Growing a home & living brand
US furniture and home furnishings stores sold $127.3 billion in 2025, and builders finished 1.49 million new homes. Reach buyers on Facebook, Pinterest and Instagram.
How big is the home & living industry?
US furniture and home furnishings stores sold $127.3 billion in 2025, and building material and garden stores sold $505.3 billion.
| Measure | Figure | Year |
|---|---|---|
| Sales at furniture and home furnishings stores | $127.3 billion | 2025 |
| Sales at building material and garden stores | $505.3 billion | 2025 |
| New homes completed | 1.49 million | 2025 |
| Household spending on furnishings and equipment | $2,414 a year | 2024 |
| US homeownership rate | 65.0% | Q2 2026 |
Store sales come from the Census Bureau's Monthly Retail Trade Survey, which counts online-only retailers separately.[1, 2, 3, 4]
Who are home & living customers?
Households headed by 55-to-64-year-olds spend the most on furnishings, and first-time home buyers are older than ever, with a median age of 40.
| Group | What the figures show |
|---|---|
| Ages 55 to 64 | $2,816 a year on furnishings and equipment, the most of any age group |
| Highest-income fifth | $4,668 a year, over 4 times the lowest fifth |
| First-time home buyers | 21% of buyers, a record low; median age 40 |
| Householders under 35 | 35.2% own their home, against 78.6% at 65 and older |
Spending figures are for 2024, buyer figures for 2025 and homeownership for the second quarter of 2026.[3, 4, 5]
Which platforms should a home & living brand grow on?
Facebook reaches 70% of US adults, more than Instagram, TikTok or Pinterest. Pinterest's users are mostly women: 51% of women used it in 2024, against 19% of men.
| Platform | US adults | Ages 50 to 64 | Women |
|---|---|---|---|
| 70% | 71% | 77% | |
| 51% | 41% | 56% | |
| TikTok | 37% | 31% | 43% |
| Pinterest, 2024 | 36% | 33% | 51% |
Pew's Pinterest figures are from 2024, its latest survey of the platform; the others are from 2026. If you also advertise homes for sale or rent, or home loans, Meta requires a Special Ad Category with approved targeting options. Point every profile to your .com, and read Protecting your trademark once your name is filed. For domain endings and trademark classes, see naming a home brand.[6, 7, 8, secondary]
Checks the .com, Pinterest, Instagram, Facebook, TikTok and trademarks in one search.
Who are the top home & living creators?
Hannah Neeleman of Ballerina Farm is on TIME's 2025 list of the 100 most influential creators. Dear Modern won a 2025 Webby People's Voice award for home and travel creators.
| Creator | Known for | Named by |
|---|---|---|
| Hannah Neeleman | Ballerina Farm: homesteading and cooking from scratch on a Utah farm; 20 million followers in 2025 | TIME100 Creators 2025 (opens in a new tab) |
| Cliff Tan (Dear Modern) | An architect's feng shui and room layout videos, made with model furniture | Webby Awards 2025 (opens in a new tab), People's Voice winner |
Which sites are the authorities on home & living?
The American Home Furnishings Alliance, the National Association of Home Builders, the CPSC and the Census Bureau are the main home industry authorities.
| Site | What it is | Use it for |
|---|---|---|
| American Home Furnishings Alliance (opens in a new tab) | The trade association of the US home furnishings industry, with 250+ makers and distributors | Furniture industry news and standards |
| National Association of Home Builders (opens in a new tab) | The home builders' association, working for "housing opportunities for all" | Housing economics and builder news |
| CPSC: Clothing storage units (opens in a new tab) | The US safety regulator's rule on dresser tip-overs | Stability tests and warning labels for dressers |
| Census Bureau: New Residential Construction (opens in a new tab) | US government housing data | New homes started and completed |
Sources (14)
- PrimaryUS Census Bureau: Monthly Retail Trade, sales by kind of business, 1992 to present (opens in a new tab), 2025 annual totals, not seasonally adjusted
- PrimaryUS Census Bureau: New Residential Construction (opens in a new tab), 2025 annual completions, not seasonally adjusted
- PrimaryUS Bureau of Labor Statistics: Consumer Expenditure Surveys, 2024 tables (opens in a new tab), Table 1300 (age) and Table 1101 (income)
- PrimaryUS Census Bureau: Quarterly Residential Vacancies and Homeownership, Second Quarter 2026 (opens in a new tab)
- PrimaryNational Association of Realtors: First-Time Home Buyer Share Falls to Historic Low of 21%, Median Age Rises to 40 (opens in a new tab), on its 2025 Profile of Home Buyers and Sellers
- SecondaryPew Research Center: Social Media Fact Sheet (opens in a new tab), survey of US adults
- SecondaryPew Research Center: Social Media Fact Sheet (archived copy) (opens in a new tab), Pinterest figures from a survey of US adults, 1 Feb to
- PrimaryMeta: Discriminatory Practices ad standard (opens in a new tab)
- SecondaryTIME100 Creators 2025 (opens in a new tab)
- PrimaryThe Webby Awards 2025: People's Voice winner, Creators, Home & Travel (opens in a new tab)
- SecondaryTatler Asia: architect Cliff Tan of Dear Modern on feng shui (opens in a new tab)
- PrimaryAmerican Home Furnishings Alliance: About (opens in a new tab)
- PrimaryNational Association of Home Builders: About (opens in a new tab)
- PrimaryCPSC: Clothing Storage Units business guidance (opens in a new tab)