We’ve been busy recently at Cairn HQ, commissioning a new independent study to explore in depth the topic of big-ticket home and garden purchases in 2026.
Conducted with Censuswide and based on responses from 2,000 UK consumers, the research revealed a consistent theme that inspired our new downloadable report.
That theme is the role emotion plays in major purchases. The data clearly demonstrated that feelings, not just features, have a significant influence, with factors such as trust and brand alignment sitting at the heart of consumer decisions alongside price and performance.
Our new report, entitled The Logic Myth, explores the psychology behind major home and garden purchases, asking what builds consumer confidence and what holds buyers back, whilst providing insights that brands in this space can take into their marketing communications.
Exploring how emotion and logic work together, the survey data uncovered findings which we believe should intrigue every brand operating in this space. These include:
- Importance of brand trust – 87% of consumers say brand trust influences their purchasing decisions for big-ticket home and garden items.
- The jeopardy of big-ticket purchases – Two-thirds surveyed (66%) admit getting these purchasing decisions wrong would affect their everyday life, reflecting the emotional weight behind major home investments.
- The significance of brand values – 69% report that ‘brand fit’, i.e. how closely the brand’s values align with their own, is influential in their decision making.
- Priorities of the younger generation – Gen Z place significantly more weight on how a brand makes them feel, with 67% of 18-24s reporting there was a range of emotions at play (vs 57% survey average).
- Loyalty through reassurance – Consumers who feel reassured by a brand are more likely to stay loyal, recommend it, and pay more.
Home interest purchases are often a significant investment and typically involve extended planning, multiple touchpoints and input from several members of the household. While practical considerations like durability, quality and functionality remain essential, the research showed that the decision-making journey is also shaped by how a space makes a customer feel, and how it supports and enhances everyday living.
Product specifications and performance credentials continue to play a critical role in building trust, particularly in a category where longevity matters. However, emotional reassurance is also influential, especially among younger homeowners seeking spaces that reflect their lifestyle and identity.
We believe it means that brands that focus solely on features, price and technical performance risk missing the deeper motivations behind a purchase. Across the home and garden sector, rational messaging may justify the decision, but emotional connection, confidence in the brand and a sense of ‘brand fit’ are often what drive it.
Most importantly, these approaches are not in opposition but complementary. Those brands that strike the right balance between rational and emotional messaging are better equipped to guide consumers through an often complex decision-making process.
Getting this balance right delivers commercial impact, too. Research from the Institute of Practitioners in Advertising (IPA) consistently shows that emotionally led campaigns outperform purely rational ones in driving long-term profit.
So, we’re asking home and garden brands an important question: Are your marketing communications engaging right brain thinking to build meaningful and commercially effective emotional connections?
If that answer is yes, we have insight to share which could bolster your next campaign. And if the answer is no, The Logic Myth is the perfect place to start.
Explore the findings further when you download the report here: wearecairn.com/thelogicmyth
