What the phone vs. form gap tells us

Phone calls dropped four times faster than online form submissions in Q1 2026. That gap is a meaningful behavioral signal: flooring shoppers are spending more time doing their research before they pick up the phone. They’re browsing product pages, reading about installation, comparing styles, and forming opinions about which retailer to trust online, before making contact.

The action item for flooring retailers

Your website is your digital storefront, and it is working harder than ever as the first point of contact for a buyer who has already done their homework. Retailers who keep their product catalog current, their pages easy to navigate, and their content helpful are winning consideration before the first call is made. A well-maintained digital storefront is the first impression.

Action Items

Homeowners who paused renovations haven't cancelled, they've just waited. When confidence stabilizes and housing activity picks up, that backlog will convert. Retailers with a strong digital presence and CRM tools to manage and nurture leads will be the first call when a homeowner is ready to move.

Form submissions held up far better than phone calls this quarter – buyers are doing more research online before they’re ready to talk. An up-to-date product catalog, clear navigation, and current content earn a shopper’s confidence before the first conversation begins.

Blog articles about care, installation, and flooring trends appeared among the most-visited pages across our network. Practical, helpful content captures buyers at exactly the moment they have a question – and routes them toward the retailer who answered it.