Window market stagnates in September with sales and leads flatlining

The window market appeared to flatline in September, according to the latest Business Pilot Barometer report. Senior Analyst Neil Cooper-Smith noted that all key performance metrics showed little movement, with average leads remaining static at 107 and a slight drop in sales from 52.1 in August to 48.9 in September.

Cooper-Smith attributed the modest decline to September being a shorter month, downplaying concerns of a more significant downturn. “Given that September was a shorter month, I don’t see this as a foreboding sign,” he said.

More notable, according to Cooper-Smith, was the sustained average order value, which held firm at £3,593. This figure reflects what he described as “an active volume sector” of the market, where higher average order values suggest increased sales of high-margin products.

Despite a marginal drop in sales, the conversion rate in September reached 41.7%, an uptick from August’s 41.3%, and the second-highest conversion rate recorded this year. Cooper-Smith remarked that the stability of conversion rates, even in the face of softer sales, indicates a shift in consumer behaviour.

“Typically, when we see activity increase in the volume sector, overall activity rises,” Cooper-Smith explained. “This often includes people ‘window shopping’ – those not yet committed to buying, which tends to lower conversion rates. Instead, we are seeing conversion rates hold up, which suggests a change in buying behaviour.”

This shift, according to Cooper-Smith, stems from homeowners conducting more research before entering the market. Instead of obtaining multiple quotes from different suppliers, homeowners now appear to make more informed decisions upfront, reducing the number of companies they engage with before making a purchase. “If every homeowner gets three quotes and then commits to buying, the conversion rate would be 33.3%. What we’re seeing suggests they are seeking fewer quotes,” he added.

Cooper-Smith urged businesses to adapt to these changes by ensuring their digital presence is optimised to handle more informed enquiries. He highlighted the importance of maintaining a consistent brand image across various platforms, including third-party review sites like TrustPilot.

Looking ahead, he pointed to wider market challenges facing homeowners, including rising house prices, soaring energy costs, and waning consumer confidence in the lead-up to the October Budget. Almost half of homeowners are planning to limit their energy use following the latest rise in the energy price cap.

Cooper-Smith stressed that understanding business metrics and being equipped with the right tools to respond to these trends will be crucial for businesses looking to stay ahead of market shifts. “By having the tools to act on your metrics daily, you are much better positioned to react to changes – especially when those changes aren’t what you expected,” he concluded.