UK searches of furniture during May were largely driven by garden and outdoor furnishings for a second straight month.
According to Google search data analysed by Big Furniture Group, five days during May 2023 saw ‘furniture’ searches record an index score of 90 or more, while a score over 80 came in at nine days. The final weekend of the month saw the highest number of searches, with Bank Holiday Monday, 29th May 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 garden furniture a popular search, with ‘L shaped garden furniture’ up by 250%, followed by ‘cast iron garden furniture’, up 200%. Tesco, M&S and Lidl were popular brands searched, while other brands included Home Bargains, Argos, Studio, Wilko and Cousins Furniture. As for product related searches, ‘sun lounger’ searches rose 60% while ‘swing seat’ searches increased 50%.
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 1st May with a full score of 100. Related brand searches saw Mattress Next Day and Wayfair UK top the list, while the terms ‘adjustable bed’ and ‘dormeo fresh mattress’ was high performing searches. The term ‘double bed with mattress and headboard’ saw a rise in search queries by 160%, followed by ‘best mattress topper for back pain’, up 130%.
Bedroom furniture
Bedroom furniture searches recorded one day of peak activity with an index value over 90. The highest searched date was 2nd May with a full score of 100. Popular brand searches included John Lewis, Habitat and Wayfair. As for related queries, ‘oak bedroom furniture sets’ remained a stand out performer, along with ‘fitted bedroom furniture’, ‘kids bedroom furniture’ and ‘built in bedroom furniture’ searches.
Dining furniture
Dining furniture searches recorded two days of peak activity with an index value over 90. The most searched day was the 1st May, which scored a full 100. Popular brand searches included The Range, B&M, Habitat and British Heart Foundation. The term ‘6 seater garden dining set’ saw an increase in searches by 200%, while ‘outdoor dining set’ searches rose 60%.
Living room furniture
Living room furniture saw one peak day during the month. The most searched day was 1st May that scored the full 100 score. Popular related searches included B&M, IKEA and Argos, while the term ‘living room furniture set’ gained an uptick of searches by 70%. ‘Coffee table’ searches were up by 160%.
Sofas
Sofa searches saw five peak dates, with the highest score of 100 recorded on 1st May. Popular related searches included ‘G Plan tulip sofa’, ‘chesterfield sofa bed’ and ‘bubble sofa’. As for brands, G Plan led the way, followed by M&S, Argos and DFS. Other search terms of note included ‘shein furniture covers’ and ‘Outdoor sofa cushions’.
Soft Furnishings
Soft furnishings searches produced one peak day, with the highest on 2nd May, scoring the full 100. The stand out related search term within this category was ‘plush’.
Flooring & Carpets
Flooring searches saw 10 days scoring over 90, with the highest date being 9th May, scoring the full 100. Carpet searches saw two days scoring over 90, with the highest date the 1st May, scoring the full 100.
Popular brands included Floors To Go, Amtico, Howdens, Invictus, Tile Giant and Manx Tomkinson. A popular search term, with an increase of 170%, was ‘sisal carpet UK’.
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.
