UK searches of furniture during November delivered a slow month, while Black Friday related searches dominated any uplift along with mattress and flooring searches.
According to Google search data analysed by Big Furniture Group, one day during November 2024 saw ‘furniture’ searches record an index score of 90 or more, while a score over 80 came in at one day also. The highest searched date was 4 November with a full score 100.
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 specific brand terms that included ‘Furniture Village Black Friday’, up 1,500%, ‘furniture direct online’, up 170%, and ‘David Phillips furniture’, up 100%. Other popular terms included ‘Black Friday furniture’, up 1,200%, ‘Black Friday furniture deals’, up 1,000%, and ‘oakfurnitureland’, up 80%, as well as ‘Swoon’, up 40%.
Other search terms Big Furniture Group reviewed included mattresses, bedroom furniture, dining furniture, living room furniture, sofas, carpets and flooring.
Mattresses
Mattress searches recorded seven peak dates with an index score value of 90 or more. The highest searched date was 24 November with a full score of 100. Related brand searches saw Simba, OTTY, Mattressman, Emma and Tempur all perform strongly. The term ‘mattress black Friday sale’ saw searches rise 1,750%, while ‘black Friday mattress deals’ searches increased 1,250%, ‘black Friday mattress’ searches rose 950% and ‘black Friday mattress deals 2024’ saw an increase of 450%.
Bedroom furniture
Bedroom furniture searches recorded three days of peak activity with an index value over 90. The highest searched date was 17 November with a full score of 100. Popular brand searches included Laura Ashley, Wren, Julian Bowen, Roseland, The Cotswold Company, IKEA, Sharps and Bensons for Beds. The term ‘Boucle’ rose 1,400%, while ‘sofa tables’ searches were up 180% and ‘scandi bedroom furniture’ was up 4,200%. Other terms included ‘double bed frame’, up 3,300%, ‘cheap bedroom furniture sets’, up 450%, and ‘black bedroom furniture’, up 70%.
Dining furniture
Dining furniture searches recorded one day of peak activity with an index value over 90. The most searched day was the 17 November, which scored a full 100. Popular brand searches included The Cotswold Company, Heals, CFS Furniture, Zara Home, Taskers, Cox & Cox, MADE, Fishpools, OKA, West Elm and Housing Units. The terms ‘luxury dining table’, ‘boucle dining chair’ and ‘conservatory furniture’ were all high breakout searches.
Living room furniture
Living room furniture saw two peak days during the month. The most searched day was 3 November that scored the full 100 score. Popular brand related searches included DFS, Sofology, Furniture123, Dunelm and Roseland. The terms ‘living room cupboard’, ‘industrial living room furniture’, ‘living room ceiling lights’, ‘accent chairs for living room’ and ‘bespoke living room furniture’ were all breakout searches, while ‘living room furniture set’ searches rose 70%.
Sofas
Sofa searches saw two peak dates, with the highest score of 100 recorded on 3 November. Popular related searches included ‘bluey sofa’, up 2,450%, ‘black Friday sofa deals’, up 2,200%, ‘bluey plush sofa’, up 2,150% and ‘sofa bed black Friday’, up 1,000%. Other terms included ‘u shaped sofa’, up 190% and ‘best modular sofas UK’, up 200%. As for brands, popular searches included DFS, Darlings of Chelsea, Sofa.com, Sofas by Saxon, MADE, John Lewis and La-Z-Boy.
Flooring & Carpets
Flooring searches saw 11 days scoring over 90, with the highest date being 9 November, scoring the full 100. Carpet searches saw 10 days scoring over 90, with the highest date on 10 November scoring the full 100. Popular brand searches included Tile Mountain, Amtico, Furlong, Likewise, Flooring Hut, Abingdon Flooring, Tapi, Axminster Carpets and Dunelm. Popular search terms included ‘solid oak flooring’, up 50%, and ‘Dunelm carpet runners’, up 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.
