Hardwood Floors October/November 2024

2024 FULL YEAR EXPECTED SALES

To become more competitive moving into the second half of 2024 and the first half of 2025, retailers reported plans that include: • Improve sales processes • Email marketing to past and present customers • Increased focus on residential remodels and new construction • Creative marketing and product development • Manage pricing • Add staff Most (85 percent) of the retailers in the survey reported that they do not sell online through an e-commerce website. Skutelsky said their company just celebrated 35 years in business, and some of their plans for 2025 include aggressive marketing and expansion. “Of course, we’re nervous. We’re optimistic. We can only control what we can control. But we don’t think six weeks or six months ahead. We’re thinking two or three years ahead and how to best position ourselves as a leader.”

16

Up significantly (8%+)

23

Up somewhat (3 to 7%)

46

About the same (-2 to +2%)

15

Down somewhat (-3 to -7%)

0

Significantly down (-8%+)

5%

0%

15%

10%

35%

25%

55%

30%

45%

20%

50%

60%

40%

2025 SALES OUTLOOK

23

Up significantly (8%+)

46

Up somewhat (3 to 7%)

31

About the same (-2 to +2%)

0

Down somewhat (-3 to -7%)

0

Significantly down (-8%+)

5%

0%

15%

10%

One NWFA retailer shared, “Nothing is more important than a client loving their floors and referring us to their friends and family because of the great job we do.” According to NWFA retailers, the top features customers shop for when looking for a new floor are attractiveness, durability, ease of maintenance, and price. Retailers in the survey said moisture claims, milling claims, and installation-related claims were the most prevalent. Some retailers say their customers are taking the time to plan out flooring choices and want manufacturer samples. “We’re in a very design oriented industry,” said Veilleux. “People want to see, touch, and feel flooring to ensure it’s right.”

35%

25%

55%

30%

45%

20%

50%

60%

40%

WHICH PRODUCTS HAVE SEEN A SHIFT IN DEMAND IN 2024? 75%

70%

More Demand

Less Demand

65%

Same Demand

60%

55%

50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%

Unfinished solid

finished

Factory

Factory

Herringbone/ Chevron

Parquet/

Antique/

reclaimed

Unfinished

engineered

engineered

finished solid

the magazine of the national wood flooring association

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