Most home decor brands spend a lot of time trying to find the right buyer at the right moment. On Nextdoor, that work is mostly done for you.
The backdrop helps explain why: Harvard's Joint Center for Housing Studies projectannual US homeowner spending on home improvements and repairs will reach $522 billion by the end of 2026 — and the decor category is a meaningful slice of that. The US home decor market alone has a projected growth rate of more than 5% annually through 2030, driven in part by sustained demand for personalized, style-driven living spaces. The spend is there. The question is where brands show up to capture it.
According to Nextdoor's April 2026 Home Decor Insights Report, 93% of neighbors plan to update their home decor in the next 12 months — 10% more likely than the general population. And nearly 1 in 4 aren't waiting for a reason to shop. They're always in the market.
65% of neighbors are the primary household decision-maker for home decor. On most platforms, you're reaching a broad audience and hoping the message filters to the right person. On Nextdoor, nearly two-thirds of the audience controls the purchase directly.
What drives them isn't a broken sofa or a leaking faucet. Neighbors are motivated by comfort and style: 20% redecorate to make their space feel more comfortable, and 34% cite wanting a style refresh or simply wanting a change. Only 15% are replacing something worn or damaged. That matters for how you write your ads.
76% of neighbors say their decor decisions are influenced by what they see in their neighbors' homes and recent renovations. And 1 in 2 turn to Nextdoor specifically to discover or research home decor products and services. The platform isn't where neighbors go to be sold to. It's where they go to figure out what they want.
That's a meaningful distinction for creative strategy. Ads that feel like inspiration — styled room photography, trend-forward visuals, and neighborhood-relevant copy — will outperform product-forward or price-led creative every time.
Brand loyalty in home decor is, for most neighbors, pretty negotiable. 82% are willing to switch brands or have no store loyalty at all: 46% will switch for a better price, promotion, or unique style, and 36% shop purely on product and price. The loyal 18% are worth protecting if you're an established name, but for most brands, Nextdoor is a conquest platform.
The categories where neighbors over-index against the general population tell the story of where the opportunity is concentrated. Window treatments (+53%), accent furniture (+28%), and large furniture (+19%) are the standouts. These aren't casual purchases — they're categories where Nextdoor's audience has measurably higher intent than the average US shopper.
Home decor conversations and For Sale & Free listings on Nextdoor both spike in summer, up 17 to 18% above the monthly average. The window runs from May through the heart of summer, and brands that wait until July are entering after the momentum has already built.
The timing aligns neatly with how neighbors buy. Nearly half expect to complete a purchase within a few days of starting research, and 82% say they're likely to wait for a seasonal sale before pulling the trigger. A summer promotion with urgency built in, anchored by design-led creative and linked to a frictionless e-commerce experience, is about as close to a perfect conversion setup as you'll find.
Neighbors prioritize design (65%) and durability (58%) over price (56%), and they're more likely to buy online than in-person. High-quality lifestyle imagery should anchor every creative execution. If your brand has a quality story to tell, this audience will respond to it.
Outdoor spaces over-index significantly (+50% vs. the general population), and dining rooms follow closely (+36%). Living rooms lead overall at 64%, but brands competing in outdoor or dining categories face a less crowded creative landscape and a more receptive audience.
For home improvement retailers: nearly half of neighbors planning furniture purchases intend to assemble items themselves. That DIY mindset extends well beyond the furniture purchase itself — it's a signal to position your brand around the full project, not just the transaction.
Want to explore the complete findings? This summary highlights key insights from our research, but there's much more to discover. For the full report with detailed data, additional audience segments, and strategic recommendations for your campaigns, reach out to Jacob Chavis, Customer Analytics & Insights Manager, at jchavis@nextdoor.com. Our team can help you apply these insights to reach high-intent neighbors at the moments that matter most.