Most flooring stores offer financing. Very few customers use it. That gap is one of the most interesting findings in the 2026 State of the Retail Flooring Industry report from WFCA and Floorzap, and it points to a simple opportunity: many homeowners who would benefit from financing never hear about it at the right moment.
This guide looks at what the data says, why financing gets ignored and how to present it so it helps homeowners say yes, and choose the flooring they actually want.
What the data shows
The WFCA and Floorzap report surveyed about 200 flooring retailers and more than 1,300 homeowners. On financing:
- About 80 percent of retailers offer customer financing.
- For most retailers, financing accounts for 0 to 5 percent of sales.
- Among homeowners, 61 percent paid by credit or debit card and 30 percent by cash or check, while store financing accounted for 3 percent.
- Yet when asked which payment options matter most, 46 percent of homeowners chose a no-interest promotional period, and 28 percent chose flexible payment plans.
So homeowners say they value no-interest options, retailers offer them, but they rarely come together. That usually means financing is not being presented clearly or early enough.
Why flooring financing gets ignored
It is mentioned too late
Financing is often raised only when a customer objects to price, at the very end of the process. By then, the homeowner may have already decided to downgrade the product or delay the project.
It sounds complicated
Terms like credit application, APR and promotional period can make financing sound like hard work. If the salesperson is not confident explaining it, customers assume it is not worth the effort.
It feels awkward to raise
Some salespeople worry that mentioning financing implies the customer cannot afford the project. So they wait for the customer to ask. Most never do.
It is invisible in the buying journey
Financing often does not appear on the website, the estimate or follow-up messages. If the homeowner does not see it, they do not consider it.
How to present flooring financing better
Mention it early and normally
Introduce financing as a standard option, not a rescue. For example, during the measure:
Most of our customers pay by card, and some prefer to spread the cost with our no-interest plan for 12 months. We can include both options in your estimate.
Framed this way, it is simply information.
Put monthly payments on the estimate
Show the total price and an example monthly payment side by side. Seeing a manageable monthly figure often makes a better product feel achievable, which can raise the average job value as well as close rates.
Lead with what homeowners value
Since no-interest promotional periods are what homeowners say they care about most, lead with that benefit in plain language, while being clear and accurate about the terms and eligibility.
Make applying easy
A simple online application link in the estimate email, with a quick decision, removes friction. Customers can apply privately, in their own time.
Include financing in follow-up
Financing is a natural topic for estimate follow-up. A message around day ten of your sequence might say:
A quick note in case it helps: we offer 12 months no interest for qualifying customers, so you could spread the cost of your new floors. You can check eligibility here without affecting your credit score: [link]
(Only include the credit score line if your financing provider actually offers a soft check.) See the full sequence in our flooring estimate follow-up guide.
Train the team with simple scripts
Give salespeople two or three sentences they are comfortable saying. Confidence matters more than detail.
Where automation helps
Automation makes sure financing is presented consistently, without relying on each salesperson to remember:
- Estimates automatically include example monthly payments and an application link.
- Follow-up sequences mention financing at the right point.
- Website and booking pages show financing clearly.
- Approvals from your financing provider can update the CRM and trigger the next step in the sale.
This fits into a complete flooring store automation system alongside instant lead replies and estimate follow-up.
A note on responsible financing
Financing should help customers, not pressure them. Be clear about terms, eligibility and what happens after a promotional period ends. Follow the rules of your financing provider and any applicable consumer credit regulations. Transparent financing builds trust, and trust closes more jobs than pressure does.
An example: the same estimate, presented two ways
Imagine a homeowner is choosing between a mid-range laminate and a premium waterproof vinyl plank for their main floor. The premium option costs more, and they are leaning towards the cheaper product to stay within budget.
In the first version, the estimate shows only the total prices. The homeowner picks the laminate, or decides to wait a few months.
In the second version, the estimate shows the total price and an example monthly payment for each option under a no-interest promotional plan, with a short note explaining that the plan is available to qualifying customers. Seeing the premium option as a manageable monthly figure, the homeowner feels able to choose the floor they actually wanted.
The product, the price and the salesperson are the same. The only difference is that financing was visible at the moment of decision.
Common mistakes with flooring financing
- Waiting for the customer to ask. Most will not.
- Only mentioning it verbally. If it is not written on the estimate, it is easily forgotten.
- Overcomplicating the explanation. Lead with the benefit and keep the details clear and accurate.
- Treating it as a discount tool. Financing is about affordability and choice, not lowering your price.
What to measure
- Percentage of estimates that show financing options. Aim for 100 percent.
- Financing application rate and approval rate.
- Close rate and average job value for financed vs. non-financed jobs.
- Financing usage as a share of sales, compared with the industry figures above.
Common questions
Will mentioning financing make customers think we are expensive?
Not if it is presented as a normal option alongside card and cash. Many customers appreciate knowing the choice exists.
Should financing be on our website?
Yes. Homeowners research for weeks before buying. Seeing financing early helps them plan their budget and can bring more ambitious projects to your door.
Does financing help with larger projects?
Often. Spreading the cost can make a whole-home project or a premium product feel manageable, although every customer’s situation is different.
The bottom line
The data shows a clear mismatch. Homeowners value no-interest options, most retailers offer them, and few buyers use them. Presenting financing early, clearly and consistently, on estimates and in follow-up, is one of the simplest ways to help more homeowners move forward.
If you want financing built into your estimates and follow-up automatically, book a free strategy call.
Sources
- WFCA and Floorzap, 2026 State of the Retail Flooring Industry Report
- 2026 State of the Retail Flooring Industry Report (full PDF)
