UK searches of furniture during September were mainly high throughout the month, with bedroom and garden furnishings among those of popular topics.
According to Google search data analysed by Big Furniture Group, six days during September 2023 saw ‘furniture’ searches record an index score of 90 or more, while a score over 80 came in at 15 days. The first Sunday of the month the highest number of searches, with 3 September scoring 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 ‘garden furniture’ a popular search, while ‘Furniture 123’ was one of the most searched brands, up by over 1,000%. Oak Furnitureland searches rose 150%, while ‘Richmond furniture scheme’ searches increased 170%. The term ‘orange box furniture’ saw an increase of 160% in searches, while ‘second hand furniture near me’ saw searches rise 80%. Furniture Village, Homesense, IKEA, Cookes, CFS Furniture and Zara Home all experienced rises between of more than 40%. Bedroom furniture searches were a popular topic, as was garden, table and couch.
Other search terms Big Furniture Group reviewed included mattresses, bedroom furniture, dining furniture, living room furniture, sofas, soft furnishings and flooring.
Mattresses
Mattress searches recorded one peak date with an index score value of 90 or more. The highest searched date was 17 September with a full score of 100. Related brand searches saw Harrison Spinks, up 250%, and Vispring, up 60%, perform strongly, while the term ‘Leeds mattress factory’ experienced a significant breakout in searches. ‘Folding bed with mattress’ and ‘super king size bed’ saw spikes in searches by 50% each, while ‘mattress stores near me’ searches rose 110%. Other brands that saw increases included Hastens and Wayfair.
Bedroom furniture
Bedroom furniture searches recorded three days of peak activity with an index value over 90. The highest searched date was 10 September with a full score of 100. Popular brand searches included, Oak Furnitureland, up 170%, IKEA, up 110%, Dreams, up 50% and Argos, also up 50%. Interestingly, the term ‘french style bedroom furniture’ saw a spike in searches by 450%, while ‘white bedroom furniture sets’ searches rose 170%. The term ‘IKEA kids bedroom furniture’ was popular, up 160%.
Dining furniture
Dining furniture searches recorded two days of peak activity with an index value over 90. The most searched day was the 10 September, which scored a full 100. Popular brand searches included Sterling Furniture, Dwell, Neptune, Laura James and Wickes as significant breakouts, while Cotswold Furniture, Wayfair, IKEA and The Range also experienced a rise in searches by more than 40%. The term ‘garden furniture sale’ saw an increase of 70% in searches with consumers potentially seeing the end of the summer as period to save on outdoor furnishings.
Living room furniture
Living room furniture saw one peak day during the month. The most searched day was 23 September that scored the full 100 score. Popular related searches included DFS, up 200%, Dunelm, up 50%, The Range, up 100% and Oak Furnitureland, up 90%. The term ‘bookcase’ saw searches rise 250%, while ‘side tables for living room’ searches rose 190%. ‘Armchair’ searches rose 110%, while ‘living room chair’ searches were up 110%.
Sofas
Sofas searches saw three peak dates, with the highest score of 100 recorded on 24 September. Popular related searches included ‘backless sofa’, ‘marshmallow sofa’, up 300%, and ‘flat pack sofa’, up 100%. As for brands, Dusk, Sofa Club, Sofa.com and Habitat were all popular searches, while the terms ‘fold out sofa bed’ and ‘Emma sofa bed’ saw increases of 50% each. Other notable terms included ‘chesterfield corner sofa’, ‘cloud sofa’ and ‘sofa bargain’, all seeing increases of over 50%.
Soft Furnishings
Soft furnishings searches produced three peak days, with the highest on 18 September, scoring the full 100. The stand out related search term within this category was ‘cushion’.
Flooring & Carpets
Flooring searches saw three days scoring over 90, with the highest date being 18 September, scoring the full 100. Carpet searches saw 16 days scoring over 90, with the highest dates the 17 and 23 September, scoring the full 100.
Popular brand searches included Likewise, Floors To Go, Karndean, B&Q, CFC Flooring, Invictus Flooring, ScS, Cormar Carpets and Farrow and Ball. A popular search term, with an increase of 250%, was ‘carpet shops near me’, while ‘pay weekly carpets’ searches rose 60%, indicating a finance related search as consumers look to spread out the cost. Finally, another term of interest was ‘carpet runners for stairs’, up by 60%.
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.
