Furniture Shopping Trends 1988-1998 Top 10 Lessons Learned

Furniture World Magazine

1) Americans are the most visual of all consumers. Furniture stores must give shoppers well-displayed new products in eye-catching surroundings. Boring or tired presentations are the kiss of death. 2) If consumers can't see the difference in various pieces of furniture, and the salesperson can't tell them the difference, then they are the same even though the prices may be different. 3) Consumers now want a sturdiness component in a quality sofa along with improved construction and a great assurance of comfort. 4) Solid wood is king! 5) Furniture salespeople rate higher than 10 years ago in knowledge, honesty and counseling the shopper in their purchases. 6) Stores that normally special order furniture generally sell better quality, so special ordering is associated in the minds of consumers with higher quality furniture stores. 7) More consumers are dissatisfied with their furniture today than at any time since 1988, but are more willing to give up and buy something else when they can't find exactly what they want. 8) Furniture advertising on television is more informative and less obnoxious than 10 years ago in the minds of consumers, creating a higher level response to shop retailers who advertise on TV. 9) Today's consumers recall receiving more direct mail furniture advertising than 10 years ago, and less in newspapers. 10) Shopping with a friend or spouse is an effort to reduce the chances of making a mistake in a furniture purchase, but sometimes even that is not enough.