The French furniture market has declined for three consecutive years and was worth only €13.6 billion in 2025. To compensate, retailers have rolled out a series of sales, trade shows, Black Friday events, and themed weeks—to the point that 47% of French people believe prices are sometimes inflated before a discount is applied. A price offered for just a few weeks a year is no longer a benchmark, and the 30-day rule makes it harder to announce each new discount.
White paper
Moving Away from the "All-Promotions" Approach: Restoring Credibility to Furniture Pricing
This white paper explains why constant promotions exacerbate a shrinking market rather than offsetting its decline, and how to address this through three key decisions: a credible base price for each collection—set in line with similar products and inclusive of shipping costs—fewer promotions with margins kept in check, and a phased-out end-of-season sale. Audited figures from 2024 to 2026 (IPEA, UFC-Que Choisir, DGCCRF, Sendcloud, CBRE, Simon-Kucher).
By downloading it, you will discover
- Why do ongoing promotions erode the reference price instead of offsetting a declining market?
- Why the 30-day rule reduces the discount that can be advertised when transactions occur in quick succession
- How should you position yourself in the market when no competitor sells the same sofa, by comparing similar products and prices that include delivery?
- How to choose which products deserve to be promoted and measure each campaign in terms of additional sales and profit margin
- How to phase out a collection early and in stages rather than clearing it out during the sales
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