Income Level
United States | January 2020 - June 2022
These share-stealing brands exist at a higher price point with Restoration Hardware, Arhaus, and Pottery Barn all driving average order values of over $1,000 in 2Q22. With a loss in market share, Bed, Bath & Beyond, in contrast, had an average AOV of $75.
Share of Sales by Income, Top 5 Retailers by Change in Market Share
United States, Online and Offline Sales | Q2 2022
Source: Email Receipt Data, Transaction Data
Interested in learning more? Subscribe to our Deep Dives.
