The U.S. home décor market has grown to over $215 billion — and DIY furniture alone accounts for nearly $37 billion of that. But a home is never just furnished, it’s curated. Every throw pillow, accent wall, and flat-pack dresser says something about who lives there.

Alliant’s Q1 2026 Consumer Study uncovers the psychology behind home décor decisions, using nationally representative survey data and rigorous statistical modeling to reveal:

• What actually drives furniture purchases — social media inspiration and self-expression outweigh even style preference itself
• Why DIY is mainstream, not niche — nearly 1 in 3 consumers DIY their décor monthly, driven by identity and a need for uniqueness, not just savings
• Where people really get their design inspiration — social media leads the pack, ahead of family, friends, and traditional media
• The décor styles winning right now — from contemporary and minimalist to mid-century modern, and what these preferences reveal about buyers
• What matters most in the purchase decision — cost tops the list, but style and quality are close behind, revealing a market split between practicality and self-expression

Whether you’re in home goods, furniture retail, or DIY/hardware marketing, this report gives you a behavioral and psychological lens for smarter targeting — helping you reach shoppers based on what’s really shaping their choices at home.

Download the full report to discover the identity behind every room.