Low unemployment, a boom in housing starts, and confident consumers are propelling robust sales for New England furniture stores.
In 2019, local consumers in the Boston area spent $2.1 billion 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 New England 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.
Every week, Boston radio reaches 90.6% of consumers who are planning to purchase furniture over the next 12 months. This is significantly more than are reached by local television, newspapers, social media, or audio streaming sites like Pandora and Spotify.
According to Furniture Today, millennials now dominate this retail sector accounting for 42% of furniture buying households. This is up from 35% two years ago.
When it comes to advertising to millennials in the Boston area, local radio reaches more members of this generation, by a wide margin, than all other media.
According to Ibis World, consumers are more likely to engage in furniture purchases when moving into new houses or condominiums.
Among those New England consumers planning to purchase a new home during the next 12 months, substantially more are reached by Boston radio than other local media options.
In addition to providing superior reach among the most likely furniture buyers in New England, local radio has proven to deliver the highest return-on-investment among advertising options available to local small business owners.
Over the past few years, Nielsen has conducted more than 20 studies to determine how much ROI a business owner could expect when advertising on radio. In every case, radio’s ROI was, in the words of Advertising Age, “eye-popping.”
The studies concluded that, on average, radio advertising delivers $1000 in sales for every $100 invested.
Advertising Age goes on to say, when executed correctly, radio advertising can deliver a greater ROI for a local business than investing in TV, digital, or social media ads.
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