Shopping for furniture is a universal experience, yet the way different generations approach this process varies significantly. From Gen Z to Baby Boomers, each group brings unique habits, priorities, and preferences. By understanding these differences, retailers and marketers can tailor their strategies to better serve their diverse customer base. In this article, we’ll explore generational shopping trends and how your business can leverage these insights—including how our digital agency can assist you in connecting with each segment.
Furniture Shopping Trends Across Generations
According to the U.S. Bureau of Labor Statistics’ Consumer Expenditure Survey for 2023 (released in December 2024), the average annual spending on household furnishings and equipment was $2,508, a 3.8% decline from the previous year. Households allocated about 3.2% of their total spending to furniture and related items, down from 3.6% in 2022. While these numbers highlight overall spending trends, generational data offers a more detailed view of who’s purchasing and how much they’re spending.
A 2024 survey by Home News Now revealed that younger consumers make up the majority of the furniture market. Specifically, the 2023 U.S. Bureau of Labor Statistics survey (the most recent to break down furniture spending by generation) found that Generation X and Millennials are expected to spend the most annually on furniture.
However, marketing efforts shouldn’t be focused solely on these generations, as everyone will eventually need furniture or mattresses. With that in mind, let’s examine the differences across all generations.
Generation Z: Eco-Conscious Digital Natives
- Who They Are: Born between 1997 and 2012, Gen Z represents 20% of the adult population and spends an average of $430 annually on furniture.
- How They Shop: Highly influenced by social media and online platforms, 84% of Gen Z purchases are shaped by social media, with YouTube, Instagram, and TikTok being key influencers. While 44% of Gen Z buys furniture online, most (78%) prefer to visit physical stores first.
- What They Value: Sustainability is a priority, with 68% favoring eco-friendly furniture made from natural materials. Modular and multifunctional pieces are also popular due to their adaptability to small living spaces.
- How to Reach Them: Retailers should focus on visually appealing, trend-driven marketing strategies and offer financing options to address budget constraints.
Millennials: Savvy Online Shoppers
- Who They Are: born between 1981 and 1996, Millennials are the largest generation, spending an average of $770 annually on furniture.
- How They Shop: Nearly half (47%) buy furniture online, often after weeks of research. Millennials are comparison shoppers, with 75% checking prices at multiple retailers and using social media as a shopping tool.
- What They Value: High-quality, affordable, and multifunctional furniture appeals to their practical yet design-savvy tastes. Sustainability and ethical production are also significant factors.
- How to Reach Them: Winning over Millennials requires a mix of omnichannel marketing and authentic, engaging brand stories. Meet them where they are online, not just on social media—consider Podcasts, Audio Ads, CTV Ads, and Social Mirror Ads. Expand your reach offline with Digital Out-of-Home Advertising for a full-spectrum approach.
Generation X: High-Spending, Quality Seekers
- Who They Are: Born between 1965 and 1980, Gen X spends the most on furniture, at $1,014 annually, but it is the smallest generation.
- How They Shop: With 40% of shopping online, Gen X values practicality, comfort, and durability. They’re also likely to invest in furniture that adapts to their lifestyle, such as modular pieces and those with hidden storage.
- What They Value: Long-term value and functionality are top priorities. Gen X appreciates well-made, lasting pieces, even at higher price points.
- How to Reach Them: Highlight durability, versatility, and long-term investment in your marketing. Appeal to their preferences by using a mix of online and in-store strategies.
Baby Boomers: Traditionalists with Classic Tastes
- Who They Are: Born between 1946 and 1964, Baby Boomers spend $679 annually on furniture, reflecting a more conservative approach.
- How They Shop: Boomers prefer in-store shopping (61%) to see and feel furniture before purchasing. While only 36% shop online, they value assistance from knowledgeable sales staff.
- What They Value: Familiarity and comfort drive their preferences. They favor classic, well-crafted pieces made from high-quality materials.
- How to Reach Them: Reach Boomers by focusing on personalized customer service and emphasizing your brand’s reputation for quality and reliability.
Cross-Generational Insights
Regardless of generation, sofas and sectionals are the top planned purchases across all age groups. Younger generations favor occasional furniture and primary bedroom sets, while older generations prioritize upholstery and recliners. Notably, 3 out of 4 shoppers plan to purchase sofas in-store, and
7 out of 10 mattress buyers prefer brick-and-mortar locations.
How Our Digital Agency Can Help
At Conquest Digital Solutions, we specialize in helping furniture retailers connect with their target audiences through tailored digital strategies. Here’s how we can support your business:
- Data-Driven Marketing: We analyze generational spending patterns and local demographics to identify high-spending zip codes, ensuring your ad dollars are focused where they’ll have the greatest impact.
- Omnichannel Campaigns: From social media advertising to connected TV marketing and search engine optimization, we create cohesive campaigns that engage customers across all touchpoints.
- Video and Social Media Content: Our team can create compelling videos and social media posts that resonate with Gen Z and Millennials, leveraging platforms like Instagram, TikTok, and YouTube to drive engagement.
- Personalized Solutions for Boomers: We’ll craft campaigns emphasizing trust, quality, and in-store experiences for baby boomers, ensuring they feel valued and understood.
By understanding generational preferences and leveraging our expertise, your furniture business can attract and retain customers across all age groups. Contact us today to learn more about how we can help you thrive in a competitive market.
