Reasons to Read

Despite lagging in homeownership rates, US millennials have dominated homebuying since 2019. We analyze the country’s largest demographic, providing insights into how home-furnishings and home-improvement retailers can target this age group.  

Data in this report include: 

• Home furniture and décor purchases in the last three months, as of September 2022, by age
• Consumer plans to purchase home and home-improvement products in the coming three months, as of September 2022, by age
• Preferences for future home-improvement activity type, by age
• Preferred mode for shopping for home furnishings and home-improvement products, by age
• Percentages of millennials who rent vs. own compared to other age groups

Companies mentioned in this report include: Home Depot, La-Z-Boy, Lowe’s, Wayfair, Williams-Sonoma 

Other relevant research:  

• Market Outlook: US Home-Improvement Retailing —Personalization and the Resurrection of In-Store Retailing 
• Read our complete coverage of the home and home-improvement sector.