Make Me Comfortable, Please!
by Felicia Rogers

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  “Home is where the heart is.” “There’s no place like home.” “Home isn’t a place, it’s a feeling.”

  Just Google “quotes about home,” and you’ll find many others like these. Our homes are important to us, not just for the shelter they provide, but also for the way they make us feel—safe, secure, and comfortable.

 

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  What makes a home comfortable?

  You’re likely to find a wide variety of answers to this question, ranging from soft goods to structural improvements. Based on our recent research, things like home entertainment systems, furniture, and a good heating and cooling system top the list.

 

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  Survey Says…

  To be more specific, Decision Analyst’s research shows that, during the pandemic, Americans have been seeking comfort in their homes perhaps more than at any other time in recent history. In fact, a March 2022 survey revealed that 50% of consumers felt the comfort of their home was either “much more important” or “somewhat more important,” compared to the time prior to the COVID-19 pandemic.

 

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  At this same time, nearly 7 in 10 consumers told us they feel their homes are, in fact, comfortable (gave a rating of 8, 9, or 10 on 10-point scale).

 

Whether a small urban oasis or a sprawling rural property, many people have made a variety of home updates and other improvements. In early 2021, when we asked about improvements people had already made to their homes, the most common project was interior paint, followed by a variety of outdoor lawn and garden projects, then trailed by repairs or refreshes in bedrooms, bathrooms, living rooms, and kitchens.

 

Will This Continue?

In March 2022, as consumers looked ahead, the top priorities for future improvements included things like indoor and outdoor furniture, major kitchen appliances, indoor and outdoor lighting, and a variety of upgrades like kitchen and bath fixtures and flooring, as well as the addition of smart-home technology.

 

The fact is, many people are still spending more time than ever at home. The pandemic changed our behaviors regarding shopping, working, learning, and even worshipping, allowing all of these activities to happen from the comfort of home for large numbers of people. Even though more and more in-person activities are happening, these home-based behaviors are likely to continue at least some of the time. So if your business or personal interests are centered in or around home comfort, the future appears to remain bright.

Note: Data references are from Decision Analyst’s ongoing pandemic-related tracking research that began in March 2020. Decision Analyst is also the publisher of the American Home Comfort study, which is focused on HVAC repair and replacement.

About the Author

Felicia Rogers (frogers@decisionanalyst.com) is an Executive Vice President at Decision Analyst. She may be reached at 1-800-262-5974 or 1-817-640-6166.

 

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