During a period of tremendous growth over the past 10 years, the outdoor living trend turned a corner from what some considered a fad into a permanent fixture of the American lifestyle.

While retail spending continues to scratch and claw its way back to pre-recession levels, research into new home building and remodeling trends, social factors, demographics and technology advancements indicate a strong future for the outdoor living category.

New and Existing Homeowners Drive Growth

More than half of all residential architects believe outdoor living features play a more important role in new home sales now than just two years ago. In fact, 63 percent of architects report that outdoor living spaces are the most common “special function room” in home construction. While new home deck-versus-patio construction varies substantially by geography, today more than half of all new homes are built with a deck.

Yet, new homebuyers aren’t the only ones requesting outdoor living spaces. According to the 2014 Houzz & Home Study, more than a quarter of homeowners are staying in their homes longer and plan to remodel or enhance their outdoor space.

It’s well known that home buyers (whether buying a new or existing home) tend to spend more on appliances, furnishings and property enhancements during the first two years after closing on a house in comparison to non-moving owners. Outdoor living furnishings, and especially outdoor furniture, are often a part of new mover purchases. Casual furniture, particularly dining sets and conversation groups, are the most common outdoor space purchases.

Casual Furniture Particularly Strong

All outdoor living categories have fared well over the past 10 years, and sales of outdoor furniture have been particularly stunning. Now at about $4 billion in sales, the category’s over 50 percent growth is well ahead of every other furniture category, including sofas, chairs, bedroom, dining and entertainment furniture.

Numerous Factors Drive Outdoor Living Popularity

There are many other factors that continue to increase the popularity of outdoor living, including technology. With the growth in mobile technologies – smart phones, laptops, tablets and e-readers – consumers are no longer tethered to heavy products and cords, making it easier to take electronic entertainment outdoors. Other technologies extend the outdoor season, like radiant floors that keep outdoor spaces from freezing, and other innovations in shelter such as heavy outdoor fabric walls.

There is also a diminishing distinction between indoor and outdoor furniture and accessories, encouraged by media influence and companies that offer stylish and durable all-weather products. Articles and images from blogs, magazines, Pinterest and Houzz consistently feature stories about marrying the functions of indoor and outdoor spaces and focusing on transitional design elements to bring the outside in and the inside out. These stories are in addition to the tried and true topics of al fresco dining and throwing the perfect backyard party.

These influencers are working: Furniture Today reports female shoppers list the Outdoor Room as the third major area of the home they want to furnish, just behind the family room and bedroom.

With its appeal to both new and existing homeowners, and influencing factors including the evolution in technology and the increase in media coverage, the future looks bright for the world of outdoor living.

– Kent Panther
Senior Vice President
Wray Ward

Kent Panther has worked in insights, strategic planning and marketing communications for 25 years. Client experience includes work with Hunter Douglas Window Designs, Lowe’s, Mohawk Flooring, Rheem Gas Furnaces, Springmaid Home Fashions, Sunbrella and VELUX Skylights.

Before joining Wray Ward, Panther worked on brands including Michelin, Mr. Coffee, McDonald’s Restaurants and Coca-Cola. A graduate of Miami University in Ohio, he earned a B.S. degree in business with a major in marketing. He is originally from Louisville, Kentucky. Email Kent Panther.