Bleak Friday: Global online furniture sales tepid on big shopping day

SAN FRANCISCO — While global consumers spent an estimated $71 billion online on Black Friday, up 8% from 2022 according to software company Salesforce, the furniture category wasn’t the recipient of consumers’ largess.

Online sales growth for furniture on Black Friday was down 11% year-over-year, with sales on the two days leading up to Nov. 24 down 13% and 6%, respectively. Order volume, however, was up slightly, rising by 4% year-over-year on Friday.

Among furniture shoppers, traffic via computer was down 15% and down 4% for mobile on Black Friday. Searches and direct led online traffic for furniture on Black Friday at 37% and 34%, respectively. And mobile was the device of choice for shoppers, with 76% using the phones on Friday.

Saleforce’s analysis found average order value (AOV) for online furniture purchases was $422 for Cyber Week (Nov. 21-24), down 2% from 2022. The AOV for Black Friday was $452, down 0.8% from the previous year. Much like order volume, units per transaction (UPT) did increase during the week and on Black Friday, with Friday’s UPT up 11%.

The average selling price for furniture was down 9% year-over-year for October and November, while home dining, art and décor saw average prices rise by 12% for that same period. When looking at how many furniture-related SKUs were added to catalogs for October and November vs. last year, the number fell by 6% for furniture and 2% for dining/art/décor.

The vast majority of furniture shoppers during Cyber Week paid by credit card (84%), based on Salesforce’s data, with Paypal getting the next largest share at 8%. Just 3% of online furniture purchases were financed.

Email marketing for products within the broader home category saw an open rate of 18%, the same as all email campaigns during Cyber Week. The use of email marketing in the home sector was up 17% year-over-year and up 34% on Black Friday.

Salesforce based its findings on shopping data from 1.5 billion global shoppers from more than 60 countries, including the United States and Canada.

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