Contemporary is most popular style in sofas
Published: April, 02 2008
By Thomas A. Prais
The preferences and purchase behaviors of stationary upholstery shoppers differs quite a bit from casegood shoppers. While Craftsman is clearly the preferred style for casegoods, contemporary and transitional were the preferred styles in stationary seating. Contemporary was the close favorite, with traditional edging it out among those who purchased at local, single store retailers, respondents age 55-65, and those who spent $2,500 or more for their purchase.
Stationary upholstery shoppers, compared to furniture shoppers in general, tended to be more satisfied with their purchase (95 percent were extremely or very satisfied, compared to 90 percent for furniture shoppers overall). They are also more particular about style: sixty-two percent listed style/design as a top purchase consideration (compared to 54 percent of furniture shoppers in general), and 36 percent listed color (compared to 21 percent).
They were less likely to be concerned with quality, especially women, only 32 percent of whom listed it as a top consideration, compared to 48 percent of men. Value, also, was less important, though still a factor to 36 percent of stationary upholstery shoppers.
Comfort was a top consideration of 55 percent of respondents, and 68 percent of respondents who spent $2,500 or more. Those who did list comfort spent an average of $1,566, compared to $1,635 for those who listed style/design and $1,450 for the average stationary upholstery ticket.
Those who listed brand spent the most on average, at $1,764. It’s a small group, though, representing only 4 percent of respondents, and they were twice as likely to purchase from a manufacturer-branded store. Even beyond those who bought based on brand, only 16 percent of stationary upholstery shoppers either agreed or strongly agreed that they look for particular brands, compared to 23 percent of furniture shoppers in general.
Three-quarters did research at retail stores, and half of stationary upholstery shoppers did research online. Seventy percent of the latter compared styles online (as opposed to 56 percent of general furniture shoppers), while 61 percent compared prices (as opposed to 70 percent).
Life events, such as moving, getting married, or starting a family, were less likely to be a factor in stationary upholstery purchases compared to casegoods.
Consumers need to see their prospective stationary upholstery purchase up close and personal. While such consumers were more likely to research online and spent more time there than the typical furniture consumer, only 1 percent of purchases were made via the Internet (and the average online ticket only totaled $600).
Indeed, consumers seem somewhat dependent upon the retail experience. They bought the fabric or leather option shown on the sales floor model 76 percent of the time—even though 77 percent of such consumers weren’t limited to the option shown. Twenty-eight percent didn’t select another option because the product shown was stocked and could be delivered more easily, but given the high levels of purchase satisfaction in this category, they don’t seem to feel they sacrificed style overmuch in the name of convenience.
(The image on the homepage used with this story features the EU15 sofa from Bassett Furniture Industries' Elements Collection.)