by Sherwin-Williams’ September Color of the Month has a funny name, but the broader trends behind it are no joke
A few days ago, I was scrolling Instagram when I saw a post about “Rock Bottom” being named a color of the month. I thought it was satirical, because that feels a bit too on the nose for these times, so I quickly checked which account posted it. It was Sherwin-Williams. And it was not a joke. Sure enough, the paint company named Rock Bottom, a moody green-gray, described as “the perfect foundational backdrop for timeless heirlooms and bold decor to create sophisticated spaces that are sure to be a topic of conversation,” as their color for September. I then busted out laughing.
Although Sherwin-Williams is dead serious, these days it’s easy to relate to feeling like we’re at rock bottom. All of us in the furnishings industry know that, no matter which part of the industry we’re in (journalism, manufacturing, retail), things can feel a little bleak with constant news about tariffs and mostly low consumer confidence.
Consumers want lower prices, and companies are starting to listen. Ingka Group, which is the largest Ikea retailer, announced it is investing $1.2 billion (in European markets) to lower prices. Macy’s CEO Tony Spring announced the company is reinvesting $96 million of its tariff refunds for furniture price cuts (among other categories). Spring told The Wall Street Journal that Macy’s tariffs affected its furniture business more than they anticipated. He gave one example: An item previously sold for $2,900 increased to $3,400. Consumers did not respond positively. Ashley Furniture also has a dedicated “New Low Price Furniture” page with an explanation that, unlike temporary sales, the low-price furniture is a permanent collection, not a temporary price cut.
As the collective consumer disposition feels more somber, the collective mood is spilling into home design. Recently, I have covered how a stagnant housing market is leading consumers to be more likely to renovate or update homes they already own. The 2026 Houzz & Home Study found that nearly two-thirds of homeowners (61%) plan to stay in their homes for 11 years or more following a renovation, and 44% describe their residence as a forever home.
Consumers are seeking comfort in both color palette (like Rock Bottom) and in furnishings. Earlier this year, I covered Arhaus’ The Collected Home launch, reflecting the shift away from minimalism. The collection’s pieces were designed to look like heirlooms and deliberately aged as if they were inherited.
Consumers are seeking nostalgia and interiors that feel familiar. Earlier this year, Arhaus CEO John Reed said the retailer was seeing “a clear shift towards richer colors, pattern and texture.” Now, the retailer’s fall assortment puts that observation into practice with what Arhaus calls “one of (its) boldest color stories to date,” encompassing grounded greens, storied reds and heritage blues.
According to Houzz’s Fall Design Trends report, “pros are also seeing a deeper appreciation for materials and details that carry a sense of history,” including handcrafted tile, natural stone, aged metals and architectural elements with a lived-in look.
Speaking of stone, Arhaus recently announced its Made-to-Order stone program offering clients a curated selection of 12 stones sourced from renowned quarries around the world. The timing dovetails neatly with another finding from Houzz’s fall report: “Natural stone is showing up in unexpected applications, including sinks, furniture and lighting.” The report also points to handmade and high-variation tile, honed and leathered stone, plaster and warm wood as part of a move toward more tactile interiors.
Whether it’s in materiality, a color palette or disposition, rock bottom certainly feels like the right pick for September. Although it’s an easy joke to make, that doesn’t mean I’m without optimism. I love this industry and it’s fascinating to see how retailers are responding to shifting consumer behavior. It will also be interesting to see how these trends manifest at October High Point Market. I’m expecting plenty of rich colors, natural materials and pieces designed to make home feel a little more comforting. In the meantime, at least we’re all hitting rock bottom together.
