Export earnings for the homestyle and holiday décor sector are projected to decline by 30 percent to 40 percent in 2025 compared with previous years as exporters grapple with sluggish demand and the peso’s appreciation against the U.S. dollar, industry officials said.
Despite the expected downturn, exporters are optimistic about 2026, banking on fresh orders from recent international trade fairs.
Romeo Balderrama Jr., president of the Philippine Homestyle and Holiday Decor Association Inc. and head of the Philippine Exporters Confederation–Southern Tagalog Association Inc., said next year’s export performance will hinge on orders from the October 2025 Hong Kong housewares and décor trade show and Manila FAME.
Manila FAME is the country’s premier home, fashion and lifestyle trade exhibition.
“The samples and inquiries usually come in January and February next year. Some buyers who used to source from us appear to be returning after seeing us in Hong Kong, since they no longer come here,” Balderrama said.
The United States remains the industry’s largest export market, accounting for 60 percent to 70 percent of shipments, followed by Italy, Brazil and Japan.
Balderrama underscored the importance of participating in international trade fairs to promote products and secure orders.
“Product development is the main key. Buyers are always looking for something new, something indigenous, something sustainable, and that’s our niche,” Balderrama said. “You need a niche because you can’t compete with China on price.”
He added that unique selling propositions help differentiate Philippine products in a competitive global market. Balderrama noted that converting buyer interest into firm orders typically requires participating in two or three trade fairs.
“In the first international show, you can’t immediately tell if sales will rise or if buyers will place orders,” he said. “It usually takes another year or two for sales to really pick up once buyers see that you’re not a fly-by-night business.”
