by A limited group of retailers reported everything from stronger premium sales to lighter foot traffic, highlighting an uncertain market
HIGH POINT — The Fourth of July holiday is traditionally a checkpoint of summer furniture demand, offering a chance to gauge consumer demand and behavior heading into the second half of the year. However, despite outreach across the U.S., fewer retailers were willing to discuss their holiday results than on previous holidays, making it more difficult than usual to draw broader conclusions about the market.
Among those who did share their outcomes, a few clear trends have been consistent since the start of 2026: Foot traffic is down, intentional purchasing is up, and the market is bifurcated between those seeking premium products and those seeking value.
Among the retailers that responded was HOM Furniture, which has stores in Iowa, Minnesota, North Dakota, South Dakota and Wisconsin. HOM Furniture reported sales gains over last year’s holiday weekend while remaining cautious about the months ahead.
At HOM Furniture, the retailer ran a gift-with-purchase promotion that gave customers the choice between 10% off their purchase or a free 65- or 75-inch television. Sales were up from the prior year, although President and CEO Rod Johansen declined to provide a specific percentage. Mattresses, motion upholstery and outdoor furniture were the retailer’s strongest-performing categories.
“We saw strong business on the higher end at HOM as well as the promotional price points for our DOCK86 outlet brand.”
Johansen said favorable weather across the retailer’s market helped drive traffic during the holiday weekend. Business was strongest in the days leading up to the Fourth of July before slowing on the holiday itself.
Johansen said he is not reading too much into the Fourth of July weekend as an indicator of second-half performance, noting that several factors could influence business in the months ahead, including international conflicts, consumer confidence, interest rates and the availability of containers needed to keep inventory flowing ahead of Labor Day and Veterans Day promotions.
“We remain cautiously optimistic for Q3 and Q4 and are budgeting to see a single-digit percentage sales increase in same-store sales,” Johansen added.
Cautious optimism remains the prevailing attitude among retailers I’ve spoken with throughout the year.
RJ Williams, who owns Jacksonville Bedding Mattresses & More, a two-store retailer in Jacksonville, Florida, is staying optimistic despite a downturn in sales. Sales at his stores were down approximately 20% compared with the same period in 2025.
“The biggest factor was showroom traffic,” Williams said. “We saw noticeably fewer customers come through the doors than during the same holiday period last year. While our close rate remained strong, there simply weren’t as many opportunities due to lighter traffic.”
However, Williams noticed that shoppers, at least in his stores, seem to be more educated than ever before, arriving at the store with specific brands or even technologies in mind.
“While traffic may fluctuate with broader economic conditions and the calendar, consumers remain willing to invest in quality products when they understand the value they receive,” Williams said. “I believe independent retailers who focus on education, provide a differentiated shopping experience, and offer premium products with strong financing options are well-positioned moving forward.”
Jeff Giagnocavo, co-owner of retailer Gardner’s Mattress & More in Lancaster, Pennsylvania, said he was pleased with his retailer’s results given the current economic headwinds.
Sales were up in the low single digits over the holiday period last year, although Giagnocavo did not provide a specific percentage. He also observed that compared with Memorial Day, he found his customers during the Fourth of July weekend to be a harder sell.
“Memorial Day seemed to have more pent-up demand from customers ready to invest, whereas in July, we had to bring them along,” Giagnocavo said. Looking ahead, Giagnocavo said he believes Q4 will feel like a presidential-election-year cycle given the intensity of the midterms.
“We will be planning a big anniversary event in October, building our list and offering compelling values to bring the customer along in what will likely be an ugly election cycle on top of the current economic headwinds,” Giagnocavo said.
While Fourth of July results varied among retailers, the holiday offered another glimpse into consumer behavior. It seems that, for now, shoppers are responding to premium products, strong value propositions and flexible financing options, but traffic remains a key challenge.
