UK searches of furniture during October delivered another consistent month, with bedroom furnishings and upholstery among those of popular topics.
According to Google search data analysed by Big Furniture Group, seven days during October 2023 saw ‘furniture’ searches record an index score of 90 or more, while a score over 80 came in at 19 days. The first date of the month saw the highest number of searches, with Sunday 1 October 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 ‘bedroom furniture’ a popular search, up 200%, while ‘modern furniture’ also saw high searches, up 90%. The term ‘mouseman furniture’ experienced an increase by 110%, while ‘furniture village sofas’ searches were up 80%. ‘Upholstery’ saw an uptick of 40%, while ‘dining room furniture’ and ‘mango wood furniture’ both saw increases of 60% and 50% respectively. As for brands, other stand out searches included Oak Furniture Superstore, Roseland Furniture, Oak Furnitureland, Swoon, Dusk, Shawcross Furniture, AMC Furniture and Coach House. The term ‘bar stool’ was a trending topic, with searches up by 50%.
Other search terms Big Furniture Group reviewed included mattresses, bedroom furniture, dining furniture, living room furniture, sofas, soft furnishings and flooring.
Mattress searches recorded five peak dates with an index score value of 90 or more. The highest searched date was 22 October with a full score of 100. Related brand searches saw Emma, Relyon, Sealy, Dormeo, Simba, Bensons for Beds, Vispring and Mattressman all perform strongly. The term ‘4ft small double bed with mattress’ spiked with an increase of almost 3,000% in searches, while ‘wool mattress topper’ searches rose 90% and ‘king size bed frame’ experienced an uptick of 40%. Also rising 40% were searches of ‘Premier Inn mattresses’.
Bedroom furniture searches recorded one day of peak activity with an index value over 90. The highest searched date was 1 October with a full score of 100. The rest of the month showed consistent searches with popular brand searches including Howdens, Marks & Spencer, Wren, IKEA, The Range and Cotswold Furniture. The terms ‘French furniture’, ‘bespoke bedroom furniture’, ‘mirrored bedroom furniture’ and ‘toddler bedroom furniture’ were all breakout searches, indicating a high search rate. Other terms included ‘fitted bedroom furniture’, up 70%, ‘cream bedroom furniture’, up 60%, and ‘cheap bedroom furniture’, up 50%.
Dining furniture searches recorded three days of peak activity with an index value over 90. The most searched day was the 15 October, which scored a full 100. Popular brand searches included Sterling Furniture, Dwell, Furniture 123, Furniturebox, Oak Furniture Superstore, OKA, Dunelm, Leekes, Oak Furnitureland and Next. The terms ‘dining room set’ and ‘artificial leather’ both saw high searches.
Living room furniture
Living room furniture saw one peak day during the month. The most searched day was 15 October that scored the full 100 score. Popular related searches included B&M, Furniture Village and DFS. The terms ‘stool seat’, ‘living room chair’, ‘living room cabinets’ and ‘rustic furniture’ all performed strongly, while ‘sideboard’, ‘shelf storage’ and ‘cupboard’ all had search increases over 60%.
Sofas searches saw five peak dates, with the highest score of 100 recorded on 22 October. Popular related searches included ‘loveseat’, up 350%, ‘reclining sofa’, up 100%, ‘u shaped sofa’, up 110%, and ‘best leather sofas uk’, up 130%. As for brands, Alstons, Furniture Village, ScS, Collins and Hayes, Dunelm, Next, Loaf, Parker Knoll and Habitat were the highest searched. Other notable terms included ‘velvet sofa’, up 60%, ‘cheap sofas for sale under £500’, up 70%, and ‘faux fur throws for sofas’, also up 70%.
Soft furnishings searches produced two peak days, with the highest on 10 October, scoring the full 100. The stand out related search term within this category was ‘couch’.
Flooring & Carpets
Flooring searches saw 12 days scoring over 90, with the highest dates being 4 October and 11 October, scoring the full 100. Carpet searches saw six days scoring over 90, with the highest date 21 October, scoring the full 100. Popular brand searches included Trade Choice Carpet and Flooring, Jewsons, Furlong, Carpet Warehouse, Carpetright, B&Q, ScS, Cormar and United Carpets. A popular search term, with an increase of 120%, was ‘flooring shops near me’, while ‘gray laminate flooring’ searches rose 100%. Finally, other terms of interest were ‘carpet runners for hallway’ and ‘striped carpet for stairs’.
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.