Raise your hand if you could use some good vibes right about now.
Hand up? You’re not alone.
That means it’s prime time for housewares retailers and suppliers to lean into products, marketing and merchandising that spark positive emotions and delight, tapping into the growing joy economy.
Sparking Joy
This latest variation on the joy economy (also referred to as joyconomy) was a frequent topic at The Inspired Home Show 2025.
“This year, along with the last few years, have been tumultuous and have consumers seeking ways to uplift their mood,” said Lenise Willis, Editor in Chief of Gifts and Decorative Accessories. After her visit to the Show, she declared that “One thing is clear: Consumer are looking for products that bring joy to their everyday lives.”
Among the tabletop trends she spotted at the Show that fit the bill: bright and cheerful colors, festive accessories and quirky designs—all aligning with the joy economy.
Helping consumers tap into joy was also one of the short-term growth opportunities Joe Derochowski, Circana home industry advisor, highlighted in his keynote address.
The search for joy affects many aspects of a consumer’s home life from entertaining and eating to organizing and self-care, he said, adding that people may treat themselves with items to help with this when they’re feeling good, but also when they aren’t, in order to feel better.
The Power of Play
This quest for joy is intertwined with a trend that’s been growing in recent years: kidulting. (Not familiar? Kidulting involves the growing number of adults who are embracing their inner child and engaging in hobbies and activities that tap into the power of play.)
The kidulting trend, which got its start as members of Gen Z were seeking to delay the seriousness and stress of adulthood, has evolved to older adults. After all, 94% of people believe play is for all ages, according to a recent global study from Mattel. That survey also found 87% believe play can help solve loneliness and isolation, and 81% agree that play improves health and well-being.
Pinterest Predicts 2025 also identified the power of play as a top trend, even highlighting how it translates to our homes. “Gen Z and Gen X will hand paint funky murals onto furniture, jazz up that trim and turn grown-up spaces into playful little havens,” according to the annual report.
What It Means
While not every shopper will go as far as painting their furniture, there’s something to be said for the housewares industry leaning into this desire for joyful and carefree moments. When it comes to products, this can involve ones that evoke feelings of nostalgia or ones that make household chores a little more fun. When it comes to marketing, it might mean using humor or imagery that reminds people of their youth.
Retailers in particular may want to consider promotions or in-store experiences that incorporate the power of play. Contests, games or any activity that gives shoppers even a brief respite from the outside world—and allows them to connect with others—are sure to be appreciated as part of the growing joy economy.