Are consumers looking for inspiration when searching for furniture?

UK searches of furniture during August were boosted by the Bank Holiday’s while the search for ideas around the bedroom and living room stood out.

According to Google search data analysed by Big Furniture Group, four days during August 2023 saw ‘furniture’ searches record an index score of 90 or more, while a score over 80 came in at 12 days. The final Bank Holiday saw the highest number of searches, with Monday 28 August scoring 100.

Google index’s its search data to 100. This means where 100 is the maximum search interest for the term selected, it is the highest value and indicates a high internet search.

The results saw related searches of ‘portable furniture’ a popular search, while ‘G Plan’ was one of the most searched brands. As for retailers, Oak Furnitureland searches rose 300%, while ‘Haskins furniture’ searches increased 250%. The term ‘dfs corner sofa’ saw an increase of 60% in searches, while Furniture Village, JYSK and Loaf all experienced rises between 40-50%. Dusk Furniture was also a standout in searches, up 50%, as was Dako Furniture, up 60%. The term ‘Cotswold Furniture’ also saw an increase of 70% in searches.

Other search terms Big Furniture Group reviewed included mattresses, bedroom furniture, dining furniture, living room furniture, sofas, soft furnishings and flooring.

Mattresses

Mattress searches recorded four peak dates with an index score value of 90 or more. The highest searched date was 27 August with a full score of 100. Related brand searches saw Mammoth, up 130%, and Emma, up 90%, perform strongly, while the term ‘king size bed with mattress included’ experienced an increase of 200% in searches. ‘Cooling mattress topper’ and ‘small double mattress protector’ saw spikes in searches by 80% and 70% respectively, while ‘extra firm mattress’ searches rose 50%. Other brands that saw increases included OTTY and IKEA.

Bedroom furniture

Bedroom furniture searches recorded three days of peak activity with an index value over 90. The highest searched date was 13 August with a full score of 100. Popular brand searches included Barker and Stonehouse – up 120%, Starplan, Oak Furnitureland, Dreams, Howdens, The Range, Next, Very and IKEA. The term ‘black bedroom furniture set’ was a strong ‘breakout’ search, while ‘mirrored bedroom furniture’ searches rose 160%. Topics of sliding doors, TV beds and panelling performed highly, while ‘bedroom ideas 2023’ searches rose 110% indicating consumers looking for inspiration.

Dining furniture

Dining furniture searches recorded three days of peak activity with an index value over 90. The most searched day was the 3 August, which scored a full 100. Popular brand searches included Oak Furniture Superstore – up 200%, Wayfair – also up 200%, The Range, up 90%, and Barker and Stonehouse, up 70%. Glasswells and Next also made the list, along with B&Q and Furniture Box. The terms ‘teak furniture’, ‘mahogany’ and ‘antique’ all performed well.

Living room furniture

Living room furniture saw three peak days during the month. The most searched day was 28 August that scored the full 100 score. Popular related searches included ScS, Next, Oak Furnitureland and Dunelm. As for terms, ‘corner TV unit’ searches were up 80%, ‘recliner’ searches rose 60% and ‘floating shelf’ searches increased 70%. Also at an 70% uptick was the term ‘how to decorate a living room’, further emphasising that shoppers are perhaps looking for a guide on current trends.

Sofas

Sofas searches saw four peak dates, with the highest score of 100 recorded on 27 August. Popular related searches included ‘traditional’, up 300%, ‘suede’, up 200%, and ‘beige’, up 90%. As for brands, HSL searches rose 110%, Dusk was up 300%, The Cotswold Company increased 150% and Tetrad searches were up 70%. Other notable terms included ‘chesterfield sofas for sale’, up 130%, and ‘sofa shops near me’, up 190%, while brands also featured Fabb, IKEA, M&S and Next.

Soft Furnishings

Soft furnishings searches produced three peak days, with the highest on 15 August, scoring the full 100. The stand out related search term within this category was ‘cushion’, while IKEA and Home Bargains were the highest searched brands in this category.

Flooring & Carpets

Flooring searches saw 11 days scoring over 90, with the highest date being 14 August, scoring the full 100. Carpet searches saw 10 days scoring over 90, with the highest date the 22 August, scoring the full 100.

Popular brand searches included B&M, The Carpet Shop Peckham, Brintons, Wilsons Carpets Lincoln, Axminster Carpets, Tapi, Flooring Superstore and Woolton Carpets. A popular search term, with an increase of 400%, was ‘bamboo flooring uk’, alongside ‘carpet shop near me’, up 60%, and ‘online carpets’, up 50%.

How can these stats help?

This data from Google indicates popular searches from multiple categories. Knowing what consumers are searching online can play an advantage into future promotions and general search behaviour. 

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