Now is the time to align your furniture marketing strategy with the latest consumer shopping trends. Core retail sales were up 3.8% during the first 4 months of 2024 (based on Census Bureau data but excluding auto dealers, gas stations and restaurants, unadjusted year-over-year). So far, that lines up with the National Retail Federation’s (NRF) forecast for 2024 retail sales to grow between 2.5% and 3.5% compared to last year. This is good news for retailers, indicating that consumers are still willing to spend despite rising prices and high interest rates.1
Research from Provoke Insights forecasts that three-quarters of the population, particularly parents and Gen Z shoppers, plan to buy furniture in the next year, one-third of them planning to spend over $1,000. The most shopped-for items include mattresses, sofas, and lamps.2
Keep reading for more furniture marketing insights to plan your strategy followed by tips to achieve your marketing goals.
No. 1 – Furniture is a considered purchase for most, but don’t overlook the impulse shopper.
For most shoppers, a furniture purchase can take several days to several weeks to complete. The Provoke Insights Summer 2024 survey, conducted in conjunction with Furniture Today, shows that 60% of recent furniture purchasers spent several days or weeks in the buying process, while 19% said it took months.3
Conversely, furniture ranks as a top impulse buy, second only to apparel. Nearly one quarter of furniture shoppers surveyed (22%) said they made their purchase decision within minutes (7%) or hours (15%).2
Source: Crafting Consumer Choices: Understanding Furniture Purchasing Behaviors Summer 2024, provokeinsights.com
No. 2 – Consumers are willing to try new furniture brands.
More than half (52%) of shoppers who recently purchased furniture chose a new brand, compared to 48% who selected a familiar brand.2
No. 3 – Chain stores and local stores are the most popular destinations for furniture purchases, followed by big-box stores.2
- 32% at chain furniture stores
- 29% at local furniture stores
- 25% at big-box stores
- 21% at home improvement stores
- 18% at home décor stores
- 17% at warehouse clubs
- 15% at department stores
- 15% at bedding specialty stores
No. 4 – Furniture shoppers respond to advertising across both digital and print media channels.4
Source: 2024 AudienceSCAN® study of US online adults 18+, SalesFuel, Inc.
No. 5 – Shoppers prefer to shop for furniture at brick-and-mortar stores.
While 92% of shoppers begin their furniture search online, more prefer to shop in physical stores, according to Prosper Insights & Analytics.6
Source: Prosper Insights & Analytics June 2024
No. 6 – Selection matters most.
Selection is the leading reason consumers choose to shop a specific store, followed by price and quality:
Source: Prosper Insights & Analytics 2024
Learn more furniture retail marketing trends and insights. Click “get started” below to discuss your furniture marketing goals with a specialist. Be on the lookout for Mspark’s top furniture marketing tips in our next blog post – coming soon!
Sources: Despite high interest rates, consumers still willing to spend, NRF says, furnituretoday.com, June 4, 20241; Crafting Consumer Choices: Understanding Furniture Purchasing Behaviors Summer 2024, Provoke Insights2; Just how long is the path to purchase for furniture shoppers? Furnituretoday.com, May 20, 20243; 2024 AudienceSCAN® study of US online adults 18+, SalesFuel, Inc.4; Top 6 Marketing Trends in the Furniture Industry, porchgroupmedia.com5; Prosper Insights & Analytics June 20246