Exploring Consumer Behavior at Target
Decorating a home involves decisions that go beyond aesthetics. Factors such as price, quality, lifestyle, and personal values all influence what consumers choose to bring into their living spaces. For my consumer behavior final project, I have selected Target, focusing on home décor within its Home Furnishings & Décor category.
I chose Target because its emphasis on design, style, and affordability makes it an interesting company for examining home décor purchasing behavior. Target describes these elements as central to its strategy, along with creating a seamless shopping experience across both physical stores and digital channels1. Because home décor purchases are often influenced by both practical needs and personal expression, Target provides an ideal setting for exploring how consumers make buying decisions.
This topic also connects to my experience developing Matrix Maison, a brand focused on curated lifestyle and home products. Studying an established retailer can help me better understand what shoppers value, how brands communicate those values, and what motivates purchasing decisions within the home décor market. While my project will focus on recommendations for Target, the insights gained may also help me better understand the consumers I hope to reach through my own business.
The concepts presented in our textbook, including consumer behavior, demographics, lifestyles, and psychographics, provide a strong foundation for this analysis2. Beyond identifying who purchases home décor, I want to explore why they make those purchases and how their interests, lifestyles, and preferences influence the decision-making process. I am particularly interested in examining Millennial home décor shoppers as a potential target segment.
Image 1: Room concept I created for Matrix Maison using Canva, included to illustrate my interest in home décor and the inspiration behind my research topic.
Supporting Resources
Target’s 2025 Annual Report.
This primary source will help me understand the company’s overall strategy, merchandise categories, brand positioning, and approach to serving customers across both physical and digital shopping environments. It offers valuable insight into how Target presents its business and priorities, although it reflects the company’s perspective rather than an independent analysis of consumer behavior.
Statista’s Target Audience: Home Decor Buyers in the United States.
This report provides information about buyer demographics, lifestyles, financial attitudes, and marketing touchpoints. For example, Millennials account for 38% of the home décor buyers surveyed3. The report will help me identify characteristics of a potential target audience while recognizing that its findings represent the broader home décor market and surveyed internet users rather than Target shoppers specifically.
Mintel’s Shopping for the Home – US – 2026.
This report examines shopping channels, purchase drivers, and generational differences among home-focused consumers. According to the report, 68% of Millennial respondents who shop for home items find décor and furniture inspiration through online sources4. This finding highlights the importance of digital discovery and may provide useful insights into how Target can reach and engage consumers throughout the purchasing process. Because some findings combine furniture and décor purchases, I will distinguish broader home category trends from information specific to home décor whenever possible.
Together, these resources will allow me to connect Target’s business strategy with consumer research and market trends. By combining company information with independent consumer insights, I hope to develop meaningful recommendations for reaching a well-defined audience and influencing consumer behavior throughout the buying journey.
Image 2: Home office concept I created for Matrix Maison using Canva, included to illustrate my interest in home décor and the inspiration behind my research topic.
Resources:
1 Target Corporation. (2026). 2025 annual report. https://corporate.target.com/investors/annual/2025-annual-report
2 Babin, B. J., & Harris, E. (2021). CB (9th ed.). Cengage Learning.
3 Bashir, U., & Varghese, J. (2026, August). Target audience: Home decor buyers in the United States. Statista. https://www.statista.com/study/211281/target-audience-home-decor-buyers-in-the-united-states/
4 Davenport, L. (2026, February 28). Shopping for the Home – US – 2026. Mintel. https://clients-mintel-com.eu1.proxy.openathens.net/report/shopping-for-the-home-us-2026
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