Last year, the home‑decor lighting market was worth over £250m, but most retailers still treated their websites like warehouses, dumping products and hoping Google would bless them with a P1 ranking.
Lights4fun took a different approach. Instead of throwing more PPC budget at rising CPCs, they shifted to a full‑funnel marketing strategy. Their seasonal videos for Halloween and Christmas pulled in 42.5 million impressions and boosted paid search revenue by 46%.
In July 2025, I combed through a stack of competitor sites and ended up making tea while reading Lights4fun’s blog – not something I expected to write in a performance audit.
This piece breaks down why their mix of storytelling, UX and commercial focus deserves attention.
How Lights4fun compare to the wider market
It’s easy to forget that search marketing is meant for people, not algorithms. The Salience index puts Lights4fun at the top of the UK lighting league table. They didn’t get there through keyword stuffing or blackhat backlinks. Rising PPC costs in paid search forced them to rethink, shifting budget into programmatic video and paid social while keeping organic content human.
In Halloween and Christmas 2024, those lifestyle videos reached 42.5 million people and generated a 46 % rise in paid search revenue.
That campaign delivered 3.5 million sessions and 133 k transactions, beating revenue targets by 15 %.
When I looked at their site in, every touchpoint supported that strategy. The homepage promotes “Summer Sale up to 60 % off” and trust badges for free delivery, 30‑day returns, a two‑year warranty and secure checkout.
Navigation isn’t a maze. Hovering over “Outdoor” reveals clear categories (garden lights, LED candles) and a neat breakdown of connectable, solar and seasonal ranges.
Their journal reads like a lifestyle magazine, with guides, DIYs and seasonal checklists.
Product pages combine quality photography with detailed bullet‑point specs, financing options and trust signals of features in the press.
Lighting Industry context
The decorative‑lighting sector has exploded as more people invest in their homes. Salience’s data shows the top ten lighting brands increased organic visibility by an average of +25 % year‑on‑year, with search volumes for “fairy lights” and “garden lights” peaking during summer and winter.
But not everyone keeps up. Retail behemoths like Wayfair dominate generic keywords thanks to their massive inventories, while smaller specialists struggle to stand out.
Lights4fun Marketing Strategy
Lights4fun’s strategy puts the user first and the algorithm second. They saw cost‑per‑clicks soar and responded by spreading budget across the funnel with programmatic video to build awareness, paid social and Pinterest to inspire, and paid search to capture intent.
Crucially, organic content isn’t treated as a search engine hack. Guides such as “The Freshest Start” use narrative, bullet lists and sensory detail to inspire rather than shovel keywords.
By pairing high‑intent categories (e.g. solar garden lighting) with inspirational content, they reach shoppers at different stages of the journey.
Membership and trust signals play a supporting role. The “myLights4fun” club offers 10 % off and early access, building loyalty without gimmicks.
Free delivery over £60, 30‑day returns and a two‑year warranty are promoted across the site.
On product pages, payment badges and Klarna/Divido financing options remove friction, while star ratings and “As seen in The Daily Telegraph” labels offer social proof.
Key Takeaways
- Spread your budget. Lights4fun shifted from relying on paid search to a full‑funnel mix of video, social and search, feeding awareness to fuel conversions lower down the funnel.
- Think like a human. Their journal uses narrative and numbered lists instead of keyword‑stuffed posts. Make your content something people might actually read over breakfast.
- Make it easy to buy. Clear navigation, bullet‑point specs, financing options and trust badges all reduce friction.
- Reward loyalty. The myLights4fun club offers an instant discount and early access, turning one‑off buyers into repeat customers.
- Use PR cleverly. A small “As seen in The Daily Telegraph” ribbon on product pages builds credibility without bragging.
Conclusion
Lights4fun shows that you don’t need to shout to be heard. By aligning seasonal campaigns with a user‑friendly site, they turned fairy lights into a profitable channel. Their success is built on clear navigation, helpful content and trust signals that make shoppers feel at ease.
Stop chasing hacks and start building experiences that people actually enjoy. Even if you’re selling nothing more than a string of LEDs, treating visitors with respect can light up your bottom line.
What next?
- Want deeper insight into the wider market? Read our latest lighting industry analysis here.
- And if you want to boost your store’s visibility, learn more about our e‑commerce SEO services
- Want more content like this delivered daily? Connect with Michael or me on LinkedIn, where we share regular insights, practical tips, and industry analysis to help you stay ahead of the curve.