Zeroing in on Gen Z’s furniture shopping preferences and behaviors

Generation Z thinks differently about most things, including how they choose to furnish their spaces. Mom’s floral sofa is out, and sustainability, ease, and carefully curated spaces are in. And that means furniture retailers will need to think differently, too.

Gen Z’s preferences and behaviors have been shaped by a tumultuous shared history. Born between 1997 and 2012, they were raised in the aftermath of 9/11, witnessed the effects of the Great Recession, and had their social lives, educations, and careers interrupted by the pandemic. Perhaps because of that turmoil, they’ve been described as collaborative, self-reliant, and pragmatic. 

And now, Gen Z is moving out and coming into their own. They currently account for over 20% of the U.S. population and 9% of first-time home purchase applications.

Many are using their $360 billion in disposable income to make their spaces their own. Gen Z already accounts for more than 15% of furniture purchases. That’s why many furniture retailers are making plans for the coming wave of Gen Z shoppers and buyers.

What Gen Z wants in furniture and home furnishings

Because of their unique experiences and perspectives, Gen Z wants something different for their homes and furniture. Here are a few of those differences. 

Sustainability. Gen Zers want their homes to reflect their values, including their passion for environmental issues. They may be looking for more eco-friendly and sustainable home furnishings that have minimal impact on the environment and furniture made from natural materials, such as wood and bamboo.

Vintage shopping. Secondhand and vintage pieces help prevent landfill waste, and also create the one-of-a-kind look many members of Gen Z desire. They enjoy shopping for unique items on online marketplaces, e-commerce sites, and in local shops.

Multifunctional spaces. Because many members of Gen Z are living in smaller apartments or shared living arrangements, furniture that can be easily rearranged and repurposed for different uses is especially appealing to them. This includes modular and multifunctional pieces that can be easily adapted for different needs, such as a coffee table that converts into a dining table or an ottoman that opens for extra storage.

Individuality. Although we all want homes that reflect our unique styles, Gen Zers especially crave individuality and self-expression. That may lead them to choose customized furniture or pieces that can easily and creatively reimagined or rearranged.

How Gen Z shops for furniture

As the first truly digital generation, it’s not surprising that Gen Z makes the most online home furnishing purchases (44%) of any generation, according to a study by Consumer Insights Now. Of course, that means that more than half of Gen Z’s furniture sales are still made inside a retail store. But as more members of this generation buy homes, form households, and inevitably, buy more furniture, look for online home furnishing shopping to continue to grow in popularity.

Whether online or in-store, Gen Z’s shopping behaviors are influenced by many factors.

Price. When making decisions, cost and affordability are important factors for this generation. That may make them more likely to seek deals and use online shopping to compare prices across multiple retailers. Ensuring their pricing is competitive and marketing promotional offerings across multiple channels could help furniture retailers reach this generation.

Social media. Gen Z trusts content creators and influencers on social media, often turning to them for style and shopping recommendations, inspiration, and high-quality content. They also use social media to research products, read reviews, and compare prices. As a result, many furniture retailers are increasing their social media and online advertising campaigns, according to Furniture Today.

Free shipping and delivery. This is quickly becoming a standard expectation for many shoppers, including Gen Zers. Retailers that don’t offer these services may miss out.

Available financing. In a recent survey, 13% of Gen Zers said they had delayed a furniture purchase because of a lack of financing options. Offering multiple ways to pay over time could help furniture retailers close more sales.

Company values. Gen Z wants to do business with companies that align with their values and have a positive impact on society. For retailers, that means showcasing corporate social responsibility efforts, mission statements, and community involvement online and in-store.

Marketing to Gen Z

Capturing the attention and loyalty of Gen Z begins by embracing digital platforms. That may mean investing in user-friendly websites, mobile apps, and robust e-commerce capabilities to provide a seamless and convenient shopping experience. A recent survey from Furniture Today found that 33% of furniture retailers plan to add or expand online shopping to better reach the Gen Z customer.

And to elevate their social media presence, many retailers are creating engaging content and partnering with influencers. The same Furniture Today survey found 18% of furniture retailers are planning to add or expand social media shopping as a result of Gen Z’s preferences and influence.

Reviews and peer recommendations carry significant weight for this generation – 54% of Gen Z shoppers read reviews while shopping in-store and 90% are less likely to buy a product if there are no reviews. User-generated content, reviews, and testimonials can build trust and authenticity, especially with this generation. Encouraging customers of every age to share their experiences on social media creates opportunities for retailers to build their brand.

In addition, Gen Z has a preference for immersive experiences, including augmented reality (AR) applications that allow customers to visualize furniture in their own spaces. A recent study found 92% of Gen Z want to use AR for shopping. Along with interactive showrooms and virtual reality tours, retailers can use AR to enhance engagement and differentiate their shopping experience.

What Gen Z really wants

From sustainability to e-commerce options, Gen Z approaches furniture shopping with distinct preferences and behaviors. Furniture retailers that recognize and embrace Gen Z’s evolving needs and differences will build lasting connections with this young generation.

But in the end, remember that Gen Z wants what every generation before it has wanted – furniture they love. Helping them create their cherished spaces will ultimately capture this influential generation’s imagination, loyalty, and market share.   

About Snap Finance

Founded in 2012, Snap Finance helps customers get what they need through thousands of U.S. merchants. Snap-branded solutions include lending and lease-to-own financing solutions to help you grow your business and attract new customers. Snap’s proprietary, machine learning-based decision-making technology brings modern payment options to consumers who may not qualify for traditional financing.(1)

For more information, visit Snap Finance.

Snap-branded product offering includes retail installment contracts, bank installment loans, and lease-to-own financing. For more detailed information, please visit https://snapfinance.com/legal/financing-options

(1) Not all applicants are approved. While no credit history is required, Snap obtains information from consumer reporting agencies in connection with submitted applications, and your score with those agencies may be affected.