5/15/26

Furniture brands are struggling to earn the same loyalty consumers give to their favorite jeans, beer, or smartphone makers, according to new research from Provoke Insights

The study ranked furniture near the bottom among 13 industries for brand loyalty, trailing categories such as apparel, alcohol, electronics, and beauty. While consimers often remain devoted to brands in fashion and tech, furniture shoppers appear far more willing to switch based on price, convenience, or experience.

Quality remains the biggest factor driving loyalty in furniture, cited by 53% of respondents. Furniture shoppers were also more likely than consumers in other categories to stay loyal to brands that meet their personal needs and maintain a trustworthy reputation.

Still, loyalty in the category appears fragile. Consumers said the main reasons they abandon furniture brands are declining quality and rising prices. Negative shopping experiences and poor customer service also continue to push buyers away, while convenience issues mattered more to furniture shoppers than to consumers in many other secotrs.

Perhaps most concerning for retailers and manufacturers, only one-third of respondents said brand names are important when shopping for furniture. Nearly half said they would likely choose a similar unbranded product it it came at a lower price.

For shoppers who do prefer branded furniture, quality overwhelmingly outweighs factors such as aesthetics, reputation or customer service. The findings suggest furniture companies are competing in a category where emotional attachment is weak and price senstitivity remains high.

The survey also found furniture shoppers frequently purchase related products, including home improvement items and electronics, reflecting the growth overlap between home, lifestyle and technology spending.

Despite concerns about inflation across the economy, furniture prices appeared less top-of-mind for consumers than rising costs in fuel, groceries, and restaurants. Only 22% of respondents said they noticed furniture price increases.

The findings highlight a growing challenge for furniture brands: consumers are increasingly focused on value, making it harder for companies to rely on branding alone. To build long-term loyalty, retailers may need to priortize quality, trust, and a smoother customer experience over prestige marketing.

Read the full article in Furniture Today here.