5 Furniture Pieces New Home Owners Buy First

Did you know that new homeowners spend up to 5x more on furniture than non-movers?

For many retailers, this group quietly drives a huge share of your revenue and early-season momentum.

That’s why, in this week’s newsletter, we spent 12 hours analyzing 17 research studies to uncover the first 5 furniture pieces new homeowners buy, why, and how much they are spending. The insights will reshape how you plan your 2026 assortment.

Now let’s talk about a segment that’s small in number—but big in volume: new homeowners 🏡.

So what do they buy first?

Why those pieces? How much do they spend on each?

And how can you align your sourcing and strategy to meet them there?

You will get ALL the answers in just 2 minutes 10 seconds ⤵️

📊 The Numbers: How Much Do New Homeowners Spend?

furniture spending of new home owners

Before we get to what furniture they buy, let’s look at how much new homeowners actually spend—and how their mindset affects those early purchasing decisions.

This group represents one of the most lucrative yet underutilized customer segments in the furniture industry. New homeowners tend to spend more, earlier, and with greater urgency—but they’re also navigating new financial realities and emotional pressures.

Here’s what the data tells us:

1/ 41% of new homeowners buy furniture within their first year

2/ 20% do so within the first 30 days

3/ Average first-year spend ranges from $3,778 to $8,358 (€3,270 to €7,231)

4/ That’s 70% more than resale home buyers and 5.3x more than non-moving homeowners

But here’s the catch: they’re often financially stretched.

1/ 40% have no furnishing budget

2/ 46% didn’t fully understand the cost of homeownership

3/ 73% of first-time buyers report regrets—most of them financial

This context shapes what they buy, when they buy it, and how much they’re willing to spend.

first furniture new home owners buy

🪑 The First 5 Furniture Pieces New Homeowners Buy

Here’s where the money goes first—based on aggregated market data and new homeowner surveys:

1. Sofas – Avg. Spend: $724 (€626)

The single most important item for new homeowners. Sofas anchor the living room and signal the start of a new chapter.

While mid-range sofas retail between $1,500–$3,000, the $724 average indicates demand for affordable modular designs that are flexible, space-saving, and good-enough for now.

2. Living Room Tables & Chairs – Avg. Spend: $687 (€594)

After securing a sofa, homeowners fill in with coffee tables, side tables, and accent chairs.

Price-conscious choices dominate, with most coffee tables falling in the $100–$500 range. Think: functional over flashy.

3. Bedroom Furniture – Avg. Spend: $634 (€547)

A mattress and bed frame come next. Mid-tier mattresses cost $500–$1,500, with basic frames to match.

While bedroom is the largest segment of the U.S. furniture market (35.13%), new buyers typically start with the essentials—budget to mid-tier items that can be upgraded later.

4. Dining Room Sets – Avg. Spend: $345

Meals still matter—but the priority is utility. Dining tables and chairs are often bought as small sets or in stages.

Extendable tables and smaller-scale pieces are popular due to tight budgets and space constraints.

5. Storage Solutions – Avg. Spend: $144

Wall units, shelves, and entry-level dressers round out the top five.

High demand, low spend: most buyers go for flat-pack or compact storage options—a major opportunity for modular solutions with simple assembly.

Notable mention: Outdoor Furniture

And while not in the top 5 by spend, outdoor furniture is quietly gaining traction among new homeowners—especially those moving into suburban homes with patios, gardens, or balconies. Compact dining sets, wooden benches, and foldable loungers are common second-wave purchases. Suppliers offering FSC-certified outdoor wood pieces at entry-level price points may find this category outperforming expectations.

vietnam outdoor garden furniture

The Lexington Chairs, made by Dai Phuc Hung Thinh Furniture using FSC Acacia – Lightweight, Foldable, and Full of Personality

A favorite among new homeowners, the Lexington chair series features multiple styles and color options that add charm to patios, gardens, and balconies. The fabric construction keeps them light and breathable, while the foldable design makes them easy to store. Pairs perfectly with our Stockholm foldable table for a vibrant, space-conscious dining set.

Bonus Trends We Found That Furniture Retailers & Buyers Like You Shouldn’t Ignore

We will keep it brief to save you time.

1/ Modular & Multifunctional = Mandatory

Rising mortgage costs and shrinking homes fuel demand for furniture that adapts—modular sofas, extendable dining tables, and storage-integrated designs are no longer niche.

This applies to indoor and outdoor furniture alike. Buyers want outdoor pieces that can be stored easily during colder months or adapted to different outdoor layouts—folding chairs, stackable tables, and compact benches made from durable hardwoods like acacia and eucalyptus are increasingly sought after.

2/ Quality Over Quantity

Even price-conscious buyers are becoming more intentional. They’d rather buy fewer items that last than fill their homes quickly. Products marketed for durability and timelessness stand out.

3/ Smart Furniture Is Growing

Demand for tech integration—like wireless charging, USB ports, and built-in lighting—is growing, especially among Gen Z and Millennial homeowners.

4/ Digital Discovery Drives Sales

While e-commerce dipped slightly to 29.9% of home furnishing sales in 2025, it remains vital.

A strong digital presence—videos, reviews, 360° views—still makes or breaks early-phase purchasing.

5/ Buying Furniture With a Story

Today’s homeowners—especially Millennials—are looking beyond just materials and pricing. They’re drawn to pieces with authenticity, heritage, and craftsmanship. If a product has a story, it’s more likely to be shared, remembered, and valued.

Want to Turn New Homeowners Into Repeat Buyers? Do These 5 Things:

1/ Bundle Essentials

Offer “first home” packages: sofa + table + bed + shelves. Market them as value-driven starter kits.

2/ Plan for Phased Purchasing

New homeowners don’t buy everything at once. Loyalty programs, reorder discounts, and retargeted email campaigns can capture downstream purchases as budgets rebound.

3/ Be Financially Empathetic

40% don’t have a budget. Promote financing options, transparent pricing, and smart prioritization guides.

4/ Stock the Basics, Sell the Vision

Ensure sufficient inventory of sofas, beds, and small-space dining. Then upsell with mood boards, planning tools, and inspiration content.

5/ Support with Planning Tools

Help overwhelmed new buyers: provide budgeting calculators, visual room planners, and “value stack” product education.

Thanks for reading to the end!

The new homeowner journey isn’t just a sales window—it’s a timeline. Buyers don’t just buy one sofa. They build a life. And that life starts with furniture that’s affordable, functional, and aspirational.

By understanding this demographic’s spending behavior and constraints, you can better plan assortments, refine messaging, and help your retail partners create longer-term customer relationships.

At Dai Phuc Hung Thinh Furniture, we share these insights not just as a supplier, but as a partner invested in the long game of furniture, and in you.

As a family business, we’re able to work closely with you, share hard-earned insights, and offer the kind of personal service that only comes when you treat people like family.

Whether you work with us or not, we believe in sharing insights that help move the industry forward—because in a noisy market, clarity is what really matters.

Since 2003, we’ve specialized in 100% FSC®-certified outdoor furniture using sustainably sourced acacia and eucalyptus. Our past and present clients include JYSK, Segmüller, and other respected retailers globally.

Over 20 years of export experience as one of Vietnam's most experienced suppliers with the following advantages:

1/ Based in Ho Chi Minh City, with our factory in Quy Nhơn—a key hub for outdoor furniture production

2/ Flexible MOQ policies and custom packaging available

3/ Efficient, full-container logistics and freight planning

Wherever you are in the world, we are always ready to help you bring the best and most sustainable furniture to your customers. Contact us today at sales@daiphuchungthinh.com.vn!

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