By Joanne Friedrick, Research Editor
Convenience has its price, although shoppers don’t want it to be a very high one.
Consumers in a recent Furniture Today Strategic Insights survey indicated they’d be willing to pay extra for faster delivery of certain furniture and home décor pieces, but the percentage extra they would ante up is typically in the 1% to 5% extra range, with most hesitant to go beyond a 10% surcharge level and just a handful of respondents committing to 16% or more.
Not surprising, bigger items that are more likely to be the focus of or necessity within a room — such as a sectional, mattress, home office furniture or bedroom furniture — were most often cited as worth the extra payment for faster delivery.
Mattresses (27.4%) just edged out sofa/sectionals (27%) as the leading item for which all consumers would pay an additional fee for expedited delivery. Decorative accessories, rugs, lamps, wall décor and accent tables were among the lowest ranked.
Demographics and income level also play a role in the willingness to increase the amount paid for faster delivery. Millennials and Gen Z were most on board with paying extra, with about 40% of Millennial respondents saying they’d pay more for a sofa or mattress delivery. The percentage was even higher from those making more than $200,000, with almost 48% noting they’d spend extra for faster mattress delivery.
The idea of paying for speedier service isn’t a new phenomenon.
In a 2016 McKinsey study on last-mile delivery, it reported that even five years ago 53% of Americans were willing to pay extra for same-day delivery. Additionally, the study pointed out that 15% of respondents didn’t purchase a large furniture or electronics item because of long delivery times.
Still, as both the Furniture Today and the McKinsey studies show, the additional amount charged for faster delivery is often a determining factor. Consumers say they’ll pay more, but they want to keep any surcharge on the low side.
About the data
Furniture Today Strategic Insights fielded an online survey in January 2021 to a nationally representative sample of 515 consumers to assess their shopping preferences when it comes to buying home furnishings. For additional information about the survey, please contact Joanne Friedrick, research editor, at jfriedrick@pbmbrands.com.
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May 31, 2021 at 07:19PM
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Delivery fees for faster service resonate best with bigger items - Furniture Today
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