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Melt Digital
October 14, 2020

Latest furniture insights from Google Trends

Data last collected: 01/10/20

We’ve been closely monitoring Google trends data throughout the pandemic to gauge the level of search interest across key home furnishing product types such as; sofa, bed, chairs and table in order to anticipate trends and changes in consumer search behaviour. Home furnishing, especially businesses with an online presence, has benefited from this turbulent time as people spend increasingly more time at home. A stark contrast to many other sectors, such as the travel industry which we’ve been following closely the last few months

Our aim is simple: to help you navigate a complex Covid-19 landscape that is in constant flux. 

One caveat is that Google Trends data should be seen as a guide and therefore it’s recommended that you validate any trends data with qualitative and quantitative metrics before taking action.

Methodology

  • Defined an initial list of searches for each category using Wayfair’s product range
  • Used Google Trends API to pull “interest over time” data at scale within the defined category (270 – Home furnishings)
  • Visualised summed averaged for each category by week in the “interest over time” graphs
  • Analysed rising queries within “related queries” tables from the last 90 days to get a sense of what queries are trending in each category.

Overall

Interest over time (YOY)

This looks at the average Google trends score (0-100) of 100+ keywords related to home furnishings for the past 3 years.

fig 1: YOY comparison over time for UK keywords related to home furnishing

As you can see above (fig 1) demand for home furnishing products is considerably higher than the previous 2 years from week 15 (April) onwards as people are encouraged to stay at home during the lockdown. Despite the prime minister announcing that the UK is past the peak on 30th April, demand for home furnishing has consistently outperformed previous years with no sign that this trend is going away in 2020. This trend is backed up by one of the biggest online furniture retailers, Wayfair announcing a doubling of sales and a 37% surge in shares during March & April. 

Winners & Losers (Last 12 months)

This breaks down the top winners and losers across the keyword set for the last twelve months based on how search volumes have changed over that period in percentage.

Winners

Keywords Trend (12 months)
outdoor dining set 656
bistro set 512
picnic rug 406
outdoor table 404
garden accessories 311
outdoor chair 311
lounger 260
fire pit 232
large planter 175
outdoor bench 175
cocktail shaker 174
office chair 172
serving board 164
home office set 133
tea towel set 129
ottoman bench 125
serving bowl 125
soap dispenser 124
bike stand 124
wall planter 124
leaner mirror 124
pedal bin 124
desk 123
bike helmet 123
planter 123
plant pot 122

 

Losers

Keywords Trend (12 months)
desk tidy -55
suitcase -45
lightbulb -45
bluetooth headphones -33
alarm clock -33
file holder -33
lounge set -33
vanity chest of drawers -19
memo board -19
phone stand -18
tumbler -18
coat stand -18
spotlight -18
watch -18
utility -18
casserole dish -18
board game -18
baking dish -16

 

Looking through the trend scores, there are some interesting findings. The term “outdoor” is featured heavily in the winners. Examples being “Outdoor dining set” and “outdoor bench” but even products not mentioning outdoor have outdoor implied with examples such as “bistro set” and “picnic blanket”. 

On the flip side there is no surprise to see “suitcases” high up on the losers list. Office organisation products also don’t appear to be performing well with “desk tidy” and “file folder” down on previous years in terms of search interest. This may somewhat be surprising considering the amount of people who are currently working from home. 

We’ve broken down the trends data further for key products: sofa, bed, table and chair. Here’s what we found.

Sofa Breakdown

 

Interest over time (YOY)

This view slices the full data set to only include keywords containing “sofa” 

Fig 2: UK YOY sofa searches over time

As you can see above (fig 2) Sofa searches appear to follow a similar pattern to the overall home furnishing category and are performing strongly versus previous years. Searches for sofa-related keywords on average reached 85 in week 39 (Sep 21-27 2020), showing just how strong demand is at the moment and the sales potential for retailers.  

Sofa Keyword Trend (Last 12 months)

This is a percentage change in search volume for each individual keyword within this product set order by largest growth. 

Winners

Keywords Trend (12 months)
sofa bed 50
sofa 50
sofa with scatter cushions 50
modular sofa 49
corner sofa 49
pet sofa protector 24
corner sofa bed 22

 

Looking at the 12 month trend for Sofa keywords it  backs up the searches over time with the head term “sofa” seeing a 50% growth. “Corner Sofa” appears to be a popular product with two mentioned in the top 7.  An interesting addition is “pet sofa protector” and aligns with the trends of increased pet ownership during lockdown. 

Top Rising Queries:  “Sofa”  (UK, Last 90 Days)

These are rising queries related to “Sofa” within the home furnishing category of Google trends for the last 90 days. The higher the value the sharper the increase in recent searches.

variable value
snug sofa reviews 6100
sofa stores near me 250
two seater recliner sofa 200
small two seater sofa 200
made.com sofa bed 180
next ashford sofa 180
snug sofa 160
g plan sofa 160
joules sofa 150
tetrad sofa 150
sofa shops near me 140
parker knoll sofa 140
sofa shop 110
habitat sofa bed 100
ektorp sofa 100
blue velvet sofa 100
best sofa bed 100
scs sofa beds 100
velvet sofa bed 100

 

Looking at the rising queries, the first one that jumps out is “Snug sofa reviews”. On further analysis we discovered that this was a sofa-in-a-box and is being dubbed as the “furniture of the future”  and ties into the wider flatpack trend. These are great for people living in flats or small spaces, as well as making moving homes easier when the time comes. 

An encouraging sign for brick and mortar businesses is that searches for ‘sofa stores near me” are still rising over the last 90 days – a great sign that people are keen to come in store rather than purchasing online.

Bed Breakdown

 

Interest over time (YOY)

This view slices the full data set to only include keywords containing “bed” 

Fig 3: UK YOY bed searches over time

s you can see in the graph above (fig 3) bed searches follow the same pattern as Sofa, but the gap to previous years isn’t as high and has actually been closed completely in weeks 31 and 36. We have, however, seen a spike in the last week of this report (week 39) but we’ve need to monitor this over the coming weeks to validate this spike. 

Bed Keyword Trend (Last 12 months)

This is a percentage change in search volume for each individual keyword within this product set order by largest growth. 

Winners

Keywords Trend (12 months)
metal beds 50
sofa bed 50
wooden beds 50
bedspread 50
bedsheet 23
pet bed 23
upholstered beds 23
bunk bed 22
dog bed 22
bed 22
bedside table 22
bedset 22
day bed 22
corner sofa bed 22

 

Within the table we can start to unpick which products are driving this growth. The top performers, all with 50% growth on the previous year, are “sofa bed” which isn’t surprising and featured highly within sofa, “bed spread”, “wooden beds” and “metal beds”. 

Another interesting trend which correlates with sofa is “pet bed” and “dog bed” which appear to grow in line with increased demand for dogs. 

Top Rising Queries:  “Bed”  (UK, Last 90 Days)

These are rising queries related to “Bed” within the home furnishing category of Google trends for the last 90 days. The higher the value the sharper the increase in recent searches.

variable value
bed shops near me 12950
folding sofa bed 550
ikea extendable bed 160
ikea bed sizes 150
ikea pull out bed 140
ikea folding bed 130
bunk bed with sofa 130
ikea malm single bed 90
over bed wardrobe 90
ikea single bed 80
best sofa bed 80
sofabed 80
dunelm sofa bed 80
ikea loft bed 80

 

Similar to sofa, the rising queries are seeing a growth in “shops near me” which is great for business with stores. The breakout of this search, however, is a lot steeper than the sofa equivalent which may indicate people are more likely to come to a store to view a bed over a sofa. 

“folding” is another term that is growing in the last 90 days alongside “extendable” and “pull out” which indicates that people are increasingly looking for functionable beds for guests or flexible options for small spaces.

Table Breakdown

 

Interest over time (YOY)

This view slices the full data set to only include keywords containing “Table”

Fig 4: UK YOY table searches over time

Table searches (fig 4) have seen a strong growth YOY starting in week 15/16 similar to the overall home furnishing trend. Table is also a category that has seen a big spike again in week 39 that needs to be monitored and validated over the coming weeks. 

Table Keyword Trend (Last 12 months)

This is a percentage change in search volume for each individual keyword within this product set order by largest growth. 

Winners

Keywords Trend (12 months)
outdoor table 404
dining table set 82
tableware 50
bar table 50
tray table 50
dining table 50
console table 49
side table 49
table lamp 49
dressing table 49
nest of tables 49
coffee table 49
table runner 23
tablet stand 22
tablecloth 22
trestle table 22
bedside table 22
tabletop mirror 19

 

“Outdoor table” appears in the overall winners table with massive growth (404%) over the last 12 months. Other table products that have experienced 50% growth are “dining table”, “bar table”, “tray table” and “tableware”.

Top Rising Queries:  “Table”  (UK, Last 90 Days)

These are rising queries related to “Table” within the home furnishing category of Google trends for the last 90 days. The higher the value the sharper the increase in recent searches. 

variable value
costco dining table 170
marble dining table set 100
battery operated table lamps 90
dunelm table lamps 70
ikea table lamps 70
industrial dining table 70
industrial coffee table 70
marble dining table and chairs 60
dunelm coffee table 60
modern console table 60
the range table lamps 60
cast iron table legs 60
next table lamps 60
white side table 60
glass bedside table 60
marble console table 60
gumtree dining table 60
dfs dining table 60
marble dining table 50
narrow console table 50
small bedside table 50
small console table 50
next coffee table 50

 

The rising queries for “table” over the last 90 days produces some interesting findings. For example, 30% of the queries contain the word “dining” so it would be interesting to hear from suppliers to understand if this is a trend they are also seeing. 

Another surprising trend of the last quarter was the use of the word “industrial” with two queries appearing twice in the top 7 results. 

“Table lamps” appears to also be a popular search with several mentions, although these appear to be somewhat further down the funnel with several searches being appended with a brand i.e  “Ikea table lamps”

 

Chair Breakdown

 

Interest over time (YOY)

This view slices the full data set to only include keywords containing “Chair” 

Fig 5: UK YOY chair searches over time

As you can above (fig 5) “Chair” appears to be another high performer with significant growth versus previous years with no sign of slowing down. 

Chair Keyword Trend (Last 12 months)

This is a percentage change in search volume for each individual keyword within this product set order by largest growth. 

Winners

Keywords Trend (12 months)
outdoor chair 311
office chair 172
lounge chair 83
hanging chair 83
armchair 50
swivel chair 50
high-back chair 50
dining chair 49
kids chair 22
upholstered chair 21

 

As we’ve seen with tables, “outdoor” appears to be a product category that has seen increased demand in 2020. Chairs has seen solid growth, likely due to the rise in demand for “office chairs”. With more people working from home, the need for a proper chair has increased to avoid back pain and other posture issues. “hanging chair” is an interesting one as it’s considered less of an essential purchase but has proven to be a popular choice over the last 12 months. 

Top Rising Queries:  “Chair”  (UK, Last 90 Days)

These are rising queries related to “Chair” within the home furnishing category of Google trends for the last 90 days. The higher the value the sharper the increase in recent searches. 

variable value
mario gaming chair 19550
scorpion gaming chair 16200
vango dune chair 8850
grey tub chair 250
floor gaming chair 200
arm chair covers 190
scallop chair 180
leaf chair 170
the sofa and chair company 160
office chair covers 150
tub chair covers 150
charles eames chair 140
chair hire 120
ikea chair bed 120
ikea junior chair 110
stressless chair 110
next sherlock chair 100
teal chair 100
ikea leather chair 100

 

It’s interesting looking at the rising related queries for “chair” in Google Trends as we see a heavy shift to “gaming chairs”. These keywords seem to dominate the top spots over the last 90 days.  

“Vango dune chair” scored highly (a foldable camping chair) and aligns with the wider trend within home furnishing. As the cold weather kicks in and people spend less time outdoors we expect this particular product to decrease in search demand. 

Finally it was quite interesting to examine the style of chairs that are proving popular at the moment. Honourable mentions for “grey tub”, “scallop” and “leaf chair”, all of which appeared high on the list this quarter. 

 


We hope you’ve found these trends and insights useful, and hope to see you back here next month to find out how these trends play out over time for the travel sector.

If you’d like us to monitor any particular trends for you travel or non-travel get in touch via info@meltdigital.com.

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