Research data
5 things every marketer should know about the furniture and appliance industry
#1
UPTICK IN SALES FOR FURNITURE AND HOME FURNISHINGS RETAILERS
In 2021, Quebec furniture and home furnishings retailers posted over $5.8 billion in sales — that’s up 20% from 2020 and 22% from 2019.
#2
QUEBECERS SPENT $16 BILLION IN ONLINE PURCHASES IN 2021
75% of Quebecers said they made an online purchase in 2021. Of that group, 16% said they purchased furniture and appliances.
Moreover, 7% of retail sales were conducted through e-commerce.
#3
FRENCH-SPEAKING CANADIANS WANT A CHANGE OF SCENERY
41% of French-speaking Canadians 18+ plan on changing their furniture or home decor in 2022.
In addition, purchase intentions were highest among:
#4
70% OF ADVERTISING DOLLARS WERE SPENT ON TELEVISION
Quebec furniture, home furnishings and appliance stores are the retail sectors that spend the most on advertising in Quebec — that's 29% of total retail ad spending!
TV accounts for 70% of ad spending dollars. Digital investments accounted for 12% of advertising expenditures.
Advertising expenditures are higher in the spring and fall.
#5
TV AND DIGITAL PLATFORMS: THE MOST POPULAR MEDIA
Television and digital account for 78% of media consumption by people who buy furniture or large appliances. With its quality TV and digital content, the Radio-Canada Group allows you to be where your potential customers spend the bulk of their time.
ICI TÉLÉ: ESSENTIAL VIEWING FOR FURNITURE BUYERS!
Reach a large pool of potential buyers on ICI TÉLÉ!
ICI TÉLÉ reaches close to 3.5 million - or 7 out of 10 - furniture or appliance buyers each week!
WHY CHOOSE OUR DIGITAL PLATFORMS?
Number of Radio-Canada / ICI TOU.TV Users
Quebec Franco – A18+
1,046,000
purchased or intend to purchase furniture
1,181,000
purchased or intend to purchase large appliances
Contact your IAL for more details about this study and opportunities available.
SOURCES
BLOCK 1
Research Source: Statistics Canada, Table 20-10-0008-01, Retail trade sales by province and territory (x 1,000), furniture and home furnishings stores. Seasonally unadjusted, Quebec, January-December 2019, 2020 and 2021.
BLOCK 2
Research Source: Académie de la transformation numérique (Laval University), NETendances 2021, Le commerce électronique, Quebec, 2021, published on March 30, 2022.
BLOCK 3
Research Source: Radio-Canada Survey, Marketing & Communications, Vacations and Expenditures for 2022, French-speaking Canadians 18+, February 2022. Question: Do you plan on completing one or more of the following projects over the course of 2022.
BLOCK 4A
Research Source: Numerator, Quebec Franco, January-December 2021. Radio: Montreal market only. Television: Some specialty channels not included. Online advertising expenditures include display ads on desktop as well as video ads on desktop and mobile. They do not include expenditures on applications, social media and research. See footnotes to see the classes in the Retail category.
BLOCK 4B
Research Source: Numerator, Quebec Franco, January-December 2021. Radio: Montreal market only. Television: Some specialty channels not included. Online advertising expenditures include display ads on desktop as well as video ads on desktop and mobile. They do not include expenditures on applications, social media and research. Advertising spend in the Retail category for subcategories related to furniture, furnishings and appliance stores (see notes page).
BLOCK 4C
Research Source (Expenditures): Numerator, Quebec Franco, January-December 2021. Radio: Montreal market only. Television: Some specialty channels not included. Online advertising expenditures include display ads on desktop as well as video ads on desktop and mobile. They do not include expenditures on applications, social media and research. See footnotes to see the classes in the Retail category. Source (Sales): Statistics Canada, Table 20-10-0008-01, Retail trade sales by province and territory (x 1,000), furniture and home furnishings stores and electronics and appliance stores. Seasonally unadjusted, Quebec, January-December 2021.
BLOCK 5A
Research Source (TV): Numeris (PPM), Quebec Franco, Fall 2021 (Sept. 13-Dec. 12 ) and Winter 2022 (Jan. 3-April 10, excluding the Olympic period from Feb. 4 to 20), Mon.-Sun. 2am-2am, purchased furniture or appliances in past year. Source: Vividata, Quebec Franco 18+, winter 2022 survey, purchased furniture or large appliances / durable goods in past 12 months. Newspapers and magazines: print and digital version.
BLOCK 5B
Research Source: Numeris (PPM), Quebec Franco, Fall 2021 (Sept. 13-Dec. 12) and Winter 2022 (Jan. 3-April 10, excluding the Olympic period from Feb. 4 to 20), Mon.-Sun. 2am-2am (reach) and 7pm-11pm (share), purchased furniture or appliances (large or small) in past 12 months. Market share based on the 35 commercial French-language channels.
BLOCK 5C
Research Source: Vividata, Quebec Franco 18+, Winter 2022 survey, watched at least one ICI TÉLÉ show. Index: Likelihood of users having the analyzed characteristics relative to the average population (Pop= 100). The higher the index (> 100), the more pronounced the trend.
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