Bathroom retailers are seeing customers arrive with more information and inspiration than ever, but that research is not translating into faster purchasing decisions, according to new research from Hib.
The research found that 63% of retailers believe bathroom projects now take longer to convert than they did two to three years ago. Of the retailers answering the question, 28% said projects were taking much longer and 35% slightly longer. A further 31% reported no change, while just 6% said projects were converting more quickly.
Budget pressures appear to be a major factor. Budget and value were the most frequently cited purchasing drivers, accounting for 64% of responses. However, customers are also weighing up aesthetics and design (47%), product longevity (42%), ease of maintenance (29%) and brand trust (26%).
The same concerns are reflected in the barriers retailers face when trying to close a sale. Budget concerns were cited the most (58%), followed by online price comparison at 40% and customers seeking multiple quotes at 30%.
Economic uncertainty and delayed decision-making were also identified as barriers, with 23% and 18% of mentions respectively.
At the same time, digital research is changing the way customers approach a bathroom purchase. Two-thirds (66%) of retailers said AI and digital tools are influencing customers’ shopping behaviour before they visit a showroom. That figure comprised 26% who said the impact was significant and 41% who described it as slight.
There are also signs that customers are becoming more focused on how their bathrooms work day to day. Some 46% of retailers said customers are placing greater emphasis on practical, everyday functionality, although 49% reported no real change.
The research notes that this shift does not appear to be replacing design considerations, with aesthetics remaining the second most frequently cited purchase driver.
Storage and cleaning remain particular pain points for customers. Storage was the most commonly mentioned frustration (50%), followed by cleaning and maintenance (46%), small room sizes (36%) and product reliability (33%).
Overall, the findings point to a changing role for the bathroom retailer. Customers are arriving with more research and a clearer idea of what they want, but the research suggests they still need help assessing those options, comparing products in person and making a final decision.
As a result, the report concludes that greater access to information has not necessarily made bathroom purchasing quicker or easier.
Instead, it appears to be making the decision-making process more considered, while placing greater emphasis on the retailer’s ability to help customers turn online research and ideas into a workable bathroom scheme.
The Hib Retailer Listening Lab 2026 received 168 responses from bathroom retailers, although not every respondent answered every question.
