Consumer Insights Now offers further insights into demand for living room furniture

Entertainment units and occasional tables are a major part of the mix and it’s important that they complement the softer goods in the room

HIGH POINT — Focusing on the living room, the second installment of our latest Consumer Insights Now research naturally highlights buying trends in upholstery including sofas, sectionals and recliners.

These continue to be the most-sought-after categories as the living room is one of the most visible areas in the home, next to the kitchen and dining area.

But if upholstery remains key, it stands to reason that our survey also addresses other key pieces including occasional tables and home entertainment furniture. According to our survey of some 1,800 consumers, 21% said they plan to purchase occasional furniture in the second half and 16% said they plan to buy home entertainment.

And the largest buying segment continues to be younger consumers, including 34% of Gen Z ages 18-27, 28% of younger millennials ages 28-35 and 23% of older millennials ages 36-43. This compares to 16% of Gen X and 11% ages 44-59 and 11% of baby boomers ages 60 and up.

Overall, 17% of those surveyed identified themselves as homeowners and 28% identified themselves as renters, a higher number that makes sense given the percentages of younger consumers identified in the survey.

In addition, younger consumers collectively made up the largest segment of those planning to buy home entertainment furniture including Gen Z, 24%; younger millennials, 21%; and older millennials, 19%. This compares to 14% of Gen X consumers and 4% of baby boomers.

A simple TV stand was the top item of consideration, favored by 39% of those surveyed, followed by a TV console, 35% and an entertainment center, 30%. Given the higher number of millennials looking to purchase in both occasional and home entertainment, it also is worth noting that gaming chairs were another planned purchase among 25% of those surveyed.

The room settings for these items is also worth noting, with 55% saying they planned to put the entertainment unit in the living room, followed by 23% who said the family room/den, 19% who said the primary bedroom and 12% who said the game room. Other areas where entertainment pieces may find a home include the children’s bedroom, 9%, the guest bedroom, 8% and the home office, 5%.

While 51% said that they plan to shop mostly on price, some 49% of those surveyed said they plan to pay more based on the quality of the item.

Here are some thoughts they had to share on the qualities they found essential for occasional and home entertainment furniture:

+ “Must be made of real wood to last for years.”

+ “It’s made of solid wood, not particleboard.”

+ “It’s durable furniture that looks well made, lasts a long time, holds up great and is not easily broken.”

+ “It is something that is strong; the product won’t break easily and will last a long time.”

+ It is functional, sturdy and reliable.”

+ Gaming chairs must be comfortable and durable.”

In addition, they noted:

+ “It looks good and is designed to fit my space.”

+ It is quality entertainment furniture that is stylish.”

The style and aesthetic tied into another key area for both occasional and home entertainment furniture: the finish.

Here, 42% of those surveyed said it is important for wood finishes on upholstery to coordinate with other wood finishes in the living room, followed by 18% who said it was very important and 25% who were neutral on the subject. Once again, younger consumers had an important voice on the subject with between 59% (younger millennials) and 61% of Gen Z and older millennials saying it was very important followed by 65% of Gen X consumers and 52% of baby boomers.

With these and other insights afforded in the survey, we hope this data provides guidance to industry retailers in their purchase decisions, including those at the upcoming High Point Market. The goal, as always, is to provide key insights to help you run your business, serve your customers and prosper in the weeks and months ahead.

Below is a list of our six reports and their publication dates

+ Sept. 23 — Consumer Insights Now Second Half Overview

+ Sept. 30 — The Living Room

+ Oct. 7 — The Primary Bedroom

+ Oct. 14 — Mattresses

+ Oct. 21 — The Economy Report

+ Oct. 28 — The Design Report

Thomas Russell

Home News Now Editor-in-Chief Thomas Russell has covered the furniture industry for 25 years at various daily and weekly consumer and trade publications. He can be reached at tom@homenewsnow.com and at 336-508-4616.

View all posts by Thomas Russell →

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