Retail / news
Urban Outfitters Makes Dorm Decor a Big Business as Back-to-College Spending Tops $100B
Urban Outfitters is doubling down on dorm room furnishings, especially bedding, as back-to-college spending is projected to exceed $100 billion for the first time.
Back-to-college spending in the U.S. is expected to cross $100 billion this year for the first time, according to the National Retail Federation. Of that total, roughly $14 billion is earmarked for dorm and apartment furnishings, averaging about $194 per shopper, making it the second-largest spending category after electronics.
The category is also showing strong momentum. Research from CTV ad platform MNTN found that advertisers in dorm-adjacent categories saw average revenue grow 73.65% year over year during the peak July purchase window.
Urban Outfitters has been working to expand its furnishings business, and this year the company is concentrating on bedding. Karen Booker, Urban Outfitters' head of merchandising for non-apparel, described bedding as the "hero category" because of the central role it plays in small dorm rooms.
Booker said the company incorporated customer feedback from last year to make its bedding more comfortable and versatile. The update includes softer fabrics and a wider range of new prints and patterns designed to suit students' personal spaces.