Provoke Insights analyzes the consumer journey of furniture shoppers and unveils key findings about complex buying behaviors.

Furniture Today discusses the research results of an April 2024 trends report conducted by Provoke Insights. The market research study sheds light on consumer furniture shoppers and how they influence behaviors such as impulse shopping. The article discusses consumer behaviors in furniture purchasing, revealing varied decision timelines, a balance between brand loyalty and exploration, and a mix of planned and spontaneous buying. It highlights diverse shopping preferences across demographics, with stability in purchasing patterns observed over the past year. It sheds light on just how long is the furniture shoppers’ decision process.

Some noteworthy research on furniture shoppers include:  

• Furniture purchases have remained steady over the past year, with 13% of respondents making recent purchases, indicating consistent consumer interest in furniture items.
• Despite 77% planning their purchases, nearly a quarter make spontaneous buys, reflecting a mix of deliberate planning and impulse buying.
• 60% of recent furniture buyers take days or weeks to decide, indicating a prolonged buying journey.
• Half of consumers opt for new furniture brands, showcasing a balance between brand loyalty and exploration.
• One-third of prospective buyers plan to spend over $1,000, with higher-income households and certain demographic groups among the big spenders.
• Chain furniture stores are the top choice (32%), followed by local stores (29%), but preferences vary across demographics, with different age and income groups favoring specific outlets.

Check out our latest trends on Furniture Shoppers in our Summer 2025 Trends Research. Click here!

Drawing insights from Provoke Insight’s partnership with 3D Cloud on their 2024 Furniture Shopping Trends Study, this article emphasizes the emergence of a hybrid shopping model that seamlessly integrates online research with in-store purchases. 

As part of these 2024 Furniture Shopping trends, more shoppers start their furniture journey online. However, many still choose to complete the purchase in-store. This approach allows them to explore options digitally while still seeing and feeling products in person.

In addition, the study shows growing interest in 3D technology. Consumers say 3D visualization tools improve their shopping experience. As a result, they are more likely to buy from retailers that offer these tools.

Other important findings include the rise of AR (augmented reality) and VR (virtual reality). These tools help customers picture furniture in their own homes. Because of this, confidence in purchase decisions increases.

Online shoppers focus on easy returns and flexible payments. Meanwhile, in-store buyers value personal help and the chance to interact with the products.

Millennials are leading the move toward online and hybrid shopping. They say convenience and saving time are the top reasons for this shift.

Retailers need to adapt. By offering digital tools, improving both online and in-store experiences, and meeting consumer expectations, brands can stay ahead in a competitive market.

Provoke Insights conducts bi-annual research on the furniture industry. Check out the 2024 furniture research here.