Consumers love lifestyle stores
100% of both Generation X (ages 37 to 47) and Gen Y (ages 18 to 36) frequently shop lifestyle furniture stores. This channel comes in at number one for older consumers answering the survey, too. Nearly seven out of ten Baby Boomers regularly shop the lifestyle channel.
Exactly half of Baby Boomers (ages 48 to 66) commonly shop traditional furniture stores. The same is true for only 23% of Gen Y respondents and one-third of Generation X. For the survey, traditional stores include Haverty's, Rooms To Go and locally-owned stores, as well as manufacturer-branded stores, such as Ashley and Ethan Allen.
Shoppers appreciate the quality product and wide selection offered at traditional stores. Being locally owned and offering top-notch customer service are plusses for many. Specific reasons why include:
- "The selection is fantastic."
- "I like solid wood, quality pieces."
- "The store's customer service and free delivery are great."
- "I like to support local, small businesses."
The Internet is also a strong channel across all age groups. Online furniture sites are regularly checked out by 39% of Generation Y, 36% of Gen X and 27% of Boomers. Consumers think shopping online is "easy" and it's "a great resource with a wide range of choices."
Furthermore, 15% of Boomers are comfortable buying a sofa without sitting on it first. That stat is even higher for younger buyers: 24% of Gen X and 18% of Gen Y are fine with buying upholstery without testing it out.
Rumor commented:
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Chris Phillips commented:
I was so surprised to see that a full 100% of X and Y shop at lifestyle stores. That's a huge share. Not even one said no.
Thanks for these insights, Dana.
Dana French commented:
Thanks for your response. Generational definitions differ among demographers. For the purposes of the survey referenced, Gen X is defined as being between the ages 37 to 47.
Comment7 commented:
You wrote that "Generation Xers are ages 37 to 47.
However, a generation is at least 18 to 25 years long.
Gen Xers are the largest U.S. generational population. They're born between the years 1961 - 1981. The total U.S. Gen X population is approx. 93,000,000 people. See New York Times bestselling book titled "Generations" by experts Strauss and Howe (page 318).
H&S project the Millennials, born 1982 – 2004, at 76,000,000 people in the U.S. (updated to approx 90-95m) -- see page 336
Baby Boomers, born 1943 - 1960, are estimated at 79,000,000 people in the U.S. -- see page 300 (see U.S. Census for updated number)
The "Silent" generation, born 1925 - 1942, is at 49,000,000 people in the U.S. -- see page 280
