Page 2 - Furniture Today 2018-Casegoods Path Purchase

02 April 2-8, 2018 FurnitureToday.com

Bedroom sets lead case goods purchases

By Courtney N. Thabet Case goods purchases Reason for
Previous two years case goods
mong consumers who have purchased
case goods in the past two years, 55% Dresser/chest of drawers 32% purchase
A have purchased bedroom sets, according Bookcase(s) 32%
to exclusive data from Furniture Today’s 2018 Bed 29% Replace worn/ 28%
Consumer Case Goods Path-to-Purchase study. broken furniture
Dining set, table and 4 chairs 28%
Of this group, 43% bought for their master bed-
Bedroom set for master bedroom 24%
room, 32% purchased a set for the guest bed-
Bedroom set for guest bedroom 18% Moved into a
room, and one-quarter bought the furniture for new place 23%
a child’s room. Bedroom set for child’s bedroom 14%
Dressers and bookcases were both purchased Dining set, table and 6 chairs 13%
by 32% of consumers, with beds being purchased Sideboard/buffet/console table 13% Replace out-of-style 17%
by 29%. Twenty-four percent of consumers pur- furniture
Dining table, no chairs 9%
chased dining sets with four chairs.
Dining chairs, no table 9% Redecorating the room 12%
Forty-five percent of consumers bought case
goods to replace older furniture: The most consum-
Renovating your home 11%
ers, 28%, cited replacing broken or worn furniture
Sale or promotion on furniture 5%
as the reason for their case goods acquisition, while Other* 4%
17% reported replacing Did you research before purchase?
*Includes need for storage,
furniture that had gone change in family size
About the data out of style.
Moving into a new Yes, online
Furniture Today con- No
ducted an online survey home was the second- 12% 43% 88%
using a representative most stated motive for
sample of 723 consum- purchasing case goods: of consumers
ers who own or rent Yes,
23% of consumers
their home and have in store Yes, researched
specified this as their
purchased case goods 11% online & in-store
furniture in the past two purchasing prompt. 34% case goods
years in February 2018. Redoing the home
Respondents were in some fashion pro- before purchase.
made up of: 14% Gen-
voked 23% of consum-
eration Z (ages 18-20),
ers to buy case goods All sources used in research process
29% Millennials (ages
21-37), 32% Generation furniture: 12% cited Retailer website 69%
X (ages 38-53) and 25% redecorating, and 11%
Baby Boomers (ages 54- reported home renova- Search engines 51%
72).
tions as their reason for Visited physical store to see in person 50%
The regional classi-
purchase. Marketplace website 48%
fication of respondents
was: 22% Midwest, 12% An overwhelming Asked family or friends for advice 28%
Northeast, 47% South majority of consumers, Manufacturer/brand website 26%
and 19% West. 88%, researched case
This research was Online reviews from a company/magazine 23%
goods furniture prior
conducted by PBM’s Knowledge from past case goods purchase 20%
to purchase. Of that
Strategic Insights Team.
88%, 49% researched Furniture advertisements 18%
online exclusively, 38% Social media 17%
researched both online and in store, and 13% re-
Print reviews from a magazine 9%
searched exclusively in retail stores. Source: PBM Strategic Insights,
Reviews from an industry blog 8% February 2018 Furniture Today study
On average, those researching online visited 5.4
websites; those visiting retail stores to research
case goods furniture visited an average of three
stores before making a purchase.
The most popular sources used in the research
process by consumers were retailer websites: 69%
of consumers cited using store sites in their re-
search process. More than half of consumers, 51%,
reported using search engines, while half of con-
sumers who did research visited a physical retail
store. Marketplace websites, such as Amazon, were
visited by 48% of researching consumers.