In Store or Online: Home Furnishing Buyers Are Adopting Both Formats


After a few years of stay-at-home behavior, 2022 is supposed to be the year to return to in-person shopping, but how does that translate to the furniture industry?

A March survey from ChaseDesign found that 85% of consumers plan to shop in-store more frequently this year compared to 78% in 2021 who said they would return to physical stores to shop more. Seeing objects in person (61%) and touching them (59%) were the most cited reasons for making the trip to physical locations, although getting what they need, when they want it, was also important for 45% of the 1,000 respondents surveyed.

Furniture Today’s Strategic Insights study from earlier this year found that consumers like to shop in stores for furniture and home accessories, more so for the latter with a small margin (55% vs. 52%). .

Gen Z showed the lowest level of interest in buying furniture in a physical location (45%), while more than half of millennials and Gen Xers said they enjoyed the shopping process of furniture in person.

According to the Strategic Insights survey, among different age groups, Millennials were the biggest buyers of furniture and accessories online, while 70% of women said they bought home accessories online, the most. high among the categories tracked. But 65% of women were also strong supporters of the in-store home furnishings shopping process.

For shoppers who prefer online interaction, cloud-based platform company Coveo’s 2022 eCommerce Relevance Report, which surveyed 4,000 people in the US and UK, found that 93 % of shoppers expect their online experience to be equal to, if not better than, the in-store experience, setting the bar high for retailers who are once again seeing their online business ceded to physical retail.

About data

Furniture Today Strategic Insights conducted an online survey in January and February 2022 of a nationally representative sample of 755 consumers to gauge their purchasing preferences for furniture purchases. For more information about the survey, please contact Joanne Friedrick, Research Editor, at [email protected]

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I’m Joanne Friedrick, Editor of the Home Furnishings Division. I started my career as a newspaper editor and then transitioned into a specialist journalist, covering a myriad of industries including pension funds, supermarkets, gourmet food and security systems, for n to name a few. More recently, I entered the home furnishings category as a contributor for HFN and Home Textiles Today before moving into research where I can now tell the stories behind the numbers for all HFD titles.


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