New research by Percy Doughty reveals that for many Brits, true comfort comes not from heating, but from creating a warm and inviting atmosphere with ambience.
Cosy Season Begins: Why Ambience Matters More Than Ever
As autumn settles in, British homeowners are embracing the art of getting cosy. A new national survey of 2,000 UK adults, commissioned by fireplace and stove specialist Percy Doughty, shows that more than half of households prefer to light a fire instead of turning up the central heating — proving that ambience, not just warmth, defines what makes a house feel like home.
According to the research, 83% of Brits see the living room as their ultimate comfort zone, rising to 92% among those aged over 65. Younger generations, meanwhile, are turning to the bedroom for their sense of sanctuary — with 72% of 18–24-year-olds and 66% of 25–34-year-olds naming it their cosiest space.
Interior designer Rachel McShane of Rachel Anne Interior Design explains:
“People instinctively want a space where they can relax, gather, and feel calm. A mix of soft textures, layered lighting, and a focal point like a fire instantly transforms any living room into the cosiest spot in the home.”
Regional Differences: The Bedroom vs. Living Room Divide
The survey highlights clear regional contrasts in what makes people feel cosy.
- North East England: Nearly nine in ten (87%) list the living room as their favourite comfort space — the highest in the UK.
- Northern Ireland: 68% favour the bedroom, compared to only 29% in the North East.
- London: Home to the most eclectic tastes, with 9% choosing the dining room and 10% naming the bathroom as their cosiest retreat.
Rachel adds:
“Regional lifestyles and home sizes clearly influence these preferences. In the North East, the living room dominates, while in London, the bedroom often takes centre stage.”
Firelight Over Thermostats: The Enduring Appeal of a Real Flame
When asked how they create a homely atmosphere, 59% of households said they’d rather light a fire than switch on the central heating. Younger adults are leading this trend — with 78% of 25–34-year-olds choosing the fire over the thermostat, compared to just 34% of over-65s.
For many, it’s about more than just warmth. One in three respondents said a fire evokes nostalgic memories and traditions, while others cited the welcoming glow as key to creating a comforting space.
Rachel notes:
“The pull of lighting a fire is timeless. It’s about experience and ambience — something central heating simply can’t replicate.”
Modern Flame Technology: A Growing Trend
The research also found that 57% of Brits have bought or considered buying a gas or electric fire. Londoners are leading the charge, with 72% embracing modern flame solutions, while Northern Ireland tops the charts for actual purchases at 42%. Younger homeowners are driving this rise, with more than 70% of under-35s showing interest.
“Today’s electric fires offer realistic flames and flexibility,” says Rachel. “They bring the same warmth and visual appeal as a log burner, but with less maintenance.”
Percy Doughty’s Autumn Ambience Campaign
This season, Percy Doughty launches its Autumn Ambience Campaign — designed to help homeowners make the most of indoor living as the nights draw in. Partnering with interior expert Rachel McShane, the campaign shares practical inspiration for creating mood, warmth, and comfort during autumn and winter.
Rachel’s Top 5 Tips for Creating Cosy Autumn Ambience
- Layer Your Lighting – Combine ceiling lights with table and floor lamps, candles, and the glow of a fire for depth and warmth.
- Add Texture-Rich Accessories – Use throws, cushions, and rugs in boucle, velvet, or chenille to create instant comfort.
- Make the Fireplace a Focal Point – An electric or gas fire provides instant warmth and visual cosiness.
- Bring in Nature – Use evergreen branches, dried flowers, and seasonal foliage to connect your interior with the outdoors.
- Use Scent to Set the Mood – Opt for woody or spicy candles and diffusers to enhance the feeling of autumnal comfort.
A Legacy of Warmth: The Percy Doughty Story
Founded in 1952, Percy Doughty has spent over 70 years crafting high-quality fireplaces, stoves, and accessories that combine traditional craftsmanship with modern innovation. Through brands such as Penman, Gallery, Vision Fires, Qudos, Firebloom, and BBQube, the company continues to redefine home ambience for the modern age.
Graeme Tombs, Head of Research & Development at Percy Doughty, concludes:
“Our homes are shaped as much by atmosphere as by function. Whether it’s the warmth of a real flame or the convenience of electric fire technology, creating ambience is at the heart of feeling at home. That’s what Percy Doughty has championed for more than 70 years.”
