Big online shoppers of furniture! Insights into the consumption preferences of American millennials

It is learned that RothMKM released its 2023 Millennial Consumer Survey Report, which analyzed the online shopping preferences of millennials and focused on revealing the online shopping behavior of this generation in home and furniture categories.

The survey shows that millennials mainly rely on Amazon, Google searches and social media to find shopping inspiration. Among them, TikTok's influence has increased in the past two years, with nearly 25% of people looking for shopping inspiration on TikTok, compared with 11% in 2021.

Insights into Millennials’ Online Shopping Behavior

A RothMKM survey of millennial consumers in their 20s to 40s showed that Amazon ranked first with nearly 40% of respondents looking for shopping inspiration, followed by friends and family and Google with 39% and 38% respectively, and YouTube ranked fourth with 29%.

According to the report, millennials shop online more frequently, with about 36% shopping online once a week and 43% shopping online once a month. However, due to inflation, 33% of respondents said they reduced their discretionary spending, with 25% cutting the most on home furnishings, but mattresses and sofas were relatively less affected.

During the pandemic, about 42% of millennials expressed satisfaction with online home shopping. However, in 2023, only 15% expressed the same view.

Thirty-three percent of millennials have used buy now, pay later payment methods, with home goods and furniture purchases accounting for about 17% of buy now, pay later purchases, ranking fourth after apparel, electronics and entertainment.

About 16% of millennials are willing to pay a premium for sustainable, eco-friendly or green home furnishings and furniture, and 13% are willing to pay the same for a mattress with features that promote sustainability.

Furniture Online Shopping Survey

When it comes to buying home furnishings, nearly 40% prefer to buy through online channels, and nearly 77% expect to spend the same or more money on furniture online in 2023. For them, product quality and high cost-effectiveness are the most important, followed by lower shipping costs.

According to the survey, the most commonly used channels for millennials to shop online for furniture include Amazon (21%), followed by IKEA (16%), Walmart (13%), Wayfair (13%) and Home Depot (8%).

About 63% of millennials have purchased furniture and home decor through Amazon, but that number drops to 52% among millennials with incomes over $75,000. For the higher-income groups, Wayfair is the top purchase channel, used by slightly more than 54%, and Home Depot is slightly lower at less than 1%.

Among general furniture brands, IKEA (13%) was considered the favorite among millennials, followed by Ashley (9%), Wayfair (3%), La-Z-Boy (2%), Bob's Discount Furniture, Crate & Barrel and CB2 topped the list with less than 1% each.

When asked which retailer best meets their needs, Millennials ranked Ikea (15%) first, followed by Ashley (6%), Wayfair (5%), Amazon (4%) and RoomsToGo (3%).

Editor✎ Ashley/

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