Furniture Today recently featured findings from Provoke Insights’ Furniture Purchases research, part of the Fall 2024/Winter 2025 Trends Report. The study highlights evolving consumer preferences when it comes to choosing between online and in-store furniture shopping. Check out the full article here.

The furniture purchases research reveals that the type of furniture plays a major role in the shopping channel. For instance, about two-thirds of consumers purchased lamps, lighting, and baby furniture online in the past year. In contrast, 71% preferred to buy larger items like sideboards, buffets, sofas, and loveseats in physical retail stores. This reflects a growing balance in furniture purchases trends, where convenience and tactile experience both matter.

Why do shoppers go online? Key motivators include better pricing (27%), free delivery (25%), a wider product selection (19%), and a quicker shopping process (16%). Meanwhile, in-store shoppers tend to seek personal experience, particularly for big-ticket or comfort-based items such as recliners and outdoor furniture.

Beyond purchase location, the study also explores shopper behaviors. Notably, 67% of respondents purchased furniture in the past year—especially high among Gen Z, urban dwellers, high-income households, and families with children.

Reviews and recommendations are also essential. Compared to other product categories, furniture buyers are more likely to consult online reviews (31%) and shop with family or friends (36%), with 21% significantly influenced by their companions. However, unlike other categories like electronics or apparel, furniture buyers are less likely to seek opinions from their broader personal networks.

This furniture purchases research offers actionable insights for marketers and retailers looking to engage a dynamic, experience-driven customer base.

Want more research on the topic? Check out our latest Summer 2025 Trends research here.