UK searches of furniture during November delivered another consistent month, with Black Friday related searches dominating, ottomans and the Premier Inn bed among those of popular topics.
According to Google search data analysed by Big Furniture Group, seven days during November 2023 saw ‘furniture’ searches record an index score of 90 or more, while a score over 80 came in at 17 days. The first weekend of the month saw the highest number of searches, with Sunday 5 November scoring 100. Towards the end of the month, searches started to tail off.
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 ‘bedroom furniture’ a popular search, up 50%, while ‘ottoman’ also saw high searches, up 40%. Not surprisingly, the term ‘Black Friday furniture sale’ experienced an increase by over 1,200%, while similar terms ‘Black Friday furniture’ and ‘Black Friday furniture deals’ also saw searches rocket over 1,000%. ‘Furniture restoration’ saw an uptick of 60%, indicating interest in upcycling services. As for brands, stand out searches included Dreams, Fabb Furniture, Furniture And Choice, Cotswold Furniture, Fishpools, Casa Bella, Cousins and Daal.
Other search terms Big Furniture Group reviewed included mattresses, bedroom furniture, dining furniture, living room furniture, sofas, carpets and flooring.
Mattresses
Mattress searches recorded five peak dates with an index score value of 90 or more. The highest searched date was 12 November with a full score of 100. Related brand searches saw Silentnight, Emma, Dormeo UK, OTTY, Simba, eve and Tempur all perform strongly. The term ‘Premier Inn Bed’ delivered a high volume of searches for a second straight month, while ‘mattress Black Friday deals’ searches rose over 3,000%.
Bedroom furniture
Bedroom furniture searches recorded five days of peak activity with an index value over 90. The highest searched date was 19 November with a full score of 100. The rest of the month showed consistent searches with popular brand searches including Hammonds, IKEA, Daal, DFS, Roseland, ScS, Bensons for Beds and John Lewis. The terms ‘nursery furniture’ and ‘kids bedroom furniture’ both delivered high searches, while ‘ready assembled bedroom furniture’ saw an uptick of 160%. Furthermore, ‘white bedroom furniture sets’ and ‘oak bedroom furniture sets’ were up almost 100%, while ‘bedroom furniture sets with bed’ searches rose 140%.
Dining furniture
Dining furniture searches recorded three days of peak activity with an index value over 90. The most searched day was the 19 November, which scored a full 100. Popular brand searches included Roseland, Very, Cotswold Furniture, Furniture Village, My Furniture, Neptune, Habitat, The Range, Wayfair and ScS. The terms ‘solid wood dining table’, ‘bar stool’, ‘reclaimed lumber’ and ‘dining room table and chairs’ all saw high searches.
Living room furniture
Living room furniture saw two peak days during the month. The most searched day was 26 November that scored the full 100 score. Popular related searches included Wayfair, Farrow & Ball, Oak Furnitureland, Argos and The Range. The terms ‘velvet’, ‘window blind’, ‘grey living room furniture sets’, ‘cabinets’, ‘living room chair’ and ‘sofa bed’ all performed strongly.
Sofas
Sofas searches saw three peak dates, with the highest score of 100 recorded on 19 November. Popular related searches included ‘Black Friday sofa deals’, up 1,700%, ‘Black Friday sofa’, up 1,300%, ‘sofa bed Black Friday’, up 1,100%, and ‘DFS orka sofa’, up 160%. As for brands, DFS, Sofa Club, Dusk, ercol, IKEA, Furniture And Choice and ScS were the highest searched. Other notable terms included ‘large cushions for sofa’, up 100%, ‘single sofa bed chair’, up 60%, and ‘black sofa’, also up 60%.
Flooring & Carpets
Flooring searches saw five days scoring over 90, with the highest date being 7 November, scoring the full 100. Carpet searches saw 14 days scoring over 90, with the highest date 5 November, scoring the full 100. Popular brand searches included UK Flooring Direct, Topps Tiles, Amtico, DMS Flooring, Vincent Flooring, Wren, Franks Flooring, Tapi and Flooring Hut. A popular search term, with an increase of 170%, was ‘luxury flooring and furnishings’, while ‘online carpets’ searches rose 60%. Finally, other terms of interest were ‘how to measure stairs for carpet’ and ‘carpet protector mat’.
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.
