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Furniture Retailing - US - July 2014

“Unmotivated by sales messages, afraid of buying online, and reluctant to spend another $1,000 on furniture before they absolutely have to, furniture retailers face numerous challenges in getting consumers back into stores before their current furniture is worn out. Retailers must find new ways to motivate consumers to visit furniture stores or web presences more often, and once there, inspire them to make a purchase.”
– Ali Lipson, Category Manager – Retail & Apparel, Technology, Automotive

This report answers the following questions:

  • Furniture marketing efforts focus on sales, but are consumers motivated by them?
  • How can retailers encourage consumers to buy more furniture?
  • Have consumers embraced buying furniture online?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Overview
                      • The market
                        • Figure 1: Total US sales and fan chart forecast of furniture, at current prices, 2009-19
                      • Market drivers
                        • The consumer
                          • Bedroom and living room furniture most likely to be replaced within the last two years
                            • Figure 2: Furniture purchases within the last 2 years, by type, April 2014
                          • Half of all consumers buy furniture to replace broken or worn-out pieces
                            • Figure 3: Reasons for purchasing furniture, April 2014
                          • Consumers seek durability and traditional furniture that will last a long time
                            • In-store displays, retailer catalogs and websites, and the homes of friends and family are the most significant factors that can motivate a furniture purchase
                              • Figure 5: Using this has led to a furniture purchase, April 2014
                            • Consumers’ expectations from furniture retailers highly practical: most do not expect special treatment
                              • Figure 6: Important factors when choosing furniture retailers, April 2014
                            • Asian and Hispanic consumers are more likely to purchase all types of furniture, while Black consumers spend more on furniture
                              • Figure 7: Amount spent on furniture, by race/Hispanic origin, November 2012-December 2013
                            • What we think
                            • Issues and Insights

                                • Furniture marketing efforts focus on sales, but are consumers motivated by them?
                                  • The issues
                                    • The implications
                                      • How can retailers encourage consumers to buy more furniture?
                                        • The issues
                                          • The implications
                                            • Have consumers embraced buying furniture online?
                                              • The issues
                                                • The implications
                                                • Trend Applications

                                                    • Trend: Return to the Experts
                                                      • Trend: Sense of the Intense
                                                        • Trend: Never Say Die
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • A recovering furniture market, poised for continued growth
                                                              • Sales and forecast of market
                                                                • Figure 8: Total US retail sales and forecast of furniture, at current prices, 2009-19
                                                                • Figure 9: Total US Retail sales and forecast of furniture, at inflation-adjusted prices, 2009-19
                                                              • Fan chart forecast
                                                                  • Figure 10: Total US sales and fan chart forecast of furniture, at current prices, 2009-19
                                                              • Retail Channels

                                                                • Key points
                                                                  • Core furniture retailers still dominate, but others grow faster
                                                                    • Figure 11: Total US retail sales of furniture, by channel, at current prices, 2009-14
                                                                  • Furniture store channel continues to lead in share and grow fastest
                                                                    • Figure 12: Total US retail sales of furniture stores, by channel, at current prices, 2012 and 2014
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Millennial population growth bodes well for furniture market
                                                                      • Figure 13: Population by age, 2009-19
                                                                    • Hispanic population growth a highlight, tend to live in larger households
                                                                      • Figure 14: Hispanic population by age, 2009-19
                                                                    • Growth in Asian, Black, and Hispanic households will benefit the furniture market
                                                                      • Figure 15: Population by race and Hispanic origin, 2009-19
                                                                    • Declining unemployment not enough to boost consumer confidence
                                                                      • Figure 16: Consumer Sentiment Index and unemployment, 2000-13
                                                                    • Wood costs continue to rise, eroding margins
                                                                      • Shifts in home ownership, sales, average home size, and housing starts
                                                                        • Figure 17: Seasonally adjusted homeownerships rates for the US, Q1 2000-14
                                                                      • Home sales trail far behind their pre-recession levels
                                                                        • Figure 18: Houses sold, Total US, 2000-13
                                                                      • Average size of US homes continues to increase, making more space for more furniture
                                                                        • Figure 19: Median and Average Square Feet of Floor Area in New Single-Family Houses Completed, US 2000-13
                                                                      • New home starts continue to increase, paving the way for more furniture purchases
                                                                        • Figure 20: New Privately Owned Housing Units Authorized, but Not Started, at End of Period
                                                                      • Green consumers growth in share may influence furniture purchases
                                                                        • Figure 21: Change in share of green consumer population, 2007-14
                                                                    • Retailer Overview

                                                                        • Furniture Specialists
                                                                          • Aaron’s
                                                                            • Ashley Furniture HomeStore
                                                                              • Cost Plus World Market
                                                                                • Crate & Barrel
                                                                                  • Ethan Allen
                                                                                    • Haverty’s
                                                                                      • IKEA
                                                                                        • La-Z-Boy
                                                                                          • Pier 1 Imports
                                                                                            • Restoration Hardware
                                                                                              • Rooms to Go
                                                                                                • Thomasville
                                                                                                  • Value City Furniture
                                                                                                    • Wayfair and Joss & Main
                                                                                                      • Williams-Sonoma Inc (Williams-Sonoma, Williams-Sonoma Home, Pottery Barn, Pottery Barn Kids, PB Teen, West Elm, Mark and Graham, and Rejuvenation)
                                                                                                        • Z Gallerie
                                                                                                        • Innovations and Innovators

                                                                                                          • Pottery Barn photos (to) art and party planning
                                                                                                            • Figure 22: Pottery Barn partnership with art.com, June 2014
                                                                                                            • Figure 23: Pottery Barn design services, June 2014
                                                                                                          • Promoting sustainability efforts at Crate & Barrel and IKEA
                                                                                                            • Figure 24: Crate & Barrel’s sustainability efforts, June 2014
                                                                                                          • HGTV Design Exclusives with Bassett Furniture
                                                                                                            • Figure 25: HGTV collection at Bassett furniture, June 2014
                                                                                                          • West Elm goes local
                                                                                                          • Marketing Strategies

                                                                                                            • Overview of the brand landscape
                                                                                                              • Promoting limited-time sales is the primary use of TV and other mass media ad vehicles
                                                                                                                • Macy’s sets the standard for price-focused TV spots
                                                                                                                  • Figure 26: Macy’s, TV ad, month 2013
                                                                                                                • Ethan Allen Memorial Day sale promotion
                                                                                                                  • Figure 27: Ethan Allen, TV ad, May 2014
                                                                                                                • Thomasville promotes American Heritage line for July 4th
                                                                                                                  • Figure 28: Thomasville, TV ad, month 2013
                                                                                                                • Ashley Furniture HomeStore Memorial Day Sale and “Selling Credit”
                                                                                                                  • Figure 29: Ashley home furniture, TV ad, May 2014
                                                                                                                • Visually oriented social media: transforming views to buys
                                                                                                                  • Pinterest
                                                                                                                    • Figure 30: Crate & Barrel Pinterest page, June 2014
                                                                                                                    • Figure 31: Value City Furniture Pinterest page, June 2014
                                                                                                                  • Instagram
                                                                                                                    • Houzz
                                                                                                                      • Being “on trend”
                                                                                                                        • Figure 32: Thomasville Furniture color of the year design inspiration page, June 2014
                                                                                                                      • Celebrity endorsers, celebrity designers, and brand-endorsed “themes”
                                                                                                                        • Figure 33: Martha Stewart at Macy’s Bedding Collection Home Page, June 2014
                                                                                                                        • Figure 34: Crate & Barrel, TV ad, 2013
                                                                                                                        • Figure 35: Thomasville Lantau TV ad, 2013
                                                                                                                      • “On Demand” furniture and affordability
                                                                                                                        • Figure 36: Ethan Allen, TV ad, March 2014
                                                                                                                        • Figure 37: Value City TV ad, February 2014
                                                                                                                      • Crate & Barrel pursues cause marketing
                                                                                                                        • Figure 38: Crate & Barrel Cause marketing, July 2014
                                                                                                                      • App and mobile strategies
                                                                                                                        • Figure 39: Value City Furniture mobile app, July 2014
                                                                                                                      • Shopping for fit: Haverty’s, Pottery Barn, and Thomasville offer virtual room planners with measurements
                                                                                                                        • Figure 40: Icovia-powered room planner from Thomasville furniture, June 2014
                                                                                                                      • Shopping by looks
                                                                                                                        • Figure 41: Ethan Allen mobile site, July 2014
                                                                                                                        • Figure 42: Crate & Barrel mobile site, July 2014
                                                                                                                      • IKEA’s partial embrace of user-generated content
                                                                                                                        • Figure 43: To IKEA with love YouTube UGC Contest, 2014
                                                                                                                    • Social Media

                                                                                                                        • Key points
                                                                                                                          • Market overview
                                                                                                                            • Key social media metrics
                                                                                                                                • Figure 44: Key performance indicators, selected furniture retailers, June 16, 2013-June 15, 2014
                                                                                                                              • Brand usage and awareness
                                                                                                                                • Figure 45: Brand usage and awareness of furniture retailers, April 2014
                                                                                                                              • Interaction with brands
                                                                                                                                • Figure 46: Interaction with furniture retailers, April 2014
                                                                                                                              • Leading Online Campaigns
                                                                                                                                • Digital flea market
                                                                                                                                  • Branded content
                                                                                                                                    • Pinterest marketing campaigns
                                                                                                                                      • What we think
                                                                                                                                        • Online conversations
                                                                                                                                          • Figure 47: Online mentions, selected furniture retailers, June 16, 2013-June 15, 2014
                                                                                                                                        • Where are people talking about furniture retailers?
                                                                                                                                          • Figure 48: Mentions by page type, selected furniture retailers, June 16, 2013-June 15, 2014
                                                                                                                                        • What are people talking about online?
                                                                                                                                          • Figure 49: Mentions by topic of conversation, selected furniture retailers, June 16, 2013-June 15, 2014
                                                                                                                                      • Furniture Purchases

                                                                                                                                        • Key points
                                                                                                                                          • A majority of consumers have purchased furniture in the last two years
                                                                                                                                            • Figure 50: Furniture purchases, April 2014
                                                                                                                                          • Younger consumers more likely to purchase furniture
                                                                                                                                            • Figure 51: Furniture purchases in past 2 years, by gender and age, April 2014
                                                                                                                                          • Across income levels, most consumers have purchased some furniture within the last two years
                                                                                                                                            • Figure 52: Furniture purchases in past 2 years, by household income, April 2014
                                                                                                                                          • Larger households buy more furniture
                                                                                                                                            • Figure 53: Furniture purchases in past 2 years, by household size, April 2014
                                                                                                                                          • Households with children more likely to purchase all types of furniture
                                                                                                                                            • Figure 54: Furniture purchases in past 2 years, by presence of children in household, April 2014
                                                                                                                                          • Aside from patio furniture, owners and renters have similar purchase patterns
                                                                                                                                            • Figure 55: Furniture purchases in past 2 years, by residence, April 2014
                                                                                                                                        • What Consumers Purchase and How Much They Spend

                                                                                                                                          • Key points
                                                                                                                                            • Bedding and décor items are the most commonly purchased items
                                                                                                                                                • Figure 56: Household furnishings, by gender, November 2012-December 2013
                                                                                                                                              • Younger respondents purchase more of all types of furniture as they establish homes
                                                                                                                                                  • Figure 57: Household furnishings, by age, November 2012-December 2013
                                                                                                                                                • Larger households tend to buy a wider variety of furniture
                                                                                                                                                  • Figure 58: Household furnishings, by household size, November 2012-December 2013
                                                                                                                                                • Largest proportion spend $1,000 or more on furniture
                                                                                                                                                    • Figure 59: Amount spent on furniture, by gender, November 2012-December 2013
                                                                                                                                                  • Consumers aged 25-44 spend the most on furniture
                                                                                                                                                    • Figure 60: Amount spent on furniture, by age, November 2012-December 2013
                                                                                                                                                  • Nearly half of $100K+ consumers spent $1,000 or more on furniture in the last year
                                                                                                                                                    • Figure 61: Amount spent on furniture, by household income, November 2012-December 2013
                                                                                                                                                • Reasons for Purchasing Furniture

                                                                                                                                                  • Key points
                                                                                                                                                    • Half of all consumers buy furniture to replace old or worn-out items
                                                                                                                                                      • Figure 62: Reasons for purchasing furniture, April 2014
                                                                                                                                                    • Older respondents replace worn-out furniture, younger respondents buy for style or to outfit new homes
                                                                                                                                                      • Figure 63: Reasons for purchasing furniture, by age, April 2014
                                                                                                                                                    • $100K+ consumers more willing to replace furniture to change styles
                                                                                                                                                      • Figure 64: Reasons for purchasing furniture, by household income, April 2014
                                                                                                                                                    • More renters purchase due to moving into new homes, owners purchase after furniture wears out
                                                                                                                                                      • Figure 65: Reasons for purchasing furniture, by residence, April 2014
                                                                                                                                                    • Types of furniture purchased for each reason
                                                                                                                                                      • Figure 66: Types of furniture purchased in the past 2 years, part 1, April 2014
                                                                                                                                                    • Consumers wait until wear out to purchase kitchen, home office, and patio furniture
                                                                                                                                                      • Figure 67: Types of furniture purchased in the past 2 years, part 2, April 2014
                                                                                                                                                    • Online versus offline shopping behavior and reasons for purchase
                                                                                                                                                      • Figure 68: Reasons for purchasing furniture, by purchase nets, April 2014
                                                                                                                                                  • Retailers Shopped for Furniture Purchases

                                                                                                                                                    • Key points
                                                                                                                                                      • Furniture stores and mass merchandisers lead versus all other sales channels
                                                                                                                                                        • Figure 69: Retailers shopped/browsed for furniture, April 2014
                                                                                                                                                      • Men shop across a wider variety of retailers for furniture compared to women
                                                                                                                                                        • Figure 70: Retailers shopped for furniture (in-store or online), by gender, April 2014
                                                                                                                                                      • 18-34s shop at a wide variety of retailers, favor mass merchandisers
                                                                                                                                                        • Figure 71: Retailers shopped for furniture (in-store or online), by age, April 2014
                                                                                                                                                      • Opportunity to sway middle-income ($75K-$149.9K) respondents
                                                                                                                                                        • Figure 72: Retailers shopped for furniture (in-store or online), by household income, April 2014
                                                                                                                                                      • Largest households purchase from widest variety of retailers
                                                                                                                                                        • Figure 73: Retailers shopped for furniture (in-store or online), by household size, April 2014
                                                                                                                                                    • Attitudes toward Furniture

                                                                                                                                                      • Key points
                                                                                                                                                        • Most consumers seek to buy “traditional” furniture that will last a long time
                                                                                                                                                          • Figure 74: Attitudes toward furniture, April 2014
                                                                                                                                                        • 55+ women and men want quality furniture that will last, younger consumers less invested in the long term
                                                                                                                                                          • Figure 75: Attitudes toward furniture, by gender and age, April 2014
                                                                                                                                                        • Middle income consumers seek durability and traditional style
                                                                                                                                                          • Figure 76: Attitudes toward furniture, by household income, April 2014
                                                                                                                                                        • Larger households more prone to replace furniture, less concerned with traditional styles
                                                                                                                                                          • Figure 77: Attitudes toward furniture, by household size, April 2014
                                                                                                                                                      • Attitudes toward Online Furniture Shopping

                                                                                                                                                        • Key points
                                                                                                                                                          • Most respondents are put off by online furniture shopping
                                                                                                                                                            • Figure 78: Attitudes toward purchasing furniture online, April 2014
                                                                                                                                                          • A majority of respondents, across age groups, want to touch or see furniture before purchasing it
                                                                                                                                                            • Figure 79: Attitudes toward purchasing furniture online, by age, April 2014
                                                                                                                                                          • Those with household incomes of $75K+ need more incentives to buy furniture online
                                                                                                                                                            • Figure 80: Attitudes toward purchasing furniture online, by household income, April 2014
                                                                                                                                                        • Ideas/Inspiration for Furniture

                                                                                                                                                          • Key points
                                                                                                                                                            • In-store displays, retailer catalogs and websites, and the homes of friends and family are the most significant sources of inspiration
                                                                                                                                                              • Figure 81: Ideas/inspiration for furniture, April 2014
                                                                                                                                                            • Younger respondents looking for more assistance with their purchase decisions
                                                                                                                                                              • Figure 82: Ideas/inspiration for furniture, by age, April 2014
                                                                                                                                                            • Those with household income of $100K+ more able to purchase furniture, receptive to furniture promotion
                                                                                                                                                              • Figure 83: Ideas/inspiration for furniture, by household income, April 2014
                                                                                                                                                            • Factors that motivate purchases: men need more help
                                                                                                                                                              • Figure 84: Using this has led to a furniture purchase, by gender and age, April 2014
                                                                                                                                                          • Important Factors When Choosing Furniture Retailers

                                                                                                                                                            • Key points
                                                                                                                                                              • Consumers seek free shipping, variety, and convenience from furniture retailers
                                                                                                                                                                • Figure 85: Important factors when choosing furniture retailers, April 2014
                                                                                                                                                              • Younger consumers more keen on interactive tools, online design assistance
                                                                                                                                                                • Figure 86: Important factors when choosing furniture retailers, by gender and age, April 2014
                                                                                                                                                              • Highest-income consumers consider practical attributes most important when choosing a retailer
                                                                                                                                                                • Figure 87: Important factors when choosing furniture retailers, by household income, April 2014
                                                                                                                                                            • Race and Hispanic Origin

                                                                                                                                                              • Key points
                                                                                                                                                                • Asian and Hispanic consumers are ardent furniture purchasers
                                                                                                                                                                  • Figure 88: Furniture purchases in past 2 years, by race/Hispanic origin, April 2014
                                                                                                                                                                • Asian and Black consumers likely to spend more on furniture
                                                                                                                                                                  • Figure 89: Amount spent on furniture, by race/Hispanic origin, November 2012-December 2013
                                                                                                                                                                • Black, Asian, and Hispanic consumers are less motivated by tradition and durability than White consumers
                                                                                                                                                                  • Figure 90: Reasons for purchasing furniture, by race/Hispanic origin, April 2014
                                                                                                                                                                • Black and Hispanic respondents favor discount furniture retailers
                                                                                                                                                                  • Figure 91: Retailers shopped/browsed for furniture, by race/Hispanic origin, April 2014
                                                                                                                                                                • Asian respondents among the most discerning furniture shoppers
                                                                                                                                                                  • Figure 92: Attitudes toward furniture, by race/Hispanic origin, April 2014
                                                                                                                                                                • Hispanic consumers averse to online shopping
                                                                                                                                                                  • Figure 93: Attitudes toward purchasing furniture online, by race/Hispanic origin, April 2014
                                                                                                                                                                • Hispanics likely to be influenced by in-store displays, items in others’ homes
                                                                                                                                                                  • Figure 94: Ideas/inspiration for furniture, by race/Hispanic origin, April 2014
                                                                                                                                                                • Hispanic and Black respondents more readily influenced to purchase furniture through new social media and online tools
                                                                                                                                                                  • Figure 95: Using this has led to a furniture purchase, by race/Hispanic origin, April 2014
                                                                                                                                                                • Hispanic consumers particularly concerned about furniture purchase logistics
                                                                                                                                                                  • Figure 96: Important factors when choosing furniture retailers, by race/Hispanic origin, April 2014
                                                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                                                • Furniture purchases
                                                                                                                                                                  • Figure 97: Furniture purchases in past 2 years, by marital/relationship status, April 2014
                                                                                                                                                                  • Figure 98: Furniture purchases in past 2 years, by employment, April 2014
                                                                                                                                                                  • Figure 99: Furniture purchases in past 2 years, by furniture retailers, April 2014
                                                                                                                                                                  • Figure 100: Household furnishings, by race/Hispanic origin, November 2012-December 2013
                                                                                                                                                                  • Figure 101: Household furnishings, by household income, November 2012-December 2013
                                                                                                                                                                  • Figure 102: Household furnishings, by presence of children in household, November 2012-December 2013
                                                                                                                                                                  • Figure 103: Household furnishings, by marital/relationship status, November 2012-December 2013
                                                                                                                                                                • Amount spent on furniture
                                                                                                                                                                  • Figure 104: Amount spent on furniture, by household size, November 2012-December 2013
                                                                                                                                                                  • Figure 105: Amount spent on furniture, by presence of children in household, November 2012-December 2013
                                                                                                                                                                  • Figure 106: Amount spent on furniture, by marital/relationship status, November 2012-December 2013
                                                                                                                                                                • Reasons for purchasing furniture
                                                                                                                                                                  • Figure 107: Reasons for purchasing furniture, by gender, April 2014
                                                                                                                                                                  • Figure 108: Reasons for purchasing furniture, by household size, April 2014
                                                                                                                                                                  • Figure 109: Reasons for purchasing furniture, by marital/relationship status, April 2014
                                                                                                                                                                  • Figure 110: Reasons for purchasing furniture, by employment, April 2014
                                                                                                                                                                  • Figure 111: Reasons for purchasing furniture, by furniture retailers, April 2014
                                                                                                                                                                  • Figure 112: Reasons for purchasing furniture, by presence of children in household, April 2014
                                                                                                                                                                • Retailers shopped for furniture
                                                                                                                                                                  • Figure 113: Retailers shopped for furniture (in-store or online), by presence of children in household, April 2014
                                                                                                                                                                  • Figure 114: Retailers shopped for furniture (in-store or online), by marital/relationship status, April 2014
                                                                                                                                                                  • Figure 115: Retailers shopped for furniture (in-store or online), by employment, April 2014
                                                                                                                                                                  • Figure 116: Retailers shopped for furniture (in-store or online), by residence, April 2014
                                                                                                                                                                  • Figure 117: Retailers shopped for furniture (in-store or online), by type of furniture purchased, part 1, April 2014
                                                                                                                                                                  • Figure 118: Retailers shopped for furniture (in-store or online), by type of furniture purchased, part 2, April 2014,
                                                                                                                                                                • Attitudes toward furniture
                                                                                                                                                                  • Figure 119: Attitudes toward furniture, by marital/relationship status, April 2014
                                                                                                                                                                  • Figure 120: Attitudes toward furniture, by presence of children in household, April 2014
                                                                                                                                                                  • Figure 121: Attitudes toward furniture, by employment, April 2014
                                                                                                                                                                  • Figure 122: Attitudes toward furniture, by residence, April 2014
                                                                                                                                                                • Attitudes toward online furniture shopping
                                                                                                                                                                  • Figure 123: Attitudes toward purchasing furniture online, by gender, April 2014
                                                                                                                                                                  • Figure 124: Attitudes toward purchasing furniture online, by marital/relationship status, April 2014
                                                                                                                                                                  • Figure 125: Attitudes toward purchasing furniture online, by presence of children in household, April 2014
                                                                                                                                                                  • Figure 126: Attitudes toward purchasing furniture online, by residence, April 2014
                                                                                                                                                                  • Figure 127: Attitudes toward purchasing furniture online, by household size, April 2014
                                                                                                                                                                  • Figure 128: Attitudes toward purchasing furniture online, by employment, April 2014
                                                                                                                                                                • Ideas/Inspiration for furniture
                                                                                                                                                                  • Figure 129: Ideas/inspiration for furniture, by gender, April 2014
                                                                                                                                                                  • Figure 130: Ideas/inspiration for furniture, by residence, April 2014
                                                                                                                                                                  • Figure 131: Ideas/inspiration for furniture, by marital/relationship status, April 2014
                                                                                                                                                                  • Figure 132: Ideas/inspiration for furniture, by presence of children in household, April 2014
                                                                                                                                                                  • Figure 133: Ideas/inspiration for furniture, by household size, April 2014
                                                                                                                                                                  • Figure 134: Using this has led to a furniture purchase, by household income, April 2014
                                                                                                                                                                  • Figure 135: Using this has led to a furniture purchase, by household size, April 2014
                                                                                                                                                                  • Figure 136: Using this has led to a furniture purchase, by marital/relationship status, April 2014
                                                                                                                                                                  • Figure 137: Using this has led to a furniture purchase, by presence of children in household, April 2014
                                                                                                                                                                  • Figure 138: Using this has led to a furniture purchase, by residence, April 2014
                                                                                                                                                                • Important factors when choosing furniture retailers
                                                                                                                                                                  • Figure 139: Important factors when choosing furniture retailers, by marital/relationship status, April 2014
                                                                                                                                                                  • Figure 140: Important factors when choosing furniture retailers, by household size, April 2014
                                                                                                                                                                  • Figure 141: Important factors when choosing furniture retailers, by presence of children in household, April 2014
                                                                                                                                                                  • Figure 142: Important factors when choosing furniture retailers, by residence, April 2014
                                                                                                                                                              • Appendix – Social Media

                                                                                                                                                                • Online conversations
                                                                                                                                                                  • Figure 143: Online mentions, selected furniture retailers, social universe mentions, June 16, 2013-June 15, 2014
                                                                                                                                                                  • Figure 144: Online mentions, selected furniture retailers, Word Normalized, June 16, 2013-June 15, 2014
                                                                                                                                                                • Brand analysis
                                                                                                                                                                  • Figure 145: IKEA key social media indicators, June 2014
                                                                                                                                                                  • Figure 146: Wayfair.com key social media indicators, June 2014
                                                                                                                                                                  • Figure 147: Ashley Furniture HomeStore key social media indicators, June 2014
                                                                                                                                                                  • Figure 148: Ethan Allen key social media indicators, June 2014
                                                                                                                                                                  • Figure 149: Value City Furniture key social media indicators, June 2014
                                                                                                                                                                  • Figure 150: Thomasville key social media indicators, June 2014
                                                                                                                                                                • Brand usage or awareness
                                                                                                                                                                  • Figure 151: Brand usage or awareness, April 2014
                                                                                                                                                                  • Figure 152: Thomasville usage or awareness, by demographics, April 2014
                                                                                                                                                                  • Figure 153: IKEA usage or awareness, by demographics, April 2014
                                                                                                                                                                  • Figure 154: Ashley Furniture HomeStore usage or awareness, by demographics, April 2014
                                                                                                                                                                  • Figure 155: Value City Furniture usage or awareness, by demographics, April 2014
                                                                                                                                                                  • Figure 156: Ethan Allen usage or awareness, by demographics, April 2014
                                                                                                                                                                  • Figure 157: Wayfair.com usage or awareness, by demographics, April 2014
                                                                                                                                                                • Activities done
                                                                                                                                                                  • Figure 158: Activities done, April 2014
                                                                                                                                                                  • Figure 159: Thomasville – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                                                  • Figure 160: Thomasville – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
                                                                                                                                                                  • Figure 161: Thomasville – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                                                  • Figure 162: IKEA – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                                                  • Figure 163: IKEA – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
                                                                                                                                                                  • Figure 164: IKEA – Activities done – I follow/like the brand on social media because, by demographics, April 2014
                                                                                                                                                                  • Figure 165: IKEA – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                                                  • Figure 166: Ashley Furniture HomeStore – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                                                  • Figure 167: Ashley Furniture HomeStore – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
                                                                                                                                                                  • Figure 168: Ashley Furniture HomeStore – Activities done – I follow/like the brand on social media because, by demographics, April 2014
                                                                                                                                                                  • Figure 169: Ashley Furniture HomeStore – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                                                  • Figure 170: Value City Furniture – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                                                  • Figure 171: Value City Furniture – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                                                  • Figure 172: Ethan Allen – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                                                  • Figure 173: Ethan Allen – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                                                  • Figure 174: Wayfair.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                                                  • Figure 175: Wayfair.com – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                                Companies Covered

                                                                                                                                                                • Haverty Furniture Companies, Inc

                                                                                                                                                                Furniture Retailing - US - July 2014

                                                                                                                                                                £3,277.28 (Excl.Tax)