What do American furniture stores sell best? What proportion?
According to “FURNITUER TODAY”’s statistics on the sales of furniture terminal stores in the U.S., sales of soft decorations have accounted for 1/3 of the total sales of terminals.
Among them, fixed decoration accounted for 22% of furniture stores, decreased by 2% from last year, but still the largest proportion.
Fixed and mobile decoration accounted for 17% and 9% of the total sales respectively. The proportion of mobile seats in sales area and sales share also decreased slightly compared with that of last year, from 8% to 5%.
In stores, master bedroom is the second largest category in terms of area, accounting for 16% of the store's sales area, but accounting for 19% of the total sales. Bedding accounted for 10% of the sales area and 12% of the sales share.
Formal restaurants account for 8% of the sales area, slightly higher than leisure restaurants' 6%. Both categories account for 7% of total sales.
Decorative accessories, including rugs, table lamps, mirrors, lamps and others, account for 5% of the sales efficiency and 6% of the sales share. Other leisure categories, including bar trolleys, wine tables, bucket counters, footstools, etc., accounted for 2% of the sales volume and share.
In general, 84% of the total revenue from terminal sales comes from the sales of goods, and the remaining 16% comes from other services focusing on delivery and design.
Accordingly, the sales area also accounts for 84% of the total area, and the remaining 16% are respectively for warehousing and public facilities. (See Figure 2)
Advertising expenses rise, social advertising is favored
In 2019, the advertising expenses of furniture stores generally rose. According to statistics, 10% of the annual sales of furniture stores were invested in advertising, compared with 6% last year.
Among the advertising expenditure, the proportion of social media expenditure increased more than three times, from 6% last year to 19% this year, becoming the most popular advertising channel.
Direct mail is the second most popular, accounting for 15% of the expenditure, while TV, the third largest advertising channel, has dropped to 13% from 42% last year.
The broadcasting channel increased slightly to 11% from 5% last year, while the advertising of online search engines remained at 10%.
This year's newspaper advertising budget accounted for 8% of the total budget, down from last year.
Furniture stores spent more advertising on special (holiday) activities, which increased from 4% last year to 7%.
Although streaming media is very popular among consumers, it is not the main target of furniture shop advertising, accounting for only 1% of the advertising budget. (See Figure 3)
Every furniture retailer in the survey uses Facebook, which further confirms that it is the most popular platform among furniture retailers. Instagram followed with 86% usage.
YouTube ranked third with 43%, a significant gap with the former two. Twitter and Pinterest tied for fourth place with 36%. Only 29% of furniture manufacturers use LinkedIn. (See Figure 4)
Compared with Instagram, businesses prefer to use Facebook for sales advertising, customer service and store promotion. However, in terms of online direct sales, Instagram is as popular as Facebook. (See Figure 5)
