Why the 2009 ‘staycation’ will save high street home shops

Home is where the holiday is, says Annie Deakin who discovers IKEA, John Lewis and The Conran Shop’s summer campaigns

Air travel is guilt-ridden, the pound is weak and the global recession shows no sign of abating. It’s all about the "staycation" this year; a growing number of Brits are forfeiting trips abroad and deciding to holiday at home. High street brands like IKEA, John Lewis and The Conran Shop are wise to capitalise on this trend which will help them tackle the crunch. The slumping travel industry has offered home brands and retailers a big opportunity.

Search for the perfect furniture with The Independent house and home database, powered by mydeco.

The latest summer campaign from John Lewis clearly targets shoppers planning to holiday in the UK. Previous years saw the John Lewis fashion team flit off to Barbados with suitcases full of bikinis and bronzing oil. In 2009, the destination was Brighton and the outfits made up of Hunter wellington boots, bikinis and cardigans, rather than the customary kaftans and flip flops.

Similarly, Cath Kidston shot their summer photo shoots at Holkham Beach in Norfolk asking shoppers to "make the most of the British summer - and countryside". Peter Ruis, the John Lewis Fashion Buying Director said, "This season, we included a number of items in our summer collections specifically to work for holidays at home in the UK."

The ‘"staycation" trend is proving to be a very welcome marketing demon.

Infamous for their clever ad strategies, IKEA has aimed it’s summer’s promotion at the rising number of Brits staying on the mainland for their holidays; "Grab a deckchair and soak up our home-grown sun. Have that dinner party that you’ve been meaning to throw for the last few months. Get your friends over for a good catch-up. Transform your living room into a cinema. Deck your dining room out with some new crockery and turn it into your own five star restaurant." The shop is brazenly using the "staycation’" phenomenon to push their wares; their messaging is clear. Invest some of the money that you save by not going abroad in decorating your home. Change your textiles, upgrade your sitting room and give your garden that holiday resort look.

Quintessentially British brand Laura Ashley is also reaping the rewards with fun bunting, picnic hampers and lanterns that introduce holiday atmosphere into the home.

By an inopportune twist of fate, The Conran Shop followed the identical wording as IKEA: "Holiday at Home". Seamstress Sally Walton sewed patterned vintage fabric together to make banners reading the message "Holiday at home" for The Conran Shop stores. It conjures up nostalgic lazy days of Mr Whippy ice creams and donkey rides on British beaches.

"Create your holiday at home", "Get summer started in style", screams the garden section of The Conran Shop website. Why fly first class to an expensive resort when you can create holiday-style on your doorstep? The Conran Shop’s stripy sun lounger, 1920s-style badminton set, boho lanterns and shady lace parasol will last a darn site longer than any suntan.

This summer, all eyes are on Paolo Navone, who designs for Armani Casa, Alessi and Swarovski, and has created the sought after zinc plated iron Weekend Chair. "Britons are choosing to enjoy time at home and in their gardens instead of forking out on holidays abroad," confirmed Euan Sutherland, chief executive of B&Q, who has noted that sales of their outdoor products are up 30 per cent for the quarter to 2 June.

The global recession may have suppressed our readiness to spend with abandon but it hasn’t culled our creativity. Brits would rather surrender their trips abroad and spend on their garden and living room - which is only good news for interior and garden retailers. As IKEA sang in its summer campaign, "Staying at home is the new going abroad - without the whopping hotel bill at the end."

Annie Deakin is Editor of mydeco.com

Discover more property articles at Homes and Property
Suggested Topics
Property search
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs General

Ashdown Group: Senior Accounts Assistant - Accounts Payable - St. Albans

£26000 - £28000 per annum + benefits : Ashdown Group: Senior Accounts Assistan...

Ashdown Group: Treasury Assistant - Accounts Assistant - London, Old Street

£24000 - £26000 per annum + benefits : Ashdown Group: A highly successful, glo...

Recruitment Genius: Installation and Service / Security Engineer

£22000 - £40000 per annum: Recruitment Genius: This company is part of a Group...

Recruitment Genius: Service Charge Accounts Assistant

£16000 - £18000 per annum: Recruitment Genius: Are you a a young, dynamic pers...

Day In a Page

General Election 2015: Chuka Umunna on the benefits of immigration, humility – and his leader Ed Miliband

Chuka Umunna: A virus of racism runs through Ukip

The shadow business secretary on the benefits of immigration, humility – and his leader Ed Miliband
Yemen crisis: This exotic war will soon become Europe's problem

Yemen's exotic war will soon affect Europe

Terrorism and boatloads of desperate migrants will be the outcome of the Saudi air campaign, says Patrick Cockburn
Marginal Streets project aims to document voters in the run-up to the General Election

Marginal Streets project documents voters

Independent photographers Joseph Fox and Orlando Gili are uploading two portraits of constituents to their website for each day of the campaign
Game of Thrones: Visit the real-life kingdom of Westeros to see where violent history ends and telly tourism begins

The real-life kingdom of Westeros

Is there something a little uncomfortable about Game of Thrones shooting in Northern Ireland?
How to survive a social-media mauling, by the tough women of Twitter

How to survive a Twitter mauling

Mary Beard, Caroline Criado-Perez, Louise Mensch, Bunny La Roche and Courtney Barrasford reveal how to trounce the trolls
Gallipoli centenary: At dawn, the young remember the young who perished in one of the First World War's bloodiest battles

At dawn, the young remember the young

A century ago, soldiers of the Empire – many no more than boys – spilt on to Gallipoli’s beaches. On this 100th Anzac Day, there are personal, poetic tributes to their sacrifice
Dissent is slowly building against the billions spent on presidential campaigns – even among politicians themselves

Follow the money as never before

Dissent is slowly building against the billions spent on presidential campaigns – even among politicians themselves, reports Rupert Cornwell
Samuel West interview: The actor and director on austerity, unionisation, and not mentioning his famous parents

Samuel West interview

The actor and director on austerity, unionisation, and not mentioning his famous parents
General Election 2015: Imagine if the leading political parties were fashion labels

Imagine if the leading political parties were fashion labels

Fashion editor, Alexander Fury, on what the leaders' appearances tell us about them
Phumzile Mlambo-Ngcuka: Home can be the unsafest place for women

Phumzile Mlambo-Ngcuka: Home can be the unsafest place for women

The architect of the HeForShe movement and head of UN Women on the world's failure to combat domestic violence
Public relations as 'art'? Surely not

Confessions of a former PR man

The 'art' of public relations is being celebrated by the V&A museum, triggering some happy memories for DJ Taylor
Bill Granger recipes: Our chef succumbs to his sugar cravings with super-luxurious sweet treats

Bill Granger's luxurious sweet treats

Our chef loves to stop for 30 minutes to catch up on the day's gossip, while nibbling on something sweet
London Marathon 2015: Paula Radcliffe and the mother of all goodbyes

The mother of all goodbyes

Paula Radcliffe's farewell to the London Marathon will be a family affair
Everton vs Manchester United: Steven Naismith demands 'better' if Toffees are to upset the odds against United

Steven Naismith: 'We know we must do better'

The Everton forward explains the reasons behind club's decline this season
Arsenal vs Chelsea: Praise to Arsene Wenger for having the courage of his convictions

Michael Calvin's Last Word

Praise to Wenger for having the courage of his convictions