For flooring retailers, no surface offers more versatility and selling options than laminate flooring. When it comes to extolling the virtues of laminates and positioning it against other flooring surfaces, dealers can demonstrably show why buying laminate flooring is a superb choice. It wasn’t always that way but advances in technology and design have catapulted the category in recent years. Today, it is a much less expensive alternative than hardwood; provides an extremely realistic look of wood, tile or stone; is very durable, and quite easy to install—even for a beginner.

FCNews surveyed five retailers representing a geographic cross-section of the U.S. about ways in which they would position laminate against other flooring surfaces. In return for candor, the dealers requested anonymity.

Laminate vs. carpet
Unless the consumer wants carpet, this is a no-brainer, one dealer said. Laminate is easier to install, easier to maintain and longer lasting than carpet. Those are just some of the selling points. Well-kept carpeting at its best lasts only five to 10 years given its exposure to high- traffic areas. Conversely, laminate floors can last up to 30 years on similarly well-traveled surfaces.

A laminate surface will not hold residual stain contaminants like a carpet will. One retailer regularly asks consumers when they plan to sell their home because when it comes to resale value, laminate holds its value better than carpet. Dealers also play up the warranty of laminates vis-a-vis carpeting. Most laminate floors have a triple warranty against wearing, staining and fading.

Laminate vs. vinyl
It has been said that laminate has the look of hardwood and the maintenance of vinyl. That said, dealers can easily position laminates as the preferred choice over vinyl for kitchens. Thirty years ago, the vast majority of kitchens were surfaced with vinyl. But many consumers, retailers say, are not aware of the technological advances that have separated today’s vinyl from the linoleum of yesteryear.

The buyers today choose a new laminate floor that looks better than old linoleum and cleans just as easily as vinyl. Installation is another issue that comes up. One dealer said that since laminate flooring can go over existing vinyl with no major preparation, the cost is very favorable when compared with a new high-quality vinyl floor.

Laminate vs. ceramic
Both ceramic and laminate are durable floors. Both come in a variety of styles and price points so anybody could find something they like. However, there are some other things to consider, retailers say. Comfort is one thing. Laminate floors have a softer feel and have a small amount of give in them, which is easier on the feet, especially for those who like to walk around barefoot. Cleaning is another advantage for laminate, dealers say. The tile floor’s grout lines may need sealing. It’s also a place for dirt and dust to collect.

Finally, the cost/install of laminates is a big advantage. Tile can run anywhere from less than $1 to more than $25 per square foot, dealers say, but an average price is the $3 to $5 range. Laminates average about 89 cents to $3.49 per square foot, not including installation. It’s between $3 and $5 with installation. However, the ceramic tile install can cost as much as $10 per square foot while some dealers quote $1.50 per square foot for installing a gluedown laminate. A snap-together laminate is even easier, and less expensive.

Laminate vs. hardwood
Retailers face the hardest time positioning laminate flooring against hardwood unless price is the determining factor, which is often the case in this soft economy. One of the benefits of laminate over hardwoods is that laminate flooring does not yellow or fade from sunlight or other elements, retailers said. Most stained wood floors will change color over time.

While both hardwood floors and laminates can be affected by excessive moisture, only laminate flooring can really hold up to being put in a kitchen or bathroom, dealers say. Rooms that get a lot of moisture are not ideal for hardwoods. Some consumers insist on hardwood, no matter the cost and no matter how good the best new laminate floors look.