Not so fast.
Last month a customer walked into our showroom and said something we hear all the time:
“I found this sofa online for $2,399… I’m guessing you guys can’t touch that price, right?”
We looked it up.
Same brand. Same model. Same fabric.
After talking through her room, adding two chairs, and bundling delivery and setup, her total ended up lower than the online cart price — and she didn’t have to assemble anything or worry about freight returns.
She was shocked.
Because we’ve all been trained to believe:
Online = cheapest.
That’s true for books, batteries, and phone chargers.
But furniture plays by very different rules.
Why furniture pricing is different
Unlike most products, many furniture brands control how prices are shown online through something called Minimum Advertised Price (MAP) policies.
Here’s the simple version:
Manufacturers tell retailers:
“You can’t publicly advertise below this price.”
So websites often must show the same price everywhere, even if the store could actually sell it for less.
Industry trade publication Furniture Today explains it this way: retailers may charge whatever they want in-store — they just can’t advertise below the set price online.
That means:
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Websites show the “official” price
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Stores can sometimes offer better real-world deals
But you won’t see that flexibility in an online cart.
The big limitation of buying online: no human
Websites are great at checkout.
They’re terrible at judgment.
A website can’t think:
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“They’re buying a whole room — maybe we can bundle pricing”
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“They’re a repeat customer”
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“We have a floor sample available”
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“Delivery is local — we can include setup”
A person can.
And that flexibility often saves real money.
Online pricing is one-size-fits-all.
Showroom pricing is relationship-based.
The hidden costs people forget about
Even when an online number looks lower, the “real” cost often isn’t.
Things that sneak up on shoppers:
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Freight delivery charges
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Curbside drop-off only
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Assembly headaches
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Return shipping fees
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Restocking charges
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“It looked bigger in the photos”
Furniture is big, heavy, and personal. Mistakes get expensive fast.
Many customers find that what looked like a deal online ends up costing more once delivery and fixes are added.
What stores can do that websites can’t
When you shop in person, you get advantages most people don’t think about:
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Try before you buy (comfort matters more than specs)
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See true colors and finishes
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Custom fabrics and configurations
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Expert guidance
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Easier returns or exchanges
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Often better bundled pricing
Plus — you actually know who to call if something goes wrong.
That peace of mind has value.
So… is online bad?
Not at all.
Online is great for research.
We encourage customers to compare styles, read reviews, and get ideas.
But when it comes time to purchase — especially for a sofa, bedroom set, or whole room — assuming online is cheapest can leave money on the table.
Sometimes the better question isn’t:
“Where’s the lowest price?”
It’s:
“Where’s the best overall value?”
Our advice
If you see something you love online, bring it to us.
Seriously.
Show us the link.
We’ll help you compare:
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real pricing
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delivery
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options
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comfort
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and what actually makes the most sense
Sometimes online wins.
Sometimes we do.
But at least you’ll know you made the smartest decision — not just the fastest one.
Stop in and experience it for yourself
At Chelsea Fine Furnishings, we believe buying furniture should feel confident, comfortable, and personal — not like guessing from a cart.
Because the cheapest price isn’t always the best deal.
And the right piece should last for years, not just until the return window closes.