There’s no denying the pandemic has significantly impacted the buying habits of most consumers. But how have the past two years changed consumer priorities when it comes to buying furniture and accessories?

Eva Lorenz, director, home categories, at Amazon said the last two years have been unprecedented for the e-commerce behemoth, particularly in the home goods category. With the pandemic forcing many to stay home more often, online shopping has become an easy way to upgrade their spaces without risking their health.

“Our homes have become a sanctuary through this period, and that’s an opportunity for brands to really help customers create a sense of comfort and consistency among a population we believe is looking for solace,” she said.

And over the past year, Lorenz said Amazon has identified several trends driving home furnishings sales, according to the preferences of their customers. 

Grounding Nature

With people stuck indoors for months during the height of the pandemic, outdoor spaces and incorporating nature inside have become really important for consumers. And that leads to increased demand for furnishings and accessories made with performance materials.

“The connection to the outdoors remains important to customers as they search for materials that are waterproof, concrete, powder-coated finishes to metal and finishes that work both indoor and outdoor,” she said.

And outdoor entertaining has become an important part of many people’s lives in the wake of the pandemic, offering the ability to safely gather. That has made the use of exterior spaces more important than ever for consumers.

“With COVID lingering, customers are extending the season with outdoor parties going all year,” Lorenz said. “In fact, 49% of Domino readers are interested in extending the season with weather-resistant pieces.”

Hybrid Home

In the wake of the pandemic, consumers use their homes for both personal and professional fulfillment, according to Lorenz. That means they’re looking for furnishings that can do double duty and help them create mixed-use spaces that can accommodate a home office, exercise area, etc.

Clutter-free Comfort

Consumers want their homes to give them a sense of calm while also being organized. That leads to an uptick in furnishings that offer storage, as well as comfortable silhouettes like curved sofas and chairs that hug the body.

“Customers are reaching for textiles like thick boucle, felted yarns, and brushed wools,” said Lorenz. “Products labeled as cozy have increased by 46% in the U.K. and 11% in the U.S.”

Optimistic Environment

With vaccination rates improving, a sense of optimism is returning to the home space, with people more comfortable entertaining again.

“Customers are reaching for multi-functional storage and moveable furniture to support entertaining and adding entertaining to their hybrid homes,” said Lorenz.

Pops of bright color and even hints of luxury through metallics and high quality materials add to the optimistic vibe.

Low-impact Living

According to Lorenz, 83% of Amazon customers say when deciding between brands, they’ll always go with the one with a good sustainability record.

“Customers want sustainable products and services and want to champion reusability, recyclability and longer product life cycles,” she said. 

Nod to Nostalgia

Inspired by a simpler lifestyle in the wake of the pandemic, consumers are embracing retro styles in home furnishings and accessories.

“Customers are seeking art deco profiles with curved statement pieces in furniture and lighting,” she said. “The curves are cocooning again while maintaining a refined architectural look.”

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Several companies introduced new textiles with a sustainability story. Greentex America launched its Eco Plen indoor/outdoor fabric, which boasts antiviral properties that make it more resistant to contamination from coronavirus and flu viruses.

Culp introduced its LiveSmart Evolve Oasis line, using nine recycled post-consumer plastic bottles for each yard of fabric, and the company’s new outdoor collection featured colors and textures inspired by nature.

The look and feel of natural fibers guides Sunbrella’s new additions to its Luxury Plains collection. Added patterns include Odette, inspired by menswear and featuring a chevron weave made with Sunbrella bouclette yarn; Catana, which incorporates tightly-packed, fine chenille yarns to create a velvet-like fabric; and Elin, an opulent chenille fabric with a subtle patina pattern.

At Valdese Weavers, the big story this market was the expansion of their partnership with Seaqual Initiative. Seaqual removes plastic waste from the ocean and partners with companies like Valdese to upcycle that plastic into new products.

The mill introduced the first Seaqual collections last market, and they expanded the offering this time, including adding outdoor fabrics as part of their InsideOut brand.

“Where we’re really focused is sustainability,” said Jill Harrill, sales and marketing communications, Valdese Weavers. “We’re really proud of what we’re doing now and excited for what we will be doing in years to come.”

Solutions for supply chain disruptions were a focus for Ultrafabrics this market. The maker of indoor/outdoor faux leathers introduced its new UF Select line, which is produced by a mill in North America. The domestic production model is a departure for the company, which has its milling operation based in Japan. 

“The idea is we will be working with select mills around the world that meet our rigorous standards,” said Sergio Prosperino, vice president, sales, furniture, healthcare and fashion, Ultrafabrics. “That will give us a competitive advantage with different points of manufacturing so we can reduce the distance the product has to travel.”

The line includes three different styles—Montage, which comes in neutrals and rich jewel tones; Impasto, which has a natural leather-like texture; and Linen, which features a linen-like look. Prosperino said that as the company partners with more mills around the globe, the line will be even easier to get, helping Ultrafabrics sidestep the supply chain issues that have plagued the industry since the COVID-19 pandemic.

“Speed to market is key,” Prosperino said. “We’re really trying to control our distribution and UF Select lets us do that, getting product to our manufacturing partners quicker.”

(For more on sustainability at Showtime, see this story on Nice Link’s entrance into the category.)

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While a 1% decline may not sound huge, the disparity came at a time when the company expected to continue to capitalize on the pandemic-induced demand for home goods. In fact, Tritton shared during the call that the company had adjusted its 2021 forecast based on the second quarter and a lackluster September. The next day, the company’s stock plummeted 22%.

So what happened? While Tritton explained the store had experienced issues many retailers are grappling with now—increased freight prices, shipping delays, and hits to traffic in major markets due to fears of the delta variant—internal missteps were to blame, as well.

One of the biggest was misunderstanding their customer’s shopping habits and needs. As part of their evolution as a company, Bed Bath & Beyond diverted marketing funds to digital efforts rather than mailed circulars, and most importantly, coupons.

We’ve all received those blue-and-white coupons in the mail, and for many of Bed Bath & Beyond’s customers, they’re a major incentive to shop the store. So when the retailer stopped sending those coupons, a segment of their customers stopped shopping at Bed Bath & Beyond stores.

“In an effort to diversify and shift our customer engagement towards online and social media channels, we overcorrected and became too far from the core fundamental, historical and current traffic drivers,” Tritton said.

Going forward, he said those funds would be reallocated toward mailed circulars and coupons, and the company was hopeful this would help boost foot traffic for the remainder of the year.

So, what’s the lesson here? To put it simply: Know your customer and listen to what they want.

It’s really tempting in this digitally focused era to put all your eggs in the technology basket. And while ignoring technology isn’t a good idea, either, it’s also important to understand what your customers like and expect from you.

If you send mailers that consistently bring shoppers to your store, the investment in this “old-fashioned” form of marketing makes sense. If radio ads are a huge driver for your store, keep them in your marketing mix. Do customers routinely say they saw you in the local newspaper? Then those ads are working.

While it remains to be seen how the rest of the year plays out for Bed Bath & Beyond, you can learn from their mistake to avoid such a costly misstep in your own business.

This story first appeared at sister publication Casual News Now.

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And though this pandemic has lasted longer than we anticipated, these issues will eventually abate, and with them the unprecedented demand for home furnishings. When that happens, will you be able to capitalize on current momentum to build a stronger foundation for your business’s future?

Here are four strategies to help you build on this boom for lasting sales success:

1. Invest in technology updates

With sales through the roof, your business likely has a bit more money available to reinvest. And investing those funds in technology upgrades can bring your business lasting dividends. Whether it’s digitized machinery on the factory floor, upgraded inventory or point of sale systems, or data analytics software, investing in new technology for your business can allow you to streamline processes and monitor sales data to better understand your customers. But don’t tech for tech’s sake—make sure these investments will really benefit your business beyond adding fancy new bells and whistles.

2. Offer appointment shopping

The pandemic has changed the way people work, likely for good, with working from home and flexible schedules becoming the new norm. That means people are able to shop at times they might not ordinarily. Using customer analytics, retailers can determine their highest foot traffic periods and offer special appointment-only shopping events during slower periods. These kinds of events drive more traffic and also create an air of exclusivity for customers.

3. Create experiences

And on that note of adding an air of exclusivity, creating an experience in the store will not only inspire new customers to visit your store, it can also drive return customer traffic. Events like new product intro receptions, happy hours, private shopping, or cookouts using the grills you sell can create a sense of excitement and set your store apart from the competition. This isn’t just a sale or promotion—this is an event designed to make the customer feel special, like they’re an insider. 

4. Put the customer first

The casual industry is known for its dedication to customer service, and the past year-plus has tested that dedication as retailers and manufacturers have fielded angry calls and frustrated complaints about pandemic product delays. While the customer service job might get easier once this is all sorted out, that doesn’t mean customer service becomes less important. Consumers have become accustomed to companies going the extra mile to make them happy during the pandemic, and with more shopping options than ever and a public that may be wary of in-person shopping for a while, positive interactions on the sales floor will be more important than ever.

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According to a recent consumer survey from the Sustainable Furnishings Council, 97% of respondents said they would prefer to buy sustainable furniture if the style and price are similar. And the majority of respondents indicated they would be willing to spend more on sustainable furniture, with four in 10 saying they would pay up to 10% more.

Clearly most consumers care about sustainability when making purchases, but does that mean everything in your store has to be recycled or overtly environmentally friendly? No. You can still tell a sustainability story to your customers without completely changing your product assortment. Here’s how:

Play up the fact that long-lasting products are inherently sustainable.

The fast fashion industry has received major blowback in recent years for the contribution their cheap, poorly made apparel has added to the problem of waste in this country. And the same can be said for “fast furniture”—inexpensive, cheaply made pieces that are likely to only last a season or two, particularly outdoors.

You know your products are built to last—use that fact to explain how those furnishings will be in your customers’ backyard for years to come, not in a landfill adding to the global waste problem. That longevity of use reduces your customer’s carbon footprint and can help them feel even better about their purchase.

Offer/play up reupholstering services.

While we all know quality performance fabrics are woven to last for years, eventually most cushions or pillows will need a refresh, even if just for aesthetic purposes. Offering or facilitating reupholstering services can allow your customers to continue to use the same cushions or pillows longer. And participating or encouraging customers to participate in programs like Recycle My Sunbrella can help reduce even more waste.

Offer resale items.

While getting into the used furniture business may sound like a bad move, including some resale items in your inventory can be a boost to business in a number of ways. For one, resale items are more sustainable, reusing existing products rather than expending the energy to produce and ship new items. And in a time when supply chain disruptions and shipping delays are making it harder to get new product in a timely manner, resale items give you immediately available inventory. 

Take small steps. 

Improving or promoting sustainability doesn’t have to be an all or nothing endeavor. Start small (see step 1) and go from there. With consumers—particularly younger generations—so cognizant of the importance of the environmental impact of their actions and purchases, showing you care about their values will go a long way to earning their loyalty as a customer.

This story first appeared in sister publication Casual News Now.

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“March 2020 hits, and you’ve got big factories in North Carolina and other parts of the world saying, ‘we have a huge crisis on our hands, nobody’s going to spend money, we’re going to furlough everyone,’” said Leonard Marano, president, Americas, Lectra. “Meanwhile, everyone’s been sitting on their couch for 60 days and decided to get a new one. Then petroleum factories shut down, which reduced foam, and you had that shutdown of production and then shortages, and it was the perfect storm for the furniture industry.”

And while the immediate issue is finding skilled or trainable workers who can step onto the factory or sales floor right now, furniture manufacturers and retailers must think beyond this initial crisis to protect themselves from future disruptions.

But how do you do that? By addressing hiring as a long-term plan, targeting the next generation of workers—Gen Z.

We’ve heard so much about Millennials over the past decade, but Gen Z—defined as being born between 1997 and 2012—has begun entering the workforce. And like every generation before them, Gen Z has its own way of seeing the world.

And that worldview can help employers appeal to this generation of workers.

“They’re curious, and they’re accountable in terms of the world at large,” said Sarah Krasley, founder, Shimmy Technologies. “To draw Gen Z line workers, we advise manufacturers to shift the way they describe their company to the meaning and the social impact of the work they do. Things like, ‘here are so many sustainable materials that manufacturers are experimenting with’—that’s a wonderful public benefit that will get young people excited.”

Perhaps more than any generation before them, Generation Z is socially and environmentally conscious. A recent survey of Gen Z consumers by Crowd DNA, commissioned by Facebook, found that more than half of respondents in the U.S. considered themselves a “global citizen,” meaning they are aware of the world around them and understand their actions can have global consequences.  

“Gen Z is really passionate about contributing to the world at large,” said Melissa Sharp, associate director, Zeis Textiles Extension, Wilson College of Textiles, N.C. State University. “And that doesn’t always translate to a high wage, and they’re OK with that.”

For many members of Generation Z, the idea of social consciousness isn’t just a global concept—they also care deeply about their local community. And in some areas, that can be a blessing and a curse for factories looking to employ young workers. With the exodus of factories in favor of overseas production, many Gen Z kids saw the impact of that loss of industry in their hometowns. So, playing up your commitment to the local community and workforce, as well as investments in technology, can entice Gen Z workers.

“A lot of people my age and younger have those stories in their heads about the mills and factories in their towns, and now those mills and factories aren’t here anymore, and it devastated towns,” Sharp said. “And there’s work to rebuild that trust and pointing to those cool technologies are part of telling that story.”

Ultimately, like every other generation, Gen Z must be approached and appealed to on their own terms. And the better companies understand those terms and what matters to this generation, the more likely they are to build a workforce that will carry them into the future.

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As the COVID-19 pandemic forced people to shelter at home for much of last year, many of us began looking around our spaces, realizing we wanted to make changes and upgrades. And we all know what happened next—unprecedented demand for everything for the home from sofas to swimming pools. 

But how long will that demand continue? A recent report by data company Earnest examined how the home industry has grown over the past year-plus since COVID to determine what we can expect for the coming year.

According to the report, home spending growth in Q2 2021 accelerated five-fold to 50% when the pandemic began, but has now slowed to 30%—though it’s still above pre-COVID levels of 10%.

How consumers shop is evolving, as well. Prior to the pandemic, more than 80% of home industry sales came from traditional brick-and-mortars—a figure that dropped to 75% when the pandemic began, but is now trending back up.  

Several home furnishings retailers reported growth in new customers, as well. Over half the shoppers at Ashley Furniture, La-Z-Boy, Floor & Decor, and Overstock.com were new in Q2 2021 and Q2 2020. Wayfair, on the other hand, has slowed considerably from last year; and just 30% are new shoppers today vs. 45% last year. About 15% of Wayfair customers also shopped at HomeGoods, Bed Bath & Beyond, and IKEA in Q2 2021, up from 10% in Q2 202o. Crate & Barrel, Pottery Barn, and The Container Store have the same [small] level of overlap as they did in Q2 202o.

While vaccines continue to roll out and nearly two-thirds of Americans have received at least one shot, a new surge in cases from the Delta variant is driving the reintroduction of mask mandates and other restrictions. Coupled with continuing supply chain disruptions, material shortages and labor shortfalls, the remainder of 2021 and early 2022 may be uncertain. But whether lockdowns return or people resume life as usual, the demand for outdoor living spaces is sure to continue.

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HIGH POINT, N.C.—Digital outdoor furnishings industry news source Casual News Now has named Alex Milstein as editor in chief, with previous editor in chief Jennifer Bringle taking on the role of executive editor. Bringle will continue to contribute to the site and oversee editorial content.

“These promotions are well deserved,” said Rick Harrison, publisher, Casual News Now. “Jennifer and Alex have both done an outstanding job in building the value and readership of Casual News Now and deserve to be recognized. It also demonstrates our continued commitment to the casual and outdoor category. We are doubling down with the only dedicated newsletter, site and editorial team for this vertical. Readers can expect the quality of our coverage to continue to grow under Alex’s leadership.”

Milstein brings a strong understanding of not only the outdoor industry, but also the technology sector. For the past eight months, Milstein has served as product editor for both Casual News Now and sister site Home News Now. Prior to that, he covered the casual industry as well as the interior design community as senior editor of Casual Living, Casual Living Today and Designers Today. Milstein also served as a content editor for Progressive Business Media and frequently contributed to Furniture Today. Milstein also is a contributor to The FAM-For All Things Mattress.

“Alex was the natural choice to take on this role,” said Bringle. “With his wealth of knowledge about the casual sector and the furnishings industry as a whole, he will help outdoor retailers and manufacturers take a forward-thinking approach to conducting business in a post-COVID world.”

Milstein will manage the day-to-day operation of the Casual News Now website, writing and editing content for the site and weekly newsletter, as well as working with Bringle to plan editorial content and provide market coverage.

“I’ve always loved the casual industry, and I’m excited to work with outdoor retailers and manufacturers to explore new strategies and ideas the industry can use to keep thriving,” said Milstein. “Even before COVID, casual retailers have seen their fair share of challenges over the past few years. But I believe that if we all work together as an industry—as partners, rather than competitors—the possibilities are endless.”

A graduate of the University of North Carolina at Asheville, Milstein worked as a music journalist before covering the furniture industry, serving as staff writer at music site Unrecorded and contributing to Bearded Gentlemen Music, among other outlets. 

Milstein can be reached at alex@homenewsnow.com.

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According to the survey of more than 70,000 U.S. consumers, outdoor areas have increased in popularity since 2018, with 2020 showing a jump of six percentage points (57%) among renovating homeowners. Improvements to outdoor spaces were directed towards the grounds with beds or borders and lawns seeing significant growth in popularity. Exterior upgrades, such as decks and porches or balconies also came into focus in 2020, with homeowners investing 25% more in deck and porch upgrades ($2,500 and $1,500, respectively) compared with 2019. 

The study also found that decor products for outdoor spaces were purchased more frequently by renovating homeowners in 2020 than 2019. Most notably, purchases of fire features, such as fire places and fire pits, were more common in 2020. Better lighting (27%), large or small furniture (25&% and 21%) and pillows and throws (18%) were used to decorate outdoor spaces after renovations. 

According to the survey, smart home technology purchases continue to rise in popularity, with streaming-media players and TVs experiencing the greatest annual increases. A larger share of renovating homeowners purchased smart tech for their outdoor spaces than the previous year including, security cameras, light fixtures and speakers or sound systems.

Houzz also found that consumers are renovating more and spending more money on home projects. According to the study, home renovation spend has grown 15% in the last year to a median $15,000. Higher-budget projects (with the top 10% of project spend) saw an increase from $85,000 or more in 2020, compared with $80,000 in the two years prior.

“While the pandemic caused initial concern for the residential renovation industry, many homeowners finally had the time and financial means to move forward with long-awaited projects in the past year,” said Marine Sargsyan, Houzz senior economist. “This pent-up demand, along with other long-standing market fundamentals such as accumulated equity, will empower homeowners to continue investing in their current homes rather than face skyrocketing prices in the housing market.”

To see the full report, click here.

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Gene Davenport has been appointed interim CEO, succeeding Dudley Flanders, who passed away in May. Davenport is a well-known and well-respected presence at the company, and he has been a member of the board of directors.  

“He’s been a bedrock of the board for many years, and as one of the key leaders in establishing the company, Gene is ideally positioned to guide the company during this transitional period,” Lloyd Flanders said in a press release.

Jess Flanders has been appointed chair of the board of directors for Lloyd Flanders. In addition to her position as chair, Jess will also continue with her role as VP of marketing.

“It is a significant time in the history of the company and having consistency with the Flanders family and adding someone with Jess’ talents as the Chair of the Executive Board will be a tremendous asset,” the company said in a statement.

Warren Juliano has been appointed president of Lloyd Flanders. He previously served as senior vice president of sales and marketing.

“Warren is a proven leader with the passion and fortitude to drive the company’s success to the next level,” the company said in its statement. “He understands the company, industry and market in a remarkable way that will focus Lloyd Flanders’ strategy and vision.”

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