UK searches of furniture during April were largely driven by garden and outdoor furnishings as consumers look to prepare for the warmer months ahead.
According to Google search data analysed by Big Furniture Group, five days during April 2023 saw ‘furniture’ searches record an index score of 90 or more, while a score over 80 came in at 10 days. Easter weekend saw the highest amount of searches during the month, all scoring over 90, with Easter Monday, 10th April, at 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 Tesco garden furniture up by 250%, followed by Laura James garden furniture, up 200%. Other brands included Homesense, B&M, The Range, M&S, ASDA, Habitat and IKEA. As for product related searches, brown rattan garden furniture searches rose 180% while egg chair searches increased 160%.
Other search terms Big Furniture Group reviewed included mattresses, bedroom furniture, dining furniture, living room furniture, sofas, soft furnishings and flooring.
Mattress searches during April recorded five peak dates with an index score value of 90 or more. The highest searched date was 10th April with a full score of 100. Related brand searches saw Furniture Village top the list with an increase of 150%, while the terms ‘queen size bed’ and ‘best inflatable mattress’ was classed as a ‘breakout’ searches. The term ‘king size beds’ saw a rise in search queries by 150%, followed by boxed mattress brand Emma, up 180%. ‘Dormeo mattress tv offer’ saw a rise of 100%, while eve Sleep, The White Company and IKEA all recorded search increases.
Bedroom furniture searches recorded one day of peak activity with an index value over 90 during April. The highest searched date was 10th April with a full score of 100. Popular brand searches included Furniture Village, DFS, Wayfair, The Very Group, Bensons for Beds, Dreams and Oak Furnitureland. As for related queries, ‘oak bedroom furniture sets’ and ‘rattan bedroom furniture’ were stand out performers.
Dining furniture searches recorded one day of peak activity with an index value over 90 during April. The most searched day was the 10th April, which scored a full 100. Popular brand searches included ercol, Danetti, Very, Fenwick, Dunelm and Barker and Stonehouse. Specifically, ‘ercol dining table’ and ‘outdoor dining set’ were high searched terms.
Living room furniture
Living room furniture saw two peak days during the month. The most searched day was 1st April that scored the full 100 score. Popular related searches included B&M, Next, The Range, DFS and Dunelm, while the term ‘living room furniture set’ gained an uptick of searches by 140%.
Sofa searches saw four peak dates, with the highest score of 100 recorded on 2nd April. Popular related searches included ‘Aldi garden furniture’, up 400%, ‘Stockholm sofa collection’, up 3,800% and ‘rattan corner sofa set’, up 200%. ‘Garden furniture’ and ‘Outdoor sofa’ were also high performing topics, while ‘Joules sofa’ saw searches rise by 150%.
Soft furnishings searches produced one peak day, with the highest on 15th April, scoring the full 100. The stand out related search term within this category was curtains.
Flooring & Carpets
Flooring searches saw three days scoring over 90, with the highest date being 12th April, scoring the full 100. Carpet searches saw three days scoring over 90, with the highest date the 2nd April, scoring the full 100.
Popular brands included Egger, Tapi Carpets, ScS and IKEA, while search terms of ‘rubber garage flooring’, ‘tile flooring’ and ‘carpet places near me’ where some of the most searched queries.
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.