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Closing the Joy Gap in Furniture Shopping

Author: Nicole Bergen

Buying furniture should be joyful. It should feel like a fresh start, a chance to re-imagine a home. But according to our latest Elevate Marketing Research study of more than 1,200 U.S. furniture shoppers, the excitement often fades quickly.

Shoppers told us they feel overwhelmed, pressured, or uncertain. Instead of inspiration, they encounter stress. That disconnect is what we call the Joy Gap—the difference between the expectation of a delightful shopping journey and the reality of friction-filled experiences.

And for retailers, that gap is costly.

In this article, we’ll explore what’s driving consumer frustration, how those insights align with national data, and what retailers can do to restore joy to the furniture shopping journey.

What Frustrates Consumers Most

52% of shoppers said they feel rushed or pressured in-store.
49% said sales associates were not able to answer their questions.
Unclear or risky return policies were cited as a major reason not to buy.

These are not small complaints. They represent lost trust and lost sales. Shoppers walk into a showroom looking for help and inspiration. When instead they feel pressured or left in the dark, the experience drives them away.

Price May Attract, But Confidence Secures the Sale

Discounts still matter. Our study found 77% of consumers said special offers help trigger a purchase. But promotions alone aren’t enough. The same shoppers told us that flexible return policies and post-sale assurances weigh just as heavily in their decision-making.

This is consistent with wider retail research. The National Retail Federation found that in 2024, 76% of consumers consider free returns a key factor in deciding where to shop. Returns are not just a cost burden for retailers; they are a trust signal.

If the return process feels risky, consumers often decide against the purchase entirely.

Reviews as a Trust Signal

Reviews now act as the front line of consumer trust. In our research, consumers reported shifting their purchase decisions based on reviews, sometimes abandoning products they liked once they saw negative experiences from others.

More revealing than the number of reviews is how a brand responds to them. Nearly half of consumers in our study said that a professional, empathetic response to a negative review builds trust and reassures them in moments of doubt.

This reflects a growing truth across industries. Today’s buyers are not just listening to what you say, they are watching how you respond.

The Hybrid Shopping Journey

One important dynamic shaping the furniture category is the hybrid path to purchase. Nationwide consumer surveys show that while 76% of buyers still prefer to complete their furniture purchase in-store, 50% begin their shopping online.

The digital experience now directly influences whether customers ever step into your showroom. If your online presence is weak, inconsistent, or disconnected from your in-store brand, you lose credibility before you’ve even had a chance to compete.

Common Pitfalls (and How to Avoid Them):

1. Overwhelming the customer. Too many options, confusing layouts, and high-pressure sales tactics leave shoppers anxious. Retailers should provide curated paths, interactive signage, or self-shopping tools that let customers explore before talking to staff.

2. Under prepared sales teams. When associates cannot confidently answer questions, trust collapses. Ongoing training in product knowledge, logistics, warranties, and delivery is critical. Removing commission-only structures can also ease pressure and build credibility.

3. Unclear returns and aftercare. Nothing erodes trust faster than a vague or difficult return process. Retailers should promote clarity, automate communication, and even market their return policies as a competitive advantage.