Cyncly report shows shift in consumer behaviors

Tuscaloosa, Ala.—Cyncly released its Q1 2026 Flooring Industry Outlook Report. Drawing on anonymized consumer behavior data from more than 2,000 independent flooring retailer websites, the report highlights a meaningful divergence in how shoppers are engaging with flooring businesses: while overall traffic has declined in line with broader market conditions, online form submissions have held up far more strongly than phone calls, which is a signal that consumers are doing more digital research before making direct contact. 

Data from the report includes:

Market conditions stabilizing

Consumer confidence remained under pressure through Q1 2026, and housing turnover—the primary driver of flooring demand—remains below historical norms. However, the market shows early signs of stabilization. Existing home sales reached 4.09 million units in February, with inventory at its highest level since 2019 and month-over-month sales rising 1.7%. Homeowners who paused renovation plans in 2025 have not cancelled those projects. As confidence recovers and housing activity improves, that deferred demand will convert. The retailers with strong digital visibility are best positioned to capture it.

Flooring shopper behavior

Across the Cyncly network, buyer website visits declined 21% year over year, phone call leads declined 22% and online form submissions declined just 5%. The 4:1 ratio between falling phone volume and falling form submissions is the most significant finding of the quarter: it shows that shoppers are conducting more research online before they are ready to talk.

Every form submission represents a buyer who chose to engage after completing that research process. Retailers whose websites provide useful, current product information are winning consideration before the first conversation begins.

Category share of consumer interest

Luxury vinyl/waterproof flooring remains the most-browsed category at 39.1% of all product views, but lost 3.5 percentage points of share year over year. Carpet is the only major category to gain significant share (+3.1pp), now at 26.1% of all product views. Laminate is the steepest absolute decliner, with 5.5% of raw views and down 0.8pp of share. Tile and sone and hardwood are holding steady as an overall share of products viewed. Total category page views declined 14.3% year over year, consistent with broader market softening. 

The content advantage

One of the standout findings from Q1: blog articles and educational content pages appeared among the most-visited pages across the network, competing directly alongside product catalog pages. Content covering carpet trends, water damage guidance and post-installation care captured high-intent shoppers at specific moments of need—planning a renovation, dealing with a flooring problem or caring for a recent purchase. For flooring retailers, content is no longer a supplementary marketing activity. It is a channel.

“What this quarter’s data confirms is that the flooring buying journey now begins online, well before a shopper picks up the phone,” said Steven McMullen, senior vice president, Cyncly Websites. “The retailers who are best positioned for when deferred demand returns are the ones investing in their digital presence now: keeping product catalogs current, providing helpful content and making sure every digital enquiry is captured and followed up. That investment is what turns a recovering market into a growth opportunity.”

Three action items for flooring retailers

1. Prioritize lead management. With phone volume declining, every digital enquiry carries more weight. A mobile-enabled CRM integrated with operational systems ensures no lead is missed and follow-up is consistent. Connecting lead management to the full workflow—from first enquiry through quote and job completion—closes the gap between digital interest and closed revenue.
2. Optimize the digital storefront. Websites that feature current product catalogs, room visualization tools and digital sample ordering move shoppers from browsing to deciding. These interactive experiences build the confidence that drives high-intent store visits.
3. Invest in educational content. Trend guides, installation advice and care content are now among the highest-traffic pages on flooring websites. Practical, helpful content captures buyers the moment they have a question—and connects them to the retailer who answered it.

The full Q1 2026 Flooring Industry Outlook Report is available here. 

The post Cyncly report shows shift in consumer behaviors appeared first on Floor Covering News.

Cyncly report shows shift in consumer behaviors Posted First on https://fcnews.net

AHF Products partners with Arbor Day Foundation

Mountville, Pa.—AHF Products is building on more than a century of American hardwood flooring leadership by working with the Arbor Day Foundation to plant more than 100,000 trees. The investment supports forests and communities in areas of greatest need. It also reinforces the long-term value of responsible forestry.

To coincide with Arbor Day 2026, AHF Products announced its support of forest restoration efforts. Through the partnership, the company is helping drive 10 reforestation projects, plant 103,259 trees and restore 190 acres. Over the next 40 years, the projects will generate environmental benefits. These include 49,116 metric tons of CO₂ sequestered, 231.98 tons of air pollutants removed and 4.5 million gallons of avoided water runoff, according to the Arbor Day Foundation.

“Wood is a renewable resource that has shaped our homes and our business for generations,” said Catherine del Vecchio, vice president of marketing at AHF Products. “Supporting the Arbor Day Foundation aligns with our commitment to responsible forest management and ensures that the forests we depend on continue to thrive.”

The Arbor Day Foundation emphasized the importance of corporate engagement in accelerating restoration efforts.

“Partnerships like this allow us to restore forests at a scale that creates environmental and community impact,” said Dan Morrow, vice president of partnerships at the Arbor Day Foundation. “AHF Products’ support helps us replant where trees are needed most.”

The Arbor Day Foundation has planted more than 500 million trees worldwide and is working to plant 500 million more by 2027.

“Our commitment aligns with the Arbor Day Foundation’s principle of planting the right trees in the right places for the right reasons,” del Vecchio said. “Whether reforesting hardwood regions impacted by natural disasters or enhancing urban green spaces, our contribution helps ensure that trees thrive where they’re needed most, including near the communities where we live and work.”

AHF Products builds its commitment on its U.S. manufacturing presence. The company manufactures across the country, including solid hardwood in Beverly, W.Va., solid hardwood in West Plains, Mo. and engineered wood in Only, Tenn. It also produces rigid core flooring in Cartersville, Ga., vinyl composition tile in Kankakee, Ill., resilient flooring in Lancaster, Pa. and porcelain tile in Crossville, Tenn. Additional operations are located in Beech Creek, Pa.

The post AHF Products partners with Arbor Day Foundation appeared first on Floor Covering News.

AHF Products partners with Arbor Day Foundation Posted First on https://fcnews.net

Tuesday Tips: More knowledge doesn’t equal more productivity

Dalton—The World Floor Covering Association (WFCA) released a new “Tuesday Tips” this week. In the series, WFCA experts present short video tips for improving customer service and optimizing staff performance. In the end, it’s all about understanding the importance of doing 100 things just 1% better than your competition.

In this week’s Tuesday Tips, Tom Jennings reminds us that knowledge alone doesn’t drive results. Execution does.

The post Tuesday Tips: More knowledge doesn’t equal more productivity appeared first on Floor Covering News.

Tuesday Tips: More knowledge doesn’t equal more productivity Posted First on https://fcnews.net

MSI expands Midwest presence with Grand Rapids showroom

Grand Rapids, Mich.—MSI celebrated the grand opening of its new showroom here. The company will host showroom tours, product showcases and networking opportunities on April 29 from 1:00 p.m. to 7:00 p.m. Attendees can connect with designers, builders and industry professionals while exploring new products.

The 50,000-square-foot facility supports MSI’s growth strategy. It improves service speed, expands inventory and increases accessibility for customers across the Midwest. The location also strengthens MSI’s distribution network and supports local job growth.

“The Grand Rapids location is a testament to MSI’s continued momentum and long-term vision,” said Laura Larsen, branch leader. “It strengthens our ability to meet customer demand with speed and scale, while also allowing us to invest in the region and support its economic development.”

The showroom features a range of products, including Everlife waterproof flooring, porcelain and luxury vinyl tile, quartz surfaces and hardwood. It also includes hardscaping products such as porcelain pavers, veneers and stacked stone.

The space is designed to provide an interactive experience for designers, builders, contractors and homeowners.

The post MSI expands Midwest presence with Grand Rapids showroom appeared first on Floor Covering News.

MSI expands Midwest presence with Grand Rapids showroom Posted First on https://fcnews.net

MSI expands Acoustic Slat Wall Panel collection

Orange, Calif.—MSI introduced eight additions to its Acoustic Slat Wall Panel collection. The update includes four painted slat panels in 9.5 x 94.5-inch formats and four new 24 x 48-inch acoustic wood panel designs.

“The introduction of our painted Acoustic Slat Wall Panels and versatile 24 x 48-inch wood panels reflects the continued success and evolution of this collection,” said Anand Palasamudram, senior merchant at MSI. “With expanded color options to make bold or subtle design statements and flexible sizing to suit a variety of applications, these panels offer designers even more creative freedom while delivering exceptional acoustic performance.”

The expansion builds on the Acoustic Wood Slat Collection, which includes Blonde, Ebony, Fog, Natural and Tawny colorways. MSI previously introduced Macro and Reeded panels to add wider slat profiles and textured designs.

The new painted slat panels feature acoustic fiber backing for sound absorption. They are available in modern hues and require no staining or sanding. Installers can attach the panels directly to studs for a simple installation process.

Color options include Dusk, Jade, Navy and White, each offering a distinct neutral tone.

The 24 x 48-inch panels offer added flexibility for a range of applications. Color options include Almond, Espresso, Fog and Sable, each designed to deliver a natural wood look with enhanced acoustic performance.

The post MSI expands Acoustic Slat Wall Panel collection appeared first on Floor Covering News.

MSI expands Acoustic Slat Wall Panel collection Posted First on https://fcnews.net

Starnet seeks to get members in ‘game’ shape

Taylor Adhesives’ Justin Abbott and Ralph Grogan.

Aventura, Fla.—Scores of North America’s leading commercial flooring contractors gathered here earlier this week for the 2026 Starnet Spring Conference—an annual event offering attendees and vendors valuable networking, educational and business opportunities.

“Red Zone Ready—and Built on Trust,” the football-inspired theme for this year’s conference, reflected the competitive spirit of professional commercial floor covering contractors as they strive to perform at a high level amid a challenging economic environment and everyday obstacles.

The “Red Zone Ready concept is all about helping members with talent development, both in their own organization and with their manufacturing partners that are part of Starnet,” Mark Bischoff, president and CEO, told FCNews. “It’s about striving toward operational excellence, both internally with their white collar workforce in addition to their blue collar, field labor workforce.”

It’s also about achieving excellence when it comes to technology deployment. As Bischoff explained: “Most people think about that as the digital part of the business, but we also view it as deploying new machinery, new tools and new methods. So if you do all those things well, you’re ready to run a ‘red zone’ business all the time. It’s about putting yourself in a place to be successful, just like an athlete would do inside the 20-yard line.”

Mark Bischoff, president and CEO, Starnet, with Benjamin Bachman, CEO of Gerflor, catching up during the exhibition.

 

Bischoff cited parallels between a football player’s performance when the game is on the line, and the ability of commercial flooring contractors to deliver results when opportunities arise. “You want to score all the time and consistently,” he said. “And that means not ‘winging’ it—you don’t just make it up as you go along. The receiver doesn’t run the route they want to; they run the route that was assigned.”

Trust as a tool

The second element of this year’s theme, “Built on Trust,” focuses on the importance of building trust as a leader in your business and/or organization. That was the focal point of a keynote presentation delivered by renowned author and speaker, David Horsager. “A lot of people think that trust is touchy-feely,” Bischoff stated, “but it can relate to many things. For example, your credit score is trust. Many things our members are dealing with as far as industry change and managing their employees—all of that is related to trust. So if you want people to change behavior or change your business, or do great things, they have to trust you as a leader to be able to accomplish that.”

Keynote speaker David Horsager discussed the importance of trust.

During his spirited, high-energy presentation, Horsager recounted not only personal lessons learned in raising a family, but he also shared anecdotes gleaned from previous presentations to organizations ranging from professional sports teams, blue-chip firms to branches of the U.S. Military. He shared with attendees the eight primary pillars of building trust:

1. Clarity
2. Compassion
3. Character
4. Competency
5. Commitment
6. Connection
7. Contribution
8. Consistency

“It’s the little things, done consistently, that make the biggest difference,” Horsager told attendees.

(For extended coverage of the 2026 Starnet Spring Conference, look for the May 4 edition of FCNews.)

The post Starnet seeks to get members in ‘game’ shape appeared first on Floor Covering News.

Starnet seeks to get members in ‘game’ shape Posted First on https://fcnews.net

Couristan names Vincent Circosta EVP of residential division

Fort Lee, N.J.—Couristan appointed Vincent Circosta as executive vice president of its residential division.

Circosta brings more than 20 years of experience in the flooring industry. He will lead efforts to identify and develop new business opportunities across all account segments. His role includes oversight of the company’s Premiere, Creations and Purity residential broadloom brands, along with its assortment of area rugs.

“Vincent’s strong leadership and diverse experience across sales, merchandising and operations within the flooring industry will bring significant value to our company,” said George Couri, chairman of Couristan. “I am confident that his expertise and forward-thinking approach will help us fully realize our strategic sales initiatives, drive continued growth and further strengthen support for our valued customer base.”

Circosta will also oversee the strategic direction of the residential sales force. His focus will include strengthening relationships with Couristan’s dealer network and expanding the brand’s market presence.

“I am humbled, motivated and excited to take on this new role with such a prestigious brand,” Circosta said. “Today’s customers have an incredible array of options available to them. When it comes to why a partner should choose Couristan, the answer lies in our ability to simply out-service the competition.”

Circosta emphasized a customer-first approach. He said every dealer interaction should deliver value. He also noted that service will play a key role in the company’s continued growth.

“We are grateful for the amazing customers we have today,” Circosta said. “My immediate plan is to examine every aspect of our business to identify opportunities and improve how we serve our dealers. Delivering the very best customer experience is not just a goal. It is our primary mission.”

Under Circosta’s leadership, Couristan plans to expand dealer-focused initiatives aimed at improving operations and supporting long-term growth.

The post Couristan names Vincent Circosta EVP of residential division appeared first on Floor Covering News.

Couristan names Vincent Circosta EVP of residential division Posted First on https://fcnews.net