July 1, 2015
Categories:
Baby Boomers Fueling Recliner Sales
In a recent report in Furniture Today it was found that Baby Boomers ages 51-69 account for 40% of all recliner sales and 49% of all money spent on recliners. The 72 million Baby Boomers account for 30% of America's adult population and spent roughly $35 billion on furniture in 2014.
The Boomers get divided into two groups, younger boomers age 51-59 and older boomers age 60-69. For younger boomers the top three items that they plan purchase this year are motion sofas, mattresses, and recliners, while for the older boomers they are recliners, stationary chairs, and outdoor conversation groups.
Overall, with the exception of recliners, baby boomers are buying less furniture than other generations. However, just like with recliners, Boomers tend to be spending more money on these items than other generations are. While Boomers only buy 27% of all lamps, they account for 41% of the money spent on lamps. The other big categories include occasional tables, framed wall decor, entertainment furniture, and master bedrooms. While boomers only have a 20% share of master bedroom sales, they account for 32% of all the money spent on master bedrooms.
When it comes to colors of the furniture, Boomers favorite neutral colors are grays, whites, and beiges. Their favorite vibrant colors are reds and blues, with a little less interest in oranges, greens, and yellows.
Most importantly three quarters of all Boomers prefer to do their furniture shopping in brick and mortar stores over online stores, and great customer service is something that they look for in a furniture store. However, this doesn't mean that they don't use the internet while shopping for furniture. Nearly half of all Boomers will research a product online before purchasing it in a store. The most popular form of research is Googling a particular item, something which 36% of Boomers do. 22% of Boomers will read product reviews. Another 17% will read up on the product on the manufacturer's web site, while only 10% rely on furniture ads they've seen online.
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