RēCo 2021 Floor Retailer Survey Report — Listen to the Voice of Resilient Floor Retail
For 18 years, the annual RēCo market report has been updated. Every year Floor Covering Weekly commissions a third-party research company The Wayman Group to conduct a national survey of retailers. The Wayman Group is an independent marketing research and consulting company with more than 40 years of experience.
This year, field surveys were conducted from March 2021 to April 2021 using online survey methods. As of April 28, 2021, a total of 714 complete surveys from specialty flooring retailers have been received. Based on the calculation of 714 respondents, the margin of error is not more than +/- 3.6%. This is a sufficient sample to ensure that the results reflect the true situation of the general opinion in the field of floor covering retailers.
Respondent’s background:
Type of company:
Retailers account for 85%, contractors 12.2%, home furnishing centers 1.7%, furniture stores 1.1%
Annual floor sales: ($)
25.5% greater than 1 million
1 to 2 million 25.4%
2-3 million 12.5%
3 to 5 million 15.5%
USD 5-10 million 13.5%
12.6% above USD 10 million
Type of floor for sale:
Carpets accounted for 30.2%, vinyl/resilient flooring 8.4%, laminate flooring 5.8%, natural stone slab 2.2%, carpet 3%, hardwood 11%, LVT/multilayer flooring 24.7%, ceramic tiles 10.3%, curtains 1.4%, cabinets 3 %
On average, how many customers buy flooring in the store every week?
More than 5 accounts for 17.3%, 6-10 18.9%, 11-20 25.3%, 21-30 13.1%, 31-50 11.3%, 51-100 8.3%, 101-300 4.1%, 300 Above 1.7%
The fastest-growing part in 2020:
69.7% of replacement properties, 18.5% of new houses, 7.6% of office buildings, and 4.2% of commercial buildings
How many flooring suppliers are there?
More than 8 accounts for 58.7%, 7-8 13.8%, 5-6 18.3%, 3-4 7.1%, 1-2 2.1%
The proportion of floor sales in each market:
Relocation properties accounted for 53.9%, new houses 23.8%, office buildings 12.5%, and commercial buildings 9.8%
Resilient floor/vinyl floor:
Brands with the largest share of sales:
Armstrong 71.1%, Mannington Mills 65.4%, Shaw 49.4%, Mohawk 48.5%, Congoleum 33.1%, Tarkett 32.3%
This Top 6 brand accounted for 53% of the entire sales of resilient flooring and vinyl flooring.
The proportion of sales in each market:
Relocation properties accounted for 57.8%, new houses 22.8%, office buildings 11.5%, and commercial buildings 7.9%
How often customers specify brands:
Very frequent 2.7%, often 17.9%, sometimes 45.4%, occasionally 28.5%, never 5.5%
The influence of sales staff on purchasing:
The impact is very large, accounting for 32.1%, relatively influential 30.2%, influential in the middle 27.9%, somewhat influential 7.0%, no impact on 2.8%
The influence of the brand in purchasing:
The influence is very large, accounting for 11.7%, relatively influential 24.2%, influential in the middle 37.6%, a little influential 15.3%, and no influence 11.2%
When the customer has a clear brand preference, do you try to make the customer change the brand?
Very frequent 6.1%, often 18.6%, sometimes 48.7%, occasionally 22.6%, never 4.0%
Resilient floor/vinyl floor annual sales: ($)
Accounts below $10,000: 21.2%
10,000-25,000: 12.6%
25,000-50,000: 10.9%
50,000-75,000: 8.6%,
75,000-100,000: 7.3%
100,000-150,000: 6.6%
150,000-200,000: 4.9%
200,000-300,000: 6.6%
300,000-400,000: 4.9%
400,000-500,000: 3.2%
500,000-750,000: 3.8%
Over 750,000 9.4%
Average sales per order for resilient flooring/vinyl flooring: ($)
Less than 500 accounted for: 10.1%
500-750: 7.9%
750-1000: 17.3%
1,000-1,500: 15.8%
1,500-2,000: 16.2%
2,000-2,500: 14.3%
Above 2500: 18.4%
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