Home Decor and Tabletop Consumer Insights

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Buying Homeware Customer Pain points

Five of the biggest pain points of customers when buying homeware/home furnishing products are the need to physically see the product before buying it, challenges in product delivery, fluctuating and inflated sales prices, short product trial periods, and the pain of finding it hard to pick the right product from many options. Several companies have come up with solutions to address these pain points. Detailed information is in the next section.

The Need to Physically See the Product Before Buying

  • One of the biggest pain points customers face when buying homeware/home furnishing products is the need to physically see the product before purchasing it. This is especially true when buying homeware and home furnishings online.
  • Buying home furnishing products, like a couch online, for example, used to seem like a gamble. To address this pain point, a company called Wayfair uses its artificial intelligence (AR) and augmented reality "View in Room 3D" feature to help customers visualize home furniture in their home.
  • The tool emulates the in-store shopping experience while the customer searches from the comfort of their home, and this improves the likelihood of the customer purchasing the product. According to the 2018 Retail Trends Report: Home Furnishings Edition, 20% of millennials have purchased furniture via smartphone.
  • Whereas baby boomers are used to buying furniture from a showroom, millennials prefer purchasing furniture online. "View in Room 3D" AR technology has solved one of the biggest pain points these customers faced while furniture shopping online, which was not having a guarantee of how the product would look and fit in with other items of their home.

Anxiety Around Product Delivery

  • Another big pain point of customers when buying homeware/home furnishing products is the anxiety they get around the delivery of the purchased item. This is because products such as furniture are heavy and bulky, and pose a challenge moving them into a home or an apartment. Shipping the products can be very expensive, and even when free shipping is offered, it is still a pain.
  • According to the 2018 Retail Trends Report: Home Furnishings Edition, 32% of Millennials are known to expect free shipping on all their purchased furnishing products all the time.
  • To address this pain point, companies have devised solutions. For example, Wayfair has come up with "Day of Delivery" tracking where customers are sent a text message and an email linked to a GPS map that shows the exact location of the delivery driver, with a countdown clock showing minutes to delivery.

Fluctuating and Inflated Sales Prices

  • Fluctuating and inflated sales prices is a decades-old big pain point of customers when buying homeware furnishing products such as mattresses.
  • According to Hart Posen, associate professor of management and human resources at the University of Wisconsin, sale strategies for traditional mattress sellers consist of very little innovation and inflated prices. Also, data collected by Affirm shows that "the average order value for furniture and homewares is $742".
  • According to Retail Drive, to address this pain point, online players entering the mattress industry business such as Casper have set flat prices rather than use the old fluctuating sales price strategy.

Short Trial Periods

The Pain of Picking the Right Homeware or Home Furnishing Product

  • One of the biggest pain points of customers when buying homeware/home furnishing products is that it is hard for them to pick the right product and style for their home. This is especially true when there are many options to choose from.
  • To address this pain point, companies are offering help. For example, West Elm uses an AI-enabled Style Finder to help online customers find tailored options for home furnishings in less than 10 seconds. Style Finder scan s a customer's Pinterest boards, using visual recognition technology, to find out about their style preferences and provides matching products from the company's offerings.
  • The Inside makes customized and on-demand furniture using 3D imaging technology and digital printing at fair price points. Customers are given a chance to select a fabric pattern of their choice and the furniture is made and shipped to them in six days.

Research Strategy

To determine five of the biggest pain points of customers when buying homeware/home furnishing products, our first research strategy was to search for a pre-compiled list with relevant information. This strategy was not successful as no list was found.

Our second strategy was to search for relevant information in reputable reports, publications, and industry databases. This strategy led us to sources such as Retail Dive, Furniture Today Leadership Conference, Apartment Therapy, and Digital Initiative, which provided information on pain points of customers when buying homeware/home furnishing products. We chose pain points that were stated as some of the biggest and included them in our findings.
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Tabletop products Customer Pain Points

Too much choice, the lack of knowledge in distinguishing quality, less personalization, poor product care, the incorrect maintenance and safety instructions, and the lacking flexibility in choosing sets are the biggest pain points affecting the purchase of tabletop/tableware products.

1. Too Much Choice

  • According to Kathryn Duryea, founder of a direct-to-consumer dishware startup called Year and Day, “consumers are overwhelmed and confused by all the designs on the market,” but in reality the variety in tableware is not necessary. In fact, "many wine critics actually say that a single wineglass is all they need for red or white wine, and even champagne.
  • Most of the brands, such as West Elm or Pottery Barn, that include tableware product lines, offer too much variety, which makes selection difficult and, in some cases, not affordable for the average millennial family.

2. Lack of Knowledge in Distinguishing Quality

3. Ability to Personalize

  • Millennials prefer to buy tableware with personalized and unique designs that are also affordable.
  • According to Noa Santos, the CEO of Homepolish, an online interior design consultancy, IKEA is affordable but its products are not unique.
  • According to a statement by the founder of Year and Day, millennials like casual and relaxed style parties but “many brands on the market create everyday dishes that are different from more formal tableware for fancy dinners.”

4. Incorrect/Lack of Product Care, Maintenance and Safety Instruction

  • Most of the lower ratings of dinnerware sets in Amazon are due to cracking/breaking while in microwave.
  • Some of the examples of reviews include:
    • "Had these for a little over a year and no chips or scratches, really happy with them. Last night I put two in the oven like they say you can printed right on the bottom and after only a few minutes both plates cracked in half. DONT BELIEVE THE LABEL ON BOTTOM, DON'T PUT IN OVEN."
    • " I've had these beautiful dishes for about 8 months now. I've had 2 dishes (1 plate, 1 bowl, burst in the microwave). Last week I was microwaving a potato (I'd had it in there for less than 3 minutes and I heard a loud explosion and smelled something funny), the plate had cracked completely in half. I am so disappointed! I love the look of these. But I am very displeased with this!"
    • "I love the look of this set, it was exactly what I wanted but I would caution that they're not actually microwave safe. Within a few months of having the set, a dinner plate cracked after being in the microwave ~1min and I just assumed it was just a defective plate. Gibson sent a replacement as a "one time courtesy" but since then another dinner plate and one smaller plate have cracked."

    5. Flexibility in Choosing Sets

    • Most tableware brands provide pre-packaged collection of dishes, which allows for no flexibility around customers needs.
    • Flexibility in choosing tableware is important, as customers need different things according to their family size and lifestyle.
    • The inability to buy a single piece makes it difficult for customers to replace a broken piece as well.
    • Open stock products, which allow more flexibility in choosing tableware, are gaining popularity among millennial consumers.
    • Customer reviews confirm that the lack of flexibility when choosing pieces in a dinnerware set is a problem especially when purchasing boxed sets for families with more members.

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Buying Tabletop: Outside Factors Influence

Price and quality affect the type of dishware purchased, while cutlery is more influenced by the design. Functionality is critical for millennials, whose tableware serves multiple purposes. While today's tableware purchasers do not look to their parents, they do look for influencers and reviews online when making a purchase decision for tableware.


  • Millennials are spending more per unit but buying fewer units. Ceramics dishware is an excellent example of this purchase decision.
  • As one millennial wrote, "We like to keep our dish count low and having them be a million dollars each makes that easy to stick to. Having fewer dishes means less cramping and clutter in your cabinets. There's something so calming about a shelf that has a place for each of its occupants and some white space to spare, amirite? Owning fewer dishes has the added benefit that no matter how lazy you are, dirty dishes can't pile up. "
  • Many of these sales occur through the traditional method of shopping. Increasing demand for the ceramic ware segment and perception of issues with the delivery of fragile items are contributing to the purchase of this tableware in physical stores.


  • Research of the designs that are recommended in online reviews and then reading the customer reviews showed that there are some common design features buyers prioritized.
  • They include style (plain over garnishes), the finish (satin over mirror), and the material (18/10 stainless steel is preferred).
  • "My husband loves the weight of them and the looks."


  • Millennials don't have the money, time, or space for the types of fancy dinner parties, their parents and grandparents used to host decades ago. "Dinner parties were once a way to show off your wealth and social status, but millennials hit by the Great Recession have neither."
  • "I don't know anyone who owns a dining table that can comfortably fit more than three people at a time because no one I know has an apartment with an actual dining room." Few of today's millennials and parents with children see the point in accumulating china, silver, and crystal at all.
  • At Tiffany's Fifth Avenue flagship, cases of leather accessories have now supplanted prime store real estate which once displayed the staples of the bridal registry .
  • Tableware purchasers look for functionality in their tableware, not the cutlery and dishes used to impress guests. They generally have one set of cutlery used for all occasions.
  • As one consumer wrote in Vox "It should be a thing that promotes well-being, and love and joy, and a state of relaxation. It shouldn’t make you feel inadequate, worrying about, oh, is my apartment nice enough? Do I have matching silverware? Am I gonna fuck up this rib roast? It should be like — no, I’m doing a nice thing for people that I like, and they’re coming over and I’m feeding them and that’s enough.

Need for inspiration/guidance/education

Need for an outside opinion

  • In-store shopping behavior is significantly influenced by online research. The following research results apply to sales in general. However, given the kinds of categories reported, we expect that tableware fits into the ranges shown below.
  • 82% of smartphone users consult their phones on purchases they are about to make in-store, and 45% read reviews before making a purchase.
  • 56% of online shoppers read reviews before purchase.
  • 45% of brick and mortar buyers read reviews before purchase.
  • For every dollar, a review makes online, the revenue increases by multipliers of between $4.73 to $6.07 per dollar for those who shop in person.

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Homeware Products: Differences in Purchasing Behavior Among Different Generations

Millennials seek inexpensive home furnishing items, as they have limited financial resources and tend not to invest in long-term furnishings. They prefer to spend on experiences rather than possessions. US Millennials prefer original and unique items, and are less likely to purchase pricey name brands to impress and tend to seek individuality and differentiation in their purchase of home furnishings


  • Millennials seek inexpensive home furnishing items due to their limited financial capabilities and their increased mobility, makes them to prefer spending on experiences rather than possessions.
  • While deciding upon the purchase of home furnishings and home ware, US millennials make purchases to decorate and redecorate the living room space first but spend lesser money on living room furnishings than other age groups.
  • Since they have contained financial resources, pricing is one of the paramount decision criteria for millennials.
  • As compared to other age groups, millenials tend to have a lower budget for home furnishing, and this makes pricing a crucial factor to consider.
  • According to reports by Furniture today, US millennials average planned living room redecoration expenditures was $1,500 as compared to $2,500 by Gen X, $3,000 by Boomers and $2,200 average for All Consumers.
  • Moreover, the findings of a survey by First Insight show that nearly 40% of millennials would probably not buy home furniture and home electronics at full price.
  • On the other hand, more than 70% of Baby Boomers averred that they would probably not purchase an item in these categories at full price, with an even higher 79% stating a discount would likely be necessary when purchasing home electronics.

Vintage Stuff

  • US millennials prefer original and unique items for home furnishings and they tend to seek individuality and differentiation in their purchases.
  • According to Furniture Today, 63% of millennials prefer vintage furniture as compared to 52% in Generation X, 53% in Boomers age group and 57% average for all US consumers.
  • According to the survey data from Fisher, 40% of millennials stated that their home furnishings must reflect their style as compared to 27% in other age groups who have the same sentiments.
  • Hence, the sense of style is their major consideration in making purchasing decisions for home decor and home furnishings.


  • According to research by Mintel, millennial consumers are more likely than other generations to consider durability before making purchases.
  • According to reports by Nielsen, 75 percent of millennials are altering their buying habits with the environment in mind, compared to 34 percent of Baby Boomers.
  • Millennials appreciate products that are ethically sourced and considered environmentally friendly.
  • These values drive their purchase decisions for home decor and home furnishing and translates into millennials seeking to purchase efficient appliances and products that reduce energy consumption, such as LED light bulbs.
  • An analysis by Accenture shows that, millennials lead other generations in adopting new energy-related home furnishing products and service applications.
  • Such products include the smart-home technology such as lights and exhaust fans that turn on and off via sensors.


  • Millennials have a penchant for technology and this acts as a key criterion that drives their purchase decisions for home furnishing products.
  • Millennials tend to be tech-savvy, so they are a natural customer base for a new wave of technologically advanced furniture products.
  • During their purchase errands, millennials are specifically attracted by the home furnishings of the future that provide all kinds of connectivity, and furniture that is internet-enabled and digitally-transformable and is controlled remotely through apps.
  • Innovative products that connect furniture with smartphones and combine furniture with technology and fashion design are emerging in the US and globally and have a bearing on the preferences of millennials.
  • On the other hand, baby boomers do not have a preference towards technology when buying home furnishing products.
  • Boomers value convenience, and they think that technology should just work.
  • On the other hand, Gen X's home furnishing choices, tend to be more impacted by the rapid changes in technology.

Product Research, Social Media and In Store Buying

  • Product research is a critical step in the purchase decision-making process of millennials while buying home furnishing products.
  • 50% of millennials spend 2 to 3 weeks researching and shopping for furniture, and about 75% of millennials shop at 2 to 4 retailers before buying Furniture.
  • According to data from Fisher, 47% of millennials research furniture before buying it, which is the highest of all age groups and 78% of millennials say online product reviews influence their purchase decisions.
  • Additionally, social media plays a significant role in product discovery and purchase, especially for the millennials as 60% of Millennials use Pinterest for furniture research.
  • Reports by Furniture Today show that approximately 47% of millennials adhere to online research and in store furniture buying as compared to 40% GenX and 36% Boomers.
  • Same day delivery or minimal delivery time is also an essential consideration for millennials when choosing from where to buy the home furnishing and home ware products.
  • Furniture Today insights show that almost half of millennial online buyers (50%) expect delivery within 1-2 weeks and 13% less than a week or even the same day.
  • With in-store purchases, 36% want same-day delivery and 31% less than one week.
  • Millennials follow design trends on social media sites such as Pinterest and Instagram and use them to generate furnishing and to decorate ideas during their purchase.
  • According to Furniture Today, 60% of millennials use Pinterest for online research as compared to 55% Generation X, 50% younger baby boomers and 36% older boomers.
  • Most millennials tend to favor furniture styles and designs that are minimalist, modern and fashionable and this tends to influence their purchase decisions.
  • Among these shoppers, Scandinavian and industrial styles are popular, benefiting retailers such as IKEA.
  • In general, while deciding upon the home furnishings purchase, Millennials look for furniture that makes their lives more comfortable and enjoyable and they have a penchant for unique pieces of furniture that are customizable and integrate with technology.
  • Since millennials tend to live in smaller spaces, they look for multi functional furniture.
Research Strategy:
The research team was able to garner insights concerning millennials and their purchasing decision criteria while buying home ware and home furnishing products but no ideas specific to "families with children" could be located. Hence, we compared the purchasing decision criteria for home ware and home furnishings across various age groups with that of millennials. Below are the key strategies that we deployed to hunt for the information on "families with children" before expanding to present information on other age groups.
The first strategy was to hunt through the research reports, academic articles and white papers on the US home furnishing/home ware market and how different age groups make their purchase decisions around home ware/home furnishing purchases from Deloitte, Mckinsey, Business Insider, Academia.edu and Forrester Research. Such reports and articles highlighted the consumer purchase journey and the various criteria that influence purchasing decisions by specific consumers. While we were able to find insights around the purchase criteria specific to millennials home furnishing purchases and the various factors that drive the decision-making the process for millennials as they choose home ware and home furnishing items especially furniture, no data specific to "families with children" could be found.
The research team then perused through the media articles from Forbes, WSJ, Live Mint, Bloomberg, Reuters, Business Insider, surveys from Nielsen, Pew Research, Deloitte around the customer purchase behavior for home ware/home furnishing and various blogs such as 'Furniture Today' and 'Fisher'. All these are potential sources that highlight any consumer behavior purchasing differences around a specific product category. Hence, the idea was to check if any of them have highlighted any insights for "families with children". However, all the information found through these blogs and media articles centered around millennials and other generations with no specific data on "families with children" found.
Our other strategy was to go through the websites and filings of some leading home furnishing companies operating in US such as Ashley Furniture, Biggs Furniture‎, IKEA, Wayfair and At Home. Usually, companies highlight information on their key target groups and consumers and their product preferences. Hence, the idea was to check if any of the leading players target "families with children" specifically and have provided information around their product preferences and factors they value while making home ware/home furnishing purchases. However, no relevant information could be located, and all the information found focused on the product descriptions and critical innovations by the companies.

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Buying Homeware Products: Outside Factors Influence

Pricing and quality are the top factors that influence consumers' decision to purchase homeware/home furnishing products, while knowledge and education related to a product were the least influential criteria. Outside opinions, whether through online media or known or unknown consumers, play a crucial role for all generations of buyers.


  • Price plays a very important role in influencing home furnishing purchases. Nearly 80% of customers would ‘definitely’ or ‘probably’ purchase a product that met their needs at the deepest discounts in the home electronics, home appliances, and furniture categories.
  • It was also observed that widespread discounting by department stores and mass merchants significantly influenced the expectations of discounts when consumers shop in other product categories. Such expectations were found to be similar across genders but varied significantly by age, (i.e., baby boomers expected deeper discounts than millennials and the Gen-Xers).


  • Quality was found to be the most crucial and important influence related to furniture purchases. Through a research study, it was evident that for most furniture consumers, furniture made in the United States was a much stronger factor than environmentally-friendly furniture, which further outweighed brand and store loyalty.
  • Most of the customers surveyed emphasized quality and style as one of the main criteria affecting their decision to buy a home furnishing product, which is evident as 80.8% of consumers agreed that they would be willing to pay more money for high-quality furniture.


  • Design, though it depended on personal choices, influenced the young generation more since they have changing consumer tastes and style trends. This has mostly been aided by today’s social media platforms, from YouTube vloggers to Pinterest pinners, where influencers show off their latest shopping haul videos and carefully curated design collections.
  • This illustrates that consumers are following influencers and adopting new trends and style directions faster than ever before; this has resulted in an increased premium on exclusive, expensive, hard-to-find, limited editions (e.g., custom-made, one-of-a-kind products that express the personal style of individual consumers).
  • As evidence, brands like MADE.COM have designed several tools, like Sofatizer, that help customers pick the right product for them. This tool uses technologies like augmented and virtual reality to display product designs and dimensions; thus, helping consumers narrow down selections to those that are the most desired and best for each customer.


  • Though furniture function was noted by very few customers as a factor that influenced their buying characteristics, it wasn't a common factor for all. Consumers aged 50+ were majorly attracted to the functionality of a product, such that it justified the value of the cost. However, for the same customer, classical design and high-quality, along with color, played an important role while choosing furnishings.
  • MADE.COM is an example of a company that uses virtual reality techniques to display the functionalities of its products to encourage more sales.


  • Education or guidance of the product has found more emphasis from the brand perspective rather than the customer's point of view. While consumers are more inclined towards pricing and quality, retailers strongly consider education as a key to selling furnishing products. This, in particular, is used to win favor with Gen Yers when more consumer education is needed by US furniture manufacturers.
  • In the United States, where people are more conscious of quality and would prefer buying environmentally-friendly US-manufactured furniture at a higher price than a low priced product made in China, education is all the more important. This holds true for baby boomers as well as those who are less drawn to social media or an internet-driven world.

Outside Opinion

  • Through research, it has been evident that opinions from entities other than the purchaser played a very important role in influencing buyers. The ever-growing reach of the internet and social media platforms has fueled this phenomenon since consumers no longer need to know someone who has purchased the piece of furniture they’re considering. They can access the opinions and experiences of strangers with just a few clicks.
  • Communicating with a spouse/partner and with in-store sales teams is also considered a crucial factor that influences consumer buying. However, television commercials, radio commercials, and print advertisements seem to have the least, or no effect, on purchasing a new piece of large furniture.

Additional Findings by Customer Segment

  • Millennials have been observed to be less influenced by discounts or pricing changes as compared to baby boomers. According to reports by First Insight, almost 76% of baby boomers will not pay the full price when shopping for home electronics, home appliances, and furniture.
  • Millennials are more likely to visit physical stores than older customers for better choices and an up-close functionality experience.
  • Baby boomers, currently between the ages of 48 and 66, represent 42% of all furniture buyers and 45% of the total money spent on furniture and other home furnishing products.

Research Strategy:

Although the research contains all information sourced, the logic required to arrive at the final conclusions involved creativity. Thus, the approach and methodology applied to the research are explained below.

The initial research was focused on assessing information as available directly from pre-compiled statistical sites like Statista, MarketsandMarkets, Statistic Brain, etc. However, after a thorough scan, it was observed that information specific to consumer buying behavior or patterns in the US homeware market was not available and the sources only contained information related to market growth, market size, and brand perception.

As a result, we pivoted to first understand the inclusion of products under the homeware/home furnishing category. We found that this category was mainly composed of the furniture market, kitchen and home appliances, and a highly fragmented small decoratives market. Since the furniture and home appliances market dominated and generated the bulk of revenue, we focused our research on identifying the best information related to this segment, which was successfully extrapolated.

We, therefore, concentrated our research to gather information from various types of sources like research papers, survey results, expert opinions, and social impact reviews to have a robust understanding of how consumer behavior prevailed and was influenced in buying homeware in the United States. To have a holistic approach, we delved deeper into gathering insights from older trends, as well, since these trends helped the team draw conclusions about the different generations.
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Tabletop Products: Differences in Purchasing Behavior Among Different Generations

The tabletop/tableware industry is large, and customers in the market have various factors influencing their purchase decisions.

Key findings

  • The tableware industry is a fast-growing market likely to exceed US$47 billion by 2024, according to the Global Industry Analysts, inc.
  • The main factors influencing growth in the tabletop industry are an improvement in living standards, customer preference for luxury items, the emergence of the middle-class population, thus the rise in purchasing power.
  • Customers primarily focused on budget, weight, style, versatility, and durability when buying tabletop products.
  • An article published in the NYT states that tableware is more commonly being used for decoration purposed.
  • The increased importance of food presentation and styling is paramount, in turn, benefiting sales of tabletop products in both commercial and consumer food sectors.

Research Strategy

The first step included searching for any information on market research databases, reports on tableware consumer classification based on demographics details of as well as families with children in the US. Global Industry Analysts, Inc highlighted factors consumers put into consideration when buying tableware. However, there was no information specific on the millennial generation and families with children's specific preferences in tableware products. We broadened the research to look at the segmentation and classification of tableware products consumers by the two categories — the millennial generation and families with children, but still, no information on the specific search topics was found.

A thorough search for customer surveys in an attempt to get the information directly from the customers was the best next method applied to get information on decision criteria by customer demographic groups when buying tableware products. Any logical or informed assumption, as well as an educated guess on the topic, was impossible to come by. The inability to make any logical decisions or assumptions was due to the lack of any information.

The last strategy was an exhaustive search on articles trying to look for any news or past reports or publications on demographic factors affecting customer behavior and influencing their decision process, but the information was not available. Most of the news features and articles mainly covered and analyzed the market and the changing market trend in the industry at large as opposed to focusing on customer behavior.

From Part 01
  • "This new AR capability helps address one of the biggest pain points consumers face which is physically needing to see the product before purchasing. The AR tool allows users to emulate the in-store shopping experience from the comfort of their home."
  • "To reduce anxiety around furniture delivery, Wayfair launched Day of Delivery tracking. Customers receive an email and text message that links to a GPS map showing the exact location of their driver and a countdown clock that ticks away the minutes to delivery."
  • "For online players entering the mattress space, it wasn't just about lowering prices, though — the disruption was a large-scale attempt to solve decades-old industry pain points."
  • "They implemented flat prices rather than the fluctuating sales prices of old, made mattresses easy to order and deliver, and gave customers extra long trial periods, addressing three aspects Grant calls "the worst parts of buying a mattress in a store.""
  • "AR technology has solved one of the biggest pain points consumers face when shopping online, as they’re often unsure how a product will look and fit in with the existing aesthetic of their home. That’s why Wayfair created the “View in Room” app feature, which helps customers visualize 3D furniture and décor in their homes before they buy. "
  • "This new way to shop provides customers with the same great experience online that they would in store, from the comfort of their home. Whereas before buying a couch or a big-ticket item online seemed like a gamble, now it’s becoming the norm."
  • "According to data collected from Affirm transactions, the average order value for furniture and homewares is $742."
From Part 02
  • "“Many brands on the market create everyday dishes that are different from more formal tableware for fancy dinners,” says Duryea. “But that’s just not how millennials live today. We don’t have time or space for multiple sets, and most of us like our parties to have a casual, relaxed feel.”"
  • "“Consumers are overwhelmed and confused by all the designs on the market,” Duryea explains. “And the truth is, we don’t actually need all the choice. Many wine critics actually say that a single wineglass is all we need for red or white wine, or even champagne.”"
  • "While consumers are more familiar with the manufacturing of their clothes, thanks to brands like Everlane and Cuyana that educate customers about where products are made, many are not as well-versed in distinguishing quality when it comes to tableware"
  • "Next on the totem pole are well-established brands like West Elm or Pottery Barn, but these are rarely affordable for millennials (loosely defined as those born between 1980 and 2000); moreover, they burden customers with overwhelming variety. "
  • "To ensure you know what you’re buying, get familiar with the materials used in dinnerware."
  • "I replaced my super heavy stonewear set with these. I was looking for something light, like corell, but couldn't find a color or pattern I liked and found they were a little expensive for such a plain dish. My family has been using plastic stuff for years because my stonewear were so heavy and it didn't work with kids (now 9 and 12). We've had these now for over a month, no chips or scratches and very durable! Run through the dishwasher with no problem. They do get a little hot in the microwave, but it's nothing to be worried about. I chose these over melamine dishes (even though they are super cute and sturdy) because you CAN NOT MICROWAVE MELAMINE! And most people don't realize why... They are made with formaldehyde which will leach into your food! This set was definitely a happy medium between heavy/expensive stonewear and corell. I can lift 6 at a time into the upper cabinet without a problem, while I could only lift 2 or 3 of my stonewear."
  • "Remember that scene from Father of the Bride when Steve Martin loses it because Hot Dog buns come in packs of 10 but buns come in packs of 8? Well I always felt that way buying plates - you could only get 4 matching plates, but there are 6 in my family! "
From Part 03
  • "The fact that fewer people have separate dining rooms in their home is both a cause and an effect of the decline in formal dining at home. While consumers still see mealtimes as social occasions, those who hosted a formal dinner party in the last year were outnumbered by more than 2:1 by those arranging a casual dinner at home. "
  • "The proportion of consumers purchasing items such as serving plates, serving bowls and serving cutlery in the past year is now less than 5.0%, as consumers choose oven-to-table serve ware over more formal traditional tableware"
From Part 05
  • "Online furniture retailer Made.com has developed a number of tools to help customers pick the right product for them. Its Sofasizer lets customer view products by their dimensions, so that they can narrow down selections to those that will fit in the space. They can also sort by colour if they have a certain palette in mind."
  • "While sofas probably aren’t a big returns item, other homeware products from lamps to cushions to curtains might be. These brands are all using advances in AR and virtual reality (VR) technologies to counteract that by letting customers see what the item looks like in their home first."
  • "Seventy-six percent of Baby Boomers will not pay full price when shopping for home electronics, home appliances, furniture, smartphones and vehicles, according to the first in a series of reports by First Insight, a technology company transforming how leading retailers make product investment and pricing decisions."
  • "The survey found that widespread discounting by department stores and mass merchants was significantly influencing the expectations of discounts when consumers shop in other product categories. Expectations were similar across genders but varied significantly by age, with Baby Boomers expecting deeper discounts than Millennials and Gen-Xers."
  • "The results of this survey indicate that the rampant discounting that has become the norm in department stores and mass merchants has had a clear impact on consumers and the way they now consider purchases in every aspect of their lives"
  • "In categories ranging from home electronics to automobiles, a vast majority of Baby Boomers and Gen-Xers are less likely to consider purchasing at full price, with Millennials less impacted by discounts overall. This is an incredibly useful finding, and retailers need to be aware of these shifting expectations within their target audiences in order to compete, while still maximizing profits and sales. It’s a delicate balance."
  • "Roughly 80 percent of all respondents reported they would ‘definitely’ or ‘probably’ buy a product that met their needs at the deepest discounts suggested by the study in categories of home electronics, home appliances and furniture"
  • "Apart from communicating with a spouse/partner and with in-store sales teams, the consumer’s path to purchase is increasingly shaped by online reviews from other consumers. Perhaps in light of the accessibility of digital sharing, the impact of traditional advertising methods is declining — and, in some cases, even working against retailers."
  • "Consumers no longer need to know someone who has purchased the piece of furniture they’re considering, as they can access the opinions and experiences of strangers with just a few clicks"
  • "Television commercials, radio commercials, and print advertisements all seem to have little to no effect on purchasing a new piece of large furniture; and for some individuals, they may have a negative impact. Static digital advertising had a slightly less deleterious effect, but still performed below average in terms of influencing a customer to purchase."
  • "Millennials trend toward building custom furniture online far more often than those 35 and older. However, they are surprisingly more likely to visit physical stores than older customers"
  • "Quality ranks as the most important evaluative criterion when furniture is being considered for purchase. In general, furniture made in the U.S.A. is a stronger criterion than environmentally-friendly furniture, but this is not the case for members of Generation Y. Brand and store loyalty are not experienced by most furniture consumers"
  • "When gathering information to make a purchase decision, two key pieces of information are necessary: the evaluative criteria, or features of the furniture that are sought by the consumer; and the consideration set, or brands of furniture being considered for purchase"
  • "In addition to the use of traditional media sources, many consumers consult the internet as it is an extremely useful and efficient source for gaining a vast amount of information. For furniture shoppers specifically, the internet offers the convenience and efficiency of learning about brands, trends, and product quality information that would otherwise be difficult to obtain, especially since furniture is not a frequent purchase for most consumers. Social networks allow people to connect with others who share similar tastes and interests. Not only do people connect with strangers with whom they share commonalities, but also have access to information shared by friends, family members and acquaintances via social networking"
From Part 06
  • "Demand for multi-functional tableware is gaining momentum supported by their ability to reduce cost, save space and declutter the kitchen cabinet."
  • "Tableware Market Size, Share & Trends Analysis Report By Product (Glassware, Ceramicware, Metalware, Plastic/Fiberware), By Distribution (Offline, Online), And Segment Forecasts, 2019 - 2025"
  • "For everyday use and abuse, it’s hard to beat the classic look of white dinnerware, and reviewers say it’s hard to beat the price of the AmazonBasics Dinnerware Set. "
  • "Year & Day arrived online in October, selling dishes, serving pieces, glasses and utensils. Its ceramics come in four colors inspired by the California coastline: Daybreak (pink), Midnight (deep navy), Fog (light gray) and Moon (off-white)."