Almost two in five (39%) of Brits say they’re more likely to do a deep clean in autumn vs spring.
72% of Brits agree that a clean, cosy home is the reset button their mind needs as the darker months draw in.
Clutter (54%), dust, dirt and cobwebs (47%), dirty bed linen and throws (36%) are the cleaning annoyances that most quickly ruin a cosy vibe according to Brits.
A lightweight yet powerful cordless vacuum – such as the Samsung Bespoke AI Jet Ultra – tops Europeans’ wish list, with 38% saying it’s the tool they’d most like to use to get their homes ready for cosy nights in.
Samsung Electronics Co. Ltd today reveals almost half of the UK is shunning the traditional spring clean and embracing a new seasonal ritual: the Autumn Clean.
According to a new pan-European study[1] , almost two in five (39%) British households surveyed say they’re now more likely to do a big clean in the autumn than in the spring. For many, this seasonal reset isn’t just about sparkling windows or tidy cupboards – it’s about restoring calm and preparing the home as a haven for the colder months.
As the clocks go back, the temperatures drop and natural light fades, many Brits are feeling the need for comfort indoors. 72% agree that a clean, cosy home is the reset button their mind needs – yet only 39% are actually doing a full autumn deep clean. The result? A surprising gap between what people mentally crave and what they’re practically able to keep up with – one that may leave many feeling more overwhelmed than they realise.
It’s why small, manageable rituals – supported by tools that make cleaning easier and less time-consuming – are becoming more essential. Whether it’s a ten-minute tidy-up or a quick vacuum before lighting a candle and settling in, products like the Samsung Bespoke Jet AI Ultra are designed to make these resets feel effortless. Lightweight, cordless and powerful, it helps people stay on top of the everyday mess that can quickly disrupt a calm, cosy vibe – especially as homes become the main place to rest and recharge through the darker months.
Why Cosy Cleaning is the New Pumpkin Spice: The Autumn Ritual That’s Giving Europe a Mood Boost
This growing trend taps into UK’s obsession with cosy culture – from watching autumn TV favourites and spiking #cozytok hashtags, to candlelit evenings under soft throws. The Autumn Clean is quickly becoming as culturally embedded as the first pumpkin spice latte. Nearly half (47%) of Europeans say a deep clean has become just as much an autumn ritual as that seasonal first sip.
76% agree cosiness isn’t just about how a space looks – it makes them feel safe, calm and emotionally recharged. But that feeling can quickly vanish: 54% say clutter, 47% cite dust and cobwebs, and 36% point to unwashed textiles as instant cosy killers.
For many, a ‘cosy clean’ has become a form of self-care – a way to create a peaceful, intentional space at a time when stress levels often rise. Over three-quarters (76%) of Brits report getting a mood boost from even small cleaning wins – like freshly vacuumed floors or clean bedding.
Tobyshome’s Top Tips for an Autumn Refresh
London-based Toby and Mikey, also known as Tobyshome, one of UK’s best-loved home and lifestyle experts and creators, know this all too well. With hundreds of thousands of followers across social media, they’ve helped inspire a new generation of “cosy cleaners” who see tidying as a mindful ritual, not a chore.
“Autumn is our favourite time to reset the energy of our home,” say Toby and Mikey. “It’s less about deep cleaning and more about creating a calm, cosy environment that feels intentional and comforting as the darker months draw in.” Here are their go-to tips for a seasonal reset:
Reset the vibe with texture and scent. Swap lighter homeware for tactile throws, wool cushions, and warmer toned fabrics. Add autumnal scents like amber, cedarwood or vanilla via candles or room sprays.
Tackle the forgotten zones. Refresh areas often skipped in summer – under sofas, along skirting boards – to instantly lift the whole room.
Vacuum top to bottom. Start with corners and ceilings (dust magnets!), then move to curtains, shelves, skirting boards, and finally the floors.
Quick clean = big difference. A light once-over on rugs and hard floors every few days keeps things feeling fresh without the overwhelm.
Keep pet hair in check. Use a vacuum attachment weekly to clean sofas and throws – especially helpful as pets shed more in winter.
Don’t forget under the bed. Lifting mattresses and vacuuming underneath helps reduce dust and can even improve sleep.
Embrace ten-minute resets. Break cleaning into short, mindful moments throughout the week – ideally with a cosy playlist. The key? Make the ritual part of the enjoyment of autumn.
The Tool that Gets It
At the heart of this seasonal shift is a tool designed to make it all feel a little easier: the Samsung Bespoke AI Jet Ultra. It’s the world’s most powerful[2] stick vacuum, lightweight and cordless – perfect for quick resets and quiet wins, whether you’re tackling pet hair before guests arrive or giving the living room a lift before your favourite series starts.
According to the study, it’s exactly what people want. 41% of Europeans say a cordless vacuum that’s powerful but easy to handle tops their wishlist for getting their homes ready for autumn, beating out air purifiers (36%) and scented cleaning sprays (34%).
Dan Barfield, Head of Digital Appliances Division, Samsung UK & Ireland: “We’re seeing a shift in how seasons shape home life. Autumn used to be about winding down, but now it’s become a moment to reset and make our spaces feel ready for the colder months ahead. That makes it more important than ever to find small, smart ways to stay on top of seasonal messes that come with the muddy season. Our appliances are designed with this in mind – so people’s homes feel clean and cosy without letting the chores take over.”
As the leaves fall and routines reset, one thing is clear: a cosy home doesn’t just happen. It’s made – mindfully and powerfully, one clean corner at a time.
[1]Survey conducted by Censuswide in October 2025 across 10 European countries (United Kingdom, Spain, France, Italy, Germany, Poland, the Netherlands, Romania, Belgium, and Greece), with a total of 10,000 respondents (1,000 per country).
[2]Based on testing by SLG Prüf- und Zertifizierungs GmbH (in December 2024), in accordance with the IEC 62885-4 Cl.5.8 standard, using the handheld part of the stick vacuum cleaner (with no brush) in Jet mode and a fully charged large capacity battery (VCA-SBTC97, 3970mAh). The results were compared to cordless stick vacuum models available on the market with a stated suction power within 30% of the actual suction power of the Samsung model tested by SLG. Based on sales data between January 2024 and December 2024 as compiled by an independent market research institute.