Though we hear a lot about the HGTV effect, furniture and home retailer websites lead the way as sources of trend information for high-income consumers, according to Consumer Insights Now’s survey of high-earning shoppers, sponsored by Bread Financial. More than half said visiting furniture and home retailer websites is how they stay informed on design trends, followed closely by furniture manufacturer/brand websites at 49%. HGTV and other design shows tied with family/friends as sources of design information at 46%, while 45% of respondents read home magazines to get trend news.
The role of social media and influencers may be huge in other sectors, but for high-earning consumers, they’re not a source of trend expertise for the home. Only 29% of respondents said they get trend info from social media or design influencers.
More than half of high-earning consumers redecorate their spaces every five years, and 63% buy furniture every five years or more. More than a third of those consumers redesign their spaces and buy new furniture every two to four years, while only 6% redecorate every year and 4% purchase furnishings annually.
Trends play a role in those design changes, especially for higher earners. More than half of those making $250,000 or more annually believe it’s important to keep up with design trends. Overall, 47% of high-income consumers — those making $150,000 or more each year — prioritize staying up-to-date on design trends.
Underscoring the idea that consumers want outdoor spaces that reflect their indoor rooms, 59% of respondents said they have a consistent style throughout their room. And perhaps contrary to popular belief, younger high-income consumers are more likely to be consistent with home design, with 65% of older millennials, 63% of Gen Z and 61% of Gen X saying their primary home has a consistent style.
Color-wise, neutrals were most popular, followed by whites, blues, browns and greens. Yellow and black were the least popular color groups. Those color preferences vary by region, though. Neutrals led in the New York City, Chicago, D.C., Dallas and Los Angeles metros, while white leads in Phoenix and neutrals are the least-popular. Blue was second-most popular everywhere but New York and Los Angeles, where white came in second place.
Functionality — a big selling point for outdoor furniture — is a major priority for many high-income consumers, with respondents saying their home style includes furniture with “functional comfort that’s easy to take care of,” “basic and durable quality” and that “most furniture is practical.” Comfort also is a priority, with consumers saying, “my style is comfortable,” and that they like furniture that is “cozy and chill.”
The biggest takeaway is the opportunity for casual retailers and brands to serve as the experts for their customers. Ensuring your website stays up-to-date and includes trend information can help you capture the attention — and business — of this customer demographic with money to spend.
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.
