Why That "Too Good to Be True" Flooring Deal Probably Is

(And Why Small Shops Like Ours Might Actually Save You Thousands)

Alright, let’s talk about it.

Every week, someone walks into our store with wide eyes and a quote from a “liquidator,” a big-box store, or an online dealer who’s practically giving floors away.

And honestly? I don’t blame them.Because the ads are slick.The pricing sounds insane.And who doesn’t want luxury vinyl for the price of a cheeseburger?

But here’s the deal: most people are buying too much floor for the wrong reasons. And not in square footage. In features, marketing buzzwords, and “performance stats” that make no real difference in your daily life.

So let’s break it down—with some data, some common sense, and a little bit of tough love.

💸 How Much Are Americans Spending on Floors?

The average homeowner spends $1,500 to $4,500 on new flooring per room. Nationally, we drop $27.7 billion annuallyon flooring (Statista, 2024).

And flooring companies know it.

That’s why they build products (and sales strategies) to squeeze every dime from your “upgrade budget”—whether you need the upgrade or not.

🧪 The Marketing Magic Trick: “40 Mil Wear Layers” and “7 Lifetime Warranties”

Let me ask you a question:Do you know what a 40 mil wear layer actually does for your lifestyle?No? That’s okay. Most people don’t.

Here’s a quick translation:

• 12 mil = Good enough for 95% of households

• 20 mil = Perfect for rowdy dogs, rambunctious toddlers, or home offices

• 40 mil = Commercial buildings, not your living room

But guess which one you’ll see in every big ad with a screaming price tag?Yep. The one you don’t need.

Same goes for the “lifetime warranties.”How many lifetimes does your dining room have, exactly?

🔍 Let’s Get to the Real Value Equation)

Alex Hormozi breaks down value like this:

Value = (Dream Outcome × Perceived Likelihood of Success)÷ (Time Delay × Effort and Sacrifice)

Let’s apply it to flooring:

	Big Box Store	Flooring Liquidator	J. Michael Flooring
Dream Outcome	“Looks good now”	“Cheap today”	“Fits your lifestyle + lasts”
Likelihood of Success	Depends who you talk to	Roll the dice	We educate, not oversell
Time Delay	Long shipping + install backlog	Fast, but inconsistent	Local, fast, and personal
Effort/Sacrifice	You’re on your own	Buyer beware	We guide you every step

See where we’re going with this?

🧠 Here’s What You Actually Need:

• A floor that matches your lifestyle (not someone else’s)

• An install crew that’s trained, not just available

• A company that will tell you when you’re about to overpay or over-buy

And that’s what we do every day.

We’re not here to upsell you on unnecessary features.We’re not pushing what makes us the most money.We’re trying to get you floors that hold up, fit your space, and feel right under your feet.

📩 Want to Know If You’re Overpaying?

Send us a message.

No pressure. No gimmicks. Just a quick, honest conversation about:

• What you actually need

• Where you can save money

• And what options fit your home, not just our showroom

Because at J. Michael Flooring, we’re not trying to look fancy.We’re trying to be helpful.

And that usually saves you a few thousand bucks—and a whole lot of headache.

→ Get Your Free Flooring Guide Today