What today’s furniture Consumer is telling us|JINHANFAIR Industry News

2026.06.23

Furniture retailers are ochanging consumer and economic environment. The latest data makes it clear that how consumers shop, pay, and decide is evolving.

In a recent webinar presented with Furniture Today, Bread Financial shared new insights from the 2026 State of the American Consumer research, based on a survey of more than 22,000 U.S. consumers, including over 1,100 furniture Consumers who made a purchase within the last 30 days.

What emerges is a clearer picture of today’s furniture Consumer: they are more value-focused, more flexible across online vs instore channels, and more intentional in how purchase decisions are made. Here are 5 key trends we are seeing:

1. Price is driving behavior, but it’s not the full story

Price remains a key driver in today’s shopping environment, but it is not the only factor shaping the Consumer’s decisions.

As highlighted in the webinar, when Consumers are asked to choose what matters most, price often rises to the top. However, even with price top of mind, consumers are weighing multiple factors as they decide where to shop.

Instead, they are evaluating the full experience—looking at convenience, product assortment, service, the overall shopping experience, and access to preferred financing options. Together, those factors help shape not just where customers buy, but how confident they feel about making the purchase.

2. Experience is central to loyalty

The webinar emphasized that the overall customer experience plays a key role in building loyalty, particularly in a category like furniture where purchases are highly considered.

How customers move through the journey, from discovering products to completing a purchase, matters. A connected, consistent experience can help reinforce trust and support repeat engagement over time.

3. Consumers expect a seamless path across channels

Consumers today are moving fluidly between online and in-store environments. Research, comparison, and their decision to purchase are no longer happening in a single place they’re spread across touchpoints. That shift reinforces the importance of meeting customers where they are and maintaining consistency across the online and in-store experience.

4. Payment choice is part of the decision

The research also highlights the role of payment at the moment it matters most.

Customers are often deciding how they want to pay at checkout, making payment choice a important part of completing the sale.

Options like private label and co-brand credit cards, installment loans, and pay-over-time solutions help give Consumers choice, especially for higher-ticket purchases.

5. A more intentional Consumer

These findings point to a customer who is approaching purchases with greater focus, balancing price, experience, and flexibility at every step.

For furniture retailers, the opportunity is in recognizing how those factors work together. Price may lead the conversation, but experience and choice help shape what happens next.

Explore the full insights

This is just a snapshot of the data shared during the session.