Desire for new furniture: What Austrians really want

The Furnishing retailers has always been in competition with the giant furniture stores. But where can interested parties find out about the best offer for them? Service&More the purchasing and service association in the furnishing sector with 293 member companies, provides a current Study Insights into the behavior of Austrian consumers.

Money for new furniture

The good news for the industry: More people are interested in furnishing than six years ago. 500 Austrians between the ages of 25 and 60 were surveyed for the study. Over 50 percent of them have completely furnished their house or apartment in the past five years and almost 90 percent have bought at least one piece of furniture or furnishings in the past three years.
Around half would like to invest in furnishings or interior design in 2025. On average, you plan to spend €5,700 per household. “Those who live in their own property are prepared to spend more money on high-quality furniture,” explains Study director Astrid Oberzaucher.

Another finding of the study is the important function of the website as a central source of information. Customers increasingly want interactive planning tools. In addition to price transparency, these should also offer selection filters and playful elements such as a “style check”.

Personal advice

Even if digital channels are becoming increasingly important, personal contact remains essential. More than half of customers prefer inspiration directly in the showroom. “Particularly from the age of 36, the desire to obtain initial information on site, in the showroom, increases,” says Oberzaucher. Seating and sleeping furniture in particular want to be tried out. Materials and patterns should be available from the entire range.

According to the study, competent, individual advice is a decisive factor in standing out from the competition. “Our members have to master the balancing act between digital and personal advice without putting pressure on the customer,” explains Christian Wimmer, Managing Director of Service&More.