Of all furniture categories, outdoor ranked first for high-income consumers who are planning to buy for their second home this year. That’s according to Consumer Insights Now’s survey of high-earning shoppers, sponsored by Bread Financial.
Outdoor furniture beat out office and guest bedroom furniture as the top buying priority for 2026, and price is a key factor in which furnishings these consumers purchase. Only 39% of high-income consumers — making $150,000 or more per year — said they were willing to pay more for better quality furniture for a second home. Nine out of 10 of these same consumers reported quality was a priority for furnishings for their primary residence.
Part of the reasoning for price-focused shopping may be due to how these consumers use their second homes. Overall, 59% of these homeowners rent their second property to generate additional income, with 75% of those earning $250,000 or more doing so. Older millennials and Gen X homeowners are more likely to rent out their second home, while only 40% of baby boomers do.
High-income consumers are two times more likely to own a second home, and nearly all second-home owners are age 38 or older. Of those second residences, 64% are houses, 14% are condos and 12% are town homes. And while we may think of second homes primarily as vacation residences, 35% of respondents said their second property is located in the city, beating out the beach, country, lake and mountains as the top location. This, along with the number of homeowners renting, suggests that many of these second residences could be investment properties.
Overall, high-earning consumers redesign their second homes less frequently than their primary residences with 71% making changes to their second property every five years, versus 58% waiting that long on their primary home. Just under a quarter of survey respondents make changes to their second homes every two to four years, while 36% do so to their primary residence.
Similarly to their primary home, the second properties of high-income earners tend to have a consistent style throughout. Two-thirds of respondents said their second home has a consistent style compared to 59% of those who reported the same for their primary residence. Neutrals lead in the primary colors used in these homes, followed by blues and whites.
When describing their second homes, high-income consumers said these properties are everything from “functional” and “no style — it’s a rental” — to “luxurious,” “beachy” and “eclectic.” Overall, the vibe for these properties tends to be focused on creating a place for relaxation and fun, with consumers describing their second homes as “casual,” “chill,” “comfortable” and “cozy.”
Consumer Insights Now surveyed 825 United States consumers in February. Respondents all have household incomes of $150,000 or more, and all purchased or plan to purchase new furnishings in 2026. All respondents are either the primary or joint furniture purchase decision-maker. The survey was sponsored by Bread Financial.
