Furniture & decoration: uses and attitudes of the French in 2021

74% of these, despite the health crisis, favor purchases in physical points of sale. And economic conditions oblige, the price remains at the heart of the concerns of 64% of them.

What are the purchase frequencies by brand? What products have the French bought in the last 12 months? What is the duration of a purchasing cycle depending on the product sought? What information are consumers looking for first? How much attention is paid to prices or promotions? What are their purchase or visit intentions by brand? The answer to these questions at the heart of this study carried out by Opinionway on a panel representative of the French population of 5486 people.

In short

• 73% of French people have bought at least one decoration or furnishing product during the last 12 months and 55% several.
• 49% of French people intend to buy a decoration or furnishing product in the next 6 months
• 76% of French people plan to buy decoration or furniture products at a physical point of sale
• 74% of French people prefer to go physically to points of sale to buy
• 51% of French people make purchases at least once a year at Leroy Merlin, 48% at Gifi, 47% at Action and 40% at Ikea
• Depending on the nature of the products, between 50% and 71% of French people take less than a month between the start of their research and the act of purchase
• 64% of French people focus on price and 48% on promotions when considering buying a decoration or furniture product
• 49% of French people believe that the press or specialized magazines are useful when looking for information prior to their purchases of furnishing or decoration products
• 83% of French people pay attention to the prices offered by furniture or decoration brands (for at least one type of product)
• 82% of French people pay attention to promotions offered by furniture or decoration brands (for at least one type of product)

Purchasing behavior: the French are large consumers of furniture or decoration products

The French are attached to their home. Especially since they have been spending more time there for over a year now. In fact, 73% of consumers have bought at least one furnishing or decoration product in the last 12 months and 55% several.

Priority to small everyday purchases

With regard to their purchases, small items of expenditure are essential. Indeed, 31% of them invested in kitchen utensils, more than one in four (28%) in bed linen, cushions or throws and more than two in ten (22%) in dishes, glasses or cutlery.

By way of comparison, sofas, armchairs or even tables and chairs (9%) come far behind. All in all, these figures are logical in view of the longer life cycle of these products.

The price, the sinews of war

If 83% of French people look for a multitude of information before going to the act of purchase, the price remains at the center of their concerns for 64% of them and interesting offers or promotions for almost one in two (48%). At the same time, nearly one in four French people (24%) attach importance to the origin of the product or the delivery methods and nearly one in five (19%) to consumer opinions.

Four brands particularly popular with consumers

While purchasing frequencies vary greatly from one brand to another, four of them see a large number of customers investing in them several times a year. In this case, they are Leroy Merlin (51%), Gifi (48%), Action (47%) and Ikea (41%). The latter, in particular Gifi and Action, offer low prices all year round and clearly illustrate the growing importance of this concern for consumers at the time of the act of purchase. Even more, 18% of Action customers go there several times a month.

Buying cycles: the French quickly get their hands on the wallet

Whether it is a bookcase (66%), garden furniture (68%), a bed or a mattress (69%), a TV cabinet (70%) or an office (71%), more than 2/3 of French people set their sights on an article in less than a month. And in general, this trend is observed among almost all the products relating to this sector of activity.

Various sources of information

The store remains the center of attention when it comes to finding information. 81% of French people attach themselves to useful information in the store. Other sources are emerging, however. Among them, search engines dominate 80% of consumers, followed by catalogs or digital brochures (71%), ahead of paper catalogs (69%). At the same time, videos (50%), the specialized press (49%) and specialized programs (45%) are also among the strong sources of prescription.

Purchase intentions: stores are still popular

While 49% of French people intend to buy at least one furnishing or decoration product over the next 6 months, garden furniture with the return of sunny days will be preferred by 21% of them.

74% say they prefer to buy in-store and 24% online.

In view of the economic climate, low-cost brands will be particularly favored.

Methodology

Representative sample of the French population aged 18 and over 5486 people.

The sample was drawn up according to the quota method, with regard to the criteria of sex, age, socio-professional category, category of agglomeration and region of residence.

Interviews were conducted from April 22 to 27, 2021.

Any total or partial publication must imperatively use the following complete mention: “OpinionWay survey for Bonial” and no resumption of the survey can be dissociated from this title.

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