What studies show (and what they don’t)

One Friday afternoon between deadlines, as I was perusing social media, (I promise it’s work – it’s how I find some stories and come up with the ideas for others, plus it’s a great way to keep tabs on the industry’s smaller or quieter goings-on) I came across a Tweet from A&M Home Furnishings in Overland Park, Kan., that linked to an article highlighting the most searched home décor styles in each state.

Did you know that Vintage is the most popular Home Decor Style in Kansas? https://t.co/VCfxfpVUdO#AMHomeFurnishings #AMHome #HomeDecor #HomeDesign #Style #HomeDecorStyle #Vintage #VintageStyle

— A&M Home Furnishings (@AMHomeFurnish) July 19, 2019

The article was published by e-tailer Joybird, which examined the top décor-related Google searches in each state and compiled them as part of its 2019 trend report.

So what does it mean?

Here’s an example. I’m writing this from North Carolina, where the study found “industrial” to be the most searched home décor trend. It was also the top search term for 12 other states, leading the pack among keywords.  “Vintage” was the second most popular, with six states searching for that particular style.

One could assume that retailers in those states who offer products that reflect these styles stand a better chance of capturing a few more sales due to consumers searching for those prevailing looks. I’m pretty sure I could go to any décor or furniture store within 50 miles of our Greensboro office, ask for something industrial and get it easily enough.

While this is a very broad look at styles that resonate in a state, there’s definitely value there. It’s important for retailers to know their customers and to anticipate what they might want next. And with that (or any) information in their pockets, retailers can dip their toes in the water with trends, just to see if they resonate.

I reached out to A&M Home Furnishings to see if vintage, the search term of choice in Kansas, lines up with what’s selling at the design showroom. Owner Lynn Blaser told me while it does get asked for, it’s not as requested as other styles. She said shoppers want vintage to create a standout piece or two, not necessarily for everything in the home.

“We carry very limited vintage styles in our showroom and I think the tweet might be accurate for parts of Kansas, but our customer base isn’t really asking for it as a major style preference, just maybe a hint here and there,” she said. “So for our customers, the report wasn’t too accurate.”

As Overland Park is a suburb of Kansas City, Blaser said Missouri’s top choice, mid-century modern, is a little closer to the mark.

“We’re a design showroom so we have access to everything, but mid-century is something we do quite a bit of,” Blaser said. “We also have a bit of traditional, still. It’s getting harder and harder to find, but we have it.”

Blaser said this particular report might be a bit broad, but as a retailer, she definitely sees value in compiling consumer information, even if the information doesn’t jive with what’s happening on the front lines.

“As a retailer, I think the tools and reports are helpful,” she said. “I always read them, but I’m not sure it influences my buying practices that much.”

So what influences what you sell in your store? Do you pay attention to interesting (and perhaps flawed) reports such as these hoping to get a little more usable information? Chances are you’ll find better data studying your sales sheet.