B&Q today revealed that UK shoppers are increasingly treating their homes as ‘spaces for recovery, emotional wellbeing and togetherness’, in a shift that may well shape home improvement retail trends over the coming year.
The retailer’s latest annual The Way We Live Now 2026 report found that nearly nine in 10 people, at 87 per cent, now see their home as a sanctuary from the outside world.
The report explores changing consumer attitudes towards modern living and highlights four key themes shaping home improvement behaviour. These include designing for calm and emotional wellbeing, the rise of playful “JoyMaxxing” upgrades, a renewed focus on shared family spaces, and the evolution of the trade sector.
B&Q said the findings show that consumers are becoming more intentional about the way they design their homes, with emotional wellbeing now a major influence on purchasing and renovation decisions.
Almost three quarters of Brits, at 71 per cent, said they are treating their bedrooms as protected zones used only for rest and sleep.
Meanwhile, 93 per cent said the most important factor when making design decisions was creating a home that feels relaxing and calming.
By contrast, trends and social media influence were among the least important factors, cited by 39 per cent and 31 per cent respectively.
The report also identified the rise of “JoyMaxxing”, which B&Q defines as consumers prioritising playful micro-upgrades that may serve little practical purpose but bring emotional value.
Seven in 10 people said they enjoy adding playful touches that make their home feel emotionally uplifting, while 80 per cent said they do not want their space to look like everyone else’s.
More than half, at 52 per cent, said they rarely check what is trending when decorating, suggesting a growing shift away from trend-led interiors and towards more individual, feeling-led design choices.
Popular wishlist upgrades include appliance garages, cited by 61 per cent of respondents, hidden rooms at 51 per cent, and standalone wine fridges at 45 per cent.
More than half of Brits, at 54 per cent, also said they liked the idea of their home responding to them, such as music playing on request or lights turning on when they clap.
B&Q said the focus on the home as a joyful and calming space is also being matched by a renewed emphasis on togetherness.
More than four in five people, at 84 per cent, said spending time together as a family is increasingly important, while 60 per cent liked the idea of the kitchen becoming the main social space in the home.
The report also found that 82 per cent of children are encouraged to spend time in shared spaces rather than staying in their bedrooms.
Beyond consumer behaviour, the report also explored changes in the trade sector, finding that increased competition is pushing tradespeople to raise standards around trust and professionalism.
Four in five Brits, at 80 per cent, said tradespeople seem more professional than they used to be.
Younger consumers are also placing more emphasis on digital credibility, with Gen Z and millennials three times more likely than baby boomers to prioritise a professional online presence when choosing a tradesperson.
B&Q chief executive Graham Bell said: “As the world feels louder and more uncertain, people are using their home more deliberately as a space to relax, recover, and enjoy small moments of joy.
“As our 2026 The Way We Live Now report shows, we’ve seen an intentional shift in design choices that support emotional wellbeing, from creating cocoon-like rooms to placing more emphasis on fun, choosing novelty features that add joy and talkability to the home.
“These insights support our evolution as we adapt our business to the way our customers want to improve their homes.”
The full The Way We Live Now 2026 report is available on B&Q’s website.
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