Setting the Stage
During the 2019-2020 pandemic, many businesses took a hit financially. Flooring retailers were no exception, and some did not make it while others navigated the winds to unbelievable sales. Revenues in midwestern states and other outlying areas held their own in hardwood sales, but posted the greatest growth in the imitation wood category.
During this period, according to a study by the National Wood Flooring Assocation, “vinyl and plastic composite flooring had the most growth in the flooring market, causing real wood flooring to lose market share.”
The funny thing is that these imitation products often copy the look of real wood.
Many studies, include one we’ll talk further about, have seen that homeowners want hardwoods in their dream home. If homeowners prefer real wood flooring, why sell them fake alternatives?
Sometimes, not knowing how best to represent real wood products to customers lowers the bar to effectively promote real wood floors over the cheaper imitation.
Let’s look at why wood look-alikes are so popular and what homeowners say they really want in their dream home.