The showrooming reality

Nearly one-third of furniture shoppers report they've visited a brick-and-mortar furniture store and then purchased product online. This is known as showrooming.
     That's according to more than 6,800 furniture shoppers answering an online survey in April from Furniture/Today and FurnitureDealer.net. The questions were posted on the American Home Furnishings Alliance website, catalog.findyourfurniture.com.
     Sixty-five percent of consumers answering our survey have used their mobile devices in a store to shop for better prices online. One reason prices are often lower online is in most states Internet-only retailers are not required to collect a sales tax. This month the U.S. Senate approved the Marketplace Fairness Act, which would require large online retailers to collect taxes on Internet purchases; the bill now heads to the House for a vote.
     In a recent survey by AlixPartners, almost 30% of online shoppers said they would shop more brick-and-mortar retailers if the online tax became a reality; but nearly 50% said the tax would have no affect on their online shopping habits.

29% of consumers have visited a furniture store and then bought online.

Showrooming by generation

28% of Millennials

(ages 18-32)

32% of Generation Xers

(ages 33-48)

31% of Younger Boomers

(ages 49-57)

26% of Older Boomers

(ages 58-67)

16% of Seniors

(ages 68 and over)

Source: Furniture/Today and Furnituredealer.net Consumer Survey, April 2013

125.9 million people own a smartphone, or 40% of the total U.S. population. Source: comScore
Ways consumers use smartphones in furniture stores
Ways consumers
Millennials are more likely to mobile price shop while in a furniture store.

Boomers lead in mobile searches for product information.

Source: Furniture/Today and Furnituredealer.net Consumer Survey, April 2013
Furniture Today Staff | Staff Editors

Furniture Today covers all the news concerning manufacturers, retailers and suppliers in the home furnishings sector.

High Point Videos

Scott Brothers at High Point Market with Bill McLoughlin

See our videos from the Spring 2017 High Point Market featuring coverage of the Scott Brothers, Christopher Guy, 3D furniture printing, and our Habitat for Humanity building project. See videos! Video coverage sponsored by AcceptanceNOW.

Digital Edition

Furniture Today Digital Edition

See the digital edition of Furniture/Today, which allows you to flip through the pages, click on any underlined area to visit a website or send an e-mail, search to find content in the magazine, or share pages with your friends. See the latest issue!