American household goods enter the stock market! You must know these consumption trends

Recently, DigitalCommerce360 and BizrateInsights conducted a home furnishings shopping survey among 1,113 online shoppers in the United States. The survey found that home furnishings are still selling strongly in all channels, but the proportion of online shopping has slowed down.

Post-epidemic demand for home decoration and furniture online shopping has declined

In the past year, 25% of online shoppers purchased at least half of their home furnishings online. However, compared with the same period last year, online shopping accounted for a smaller proportion of consumers’ home furnishings purchases.

For example, last year, the proportion of consumers who made more than 50% of their home furnishing purchases online was as high as 41%, but this year it is only 25%. At the same time, last year, the proportion of consumers who made less than 50% of their home furnishing purchases online was 59%, but this year this proportion has risen to 75%.

The survey pointed out that overall category demand may have declined at present. The tactile nature of home furnishings and the gradual end of the lockdown have seen consumers increasingly return to physical stores to buy.

In addition, during the epidemic, the main activities driving the consumption of household goods include home decoration (44%) and DIY projects (42%). Currently, the proportion of home decoration activities has dropped to 37%, while DIY projects have increased (47%).

Factors influencing online shopping for household goods

The survey shows that more than 60% of consumers believe that product price, reviews and information are the main factors affecting online purchases of household goods. Consumers also believe that high-definition product pictures and buyer show pictures are also important.

In addition, product usage or installation videos are popular with consumers. 34% of respondents believe that operation instructions are important, and videos account for 23%. Consumers are increasingly interested in tools that enhance the home furnishings shopping experience, including VR technology (17%), space design (15%) and style analyzers (10%).

Online shopping channels

As with most categories, Amazon is the top site for buying home goods, with Walmart and Target close behind.

Given the lingering supply chain challenges, out-of-stocks, delayed deliveries, and cancellations are all concerns for online shoppers. Unfortunately, 41% have experienced out-of-stocks when shopping online. 25% have experienced delayed deliveries, and 16% have even canceled their orders. More and more online shoppers are seeking same-day delivery options.

When asked about their future spending in the home furnishings category, 40% of online shoppers expect to spend less on home furnishings by 2022. From an income perspective, 42% expect their spending to remain the same as last year. Only 17% expect to spend more. Unfortunately, 41% will spend less, which will certainly have an impact on sales.

Competition in the home furnishings market will be intense for the remainder of 2022. With inventory limited and consumer spending relatively flat, sellers can attract consumers with relevant incentives to capture and maintain current market share in the coming months.

Editor✎ Ashley/

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