From cosy living rooms to the ritual of lighting a fire, creating the right atmosphere and ambience is central to how we live, relax and connect at home.
- Autumn has officially begun and for many Brits that means one thing: time to cosy down.
- New research by Percy Doughty reveals that more than half of households would rather light a fire than switch on the central heating, proving that atmosphere, not just warmth, is what makes a house feel like home.
A new national survey of 2,000 UK adults commissioned by leading fireplace and stove specialist Percy Doughty has revealed just how important ambience is to British homeowners. The majority named their living room as the cosiest space in the house, with more than half admitting they’d rather light a fire than switch on the central heating to create the right mood.
The study found that 83% of Brits see the living room as their ultimate comfort zone, rising to 92% among over-65s.
By contrast, younger people are more likely to prioritise the bedroom, with almost three-quarters (72%) of 18–24-year-olds and two-thirds (66%) of 25–34-year-olds voting it their cosiest space.
The bathroom emerged as a niche choice for younger adults, with 12% of 25–34-year-olds opting for it, compared to less than 1% of those over 65.
Interior design expert Rachel McShane of Rachel Anne Interior Design comments on the findings: “I’m not surprised the living room comes out top. People instinctively want a space where they can relax, gather and feel calm. A layered mix of lighting, soft textures and a focal point like a fire instantly turns a living room into the cosiest spot in the house.”
Regional contrasts: bedroom vs living room divide
The research also uncovered some striking differences in regional preferences. In the North East, nearly nine in ten (87%) list the living room as their top priority, the highest in the UK.
Homeowners in Northern Ireland leaned strongly towards the bedroom, with 68% selecting it as their cosiest room, compared to just 29% in the North East.
Meanwhile, Londoners stood out for their varied tastes, with almost one in ten (9%) saying the dining room was their top cosy spot, and a similar proportion (10%) picked the bathroom.
Rachel added, “It’s interesting to see how regional habits are quite different. In the North East the living room dominates, whilst in London it’s the bedroom, reflecting different size spaces and lifestyle patterns.”
Fires over thermostats
When it comes to creating atmosphere, more than half (59%) of households said they’d choose to light a log burner instead of switching on the central heating, with younger adults the most enthusiastic. Over three quarters (78%) of 25–34-year-olds confessed they’d choose to switch on the fire over the thermostat, compared to just 34% of over-65s.
The rationale goes beyond warmth alone. A third (32%) of respondents said that cosy nights in at home evoke happy memories and traditions, while many also associate a fire with creating a welcoming focal point and a sense of comfort that central heating cannot provide.
“The pull of lighting a fire is timeless,” said Rachel. “It creates atmosphere where central heating can’t. For younger households in particular, log burners are not just about warmth – it’s about the experience and overall ambience of the home.”
Modern flame technology on the rise
The survey also found that 57% of Brits have bought or considered buying a gas or electric fire. Londoners lead the trend, with nearly three-quarters (72%) embracing them, while Northern Ireland tops actual purchases (42%). Younger generations are driving demand, with over 70% of under-35s saying they’ve bought or considered one.
“The growing interest in gas and electric shows how important a fire is in creating atmosphere,” Rachel explained. “Today’s electric fires are incredibly realistic and versatile. They can bring the look and feel of a log burner with less upkeep.”
Percy Doughty Autumn Ambience Campaign
This autumn, Percy Doughty is launching its Autumn Ambience Campaign, designed to help homeowners make the most of their indoor spaces as the clocks go back and the nights draw in.
As part of the campaign, Percy Doughty is partnering with leading interiors expert Rachel McShane of Rachel Anne Interior Design. Rachel will be working with the brand to provide practical hints and inspiration for enhancing the mood of our homes during the cosiest months of the year – from layering lighting and textures to making the fireplace a true focal point.
How to Create Cosy Autumn Ambience at Home: Rachel’s Autumn Interior Calls for 2025
1. Layer your lighting – Cosiness is all about mood lighting. Combine main lighting with table lamps & floor lamps, alongside candles and the glow of a fire for depth and softness.
2. Add warm texture rich accessories – Throws, rugs and cushions in boucle, velvet , chenille or quilted textiles, this will instantly create warmth.
3. Make the fireplace a focal point – An electric fire can be ideal for Autumn/winter, giving instant warmth and visual cosiness.
4. Bring in nature – A big trend for autumn/ winter 25. Evergreen branches, seasonal foliage or dried flowers connect indoors with autumn outdoors and add a sense of calm interior.
5. Use scent – Candles or diffusers in woody, spicy fragrances enhance the feeling of autumnal comfort and can offer an insta mood boost in the darker months.
Creating spaces that feel like home
In today’s homes, the timeless ambience of a real fire continues to inspire comfort, style, and togetherness and Percy Doughty has been at the forefront of this tradition for over 70 years. Established in 1952, the company has grown into the UK’s leading supplier of premium fires, stoves, fireplaces, and accessories, combining heritage craftsmanship with modern innovation.
Through its trusted brands, including Penman, Gallery, Vision Fires, Qudos, Firebloom, and BBQube, Percy Doughty creates products that not only warm living spaces but also elevate their atmosphere. Tying together elegant design and cutting-edge technology to fit into even the most modern homes, Percy Doughty ensures that the glow of the hearth remains the heart of the home for generations to come.
[Graeme Tombs, Head of Research & Development] spokesperson for Percy Doughty commented:
“From log burners to the latest gas and electric fire designs, our homes are shaped as much by atmosphere as they are by function. This research shows that whether it’s the warmth of a real flame or the convenience of modern flame technology, creating ambience is central to how people feel at home. At Percy Doughty we’ve been helping customers achieve that perfect balance of comfort, style and practicality for over 70 years.”
You can visit Percy Doughty‘s website here.