Interiors PR In The United States

Go West!

At Simpler PR we are facing west, to work with UK interior brands expanding to the US We have been exploring the US media landscape, and although very different to the UK it shares common fundamentals. We are offering our clients valuable access into the booming North American market whilst providing the security and comfort of working with a known, respected and established UK PR company that understands their brand nuance and the unique approach required.

The US Market for Interiors PR

The United Kingdom has a population that is 20% of the size of The United States, and whilst consumer attitudes differ greatly to those in the UK, there is a goldmine of potential in the US comprising a very large market of consumers who are willing to spend and invest in homeware. As trend cycles move faster than ever, there is an increasing demand for a wider variety of brands and products- a market UK brands can fill.

The United States of America is the largest consumer market worldwide. Americans spend on average $5,635 on home renovation/remodelling projects and $1,598 per year on home décor, about twice the amount spent per capita in the UK. There are 86 million homeowners in the US compared to 26.4 million in the UK, providing a trove of opportunity.

US Consumers

Consumers in the US are known for their love of high-quality products and services, attributes which closely resemble those of our UK clients’ brands. In turn, these US consumers are more likely to pay more for higher quality, whilst also championing convenience, meaning online shopping has quickly increased in popularity in the US in recent years as the primary retail venue.

US Homes

There are some very affluent areas of the US, including parts of California, New York, Connecticut, Colorado and Miami. These areas are often characterised by a combination of high property values, exclusive amenities, and a concentration of professionals in industries like finance, technology, and entertainment.

Making the Leap in Interiors PR

Spanning almost 10 million km squared, and containing a plethora of different climates and biomes, within the country there is a market for everything somewhere in the USA. 16% of Americans have never left their own home State, so for many US citizens, their understanding of foreign culture comes from media and product consumption. Because of this, UK brands have an innate brand appeal. British culture holds a special resonance with its heritage of rich history – a unique selling point in comparison to American brands which rely on celebrity and influencer endorsements.

Media in the US

Broadcast: Due to the expansive size of the USA, there are a much wider variety of regional and national television channels. Alongside the cable channels, there are 1.8 billion users of streaming services in the US. Due to this, TV product placement can be utilised to reach a huge audience, or target a specific regional demographic.

Print: Magazines are not published as frequently in the US as in the UK, are more expensive at $14 – $20, and feature little advertising. Editorial opportunities are very different to the UK. Magazine subscriptions are key to print circulation, with over half of magazine readers having a subscription to the publication which includes digital readership. Current popular features are: Interior Designers, Kitchen Designers, Professional Organisers, Declutters.

Digital: There is a larger range of interior content online, with massive monthly visitor figures. Websites update content much more frequently than print and with a much larger readership there is much potential to reach a very wide audience.

We would love to talk to you about this opportunity so please get in touch.