After another tumultuous year in the retail industry, and with rising costs and tightening budgets driving consumers to shop more intentionally than ever, the key for retailers will be honing in on the most wanted products in 2022.
Here’s what e-commerce leaders from Etsy, Pinterest and Shopify are predicting as bestsellers in the year ahead.
Self-care becomes about balance
As the world continues to grapple with the impact of the pandemic, self care is not just “wanted, but needed” according to Dayna Isom Johnson, Etsy trend expert. With the global wellness industry now worth $4.5 trillion, self-care looks set to continue to dominate in 2022.
“We do anticipate there will be an even greater emphasis on personal health, beauty and wellness products like CBD and sleep gummies, massage guns, water bottles and filters, exercise mats, and hair and skincare products,” says Amir Kabbara, Director of Product for Shopify.
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Johnson believes that self-care will also shift to reflect the Swedish concept of lagom – which roughly translates as “not too much, not too little”. “It’s about trying to bring balance to our lives,” she explains. “I anticipate shoppers will embrace lagom as they look to live their lives with balance and moderation in mind.”
Refreshing and brightening the home
“As people continue to be homebodies and work from home, we think there will be a continued desire to refresh home spaces with products like new mattresses, pillows, chairs, and small kitchen appliances,” Kabbara outlines.
Johnson agrees: “When the pandemic first hit, everyone went into “scramble” mode, trying to suddenly do new activities in their homes for the first time, such as home-schooling or working from home”.
As we moved into 2021, people started adapting their homes more permanently to these new ways of living, and there was a strong emphasis homes being “our sanctuary”.
“In 2022, we are excited to bring people back into our homes (when circumstances allow), and we’re also seeing the customer wanting to create more of a playful, fun environment,” Johnson explains.
“Above all, people want to have a home that truly represents their unique personality, which is why items such as statement lighting and other quirky, fun pieces are trending right now. We want stand-out pieces that are fashionable, and functional.”
Embracing creativity and deeper connections
Crafting, DIY and other creative pursuits look set to continue to play an important role in customer spending in 2022. “People have discovered creative outlets bring joy to your life,” explains Johnson. “The customer has discovered that an every day item can have real meaning, especially if they have made it themselves. Expect to see doing-it-yourself continuing to be at the forefront of customers’ minds.”
Toys, games and hobby materials were one of the top categories sold via Shopify websites overall in 2021, highlighting how we are looking for creative and playful outlets.
“We’re Not Really Strangers”, a card game that encourages meaningful conversations, was one of the top products sold via Shopify in 2021, as we search for increased connection with one another during uncertain times.
Pet ownership has boomed during the pandemic, and as we move into 2022, our four-legged friends will continue to be driving our shopping habits. The Furbo dog camera was one of the most popular items sold through the Shopify platform in 2021.
Pinterest Predicts, the “crystal ball” that Pinterest releases each year, with a focus on what Pinterest users are searching for (and will be buying) in the upcoming months, sees pets as a key focus, especially when it comes to interiors.
“Pampering your pets isn’t enough any more. Try animal first…architecture. In 2022, people will redesign their homes with Fido and Felix at the forefront, from luxury dog rooms to ‘catified’ homes. Millennial, Gen X and boomer pet parents are driving this trend,” they reveal.
Color and Joy
“My personal favourite trend for 2022? Dopamine dressing! I’m excited that vibrant outfits and colorful palettes will be trending, with searches for ‘electric blue outfits’ and ‘rainbow dresses’ already on the rise,” says Louise Richardson, Director of Marketing at Pinterest.
As with our homes, customers will be embracing color in a big way in 2022. After all, as Johnson expresses,”color brings joy,” and who wouldn’t want more joy in their lives right now? “After a focus on neutrals and natural materials for a couple of years, we’re going to see a renewed emphasis on using color to bring that pop of personality.”
In 2022, the emphasis will be on finding that joy in your lives and the products that support that, whether that’s injecting color and joy, or how they allow you to express your values.
“Shoppers want to shop with intention,” says Johnson. “Finances are challenging for many right now, so when they do spend, they want it to have significance. Perhaps that’s supporting a particular group such as small business owners, or black-owned businesses. It could also about wanting to be more sustainable.”
Richardson sees the next year as all about individual choices. “When it comes to 2022, there’s a trend for everyone, whether you’re planning your next adventure, trying a new recipe or exploring a new look.”