Customers want to know what outdoor retailers have in stock, who made the furniture, what colors and styles it comes in, whether it is comfortable to sit in for long periods of time and whether it can be delivered and how soon.
But many times, customers want to know the answer to a two-word question: How much?
How that is answered may make or break a sale. Generally, the consensus seems to be that prices are continuing to rise, perhaps more slowly, or even decreasing with world events, and some are saying that it doesn’t appear to matter that much, within their own market segment.
Several retailers spoke to Casual News Now about the moving-target state of pricing within the industry just now.
Jake Pickel, assistant vice president of sales for Johnny Janosik World of Furniture & Mattresses in Laurel, Delaware, said that his average item price has gone up by 30% over the past two years.
“Invoice count is down, but with the price increases and larger average ticket, it has somewhat balanced out the dollars,” he says.
Pickel says his store hasn’t increased prices recently, because fuel charges are going away on domestic products and container freight is less than half of what it was a year ago.
“These factors have helped bring pricing down some,” says Pickel.
He adds that his customers seem to be more hesitant than they used to be.
“Consumers are much more price sensitive right now,” says Pickel. “They are looking for value. Price wasn’t as important a year ago. Then, it was more of a question of what you had in stock.
Cathy Buzbee, co-owner of Absco Fireplace & Patio in Birmingham, Alabama, says that price increases are a fact of life.
“Everything that we purchase has gone up, so customers expect it, but that doesn’t make it any easier to convince a customer that the sofa they were looking at last year that was $3,200 is now $4,000,” says Buzbee. “I think that our industry has been hit very hard with these increases, and it is going to hurt us all in the long run
“It’s also very disconcerting to see some of the big online retailers who are obviously overstocked with product discounting the furniture to get rid of it, while we are having to struggle to get inventory and deal with the higher prices.
Buzbee says she will be raising prices early in the season.
“We wait until we are about to receive new product before we raise the prices on the inventory on the sales floors,” she says. “However, the new prices are already being used for any special orders that we may take.
Going back to the way things were will be required, she says, because of how reluctant many are to buy.
“Sales were so quick and easy from Covid until now,” says Buzbee. “Now, we have to go back to actually returning to the art of selling.”
Olivia Smith, part owner of Custom Outdoor Furniture & Restrapping in Myrtle Beach, South Carolina, says that inflation really hasn’t slowed her store down, because her target market isn’t concerned about it.
She says that the store did have to increase prices to keep up with manufacturers’ price increases – and she said that people are looking more at price these days than they were a year ago.
“They are more conscious but not necessarily hesitant,” she says.
