The Ultimate Guide to Furniture Advertising: How to Turn Browsers into Buyers in 2025
The furniture industry is in a select group of advertisers. Furniture purchases are typically one-offs, often made after considerable deliberation. Marketing teams at furniture retailers are seasoned professionals at navigating the lengthy purchase process. At Toast, we’ve had the pleasure of working with some of these marketing teams to create advertising campaigns that capture the customer's attention long enough to interest them in a plump new sofa on which to park themselves.
The Furniture Advertising Landscape
Furniture advertising is different to many other retailers. Unlike impulse purchases, furniture buying decisions are carefully considered. Buyers involve multiple household members and conduct extended research. Furniture customers will do lots of research before making a purchase, comparing styles, prices, and functionality across various channels.
This extended decision-making process creates both challenges and opportunities for furniture advertisers. The challenge lies in maintaining brand visibility throughout the lengthy consideration period. Modern furniture advertising must strike a balance between immediate impact and long-term brand building to make sure your message resonates at every stage of the customer journey.
Television Advertising Remains King for Furniture Brands
The digital revolution has changed much of the advertising landscape. However, television advertising remains a highly effective channel for delivering exceptional returns for furniture brands. According to industry data, TV advertising yields an average of £1.79 for every £1 invested in the first 3-6 months, with long-term returns reaching £5.61 after three years. When furniture brands seek to build trust and credibility, TV advertising is a good place to start.
Television’s full-screen experience provides furniture advertisers with the perfect place to showcase their products without digital distractions. Unlike online environments where ads compete for attention with multiple other elements, TV advertising gives furniture brands the entire screen to demonstrate comfort, quality, a great advantage
The trust factor associated with television advertising is not to be overstated. When asked where consumers find the most trusted advertising, TV scored 42%, significantly outperforming newspapers at 13% and YouTube at just 6%. For furniture brands investing significant marketing budgets, this trust factor translates directly into improved conversion rates and higher customer lifetime value.
Case Study: How Toast Transformed Loaf’s Brand Visibility
Our work with Loaf perfectly illustrates the power of furniture advertising. Loaf had already established a distinctive style through their press and poster campaigns. Loaf focus on shared experiences, relaxing pastimes, and simplicity. The challenge was translating this unique brand personality into their first-ever television campaign.
Working closely with Loaf founder Charlie Marshall, who provided the voice-over, we took Loaf’s vision and created a TV advertising campaign that captured the essence of the Loaf brand while demonstrating its product quality. The ad featured a mother and daughter relaxing on a Loaf sofa, showing the brand’s core message about comfort and family connection. This approach allowed us to showcase the product’s quality while telling a story that resonated with Loaf’s target demographic.
Director Will Clark-Smith led the creative vision, with Toast handling all post-production duties, including editing and effects. The resulting advert differentiated Loaf from other furniture advertisers while staying true to their brand values.
Digital Integration: Maximising Cross-Platform Impact
BVOD (Broadcaster Video on Demand) advertising represents a particularly valuable opportunity for furniture brands. These non-skippable adverts ensure your message receives full attention without the screen clutter associated with other online platforms. With BVOD representing 28% of all broadcaster TV viewing for 16-34s, this channel provides access to younger demographics who might be harder to reach through traditional linear television.
Measuring Success: ROI and Performance Tracking
The evolution of TV advertising tracking has revolutionised how furniture brands measure campaign effectiveness. Modern tracking software can correlate TV advertising with website traffic spikes and e-commerce sales funnels, allowing attribution much later after the advert campaign has run. This is particularly valuable for furniture brands, where the sales cycle extends beyond the immediate advertising period.
Future-Proofing Your Furniture Advertising Strategy
The furniture advertising landscape continues to evolve. Streaming platforms are gaining alongside traditional broadcast television. Netflix’s ad-supported tier now reaches approximately 20% of UK subscribers. Running ads against Netflix’s quality output will give any brand a lift. Successful furniture advertising in 2025 requires striking a balance between innovation and proven strategies. The principles of understanding your audience and showcasing your products remain true.
At Toast, we continue helping furniture brands navigate this complex landscape, creating campaigns that drive both immediate sales and lasting brand appeal. Furniture brands seeking to boost their advertising impact, use the form below to get in touch.
