As an Interior Design student In the early 2000s, wallpaper felt somewhat out of fashion. Minimalism was the emerging trend, and paint dominated as the most popular. Our focus

was on clean lines and open spaces.

After graduating, I worked in the décor department of a big-box store, where we had an array of wallpaper options in stock, along with endless books to order from. As more of these books arrived, so did the customers. By 2004/2005, it became clear that wallpaper was making a comeback. I had a sense then that it was regaining popularity.

Fast forward to 2017, when I was working for a local painting company. At that time, wallpaper installation jobs were few and far between—hardly a common service. We handled only a couple small accent walls, but those jobs signaled the start of a shift. What began as a trickle became a new avenue of unexplored revenue.

Over the next few years, wallpaper installation gradually picked up until the major explosion between 2023 and 2024. Now, I’m installing wallpaper regularly, booking two to three jobs each month, ranging from powder rooms to nurseries, accent walls to commercial spaces.

Designers and homeowners alike are increasingly embracing bold patterns, textures, and unique designs. Wallpaper is being used to make statements, add depth and character to

spaces, and provide added durability to walls.

It’s a far cry from the small, faded florals or washed-out pinstripes of the past. This wallpaper resurgence is strong, and innovations in materials and printing technology have made wallpaper more versatile and accessible than ever. Eco-friendly options are also on the rise, catering to the growing demand for sustainable home décor.

This revival reflects broader trends in the personalization of interior design, making wallpaper a key element for creativity and expression in homes.

For painting and decorating contractors, this resurgence presents numerous opportunities. We can explore the advantages of wallpaper’s comeback: By embracing this trend, we can grow business and set it apart from competitors.

Why now?

Wallpaper has historically been one of the most versatile tools for interior designers.

Over the decades, however, its popularity faded as paint took center stage due to simplicity and ease.

But now, wallpaper is making a strong comeback, driven by advancements in design,

material, and installation techniques. Here are the factors driving the trend:

• Variety of Styles and Textures: The diverse designs of modern wallpaper offer a wide range of patterns, colors, and textures. The industry has expanded to include everything from classic floral prints to sleek, bold contemporary design. Murals and custom patterns or prints are allowing the designers and homeowners to create unique personal spaces.
• Durability and Easy Maintenance: Modern wallpaper is more durable and easier to clean than its predecessors. Many new wallpapers are washable, making them an ideal choice for high-traffic areas in homes and commercial spaces.
• Environmental Considerations: Wallpapers today use eco-friendly materials, and many companies now offer sustainable options that appeal to the environmentally-conscious consumer. This sustainability factor aligns well with the modern trend of sustainable materials.
• Technological advances: Innovations in printing and materials have dramatically changed. Making wallpaper easier to apply and remove. This has broadened the market to include DIY enthusiasts who would have gotten in over their head with the previous products.
• Nostalgia, comfort and unique spaces: As people spend more time at home, there is a growing desire to create distinctive and inviting spaces. Many people are drawn to the warmth and character that wallpaper can bring, evoking the sense of nostalgia and comfort.
• Accent walls: This is to be the big one for homeowners and designers. Allowing them to add a bold design statement to a room without being overwhelming to the space.

All of these factors play a significant role in the renewed demand for wallpaper, particularly in spaces where personality and contemporary styles are priorities.

How to capitalize

For painting/decorating contractors, the addition of wallpaper installation services can enhance both profitability and client appeal.

By capitalizing on the resurgence of wallpaper, small contractors can diversify their services, expand their service portfolio, increase their project scope, and differentiate their business from competitors who may only offer painting. This provides more opportunities to up-sell, cross-selling existing clients, and attracting new clientele.

Wallpaper installation can be a lucrative addition by adding wallpaper installation to your

services can bring in additional income, particularly in markets where wallpaper is popular. While painting a room is relatively straightforward, wallpapering requires precision and attention to detail, allowing contractors to charge a premium for this specialized service. Many clients are willing to pay higher fees for skilled wallpaper installation, as it’s often seen as a more delicate process than painting.

Small contractors who invest in wallpaper skills and equipment can leverage this service to boost project revenue. By pricing wallpaper services according to room size, complexity of the wallpaper design, and installation technique, contractors can tap into a high-margin service

without drastically increasing labor. By offering wallpaper installation service to your portfolio

you are giving your company a competitive edge above the other painting companies.

Design-forward clients

The modern interior design landscape is more eclectic and bold than ever, with homeowners and business owners alike eager to experiment with new patterns and textures. By offering wallpaper services, painting contractors can attract clients with an eye for design who value creativity and sophistication in their decor. 

Working with design-forward clients can open doors to more complex and high-value projects. These clients are often willing to pay for quality work that brings their vision to life. Establishing a reputation as a painting contractor who specializes in wallpaper can attract a niche clientele, enabling you to stand out in a competitive market.

Offering wallpaper installation allows small painting contractors to differentiate their services from competitors who may not have ventured into wallpaper. This sets your business apart, especially if the majority of painting companies in your area focus solely on painting.

Having the skills and knowledge to install wallpaper proficiently positions you as a versatile and skilled contractor. This versatility is especially appealing to real estate developers, interior designers, and commercial clients who may seek a one-stop solution for both painting and wallpaper installation.

With wallpaper making a resurgence, having it as part of your service

lineup can give you a significant advantage in standing out from the crowd.

Building expertise

Entering the wallpaper market does require a commitment to learning, practice, and possibly new tools. However, these investments can pay off handsomely in the long run, allowing your painting business to become a go-to for wallpaper projects in addition to traditional painting jobs.

Wallpaper installation is an art that requires precision and a keen eye for detail. Even small mistakes in cutting or pattern alignment can lead to unsightly results. For this reason, training is essential.

Many wallpaper companies and suppliers offer installation workshops and online courses tailored to contractors. Consider investing time in these resources to gain a solid foundation in wallpaper techniques. In addition, many successful contractors recommend practicing on smaller jobs or even at home before tackling large or complex installations.

Here are some tips for getting started:

Familiarize yourself with different wallpaper types, adhesives and tools: knowledge of the materials is absolutely vital if you want to achieve a high quality installation.

Learn the techniques and methods of various installations: Do you know the difference between pasting the wall vs. pasting the paper, or pre-pasted and booking the wallpaper? Alignment and pattern match are the major key in installing wallpaper.

Develop problem-solving skills: It’s inevitable that you will have to troubleshoot common issues such as bubbles, misalignment, small tears, uneven spaces, and out of squareness. If you can’t think on your feet, this isn’t the job for you.

Wallpaper installation requires specialized tools that differ from those used in painting.

Essential tools for wallpapering include wallpaper smoothing brushes, seam rollers, paste applicators, sharp precise knives and laser levels for precision. While the initial investment in these tools may seem intimidating, having them on hand allows you to provide professional-level installations, ensuring clients are satisfied with the end result.

By learning to use these tools effectively, you’re setting your business up to handle any

wallpaper request confidently. As you become more adept, you’ll likely find wallpapering to be a

skill that adds value to each project you take on.

Marketing wallpaper

To maximize the benefits of adding wallpaper services to your business, you’ll need to get the word out. By highlighting this unique offering, you can attract new clients and encourage existing customers to consider wallpaper for their projects.

Here’s how to sell it:

Take before and after photos: Visuals are powerful in marketing wallpaper services. Showcase your wallpaper work with high-quality before-and-after photos is a powerful way to demonstrate your skills. Post them on your website, social media channels, and even in a physical portfolio to share with potential clients. Since wallpaper installations often result in dramatic transformations, these photos can provide prospective clients with a clear understanding of the impact wallpaper can have on a space.

Highlight trends on social media: Wallpaper is a trending choice for many homeowners and designers, which makes it perfect for social media platforms like Instagram and Pinterest. By posting images of completed wallpaper projects, you can tap into these design-conscious audiences who may be looking for inspiration. Consider sharing stories of the projects, details about the materials used, and any unique challenges and solutions you encountered.

Leverage referrals from satisfied customers: Happy clients are invaluable when marketing wallpaper services. Since wallpaper installation requires skill and precision, a glowing review can serve as a strong endorsement of your capabilities. Encourage satisfied clients to leave reviews on platforms like Google or Yelp, or even ask for referrals. Building word-of-mouth can be particularly impactful in small communities where personal recommendations hold significant weight.

Broaden your business with commercial clients: Wallpaper isn’t just for homes; it’s increasingly popular in commercial spaces like hotels, restaurants, and offices. For small painting contractors, working with commercial clients on wallpaper projects can lead to high-revenue opportunities, as these clients often look to create striking visual statements. Because commercial wallpaper installations often involve larger surfaces and more intricate

patterns, they present lucrative opportunities for skilled contractors. Building relationships with commercial clients can result in repeat business, as they may require periodic updates or

refreshes in their interiors.

While wallpaper installation can be a valuable addition, it also comes with unique challenges. Unlike paint, wallpaper must be meticulously aligned, especially when using patterned designs. Additionally, some wallpaper types, like grasscloth or metallics, can be tricky to work with and require even more care.

Having an honest discussion with clients about the wallpaper type and installation complexity can help set realistic expectations and avoid potential disputes. A clear contract that covers details like wallpaper material, pattern alignment, and what to do if issues arise will help avoid a bigger problem.

Looking ahead

The resurgence of wallpaper offers small painting contractors a chance to broaden their service offerings, attract a unique client base, and increase revenue potential. As homeowners and businesses embrace wallpaper for its style, durability, and design versatility. Contractors who can provide high-quality wallpaper installation services are well-positioned to benefit.

By training in wallpaper techniques, investing in the necessary tools, and marketing this service effectively, small painting contractors can create new growth opportunities and a competitive edge in an ever-evolving market.

Embracing wallpaper doesn’t just mean adapting to a trend; it means elevating your business by offering clients the best of both worlds: stunning paint and wallpaper finishes that make their spaces unforgettable.