Consumers remain pessimistic about the overall economy, citing concerns about high prices and a weakening job market. And, in poll after poll, the majority of Americans say the country is on the wrong track.
But that negativity, thankfully, has its limits.
When it comes to things closer to home, or more specifically, their actual homes, Americans are feeling much more positive. They like living in their homes, they like decorating them — and they like shopping for furnishings and accessories for them, according to the latest Consumer Insights Now research, which is sponsored by Bread Financial.
And that is welcome news, especially as we head into the High Point Market Oct. 25-29.
CIN research, which focuses on the buying preferences and needs of furniture shoppers, is conducted twice a year for Design News Now and its sister publications. Its latest findings provide marketing direction for brands seeking to boost sales in an otherwise lackluster market — and, in the case of the most recent release of results, they offer a shot of optimism for the industry.
According to CIN, “home” translates to feelings of comfort, relaxation, safety, connection, self-expression and pride for survey respondents. I love the open-ended responses some people gave when asked how they feel about their home:
· “My home is everything to my family. It’s the place where our kids are growing up and making family memories.”
· “A home means comfort to me and a place to relax and unwind.”
· “It is my safe place. My home is a place I want to feel at peace and most relaxed.”
· “My home expresses my personality. I have curated the decor to reflect my personality.”
· “I am proud of my home because I have worked hard on it and it means I’ve made it in this world.”
Making it home
There are other encouraging findings from the research. I love this statistic: Of those surveyed (who were all in the market for home furnishings), 85% say they enjoy furniture shopping. Eighty-five percent!
Younger generations are even more likely to enjoy shopping for home furnishings, with 90% of Gen Z and younger millennials and 86% of older millennials saying they like furniture shopping, according to CIN.
At the high end, 93% of survey respondents who describe themselves as style driven (as opposed to price driven) like shopping for home furnishings.
There is one group less than enthralled with buying furniture: 22% of baby boomers say they hate to do it. But let’s stay focused on the positive!
Practicality, customization rule
The majority of furniture shoppers say they like to update their home decor often (58%) and want to keep up to date on style (56%). Fifty-two percent say they are “always shopping” for decor, according to the CIN research.
Still, these are practical consumers: 75% prioritize function over style, and the vast majority of them want furniture that can be mixed and matched with their existing pieces.
Nearly two-thirds want to be able to customize the fabrics and finishes of new furniture, with style-driven shoppers most likely to prefer customization (75%).
The trendspotting and buying that will happen in High Point and at other furniture markets this autumn and winter can help consumers love their homes even more. That’s a thought to keep with you as you visit showrooms.
About the research: The latest round of Consumer Insights Now examined furniture shoppers’ perceptions of the U.S. economy (released Sept. 15), the typical shopping journey and motivations for furniture shoppers (Sept. 22), consumers’ furniture needs and purchasing drivers (Sept. 29), buying in-store vs. online (Oct. 6), and consumers’ attitudes about their home, style preferences and shopping preferences (Oct. 13). You can read the reports here.
CIN research is conducted twice a year for Design News Now and its sister publications, Home News Now, Casual News Now, Bedding News Now and Lighting News Now. Industry veteran Dana French leads CIN research projects.
The latest research, sponsored by Bread Financial, surveyed 1,200 adult U.S. consumers from Aug. 16-18. All respondents purchased home furnishings from January 2025 to mid-August 2025 or planned to purchase in the second half of August 2025 through December 2025. All respondents are either the primary or joint furniture purchase decision-maker.
