Omnichannel Shopping Habits Shape Home Furnishings Trends, BigCommerce Report Finds

BigCommerce (Nasdaq: BIGC), an open SaaS, composable ecommerce platform for B2C and B2B brands and retailers, has recently released findings from its latest consumer report titled The Omnichannel Customer Journey: The New Buyer Experience for Home Furnishings Shoppers. This survey gathered insights from over 3,000 U.S. consumers, highlighting the diverse shopping behaviors that motivate consumers to purchase home goods. It has become crucial for home furnishings brands to understand how and where their customers prefer to shop.

Melissa Dixon, director of brand and content marketing at BigCommerce, stated, “Today’s home furnishings shoppers are more informed and selective than ever, blending in-store and online experiences to make confident purchase decisions.” The findings emphasize the importance of a robust omnichannel strategy, which includes flexible payment options and highly personalized customer engagement. These elements are not only key drivers for boosting sales but also for fostering deep, long-term brand loyalty.

Understanding Consumer Preferences

The survey results indicate that a strong omnichannel strategy that combines both online and in-store shopping is essential for home furnishing brands to meet customer expectations and remain competitive in a rapidly evolving market. The findings also highlight the potential of promotions, emerging technology, sustainability, and in-store experiences in fostering long-term brand loyalty.

Where, What, and How Consumers Prefer to Buy

While the pandemic initially fueled a surge in online shopping, there has been a notable recovery in interest for traditional in-store experiences. In fact, 48% of consumers prefer to purchase home furnishings in-store, while 28% favor online shopping, and 24% have no preference. Despite the majority favoring in-store purchases, many respondents prefer to find inspiration for home furnishing digitally. Home improvement shows (48%) and home decor websites and blogs (47%) are more popular than in-store browsing (40%).

When it comes to digital touchpoints, social media has emerged as a leading platform for product discovery, with 48% of respondents indicating its influence. This trend is likely due to the abundance of content available on platforms like Instagram and TikTok that inspire viewers. The report also revealed that 66% of shoppers purchased bedroom essentials online, followed closely by home décor (56%) and storage solutions (49%).

Shopping Channels and Preferences

Online marketplaces and big-box store websites are the favored choices for purchasing, with 54% of consumers opting for these channels. Most consumers prefer to buy mid-priced items ($100 – $499) from these channels over a brand’s direct website (39%). This preference may be driven by big-box store promotions and features like Amazon’s free two-day shipping.

Flexible return policies, such as free pickup services, provide reassurance to shoppers. Over 60% of respondents stated they were more likely to purchase from an online home furnishings brand that offers free return shipping. Other key factors influencing online furnishings purchases include no restocking fees (37%), extended return windows (36%), and return pickup services (34%).

Buy Online, Pick Up in Store (BOPIS)

In the past year, 69% of shoppers have utilized Buy Online, Pick Up in Store (BOPIS), with 36% using it 2-5 times. Notably, 80% of shoppers reported purchasing additional items when picking up orders, presenting home furnishings brands with new opportunities to drive sales and increase repurchase rates.

Emerging Technologies and Consumer Confidence

While a majority of respondents (42%) have not used emerging technologies, 27% have tried virtual showrooms, 24% have utilized augmented reality (AR) 3D displays, and 18% have experienced in-store virtual reality (VR) installations. Interestingly, 47% of consumers reported feeling more confident in their purchasing decisions when using these technologies, indicating a growing reliance on these tools as they become integral to the shopping experience.

Offering online AR preview placements can help shoppers visualize products in their homes. Similarly, VR tools can allow shoppers to explore a brand’s offerings through in-store installations or by connecting their headsets to an online virtual showroom. Brands like UPLIFT Desk provide shoppers the ability to view 3D configurations of their desks in their homes, enhancing their comfort with the purchase.

Influence of Promotions on Shopping Behavior

Promotions significantly influence where consumers choose to shop. In fact, 82% of respondents who prefer in-store purchases are likely to buy online when presented with an online-only promotion. Similarly, 76% of online shoppers would consider purchasing at a physical store if offered an in-store-only promotion. It’s important to note that fewer online shoppers would switch to in-store shopping, likely due to their preference for the convenience of 24/7 online purchasing.

With 61% of in-store shoppers and 58% of online shoppers indicating that promotions would attract them to try a different buying method, home furnishing brands should prioritize promotions such as percentage discounts, buy-one-get-one (BOGO) offers, and free gifts with purchase to attract and retain customers. Email marketing remains the most effective promotional channel, with 55% of consumers preferring to receive promotions via email.

Sustainability in Home Furnishings

As consumers increasingly prioritize sustainability, there is a growing preference for eco-friendly products. While 39% of respondents look for energy-efficient items and 34% seek products with minimal or recycled packaging, the majority are not willing to pay more than 10% extra for sustainable options. Most consumers are unwilling to pay any additional cost.

To attract eco-minded shoppers, home furnishings brands should explore cost-effective ways to incorporate sustainable practices into their products. Highlighting energy efficiency and environmentally friendly packaging on product pages and shipping materials can help differentiate brands from competitors.

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