Joe Derochowski

The most visible college shopper is the incoming freshman. The first dorm move-in is an emotional milestone, generating checklists, social media content, and significant household spending. But visibility doesn’t always equal opportunity. In many ways, the current back-to-college mindset mirrors a mistake marketers have made before. For years, brands chased millennials because they represented the next generation of consumers.

More than half of consumers who are following this year’s global soccer tournament plan on enjoying watching games from the comfort of their home, and 22% plan on attending or hosting watch-party events with friends and family. Major sporting events like this do more than unite fans — they create powerful opportunities for the home products industry. These cultural moments drive demand for shared experiences, with consumers increasingly choosing to bring the celebration home.

CHICAGO, March 10, 2026 – The U.S. home durables industry closed out 2025 with a 1% decline in retail sales revenue, but a return to growth is on the horizon.Circana, LLC today released its updated U.S. forecast for the home products industry in the latest Future of Home report, revealing key expectations for the home durables industry through 2028.