Catalog ads for home decor and furniture stores

A candle on a white square is a candle. A candle lit on a bedside table is a room someone wants. That gap is the whole story of catalog ads (also called dynamic product ads, or DPA) for home decor. The feed sends the white square. The shopper buys the room.

This guide is for stores that sell candles, textiles, lighting, tableware, wall art and furniture on Shopify. It covers the scene, the five things to put on the card, scale and bundles, and pricing a big ticket item. Then it gives the layouts that suit each kind of product.

Put the product in a room

Most home decor feeds lead with a packshot. That is fine for a product page and weak in a feed. The fix is to show the product where it lives.

Here is the same candle, as the feed sends it and as a card.

Two ways to get there across a whole catalog.

• Lead with the room shot where you have one, and keep the packshot as a second image. Meta can show both in a carousel.
• Give the packshot a warm tinted ground when you have no room shot. A cream or stone ground beats white, and it matches the category.

The five things to put on a home decor card

1. The price. Decor shoppers browse many stores. A price on the image saves them a tap.
2. A true sale badge, only on sale items. Read the percent off from the compare at price. See how to add sale badges.
3. The rating and review count. A rug or a lamp is a trust buy. A 4.8 with 600 reviews on the image does the work.
4. A delivery line. "Free delivery" or "Ships in 2 days". Delivery cost and wait are the two questions decor shoppers ask first.
5. Your mark. A small logo or store name. The room is the hero.

Scale, sets and bundles

Decor has two problems fashion does not. Shoppers cannot tell how big a thing is, and they buy things in sets.

Scale. A room shot answers it. A lamp beside a sofa reads as a floor lamp. A lamp alone reads as any size. When you only have packshots, keep the crop loose so a hand, a chair or a doorway gives scale.

Sets. A bundle sells at a higher price than one item. Make the bundle its own product in Shopify, with its own image. Then it gets its own card, its own price and its own badge in the catalog.

Colours and sizes. A throw in four colours should have a photo per colour variant. A rug in three sizes should not have a size on the image. Read how Shopify photos become catalog images.

Pricing a big ticket item

A $34 candle and a $1,400 sofa should not get the same card.

For small items, make the price big and show the percent off. The badge is the reason to tap.

For big items, use a clean frame with no badge. Show the price, the rating and the delivery line. A discount sticker on a sofa makes it look like a clearance item. Put the offer in the ad copy instead, and keep the image clean.

The lamp above is the clean version. Frame, rating, price. No badge, because the lamp is not on sale, and the card says so by not shouting.

Layouts by product type

Read catalog ad templates for the full set and when each one fits.

Seasons and sales without touching the ads

Decor has its own calendar. Spring refresh, back to school, the holiday window. The catalog image can follow it with no edit to any ad.

• Mark down the lines in Shopify with a compare at price. The badge picks up the real percent on those products only.
• Build a product set for the seasonal range and give it the room shot layout.
• When the sale ends, remove the compare at prices. The badges go away on Meta's next fetch.

Meta lists changes to ad creative as significant edits. A catalog image update is not one. Read does changing catalog images reset learning for what Meta says. For the biggest week, read Black Friday catalog ads.

Getting it onto every product

Convinci reads your Shopify store, draws the price, the badge, the rating and your mark onto every product and gives you one feed link. Meta reads it as a supplementary feed, so your ads are not edited.

Paste your store link into the free preview to see your own products as cards. Plans are on the pricing page. For the design rules, read catalog ad design.