The home retail industry in the Philippines is experiencing a significant transformation, shaped by the increasing purchasing power of millennials and the rise of digital influence. According to Christopher Ang, Head of Marketing at SM Home, these changes are fundamentally altering how Filipino consumers approach home essentials and furniture.
One of the most notable changes is the growing involvement of millennials in homeownership. Despite entering the housing market later than previous generations, millennials are now purchasing houses and condominiums, furnishing them with products that reflect their unique personalities and lifestyles. "Millennials are finally taking homeownership seriously," Ang stated. "They are buying houses, condominiums, and furnishing them with products that reflect their personality and lifestyle." This shift emphasizes the increased demand for home decor, appliances, and furniture catering to evolving preferences.
Beyond the bustling urban centers, economic growth is also fueling the home retail sector in provincial areas outside Metro Manila. Ang noted that the GDP in these areas is expanding at a faster rate, making provincial markets a focal point for SM Home's efforts. The SM Group's active investment in provincial developments is opening up new home retail opportunities in emerging cities where homeownership is on the rise.
Social media platforms and digital influencers are becoming significant players in shaping modern home design trends. Communities and platforms such as Facebook groups, TikTok, and YouTube are inspiring Filipino homeowners in their decor choices. "Social media has created a new wave of design-conscious homeowners who seek inspiration and advice from online communities," Ang explained. This phenomenon is forcing retailers to adapt by offering curated collections that align with popular aesthetics.
In response to these evolving trends, SM Home is leveraging data-driven marketing strategies to enhance customer experiences. Utilizing one of the largest customer relationship management (CRM) platforms in the country, SM Home is personalizing marketing campaigns to provide tailored recommendations for homeowners. "We maximize data to reach out to potential audiences and give them recommendations that suit their tastes," Ang said.
While digital innovation is essential, SM Home recognizes the enduring relevance of physical retail. The company has introduced exclusive shopping perks for its loyal customers, including a recent VIP shopping event for SM Prestige cardholders. This event resulted in overwhelmingly positive feedback, with 98% of attendees expressing satisfaction and a willingness to return for similar events.
Looking forward, the home retail market is expected to evolve further, with personalization, experiential shopping, and digital engagement becoming increasingly vital. By integrating data, content marketing, and immersive in-store experiences, SM Home aims to lead the industry in meeting the demands of modern Filipino homeowners.
Today's iterations of stained glass reference historic forms, such as floral designs, and embrace geometrical styles popular during the Arts & Crafts movement. Homeowners and design enthusiasts alike are gravitating toward stained glass as a means to reject the monotonous aesthetics that have become so pervasive in recent years.
On a related note, dark wood furniture has emerged as a significant trend in 2025, taking a front seat ahead of blonde wood varieties. It appears that walnut, mango wood, and mahogany are regaining popularity. As noted by Ideal Homes Room Decor Editor Sara Hesikova, "As someone who grew up in a family home filled with dark wood furniture, it does have a special place in my heart. However, it's not something I would choose for my own flat. I love how dark wood furniture can look in large spaces, but for my north-facing living room and dining room, it would make it look even drearier."
Hesikova's perspective underscores the divided opinions surrounding dark wood furniture. Some, like her, appreciate its nostalgia and beauty in expansive settings, while others can't shake the associations of dark wood as outdated or overpowering. Yet, as design trends evolve, many are finding ways to blend dark wood's vintage charm with modern elements.
As these trends converge, the landscape of home design and decoration is shifting. Homeowners are finding inspiration from old and new, melding traditional techniques with contemporary sensibilities. The flexibility of modern materials, coupled with a willingness to embrace styles rejected in recent decades, indicates a vibrant and evolving home design narrative for 2025 and beyond.
