By Joanne Friedrick, Research Editor
Furniture shoppers come in many forms, including browsers, package buyers and those who are somewhat intimidated by the entire process.
A Furniture Today Strategic Insights study reveals that the furniture buying process can be a very different experience depending on your generation, gender or income level.
More than 50% of Gen Z respondents, which includes individuals age 24 and younger, strongly or somewhat agreed that the furniture shopping process was overwhelming for them, while in contrast, just about 19% of Baby Boomers, people ages 57 to 75, felt that way.
Gen Z, however, was also the group most likely to shop for furniture even when they didn’t have a specific need (44.3%) with Boomers on the low end of the perusing scale at less than 22%. The latter figure is consistent with a Colloquy study that showed just 27% of Baby Boomers agreed with the statement that shopping was a great way to relax.
The Furniture Today survey didn’t specify if shoppers were looking in person or online, but a penchant for online shopping and social media surfing among younger buyers — 80% of Gen Z purchases are influenced by social media, according to Revel Systems study — may account, in part, for their higher number.
More women than men were fond of home furnishings browsing — 39.9% vs. 32.3% — and the most affluent were also the most likely to furniture shop without an explicit purchase in mind. Women (37.4%) were also more overwhelmed with furniture shopping than their male counterparts (28.3%).
The decision to buy a roomful of furniture as a package was most embraced by Millennials, with 41.2% strongly or somewhat agreeing that’s how they prefer to shop for home furnishings; men, 41.3%; and the those earning $200,000 and above, 47.8%.
All of these sectors were also the leaders in saying they were most loyal to a specific furniture store, which thus lines up with the one-stop, buy-by-the-room mentality.
About the data
Furniture Today Strategic Insights fielded an online survey in January 2021 to a nationally representative sample of 515 consumers to assess their shopping preferences when it comes to buying home furnishings. For additional information about the survey, please contact Joanne Friedrick, research editor, at jfriedrick@pbmbrands.com.
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June 07, 2021 at 07:14PM
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Generations, genders take different paths to furniture purchase - Furniture Today
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