Morgan faced a backlash from his Good Morning Britain co-host, viewers and even his own mother as he rubbished the furniture store declaring he could not understand why hundreds of customers queued for hours outside Ikea when it reopened on Monday, following weeks of lockdown closures.
Morgan, 55, exclaimed: “Is it really that after three months of lockdown your dream is to get a bit of plywood from Ikea? If so, what kind of human being are you!?"
He then revealed he had received a flurry of texts defending the store: “My mother, ‘Did you just say a Billy bookcase? Just what I need.’
“What are you talking about mother. How do you even know what a Billy bookcase is?
“And Kelly Hoppen, designer to the stars, ‘You could be such a prat’, she just texted me. ‘People have been locked up for weeks looking at four walls, Ikea is fantastic at everything and people are doing makeovers, and inexpensive and great value’.
“Alright, easy tiger!”
The Billy bookcase is one of Ikea’s bestselling items.
Reid admitted she was a huge fan of the Swedish furniture store and would often pop in just to buy “some tealights, a pair of scissors and a Danish pastry”.
The 49-year-old mother-of-two told Morgan: "For some people it's been extremely boring [the lockdown]... I love a day out at Ikea.
"You can just get lost in Ikea. I think they deliberately make it so that you can get lost in Ikea because I can never find a way out. There is a one-way system."
She added that Morgan should offer to take his mother.
Reid said: "You could say, 'Mum, I'll tell you what, after this shift I will get in my car, get in my Aston Martin, I'll drive down to Ikea."
Morgan retorted: "Mum, consider it done, I'm getting you a Billy bookcase. I'll buy you one just to shut you up about Billy bookcase."
Their debate followed reports that hundreds turned up to queue outside the south London Ikea on Monday ahead of its reopening at 10am.
Parts of the carpark had to be closed to manage the socially distance queuing and customers arriving in cars were asked to consider going away and returning at another time. The store even opened half an hour early in a bid to cope with demand.