Bill McLoughlin// Editor in Chief//August 22, 2026
There is little argument that furniture is a price-sensitive purchase for most consumers. That’s been the case for years, and if anything, the current economic climate has only heightened that sensitivity.
It’s also true that for many, particularly younger consumers, e-commerce has become the channel of choice based on convenience and increasingly on price. The result has been a seismic shift over the past decade from brick-and-mortar purchasing to e-commerce.
Based on Census Bureau data for traditional furniture retailers and separate merchandise-line data for non-store e-commerce channels, an estimated 48% of U.S. furniture and home furnishings spending now occurs online, roughly twice the share from a decade ago.
- Major milestones require major award honorees: 2026 Leadership Awards | Bill McLoughlin
- What is ‘structural flexibility?’ Key to vendors and retailers’ success | Bill McLoughin
Few, if any would argue that such a trendline presages the ultimate elimination of brick-and-mortar as a distribution channel. However, it does suggest the current consolidation, which this year has seen a dramatic increase in bankruptcies and closings, is likely continue for some time.
It would be overly simplistic to suggest the current spate of closings are solely the result of structural shift. Macroeconomic factors including weak consumer spending, tariffs, elevated mortgage rates and historically low housing turnover are driving much of the short-term disruption.
It is noteworthy, however, that much of the current constriction is taking place within the value segment of the business, suggesting that price, or at least how retailers talk about it, could play could play an important role in determining winners and losers.
Building a brand identity around “biggest sale of the year,” for example invites customers to compare store price against e-commerce price, a losing proposition on two counts.
First, e-commerce sites are structurally better positioned to win a price battle (even when not counting foreign vendor price manipulation on some marketplaces).
Second, long-term use of tentpole-event advertising has trained furniture shoppers to wait for the markdown before buying. While that’s fine when the competition is another store. When it’s an e-commerce site that runs constant discounts, the advantage swings away quickly from stores.
That doesn’t mean price disappears, but the nature of the conversation needs to change. Financing, for example, addresses consumers “affordability” concerns without focusing on which option is cheaper.
Additionally, consumers, even at lower incomes, are as interested in good design as their higher end counterparts. If the focus becomes, “get the look for less,” the focus shifts from the feature (lowest price) to the benefit (affordable design).
Furniture stores also can remove a common consumer anxiety that e-commerce typically does not — the fear buying the wrong size (speaking from personal experience) — using room planning tools, free layout consultations and content that directly addresses this anxiety.
Stores can also play the service card far better than their online counterparts, offering same-day local delivery and setup, simplified returns or exchanges and in-person help with sizing and assembly. Superior service is a positive experience.
In short, words matter. Use them to your advantage.
