Over the next 12 months, according to Nielsen, 60,489 Fayetteville, North Carolina area households plan to buy furniture and mattresses. Based on a per capita forecast from Furniture Today, these expenditures will total $165.9 million during 2023, a $3.1 million dollar increase over 2022.

Although the forecast growth of furniture and bedding sales is expected to moderate a bit versus 2021, what retailer would not want to grab a share of the multi-million dollar category growth this year?

To capture a bigger share of the increased spending on chairs, couches, beds, tables, and mattresses will require local stores to invest in marketing. And according to most key metrics, the best way to reach local furniture buyers is with advertising on Fayetteville radio.

Before the onset of COVID-19, more than 59,000 Fayetteville area households were planning to spend $123 million on furniture, according to Nielsen. Unfortunately, many of those plans were put on pause as consumers sheltered in place to help slow the spread of the virus.

A recent study by Elevate | SmithGeiger suggests that the fortunes of home furnishing retailers, however, are about to improve.

According to the study, 32% of consumers who had been planning to buy furniture will do so within three months of the pandemic easing. Fifty percent will do so within six months. The numbers for mattress shoppers are even stronger.

To capture a significant share of the post-pandemic sales of furniture and mattress will require retailers to advertise. The most effective way to reach the customers who are ready to buy is on Fayetteville radio.

Low unemployment, a boom in housing starts, and confident consumers are propelling robust sales for Fayetteville furniture stores.

In 2019, local consumers in the Fayetteville area spent $173 million on furniture and home furnishing. This number is expected to grow.

Based on estimates developed by Furniture Today’s Strategic Insights team and Easy Analytic Software Inc. (EASI), the total furniture and bedding market is projected to expand by more than 22% by 2024.

If a Fayetteville small business owner who sells furniture, furnishings, or home decor would like to grab a larger share of this expanding market, then advertising is necessary.  By almost every key metric, advertising on local radio is a sound marketing investment.

Small business owners who sell mattresses in the Fayetteville area might be losing sleep.

Last year, local consumers spent close to $17 million for new mattresses.  A recent survey conducted by Piper Jaffray indicates that many retailers believe  that the category will become even stronger during the last four months of this year.

The reason for the owners' sleep loss is that many customers are bypassing local stores and buying their mattresses on the internet. According to Statista, 37% of buyers are now purchasing from one-of-175 direct-to-consumer sites like Casper or from online retailers like Amazon. 

To keep customers shopping local requires advertising.