UK searches of furniture during December delivered a lacklustre month, with the only peak in searches coming after Christmas as furniture sales were among those of popular topics.
According to Google search data analysed by Big Furniture Group, four days during December 2023 saw ‘furniture’ searches record an index score of 90 or more, while a score over 80 came in at just six days. The highest searched date was 27 December with a full score 100 as shoppers seemed to save their searches for after the Christmas festivities.
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 ‘furniture sales’ a popular search, up 60%, while more specific retailer terms included ‘Furniture Village sale’, up 90%, ‘Next furniture sale’, up 50%., and ‘John Lewis furniture sale’, also up 50%. The term ‘expand furniture’ saw searches rise 190%, while other retailer searches included Oak Furnitureland, Cousins, Bensons for Beds, Dusk, Stokers, DFS, Fairway, Dunelm, JYSK and Gillies.
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 28 December with a full score of 100. Related brand searches saw MattressNextDay, Emma Sleep, Simba, Nectar, Dormeo, Dreams and Tempur all perform strongly. The term ‘cooling mattress topper’ delivered a high volume of searches, up 90%, while ‘futon mattress’, ‘natural mattress’ and ‘Queen size bed’ searches all rose over 50%.
Bedroom furniture
Bedroom furniture searches recorded two days of peak activity with an index value over 90. The highest searched date was 29 December with a full score of 100. Popular brand searches included Habitat, JYSK, Sharps, House of Fraser and Dusk. The term ‘bedroom furniture sale’ delivered high searches, up 60%, while ‘dressing table’, ‘mirrors’, ‘stool’ and ‘toddler bed’ all saw high searches.
Dining furniture
Dining furniture searches recorded one day of peak activity with an index value over 90. The most searched day was the 26 December, which scored a full 100. Popular brand searches included Barker and Stonehouse, Next, Zara Home, Sterling Furniture, G Plan, DFS, Dunelm and Oak Furnitureland. The terms ‘corner dining set’, ‘dining room ideas’, ‘extendable dining table set’ and ‘vintage dining 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 five peak dates, with the highest score of 100 recorded on 26 December. Popular related searches included ‘Chesterfield Sofas’, up 400%, ‘Boucle’, up 160%, ‘u shaped sofas’, up 400%, and ‘small 2 seater sofa’, up 250%. As for brands, Loaf, Arlo & Jacob, Oak Furnitureland, Sofas & Stuff, Lucas Furniture, HSL, Furniture Village, Dunelm, Next, Barker and Stonehouse, La-Z-Boy, DFS, Swyft and KC Sofas were the highest searched. Other notable terms included ‘fur throws for sofas’, up 350%, ‘cinema sofas uk’, up 250%, and ‘designer sofas for you’, also up 200%.
Flooring & Carpets
Flooring searches saw five days scoring over 90, with the highest date being 29 December, scoring the full 100. Carpet searches saw four days scoring over 90, with the highest date on 29 December, scoring the full 100. Popular brand searches included Brintons, Amtico, Martin Phillips Carpets, Calverts, United Carpets, Topps Tiles and Carpetright. A popular search term, with an increase of 120%, was ‘Dunelm carpet runners’, while ‘patterned carpets’ searches rose 70%.
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.
