05/11/2026
Bear with us for a moment, please. Here’s a couple of questions:
Did you wake up this morning and decide that – today – you’re going out to buy a new bed? Or a new washing machine? Or a new car?
Chances are, you didn’t.
You see, at any given time, only a small percentage of people are actively looking to buy a particular product. Let’s say it’s around 3%. That means the other 97% aren’t currently in the market.
But does that mean they’re not interested in buying? Of course not.
Some might already be imagining what a beautifully designed new kitchen could bring to their home. Others might be planning a renovation, considering an extension or thinking about how they’d like to transform their living space.
And others might be a year or two away from making a decision.
In other words, you’ve got your Today Customers, who are actively looking to buy a kitchen, and your Tomorrow Customers, who aren’t in the market right now but will be at some point in the future.
Your Tomorrow Customers are a far larger group, which means they’re far more valuable to you. Yet many independent kitchen retailers invest more effort in reaching the relatively small number of people who are ready to buy today.
Now, there’s nothing wrong with that. But if you’re concentrating too heavily on that 3%, you’re overlooking a bigger group of people who will gradually move into the market over the coming months and years.
And particularly when it comes to premium kitchens, where people can spend a considerable amount of time thinking, planning and researching before making their first enquiry, that’s an important consideration.
The most effective kitchen businesses recognise that they need two ongoing marketing efforts.
One that reaches your Today Customers and another that reaches your Tomorrow Customers.
Because marketing that generates enquiries and sales today is important. But if it isn’t complemented by marketing that reaches the much larger audience of future buyers, you’re limiting the long-term growth of your business.
Your Today Customers are important to your business today. But your Tomorrow Customers are where the much bigger opportunity lies.