Are Your Customers Baby Chasers? What Lighting Showrooms Should Know About This Trend

There was a time when showrooms in certain areas of the country – for example, areas popular with retirees or that focus on primary themes such as coastal, western, or lodge décor –  could tailor their assortment according to specific demographics. However, recent research indicates that those parameters have become much less defined. Furniture and lighting stores near retirement communities might not have offered baby furniture or décor that appeals to teenagers before, and showrooms in college towns or modern metros might not have included items that would appeal to consumers over age 60.  

 Enter the era of the Baby Chasers. According to Zonda, which tracks the production new home market, there is more intergenerational living occurring in nearly every area of the country.  

“Demographic trends are a critical factor in understanding housing demand and fostering economic prosperity. No two cohorts are more influential today than millennials and baby boomers,” said Ali Wolf, chief economist for Zonda and NewHomeSource. “Millennials, the largest living generation, are in their prime working years and are currently active homebuyers. Baby boomers, their parents, possess the largest share of assets and wealth. Together, these two generations will significantly shape housing trends for years to come.”

Here are some of Zonda’s findings:

• A quarter of boomers plan to retire near their children or grandchildren, creating a distinct pattern of intergenerational migration reshaping many market-level housing dynamics.

• Millennials remain the largest generation in the U.S., but their share of home purchases fell to 29% in 2024 (down from 38% in 2023) according to the National Association of Realtors.

•Boomers, by contrast, made up 42% of home purchases last year, often leveraging home equity and cash in today’s high-rate environment.

 Zonda’s recent Baby Chaser Index follows last year’s updated methodology and continues to track the overlapping migration patterns of the two generations. However, the latest results have revealed a noticeable reshuffling in the top-ranked markets.

Which areas ranked highest?

• Orlando dethroned Austin, despite the Sunshine State’s ongoing economic and housing headwinds. Long known for its retirement appeal, Orlando’s rise was driven by accelerated millennial growth. The annual growth rate of millennials in the market nearly tripled YOY.

• Texas remains dominant. Almost half of this year’s top 10 were in the Lone Star State. Austin, Dallas, and Houston secured top 5 positions, while San Antonio returned to the rankings at No. 10. McAllen was the only other Texan market to make the index, at No. 40.

•San Antonio replaced Oklahoma City. Both its millennial and boomer populations saw accelerated growth, while Oklahoma City fell to 20^th place.

• Raleigh cracked the top three, fueled by a sharp uptick in its boomer’s migration rate, which nearly doubled year-over-year.

• Charleston slipped seven positions to No. 9 as millennial growth remained consistent, but boomer migration slowed.

The takeaway for today’s lighting showrooms is to perform a deeper dive into your surrounding demographics, using data from your builder customers. Which age groups are purchasing new homes locally and how should your merchandising and product choices change in order to offer décor that appeals to the mix of generations moving into your communities? With the proliferation of social media platforms (especially TikTok and Instagram), consumer tastes have also become more diverse, extending beyond what used to be considered regional preferences. Consider expanding your product assortment to address these changing trends and to appeal to customers of various ages.  

ntergenerational migration story is far from over. If anything, it’s becoming more layered, more localized, and increasingly essential to understanding the trajectory of U.S. housing, especially as Gen Z starts to shape the next wave of demand.

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