Stationary Upholstery: Furniture Trends in the Southeast

Published: August, 26 2008

By Thomas A. Prais

While the South (AK, AL, DE, FL, GA, KY, LA, MD, MS, NC, SC, TN, VA and WV) is associated with traditional furniture, The Retail Experience survey data suggests that is an outdated notion. When it comes to stationary upholstery, Southeastern survey respondents—like respondents from the rest of the country—preferred contemporary furniture. Indeed, when it comes to stationary upholstery furniture styles, survey respondents from the Southeast tracked closely with the rest of the nation, though transitional furniture was slightly more popular in the South.

Of course, there’s more to the furniture market than furniture styles. Some key differences between Southern furniture consumers and U.S. furniture consumers in general:

• Southeastern furniture consumers were more likely (55 percent to 41 percent) to shop three or more furniture stores for their stationary upholstery purchase. They were more likely (31 percent to 25 percent) to list price comparisons as the reason why they shopped three or more furniture stores.
  

• Likewise, among respondents who used the Internet to research their purchase, Southerners were more likely to have made price comparisons (74 percent to 61 percent) and to have searched for coupons/promotions (35 percent to 25 percent). They were less likely (61 percent to 70 percent) to have made style comparisons.

• Furniture brands made weak showings in the South. Only 21 percent of Southeastern respondents made their stationary upholstery purchase at retail brand furniture stores, compared to 30 percent overall. They were, on the other hand, more likely (21 percent to 13 percent) to have shopped at manufacturer-branded furniture stores, such as La-Z-Boy or Ashley.

• They were far more likely (10 percent to 4 percent) to have made their stationary upholstery purchase upon coming into some money.

• According to a variety of metrics they were slightly less likely to put much stock in brand names. The difference was much larger, however, when asked if they were willing to spend more for a brand names: only 17 percent of Southeastern stationary upholstery consumers indicated a reasonable willingness to do so, compared to 30 percent nationally.

• While the environment may not play well in the South politically, when it comes to consumption, 24 percent of stationary upholstery survey respondent from the Southeast sought out green furniture, compared to 22 percent nationally.