Swipe the Card or Wait It Out? The Big-Purchase Debate

Making a major household item purchase (such as furniture, refrigerators, stoves, or televisions) is not something the consumers do frequently. They take their time, and ensure that they are getting the best deal, and if their current financial situation can facilitate it. In our recent round of research-on-research, we asked consumers if they felt if now was a good or bad time to make this type of purchase.

Let’s see what we uncovered.

Overall

Overall, opinions are closely divided. 36% of respondents say now is a good time to buy major household items, while 35% say it is a bad time. Another 29% believe it is about the same as now. The near-even split between those who see this as a good or bad time highlights a balanced national perspective, with the neutral share slightly smaller than either the good or bad responses.

Gender

Opinions differ notably by gender. Among men, 44% say now is a good time to buy major items, compared with 30% who say it is a bad time and 26% who believe it is about the same as now. Women’s responses show a different pattern: 40% say it is a bad time, 31% say it is about the same as now, and 29% say it is a good time. While men are more likely to describe the present as a good time, women are more likely to describe it as a bad time.

Age

There was a definite pattern when looking at the data by age. Adults under 45 are more likely to say it is a good time, with 42% of those ages 18–24 and mid-40% shares among those 25–44 expressing that view. In contrast, adults 45 and older are more likely to say it is a bad time, including 42% of those ages 45–64 and 45% of those 65 and older. Neutral responses remain fairly consistent across age groups. The data shows optimism concentrated among younger adults, while older groups express greater caution.

Income

Income levels show one of the clearest divides in the data. Among households earning under $60,000, around four in ten describe it as a bad time, and smaller shares say it is a good time. As income rises, views shift steadily: those earning $60,000–$99,999 are nearly evenly split, while a majority of those earning $100,000 or more (55%) say it is a good time, compared with just 22% who say it is a bad time.

Political Affiliation

Political affiliation is associated with distinct differences in outlook. Republicans are the most likely to describe the current moment as a good time to buy, with 50% expressing that view and 24% calling it a bad time. Democrats show the opposite pattern: 45% say it is a bad time, compared with 31% who say it is a good time. Independents are more evenly divided, while those identifying as Other are the most likely to say it is about the same as now (45%) and the least likely to call it a good time (16%). Overall, optimism is highest among Republicans, while Democrats express the most caution.

Ethnicity

Responses vary ethnicity, though most show relatively balanced distributions. African American or Black respondents are among the most likely to say it is a good time (41%), followed closely by Hispanic/Latino respondents (40%). Caucasian or White respondents are more evenly divided between good (34%) and bad (36%). Asian or South Asian respondents are nearly split between good and bad, while those identifying as Other are more likely than other groups to say it is about the same as now (39%).

Panel

Across respondent panel source, perspectives vary. The largest contrast appears between Panel L and Panel A: 51% of Panel L respondents say it is a good time to buy, compared with just 20% in Panel A, a 31-point gap. Panel A is also the most likely to describe it as a bad time (48%), while Panel L reports a lower share, saying bad (25%). Other panels fall closer to the overall distribution, with more balanced splits between good, bad, and same-as-now responses.

This highlights the need to understand the attitudes and behaviors of the panels you use for your projects. Find out how EMI can help, click the button below.