The latest exclusive Consumer Insights Now research, sponsored by Bread Financial, examines high-income consumers’ style…
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High Earners Redecorate Often, Want to Stay Up to Date
The latest exclusive Consumer Insights Now research, sponsored by Bread Financial, examines high-income consumers’ style and color preferences and dives into how they learn about design trends.
By Julie A. Palm
Nearly half of high-income consumers say it’s important to stay up to date regarding home design trends and more than one-third redecorate or buy new furnishings every two to four years.
And while we’re seeing a return to bolder colors from some high-end designers and trend-setting furniture brands, this group is still rooted in neutrals.
That’s according to new exclusive Consumer Insights Now research, sponsored by Bread Financial. The CIN results released this week dive specifically into high earners’ feelings about their homes, their style preferences and their redecorating habits. High-income consumers are defined as those with annual incomes of $150,000 or higher, and approximately one-quarter of U.S. households fall into that category.
CIN research is conducted twice a year on behalf of Lighting News Now and its sister publications Home News Now, Casual News Now, Design News Now and Bedding News Now. Overall, this spring’s round of research focuses on high-income consumers’ plans for purchasing home furnishings, shopping preferences and more.
Staying on top of trends
High-income consumers earning $250,000 or more state that staying current about home design is important to them.
How do they learn about the latest home furnishings trends? Interestingly, 55% say they visit furniture/home retailer websites and another 49% visit furniture manufacturer/brand websites. Heeding those statistics, lighting showrooms should perform a periodic evaluation of their website to make certain it is up-to-date, attractive, and easy to use. Better yet, why not include consumer-oriented information about style trends?
Another 46% of high earners say they rely on family and friends for trend guidance; 46% watch HGTV specifically; 46% watch other TV design shows; and 45% read home magazines.
For this demographic, social media appears to be less important, however, it remains a significant source of home design information. Roughly 29% of high earners say they follow furniture/home retailers on social media and another 29% follow home design influencers. One-quarter of them say they follow manufacturers/brands on social channels.
When it comes to updating the look of their homes, one-third (36%) say they redesign at least part of their space every two to four years, and 33% purchase new furniture and/or mattresses on that same schedule. The majority (58%) redecorate every five years or more and 63% buy new furniture and/or mattresses following that same cycle. Only a small portion redecorate annually (6%) or buy new furnishings (4%) every year.
Colors and styles
High earners continue to lean toward neutrals in key areas of their home, with neutrals dominating living spaces (42%), dining spaces (45%) and primary bedrooms (36%). The next most common color in those areas is white (around 20%), followed by blues in living spaces (16%), browns in dining spaces (9%) and blues in primary bedrooms (16%). The research also breaks down high-income consumers’ current color preferences by major metro areas. Read those details here.
Approximately six out of 10 high-income consumers state that their home’s style is consistent throughout the interior, while four out of 10 say that it varies.
Overall, high earners favor various interior design styles, with survey respondents describing their homes in a wide range of terms: modern, contemporary, cozy, traditional, classic, eclectic, practical, simple and minimal.
About the research
This spring’s CIN research surveyed 825 U.S. consumers with annual household incomes of $150,000 a year or more who have purchased or plan to purchase home furnishings in 2026. The survey was fielded in February.
Veteran consumer researcher Dana French conducts the CIN surveys, and compiles and analyzes the results. This spring, results are being released every Monday from March 23-April 20.
The spring CIN research is sponsored by Bread Financial.
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