DECORATING FEATURE A bright Summer for decorating
Jason Burns of Shurtape looks at ways in which retailers and suppliers can work together to support the Summer decorating trends.
Summer is always a key time in the decorating sector. Last year, 60% of homeowners decorated in the Spring and 49% renovated - and this year so far has looked no different, with a very busy Easter period in particular.
This uptick is likely to stay the same as we head into the Summer – a time when many proactively change their interiors, swapping out the heavier darker fabrics for their cooler lighter options (a quarter of millennials change their décor every six months, according to Stylist magazine!). It’s interesting to see how predicted interiors and decorating trends play out, as these can, and do, impact the way our products are used, and the trends drive our conversations and arrangements with our stockists. FrogTape® has long been known as one of the world’s leading decorators’ tapes, thanks to our unique PaintBlock® technology, which prevents paint bleed across a range of surfaces. It helps amateurs and decorators alike deliver the best possible results, whether it’s with FrogTape’s Pro Grade Blue Painters Tape, High Bond Exterior Tape, new FrogTape® Advanced or one of the original Delicate or Multi Surface Painters’ Tapes. The key for us has always been to work closely
with retailers, to tap into trends and ensure we are providing the right products and advice for the customers - encouraging them to make braver, more creative decorating decisions. There has been a marked mood shift in decorating styles over the last few months. The most popular trends that seemed to be discussed at the start of the year were all about personality. Texture maxxing, colour drenching and nature as inspiration were all noted as key trends for this year, which means bright palettes, interesting textures and larger than life furniture and designs. The trend most Summers is also to bring a holiday feel to the home: “Tropical Kitchens” and “Coastal Home Decor’ online searches increased by 5000% last Summer, according to Good Homes Magazine.
Trends like this are great news for retailers, manufacturers of paint and of course those of us providing painting accessories, as we can all work together to advise, support and deliver creative approaches: cross-selling products, providing complementary offers, giving expert advice and outlining new tips and techniques. The challenge of course, is to do this while
recognising that we are still operating within a cost-conscious time. This is where we can all work together to help the end user get results that still deliver a high-end look while not investing in a full costly refurb. Paint effects like stripes, or a single accent wall can do that, rather than painting a full room. Quality paints that need less coats and tapes that deliver the cleanest edges mean the best results first time and no snagging costs. Expert advice and technical knowledge helps homeowners create on-trend, quality, creative work, without going over budget. The teamwork is what makes it so effective
and efficient and we’re delighted to be part of it. We work closely with retailers to develop the supporting products that they need, from point of sale materials to promotional offers to cross marketing deals. We invest heavily in marketing to drive customers to store. We have advertising and partnerships at sports events, bacon butty tours to tradespeople at work, trade shows and chances to win on social media - all to support our retail customers.
We work closely with them to ensure they have
the products they need and the cross-marketing required to help them best promote the products alongside other items in-store, boosting sales and tapping into the trends that their customers may be asking about. There’s clear evidence that the trend for eye- catching colours and Summer decorating with big personality and bright paints will remain big throughout 2026. We’re excited to watch it evolve, bringing fresh personality to every space, and supporting our retail customers as it does.
www.shurtape.co.uk www.diyweek.net APRIL 2026 DIY WEEK 17
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