As more consumers feel uncertain about the world and their economic standing, many are feeling like retreating or pulling back. But that doesn’t mean they aren’t willing to spend on housewares. In fact, home plays a central role in today’s ‘turtling’ trend, and there are a variety of ways retailers can tap into it.
What Turtles Have To Do With It
So, what exactly is ‘turtling?’ It’s a concept that came up often at The Inspired Home Show 2025 in a keynote session led by Joe Derochowski, Circana home industry advisor. In that session, Kristen McLean, senior executive director of the Circana Entertainment Knowledge Group, described turtling as “pulling in, tucking in at home, and doing things that make people feel good with their friends and family.”
It’s a trend fueled by inflation, economic uncertainty, as well as social and political changes taking place around the world.
And it’s what is fueling sales of fiction books (especially romance and fantasy), renewed interest in video games, growth of beauty products that offer the comfort of self-care, and a gravitation toward all things nostalgic, according to Circana’s analysts.
There’s No Place Like Home
In short, consumers are looking for comfort, escape and simple pleasures. And it turns out their homes are the ideal place. After all, “There’s no place like home,” Derochowski reminded the crowd.
In fact, turtling is one of the reasons Circana is predicting 1% growth for the home and housewares industry in 2025, despite economic headwinds.
After all, our homes provide both the physical places and the emotional spaces where people can just be themselves. So it makes sense that consumers might look for easy low-cost ways to invest in these sacred spaces, whether it’s furniture, home décor or storage/organization products.
More At-Home Cooking and Entertaining
But another key component of the turtling trend is people are choosing to cook and entertain at home more often.
58% of people in the 2025 Home and Living Survey – a new research collaboration between the International Housewares Association and Springboard Futures – say they’re planning to cook more at home this year. This is even more pronounced for Millennials and Gen Z (69%) and men (65%).
Consumers are even making more homemade snacks. The survey found that 33% of weekday snacks were semi-homemade and 30% were mainly homemade.
That means it’s an ideal time to promote new items to boost at-home cooking and snacks, whether Old Stone Pizza Stone Sets from KitchenSupply or the Gummy Candy Maker from Salton.
Small Indulgences
Today’s inflationary environment doesn’t necessarily mean people still won’t spend a little for small indulgences. It turns out uncertainty or discord in the world is also helping to fuel today’s treat culture. Datassential’s 2025 Trends Report found 89% of consumers indulging in a food or beverage at least once a week. (That’s up from 69% in 2024.)
A small indulgence can also be a treat that makes life a little easier. So that might mean a solution for an overflowing drawer (cue TRINITY’s EcoStorage® 6-Piece Bamboo Drawer Organizer Set) or something like the Lyon lightweight cordless vacuum from Peugeot Smart Living that makes cleaning less of a chore. (Consumers’ No. 1 pain point related to home cooking? After-meal clean-up, according to the Home and Living Survey.)