With the right strategies and tools, retailers can elevate their online presence and drive lasting success.
The home furnishings industry faces significant changes in buying behaviors that have the potential to unlock
increased
customer engagement. The Home Furnishings Association (HFA) recently convened a panel of industry experts to
discuss
this topic. Included were Marissa Peacock, founder of Strategic Peacock and a lecturer at the University of
Illinois,
who specializes in social media strategy and marketing; Scott Wyman, head of strategy at Elevate, who focuses on
market
strategy, digital marketing, and data-driven consumer research; Stephanie Lena, principal designer at Lena
Design, who
studies consumer shopping behaviors to create on-trend furniture; and Jonathan Preciado, vice president of
strategic
research and insights communication at Synchrony, who provides expert analysis on consumer and industry trends.
The
group discussed the following generational buying patterns and shared research-driven insights.
The Consumer Landscape
The conversation largely focused on how millennials, Gen Xers, and baby boomers possess distinct characteristics,
purchasing behaviors and brand expectations. The consensus was that understanding how these groups differ is
crucial for
retailers aiming to strengthen their customer connections.
Millennials: The Rising Powerhouse. Millennials (ages 28-43) are a dominant group with a
staggering $2.5 trillion
spending power. They are reshaping the home furnishings industry as they continue to purchase homes and expand
their
families. Lena explained that this generation purchases multi-functional furniture to help them maintain
stylish,
organized homes while seamlessly storing their children’s belongings. Sustainability is a key priority for
millennials.
They gravitate toward brands with compelling stories, ethical practices and a commitment to doing the right
thing.
Elevate’s Scott Wyman highlighted the importance of leveraging customized marketing strategies to engage this
demographic in ways that resonate with their socially conscious mindset and practical needs.
“Gen X seeks detailed product information and educational content to guide buying decisions, viewing
furniture as an
investment rather than an impulse buy."
Gen X: Savvy Decision-Makers: Gen X (ages 44-59) remains a powerful consumer group with $3
trillion in spending power.
They prioritize quality, durability, and informed decision-making. Unlike millennials, their purchases are
driven by a
desire for long-term value and lifestyle enhancement. They seek detailed product information and educational
content to
guide buying decisions, viewing furniture as an investment rather than an impulse buy. This generation responds
to
traditional and digital marketing. They are drawn to brands that provide clear messaging and high-quality
craftsmanship.
Baby Boomers: The Established Segment. Members of the baby boom generation (ages 61-75) are
downsizing or aging in
place. Lena’s research suggests that downsizing boomers are interested in smaller, space-saving furniture, while
those
who choose to age in place prioritize comfort and accessibility. Features like elevated seat heights and
lightweight,
easy-to-maneuver pieces can attract members of this group. While many boomers prefer in-store shopping
experiences, they
increasingly embrace purchasing online, requiring furniture retailers to pay attention to this group across
omnichannel
platforms. By catering to their preference for traditional service and digital convenience, brands can
effectively
engage this influential consumer group.
Gen Z: The discussion also touched on Gen Z. Although many still live with parents, their
purchase decisions are driven
by authenticity and brands' back stories, which mirror millennials’ values.
Customized Personalization
The panel agreed that for home furnishings, customized personalization is now a requirement rather than an
option. Wyman
emphasized the need to understand shoppers’ motives and emotional triggers. He suggested a “3 WHY” approach. For
example, if a customer responds to an initial “Why” question, such as “Why did you come in today?” and get the
surface-level reply, “I need a dining table,” the RSA could ask, “Why do you need a table?” Let’s say the second
response is, “Because I have kids.” Asking the third question, “Why does that matter?” will likely reveal the
shopper’s
motivation. They might say, “The kids spill food, so I need something durable and easy to clean.” Knowing that
preference for family-friendly, stain-resistant furniture will help define the optimal sales and follow-up
marketing
approaches to best serve this customer. It usually takes three questions to get to the heart of the matter.
By repeating this process, retailers identify patterns in buying behaviors, lifestyle needs and emotional
triggers.
Instead of just knowing a customer’s age or income, they find keys to solving their customers’ problems with
customization, personalized promotions and tailored store layouts.
Viewing customers as real people with unique motivations and pain points, Peacock added, makes creating
personalized
experiences easier.
Analytical Tools
Preciado mentioned that today’s consumers expect personalized engagement and are more comfortable with analytical
tools,
like cookies, to enhance their shopping journeys. Wyman expanded on this insight, explaining that retargeting
and
follow-ups are essential, as every demographic craves a different experience. Millennials, for example, respond
well to
influencer-driven content, while Gen Xers prefer detailed, educational insights that highlight product features.
By
understanding these preferences, retailers can tailor their approach to resonate with each audience.
The Role of Technology
Technology has revolutionized furniture retailing, offering tailored solutions for every generation.
- Millennials gravitate toward augmented reality tools that help them visualize furniture items in their
homes.
- Gen X relies on AI for in-depth product research and finding resources.
- Baby boomers appreciate AI-driven customer service assistance.
Preciado and Wyman highlighted how today’s consumers expect seamless, omnichannel experiences where online tools
and
in-store interactions work together to deliver value and convenience. From AI-powered recommendations to
real-time
product details, integrating innovative technology enhances satisfaction, builds trust, and simplifies the
buying
journey. By strategically leveraging these tools, retailers can create personalized, frictionless shopping
experiences
that meet the evolving demands of modern consumers.
Leveraging Social Media & Influencers
Social media is powerful for building authentic connections and driving consumer engagement across generations.
Peacock
said that younger consumers, particularly millennials and Gen Z, seek genuine and relatable brands. Wyman
highlighted
the strategic role of influencers, explaining that while macro-influencers can boost brand awareness,
micro-influencers
with a local presence can effectively drive in-store traffic. The key is aligning influencer partnerships with
brand
values and audience expectations.
Different generations engage with content on their terms.
- Millennials favor influencer-driven content on Instagram and TikTok.
- Gen X relies more on Facebook and television for purchasing decisions.
- Across all age groups, platforms like Reddit and Google Reviews serve as trusted sources for
crowd-sourced opinions.
To establish credibility, brands must focus on consistent messaging, value-driven content, and storytelling that
resonates across demographics. As Peacock noted, an effective social strategy isn’t just about showcasing
products; it’s
about creating a brand narrative that feels aspirational and authentic. By leveraging the right mix of content,
platforms, and influencers, retailers can cultivate trust, engagement, and long-term loyalty.
Financing: Diverse Economic Preferences
The approach to consumer financing is evolving, with transparency and choice playing a pivotal role in purchasing
decisions. Preciado and Wyman highlighted how different generations engage with financing options.
- Millennials favor flexible solutions like buy now, pay later (BNPL).
- Gen X and baby boomers seek clear, straightforward financing plans with well-defined terms.
Regardless of age, consumers expect upfront, concise information that allows them to make informed decisions
confidently.
Financing at its best empowers customers with detailed insights, easy-to-understand terms, and responsive
customer
service. Ensuring flexibility and clarity in financing options builds trust and accommodates the diverse
economic
preferences of today’s consumers.
The Niche VS. Mass Targeting
When HFA asked if retailers should balance their approach to serving different demographics or focus on a niche
market,
the consensus was that success is more likely with a balanced approach—leaning into a core audience to avoid
stretching
marketing efforts too thin while keeping an eye on evolving trends. This allows for sustainable growth without
alienating loyal customers. Wyman mentioned geographical differences as another crucial factor. What sells in
Salt Lake
City, where homebuyers may prioritize spacious, functional designs, might not resonate in South Florida, where a
coastal
aesthetic and vacation home furnishings dominate. Understanding regional preferences, lifestyle factors, and
economic
conditions ensures that marketing efforts are personalized and effective.
By adopting a data-driven, localized approach, retailers can fine-tune their product selections and advertising
strategies, maximizing reach without diluting their brand identities. Whether through influencer-driven
campaigns for
millennials, educational content for Gen X, or omnichannel experiences for baby boomers, knowing who to
serve—and where
can be the key to long-term success.
"Across all age groups, platforms like Reddit and Google Reviews serve as trusted sources for
crowd-sourced
opinions."
Looking Ahead: Trends & Opportunities
Retailers must go beyond surface-level insights and adapt to shifting generational buying behaviors. Success lies
in
crafting customer-centric experiences that align with each group’s evolving expectations. Millennials demand
authenticity and sustainability, Gen X values in-depth information and product quality, and baby boomers
prioritize
convenience and service—yet all generations seek seamless, personalized engagement.
By implementing the insights and strategies HFA’s panel discussed, retailers can navigate the complexities of
generational buying trends to create meaningful, lasting relationships with consumers. As the market evolves,
staying
informed and adaptable will be key to sustained success.
About HFA:
HFA is a trade organization dedicated to serving furniture retailers. Our mission of service is built on
Community, Advocacy, Resources, and Education to support retailer interests and the success of the home
furnishings
industry. HFA provides members with programs, resources, services, and a unified voice in government
relations. For more
information about HFA and its programs, visit
www.myhfa.org.