The holidays are sneaking up on us.

Thanksgiving is around the corner, and Christmas is coming up on its heels. Before we know it, everyone who considered buying new flooring this year will have it installed in time for their holiday parties, guests, and celebrations—that is, if your shopping experience has met their needs.

Now that we’re entering the prime time of “flooring shopping season,” it’s important to revisit a few key things we learned in Part 1 of this series.

Unlike appliance shoppers and holiday shoppers—who are definitively high-intent shoppers—we have to approach flooring shoppers a bit differently. Whereas other shoppers might make a purchase within a day or a week of initiating the process, customers in the market for new flooring take a deliberate, methodical, almost dizzying path to purchase.

Let’s talk about flooring.

Normally, that topic alone may not spark a ton of excitement, but trust us—we’re pretty fired up about it. Not only the concept of flooring, but how brands and retailers present product to consumers, who have quite an interesting journey on the path to purchase.