Furniture and interior trends 2025: We asked the Norwegian people what they will spend money on in the coming year

Rising prices, high interest rates and a weak krone. The bad news has been waiting in line for Norwegian consumers in recent years. But finally there is light at the end of the tunnel, says Karoline Wee, market analyst at Aller Media.

- In our consumer survey, we ask, among other things, Norwegians' views on their own finances, and here we see more optimism compared to previous rounds. More expect better advice and fewer are worried about their own finances, says Wee.

Through industry surveys, Aller Media takes the pulse of the market several times a year, and recently we carried out - for the first time - a survey that takes a deep dive into the furniture and interior industry. This shows that need is by far the biggest reason for buying new furniture, but that good offers and inspiration in online and physical stores are factors that lead to purchases.

- When we have looked at purchases over the past year, we see that furniture is a category most people buy in a physical store, but that research is done online beforehand. It is therefore important to have a good description and presentation of the product, so that you as an advertiser are on the consumer's radar when the actual purchase is to be made, says Wee.

The survey also shows that consumers struggle to distinguish the biggest chains from each other, and that low prices trump quality of the goods, at least in these economic times. So what do Wee think advertisers should do to attract customers?

- The advertisers must have several thoughts in their heads at the same time - it is important to bring out the good offers, while at the same time they must convey their brand identity by inspiring and standing out. You want customers to actively choose your store, not just end up there by chance.

The second-hand trade in furniture is increasing

1 in 4 who have bought a new sofa, table or dining chairs in the past year have bought it on the second-hand market, our research shows. And the findings show that there is a larger proportion among the youngest who both get their bearings - and actually buy used furniture.

- It will be exciting to follow the development to see if this is only based on the size of the wallet and expensive time, or if consumer behavior around furniture purchases is changing, says Wee.

At the top of the list of furniture stores where consumers have shopped in the past year, we find - not surprisingly - IKEA.

- Most homes have one or more pieces of furniture from IKEA, whether it's a cupboard, a shelf or a sofa. So both when it comes to furniture and interior purchases, IKEA comes out high in all ages, but we see that the proportion is higher among families with children and young adults. We have also done a deep dive into the other large furniture chains, and if we look at who has shopped at these places in the past year, the largest proportion is among the oldest.

The survey shows that almost half of the sample have plans to buy one or more new pieces of furniture in the coming months, and that even more have plans to buy interior and textile items.

- This is therefore not the time to hold back advertising dollars, because even in expensive times both consumers want and must spend money, says Wee. Depending on who you are reaching, we see that men and older people go directly to the source, i.e. the furniture and interior stores' own websites or stores, while women are inspired more by the season and exhibitions.