The American Window Treatment Market

The first thing you see when you walk into a well-designed home is not the furniture or the wall colors; it is the windows It's the manner in which the windows are dressed. Over time, window treatments have developed into the hidden treasures of interior design, and that evolution has taken place across America.

The window treatment market in the U.S has changed significantly over the past ten years. The decision of standard blinds or basic curtains has evolved into a sophisticated and innovative industry that blends smart technology with incredible style. Homeowners today are not actually choosing to dress their windows they are choosing to make deliberate design statements based on their lifestyle, values and taste.

Where is American Window Fashion Today

Americans have never spent more time in their homes. This paradigm shift has caused people to reflect on what their home represents, and how their spaces feel and function. The Covid-19 pandemic may have clearly accelerated this trend. But, even prior to COVID, homeowners were intentionally creating spaces that were as aesthetically pleasing as functional. Window treatments have now grown into a big cog in the wheel of American home improvement and decorating psyche.

If you drive through just about any high-end residential neighborhood from California to Connecticut, you will notice that the old standard-issue mini-blinds and heavy, solid drapery are mostly gone. Today you are likely to see sleek, motorized shades, chic cellular shades, and custom drapery that look casually sophisticated instead of heavy and excessive.

There is one very simple reason for these dramatic changes in the consumer class of America.... they are better educated and informed than almost ever before about their interior design choices - largely in part due to the multitude of outlets available on social media outlets like Instagram and Pinterest as well as countless home improvement programming and theater that has educated and served the public with freely accessible information and playful interior design aptitude.

Today's consumers are in tune with a wide variety of modern ideas including: light control, energy efficiency, smart home integration, and probably more than any previous generation. The numbers will tell a lot of the story. I can not say that the window covering market in the U.S has experienced significant growth but I can say that all of the industry insiders expect continued growth for a while yet until the projected dying breed of consumers (the Baby Boomer) and the growing interactions of Millennial and Generation Z consumers temper the market. This growth is not just a function of new construction. The vast majority of the current consumer demand / business expectations and demand is also coming from home improvement projects from existing homeowners who are using their window treatments as part of the home improvement project.

The Next Revolution: Smart Windows for Smart Homes!

If any singular trend has caused the greatest disruption, it has been when smart technology has disrupted the window treatment market. Five years ago, the average consumer looked at motorized blinds as a luxury item. In a custom, high-end home, motorized window treatments were often considered to be rich fixture - whereas today, motorized blinds are trending but only at the beginning stages.

The significant benefit of motorized blinds should not be understated. Picture yourself on bed Saturday morning. Instead of getting up to physically adjust the blinds in your bedroom, you simply get your smartphone, and you can change the level of light across every room in your home. Or consider coming home from vacation to find your house looking lived-in because your smart shades have been automatically adjusting throughout the day based on pre-programmed schedules.

But convenience is just the beginning. Smart window treatments offer genuine energy savings, which resonates strongly with cost-conscious American homeowners. Automated shades can be programmed to close during the hottest part of summer days, reducing air conditioning costs, or open during winter mornings to take advantage of natural solar heating. Some smart systems also incorporate weather apps that automatically adjust to real-time weather.

I have seen the technology significantly more user-friendly and easy to adopt. Smart home technology has grown more user-friendly since those early days of smart home technology when installing and programming smart home systems was still a fairly technical, sometimes complex, undertaking. Now, automated window treatments often function via a simple app, or by voice command with Alexa or Google Assistant. Some automated window treatments come so easy to install that many homeowners are installing them themselves, but many still offer professional installation service, especially if the automated motorized treatment is more complicated.

In fact, battery life for motorized systems has improved as well. Many battery-operated systems can run for months on one charge, and many manufacturers have added solar panels which provide them unlimited time until battery operation is needed. This solves one concern for some people when considering purchasing motorized treatments, which was changing batteries or dealing with visible cords.

Material Development: Not Just Standard Fabrics

The materials being used in today's window coverings are yet another huge departure from conventional elements. Cotton blends , and polyester blends, will still be produced but are just a minor example of the possibilities of engineered technologies that are being developed to reach specific tasks.

For instance, cellular shades. Cellular shades are certainly not the honeycomb blinds that grandmother stored when we were kids. Today's cellular shades can be engineered for performance, and can meet aesthetic requirements non-destructively. Some cellular shades are engineered with advanced methods that develop several pockets of air to achieve an ultra-effective thermal barrier; achieved by helping homes stay cooler in the summer months or keep warmer in the winter months. The potential financial implications for energy savings could be enough that these treatment options could also deliver dividends in the form of lower energy bills.

There also is a return in using natural materials, advanced materials science, transformed in formats we haven't seen before. For instance, bio-mass bamboo shades are available today with advanced woven textures /finishes that appear unlike the rustic-look products featured in beach houses in previous decades. Not only are they green products; but the properties of improved durability, and residential appropriate styles have emerged.

Performance fabrics could be another example of injective innovations. Performance fabrics have a ton of good facts because they were not originally developed for interior laminated structures, but have found their way into the interior realm of window treatments for specific benefits such as; UV resistance, moisture resistance, and simply durability! Performance fabrics are a viable option developed for current lives, particularly if you have young children or pets in the family, who clearly may not be given normal cloth and textiles.

We also see technology innovation related to light filtration and blackout technologies. Modern fabrics today can manage light transmissibility to the extent of having options such as gentle diffusion, to eliminate glare and view through elements, to complete curtains for bedroom and media room applications. There are ample designs that allow the homeowner to stay in control of light filtration as the day progresses, and accommodate those homeowners who never change their window treatments.

Regional Variations: How Geography Affects Window Treatments Options

One interesting thing about the American window treatment market is that regional preferences have developed as a result of climate, architecture, and local aspects of lifestyle. What looks great in a Southwest adobe home, might look completely out of place in a New England colonial, and manufacturers are becoming increasingly knowledgeable about regional variations.

In Sun Belt states (Florida, Arizona, Nevada, and Southern California) UV protection and heat control drive purchasing decisions. Customers in those areas often focus on performance, rather than on aesthetics, while still not wanting to compromise on style. Solar shades, and cellular blinds with very high insulation values, became very popular, often in neutral colors that reflected heat instead of absorbing it.

The Pacific Northwest presents different challenges, because of storms and overcast skies, and a strong emphasis on natural beauty, homeowners in cities like Seattle and Portland choose treatments that maximize natural light, while still providing privacy. Top-down / bottom-up cellular shades are particularly popular in the Pacific Northwest, because they allow light in from the top and privacy at eye level.

The Northeast and Midwest markets, typically have more traditional architectural buildings and weather variances from season-to-season, often go for more classic with modern touches. Custom drapery remains popular in these markets, but typically include efficient underlayments such as cellular shades, which improves the energy performance of the drapery. Living in a four-season climate can introduce versatility as a priority.

Texas presents a unique model of regionalism. The state is so large that it has multiple climates, from the humid Gulf Coast to the dry West Texas plains; thus, preferences for window treatments vary. However, energy consumption will always be a concern in the heat of the Texas summer. The use of motorized window treatments equipped with position-sensitive sensors that track the sun during the day is gaining traction in the markets of Texas.

California is among the largest state economies and a national trendsetter in both technology and design. California shows the potential for window treatments long before they become national trends. Whether the trend is large size, fragmented sizes, or lower segmentation; the impact of outdoor living accommodations—making treatments disappear to have unobstructed views of the outdoor space—is popularizing consumer preferences.

The Design Philosophy: Form and Function in New Ways

Modern window treatments reflect a general shift in American design toward clean lines, simple spaces, and multi-functional. This is not minimalism for minimalism's sake—it is an argument made based on how Americans live today.

Think about the average American home today. It will almost certainly be smaller than homes built 30 years ago; therefore, all components of the house must do more. This makes window treatments that provide privacy, light control, energy efficiency, and style in one compact solution more desirable. For this reason, products like cellular shades and panel track systems with maximum function and minimal visible profile will become more widely adopted.

The growth of open-concept housing has also driven window treatment styles. When your kitchen, dining room, and living room can be claimed as one space, your window treatments need to function across the entirety of the space. This gives clients the need for coordinated modular systems to engage larger open spaces and control multiple zones at the same time.

The colors of the past were much different than those of today. The wild floral patterns and color schemes that characterized window treatments from 1970 to 2010 have mostly given way to sophisticated neutrals and texture. This is not because coordination is boring, but because people still want timeless backgrounds that enable other elements to shine, while still allowing synthetic backgrounds that won't look dated in 5 years.

Another influence is the distressingly popular Scandinavian design influence. A strong emphasis on raw materials, clean lines, and functional aesthetics resonates strongly with American homeowners. This has driven demand for treated natural fibers, simple geometric patterns, and designs that utilize features instead of masking them.

Installation and Professional Services: An Expanding Industry

The complexity and sophistication of modern window treatments has led to a burgeoning professional installation industry. Many of the more basic treatments can still be installed by the consumer, but having a professional installer is beneficial for modern systems, especially motorized or smart treatments.

This spawned a class of specialized window treatment dealers who provide design consultation, custom manufacturing, and professional installation services. This represents a notable divergence from buying off-the-shelf treatments from big-box stores. These now offer a personalized service consisting of in-home consultations, custom measurements, and follow-through.

The professional installation segment has driven innovations in mounting systems and hardware. Newer brackets and mounting solutions are intended to be as secure and less visible than traditional hardware. Mounting systems that use completely hidden mounting solutions, where brackets and fittings are not visually noticed on the surface, are increasingly used. This hardware offers significant opportunity for fresh thinking for treatments in contemporary buildings where clean lines are crucial.

Many professional installers now offer smart home integration services as well. They can connect new window treatments to existing home automation systems, set up smartphone apps, and provide training on advanced features. This level of service has helped drive adoption of smart treatments among homeowners who might otherwise be intimidated by the technology.

The warranty and service aspect has also become more sophisticated. Numerous manufacturers presently provide extended warranties and after-sale support services with their products. They know that customers are spending significant amounts of money on modern window treatments, and homeowners expect home improvements to last as long as possible.

Economic Factors: Value of Your Investment and Cost Factors

The economics of window treatments have consistently changed over the past several years. Although high-quality window treatments require a greater upfront investment than low-end window treatments, homeowners are viewing new modern treatments as investments that improve property value and provide benefits for many years.

The most compelling economic argument for window treatments is often energy efficiency. Data from the Department of Energy have demonstrated that the right window treatments will provide reductions in heating and cooling bills in the range of 10-25%, depending on the climate and products chosen. For the average American home, this translates into hundreds of dollars saved each year to install higher-quality treatments that are not only cost-effective during life-cycle but can add to the home value.

Furthermore, it's no secret that real estate agents have reported that houses with great window treatments will sell faster and at higher prices, when compared to similar homes in similar condition without high quality window treatments. This is especially true in competitive markets where buyers may be in the process of comparing several similar homes.

The durability factor has also greatly improved. Low-quality treatments may need to be replaced every few years, but good-quality modern window treatments are designed to last at least a decade (with minimal maintenance). When measured calculations include durability, the economics change significantly further in favor of the higher-quality treatments compared to their low-end counterparts (when you measure total cost).

In addition, the financial landscape for higher-quality treatments has improved. Many of the dealers are now regularly offering additional financing options or payment plans that allow a homeowner to purchase a higher quality treatment and spread the payment costs over time while receiving the benefits of upgraded treatments immediately.

Sustainability and Environmental Considerations

For many American homeowners, sustainability and environmental issues have emerged as significant considerations in the selection of window treatments. This growing trend is related to overall concerns related to climate change and conservation of resources, but it is also determined by more practical concerns, such as the quality of the indoor air and long-lasting and durable products.

There has been an increased availability of sustainable materials at all price points and level of quality. Bamboo is considered a quickly renewable resource and has quickly gained popularity in woven wood shades, and incorporated into component design of cellular blinds. A number of synthetic fabrics are being fashioned from recycled materials, allowing homeowners to be engaged in their environments without compromising performance or aesthetics.

The energy efficiency aspect ties into the environmental considerations. Products that limit heating and cooling aren't just inexpensive—they reduce overall carbon output. Combining the two approaches leads to an attractive proposition to homeowners for identifying acceptable environmental choices that also make fiscal sense.

The manufacturing process has become more environmentally sustainable as well. In many cases, window treatment manufacturers have improved their manufacturing processes by reducing pollution, lowering packaging waste, and starting take back processes for treatment product disposal, along with some companies who now have environmentally sustainable carbon-neutral shipping policies.

Indoor air quality has now become another consideration. Many traditional window treatments may contribute to the problem of dust and allergens or volatile organic compounds from synthetic materials. Now, many treatments are designed with antimicrobial materials, emissions, and easy to maintain designs.

The Outlook: Trends and Technologies on the Horizon

There are several trends that will most likely drive the evolution of window treatments in America as we look ahead. The potential development of artificial intelligence integration is perhaps the most impactful. Future smart treatments may learn from users' behavior and adjust automatically without any programming. For example, smart treatments may discover the parameters of comfort and energy efficiency through a user's fixed patterns.

Voice control integration is happening now, but it will become much more involved than simply giving basic commands, like "close the bedroom blinds." Future systems may respond to a complicated instruction, such as "set the house to movie night," and carry out the complex tasks of adjusting treatments throughout the home to create the optimal environment for viewing.

The materials science aspect will continue to develop. There are scientists and researchers working on all kinds of new fabrics with properties like self-cleaning surfaces, greater thermal performance, and even the ability to create small amounts of energy from sunlight. Even if these developments aren't quite ready, they are incredibly important evolutionary steps toward a future where window treatments become active assets to a home's energy ecosystem rather than passive impediments.

There are also broadening customization possibilities. New digital printing and manufacturing methods and technologies are removing economic barriers to custom treatments that allow even small numbers of constructed treatments. This will mean that increasingly, homeowners will be able to get exactly what they wish, rather than settling for limited options from established standards.

Market Dynamics: Manufacturers, Retailers and Consumer Behavior

The structure of the window treatment industry has changed drastically over the past few years. Manufacturers that in the past were primarily mass-market product manufacturers are also by considering options for customization and premium options. This change in manufacturing reflects changing consumer expectations, and the reality that off-the-shelf, one-size-fits-all solutions no longer meet the needs of American homeowners.

More and more direct to consumer options are available. As technology has improved, so have the tools available for measuring, visualizing and ordering custom treatments. This does not diminish the role of traditional dealers and installers, but expands the marketplace and purchasing models so consumers can chose as option as best matched their needs and requirements.

Even the major big-box retailers still serve a relevant function, particularly for those looking for more basic treatments and who are more comfortable with diy. In fact, even big-box retailers and mass-market manufacturers have made great strides in the quality of what they are offering. In many cases they are now partnering with quality manufacturers to provide overall better products and installation options than what was available at retail in this category a few years ago.

Consumers are also more research-reliant than ever before. Today's buyers spend significant time researching their options, reading reviews, and comparing features on-line before they decide on a purchase. This increased research reliance creates pressure for manufacturers and retailers to provide as much information and transparent pricing as possible, but also can create opportunity for those businesses capable of effectively educating and informing potential customers.

Maintenance and Longevity: Caring for Modern Treatments

One advantage of modern window treatments is that they are generally less maintenance than ever before. Advancements in technology and manufacturing methods have created products that can look good longer with less effort from the homeowner.

Dust resistant products have greatly improved for most types of treatments. Not only many modern fabrics contain anti-static properties to reduce dust build-up, many supported designs have individual features to help with cleaning if and when it is needed. Some can even be vacuumed with brush attachments, so there is no need to take the treatment down and have it professionally cleaned.

There has also been significant improvements with uv resistance, meaning treatments can now persist their color and structural integrity longer when exposed to the sun. This is especially important for south facing windows, where there can be intense sun for most part of the day.

In addition, many modern systems are modular, meaning repairs has also become easier. When repairs are required, not systems need to be replaced, oftentimes individual components can be repaired or replaced, and the overall system can be retained. This can provide useful life for the overall system, and savings in the long-term.

Professional Design Integration: Working Interior Designers

The relationship of window treatments to overall interior design has evolved into something sophisticated. Professional designers now typically include window treatments in room design rather than add-ons, and will better consider how the treatments relate to overall design.

This integration has created opportunities for more cohesive design solutions. Treatments can be coordinated with wall colors, furniture fabrics, and architectural details to create unified looks that feel intentional and polished. The availability of custom options makes this level of coordination more achievable than it was when homeowners were limited to standard offerings.

The timing of window treatment selection has also shifted. Instead of being chosen at the end of a decorating project, treatments are increasingly selected early in the design process so that other elements can be coordinated around them. The new importance of window treatments is both functional and decorative.

The technical aspects of modern treatments have been embraced by professional designers as well. In professional design work today, energy efficiency, light control and smart home considerations have become part of the project parameters, not just aesthetic considerations.

Conclusion: The New American Window

The evolution of window treatments in America mirrors the evolution of how we live, work and think about our homes. What started out as simple functional coverings has developed into sophisticated systems that create greater comfort, energy efficiency, home security and aesthetic appeal. That development won't be slowing down anytime soon.

With increasing advancements in technology and growing demands on the environment, we will see an increase in new materials, functionality and integration. Tomorrow's window treatments will be smarter, faster, and provide a seamless lifestyle experience.

For homeowners today, this presents both an opportunity and challenge. The opportunity to select from the widest possible range of options for high-quality solutions to create THEIR environment in their home. The challenge will be to sort through the plethora of choices and determine what solutions satisfy their lifestyle needs.

The key is to simply think holistically about what you want your window treatments to complete. What is more important to you? Energy savings? Privacy? Light control? Aesthetic? Smart home integration? Your priorities will help direct you to great options and alternatives available to you in today's marketplace.

One thing is for sure, the humble window treatment is anything but humble! Contemporary window treatments represent one of the most valuable opportunities homeowners can invest in their living spaces, with practical benefits and aesthetic value that simply were not possible only a couple of years ago. As we continue to invest in our homes and priorities that emphasize comfort, efficiency and style, there will continued be a light shinning on window treatments as an exciting area of design innovation in the home.

The American home continues to change, along with the American lifestyles we embrace, and window treatments and the way we adorn them will be increasingly changing with it. The future looks bright, even with the shades drawn.