Online shopping may trump the physical store in certain categories, but the in-store experience is critical for millennials when they buy large home furnishings products, a significant finding from HFN’s exclusive Total Home: The Millennial Consumer Speaks study. Nearly eight out of 10 millennial consumers want to see and touch a mattress before pulling the purchase trigger and six out of 10 want to see furniture in person before buying, according to the survey of 400 millennials conducted by HFN Market Research in June about their home furnishings shopping habits. As a 21-year-old respondent explained, “I like being able to see and feel the product. It changes everything about how you perceive it, which is especially useful for large purchases.”

About the Data

HFN asked male and female millennials, between the ages of 21 and 35, about shopping and buying home furnishings, and entertaining at home in an exclusive online survey in June 2016. The survey garnered results from 404 millennials. The sample was representative and balanced nationally among millennials by home ownership, geographic locations and income groups. The research was conducted and analyzed by HFN’s market research department.

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