by How value is being redefined by today’s consumer, the rise of the ‘trade-up’ shopper and what people want from furniture retailers
MANCHESTER, Conn. — Bob’s Discount Furniture is known for its identity built around everyday lower prices — after all, it’s in the name. But one of the retailer’s fastest-growing customer segments may be surprising: households earning more than $150,000.
The growth comes as Bob’s announced its plans to open 500 showrooms by 2035, up from 218 stores across 27 states. In the second quarter of 2026, its revenue increased 8.8% to $619.6 million from $569.5 million the year prior. Bob’s Discount Furniture CEO Bill Barton says the retailer’s growing appeal among higher-income consumers is simply part of the biggest trend in the furnishings industry right now: the redefinition of value.
“Value used to be interpreted narrowly as price,” Barton said. “Today, value means price plus quality, style, experience, convenience and trust. That shift is especially important in furniture because the purchase is considered personal and often tied to major life moments. Consumers are doing more research, moving between online and in-store channels, and expecting retailers to make the process easier — not more complicated. The retailers that win will be the ones that can deliver affordability without making customers feel like they compromised. That has always been Bob’s lane, but the current environment makes that proposition even more relevant.”
He added that consumers across income levels are more discerning than ever, and higher-income households are also asking, “Am I getting the right quality, style and experience for the money?” That, he said, is where Bob’s is resonating across income levels.
Beyond communicating value, which seems to be most crucial in today’s retail climate, Barton said Bob’s has observed customers responding well when given a clear reason to “trade up” within their existing assortment, particularly in categories such as motion, upholstery, adult bedroom and mattresses.
“Comfort and durability continue to be foundational, but we are seeing customers place more emphasis on value that feels elevated — pieces that look great, solve a need and hold up to real life,” Barton said. “Motion, modularity and multifunctionality are all resonating because homes are working harder than ever. A sectional is not just a sectional; it may be the family gathering place, the movie-night spot, the work-from-home landing zone and the place where guests sleep.”
What customers expect from a shopping experience has also shifted. Today’s consumers want simplicity; instead of endless SKUs, they prefer clear good-better-best options.
“That is why our curated assortment is so important: It gives customers meaningful choices at every price point without making the process overwhelming,” Barton said.
The showroom also matters. Compared with five or 10 years ago, Barton said he and his team are thinking much more deliberately about the showroom as part of an omnichannel ecosystem.
“Customers can start anywhere and finish anywhere, and our job is to make that feel seamless.”
He added: “A successful showroom today has to do more than display furniture; it has to inspire our guests and build their confidence. Customers may start online, compare products on their phones, and come into the store with a lot of information, but many still want to see, sit, touch and validate before making a decision. Our showrooms are designed to make that process easier and more enjoyable — clear product groupings, helpful but no-pressure associates, cafés and technology that connects the online and in-store journey.”
An emphasis on experience is part of the broader value equation Barton sees evolving right now.
“I think retailers can sometimes underestimate how sophisticated the value customer has become,” Barton added. “Today’s consumer is not saying, ‘I only want the lowest price.’ They are saying, ‘I want the best total value, and I do not want to feel like I settled.’ That includes price, but it also includes quality, style, transparency, speed, service and trust. If retailers over-index on promotions or complicated sales events, they risk missing what customers really want: a straightforward experience and confidence that the price is fair every day.”
And while consumers today may take longer to make a purchase, that does not mean they have stopped spending on their homes.
“The consumer is cautious, but they are not disengaged,” he said. “They are still shopping, still investing in their homes and still willing to buy when the value equation is clear.”
For Bob’s, that changing equation is helping the retailer reach well beyond its historically traditional customer base and offers an interesting lesson for the broader furnishings industry as retailers compete for discerning shoppers.
Very insightful, thank you for sharing.