The present study clearly highlighted the importance of the store when acquiring furniture. Consumers expressed to be familiar with that channel and were most likely to satisfy their needs at each buying step in a store. The importance to see and touch the physical product emphasize that virtual furniture shopping is not yet an acceptable way to buy furniture. Compared to other regions, consumers in southern USA assigned a higher score to the furniture store. Thus, store design and efficiency are particular important in southern USA. Internet was expected to gain importance in the future. Advertising was considered important at different stages of the buying process. It was ranked second at the activation, search and selection phase. Product catalogs were considered useful at the search and selection phases. Word-of-mouth and telephone communication did not obtain high scores in regard of their importance. These two channels were only marginal when buying furniture.