Millennials Shopping for Ready-​to-​Assemble Bedroom Furniture

BY Courtney Huckabay
Featured image for “Millennials Shopping for Ready-​to-​Assemble Bedroom Furniture”

A majority of millennials have bought ready-​to-​assemble furniture with most citing “it fit my budget” as the main reason for their purchases, according to HFN’s Consumer Speaks survey. Interestingly, a majority make their RTA purchases in physical stores versus online.

Eighty-​three percent of the 400 Millennials surveyed said they have purchased RTA furniture with the top three categories being entertainment furniture (66 percent); bedroom furniture (64 percent); and desk or home office (62 percent). The least common RTA furniture purchases are upholstered chairs, sofas and “other,” which is comprised of book shelves, bathroom vanities, cabinets, storage furniture and outdoor furniture.

RTA options could be hot for shoppers! The new AudienceSCAN survey found 15.4% of U.S. adults are shopping for bedroom furniture during the next 12 months, and 35% of them are from the Y Generation.

Interestingly, a majority of Millennials make their RTA furniture purchases in a physical store versus online, which varied by category, from a high of 75 percent for RTA bedroom furniture to a low of 54 percent for an upholstered chair. The two categories with the highest online purchases are upholstered chairs (46 percent) and RTA mattresses (40 percent).

Furniture stores wanting to increase foot traffic should advertise their RTA options! The new AudienceSCAN study showed internet banner ads and social media ads are effective with Bedroom Furniture Shoppers: 35% took action after seeing a banner ad and 43% were swayed by social network ads.

The satisfaction index among RTA purchasers overall is high, with those saying they were “very satisfied” or “somewhat satisfied” (the top two boxes) ranging from a high of 92 percent among RTA mattress purchasers to a low of 73 percent among desk/​other home office RTA furniture buyers.

Overall, very few claimed dissatisfaction with their purchases, ranging from a 10 percent dissatisfaction rating among sofa purchasers to a zero dissatisfaction level among upholstered chair RTA buyers.

28.5% of Bedroom Furniture Shoppers think stores that advertise are typically better than those that do not advertise, according to new AudienceSCAN data.

Budget fit was the primary reason cited for choosing RTA furniture across all categories except two—upholstered RTA chairs and RTA mattresses. Two other criteria—“I liked it best” and “was of good quality” ranked higher than budget for both of those categories. Conversely, the most budget-​driven category is desk/​home office, with the top two boxes selected being “it fit my budget” (71 percent) and it “was less expensive” (37 percent).

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.