UK searches of furniture during January delivered a mixed month, with peak searches being around bedroom furniture, discount deals, flooring and early searches of outdoor furniture.
According to Google search data analysed by Big Furniture Group, two days during January 2024 saw ‘furniture’ searches record an index score of 90 or more, while a score over 80 came in at 11 days. The highest searched date was 7 January with a full score 100 followed closely by 6 January at 99, which was the opening weekend of the month.
Google index’s its search data to 100. This means where 100 is the maximum search interest for the term selected, it is the highest value and indicates a high internet search.
The results saw related searches of ‘January Furniture Show’ a popular search, up 200%, while more specific retailer terms included ‘Roseland Furniture’, up 190%, ‘Hammonds Fitted Bedroom Furniture’, up 100%, and ‘Coach House furniture’, up 130%. The term ‘garden furniture’ saw searches rise 80%, while other retailer searches included Oak Furnitureland, Choice Furniture Superstore, IKEA and The Range. ‘Bedroom furniture sets UK’ searches were also up 80%.
Other search terms Big Furniture Group reviewed included mattresses, bedroom furniture, dining furniture, living room furniture, sofas, carpets and flooring.
Mattresses
Mattress searches recorded three peak dates with an index score value of 90 or more. The highest searched date was 7 January with a full score of 100. Related brand searches saw Mattressman, Emma, Sealy, Bensons for Beds, Silentnight, Mattress Online, Simba, Relyon and Mlily all perform strongly. The term ‘Premier Inn bed’ delivered a high volume of searches, while ‘kingsize mattress’, ‘cheap double mattress’ and ‘small single mattress’ searches all rose over 50%.
Bedroom furniture
Bedroom furniture searches recorded four days of peak activity with an index value over 90. The highest searched date was 14 January with a full score of 100. Popular brand searches included DFS, Dreams, IKEA, B&Q, M&S, Laura Ashley, John Lewis and Furniture Village. The terms ‘Toulouse bedroom furniture’ and ‘shabby chic’ delivered high searches, while ‘Ikea wardrobes’ searches rose 120% and ‘cheap bedroom furniture sets’ increased 90%. Other searches of interest included ‘childrens bedroom furniture’ and ‘boys bedroom furniture’.
Dining furniture
Dining furniture searches recorded one day of peak activity with an index value over 90. The most searched day was the 2 January, which scored a full 100. Popular brand searches included Habitat, Furniture Box, Sterling Furniture, B&M, Oak Furniture Superstore, M&S, Cotswold Company and ercol. The term ‘garden furniture dining set’ rose 500% in searches, while other high volume search terms included ‘ercol dining table’, up 200%, ‘corner dining set’, up 130%, and ‘extendable dining table’, up 40%.
Living room furniture
Living room furniture saw four peak days during the month. The most searched days were 6 and 14 January that both scored the full 100 score. Popular brand related searches included John Lewis, The Range, IKEA, Furniture Village, Next, Argos and Oak Furnitureland. The terms ‘bookcase’, ‘oak furniture’, ‘grey living room furniture’, ‘white living room furniture’, ‘footstool’ and ‘table lamp’ all performed strongly.
Sofas
Sofa searches saw six peak dates, with the highest score of 100 recorded on 6 January. Popular related searches included ‘Chesterfield Sofas’, up 110%, ‘chaise lounge’, up 80%, ‘velvet sofa bed’, up 70%, ‘teddy sofa’, up 60%, and ‘olive green sofa’, up 40%. As for brands, Snug, Sofa Club, Swyft, Natuzzi, G Plan, Parker Knoll, Loaf, La-Z-Boy, ercol, Duresta, Heal’s, Stressless, Ponsford, Sofology, DFS JYSK and Argos were the highest searched.
Flooring & Carpets
Flooring searches saw 26 days scoring over 90, with the highest date being 20 January, scoring the full 100. Carpet searches saw five days scoring over 90, with the highest date on 6 January, scoring the full 100. Popular brand searches included UK Flooring Direct, Howdens, ScS, Amtico, Carpetright, Victoria Plum, Furlong Flooring and Kardean. Popular search terms included ‘hallway flooring ideas’, ‘grey wooden flooring’, ‘black and white vinyl flooring’, while ‘beige’ colour searches rose 50%.
How can these stats help?
This data from Google indicates popular searches from multiple categories. Knowing what consumers are searching online can play an advantage into future promotions and general search behaviour.
