Information on the population: Basis is the German-speaking population aged 14 years and older, in private households at the location of the main residence in Germany.
Information on the entire sample:
2019: 23,318 respondents, representing 70.60 million people.
2020: 23,191 respondents, representing 70.64 million people.
2021: 22,563 respondents, representing 70.54 million people.
2022: 23,015 respondents, representing 70.60 million people.
2023: 23,524 respondents, representing 70.08 million people.
2024: 23,485 respondents, representing 70,48 million people.
2025: 23.075 respondents, representing 71 million people.
More information on the methodology can be found
 This question was asked in the survey in the following wording: “People are happy to spend money on some things, others are less important to them. What on this list is so important to you that you are willing to spend a lot on it? Topic: My furniture, my house, my apartment"
Citation formats
Survey on willingness to pay high prices for furniture in Germany until 2025
In 2025, there were around million people in the German-speaking population, aged 14 years and older, for whom furnishings and home goods were so important that they were willing to spend a lot of money on them. The number has decreased slightly in the past years.
The Allensbach Market and Advertising Analysis, known as AWA for short, uses a broad statistical basis to determine the attitudes, consumption habits and media usage of the population in Germany.
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IfD Allensbach. (June 17, 2025). Number of people in Germany with a high willingness to pay for furniture and home goods from 2019 to 2025 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 31, 2026, from /statistics/1487918/consumer-willingness-to-pay-for-furniture-germany/
IfD Allensbach. "Number of people in Germany with a high willingness to pay for furniture and home goods from 2019 to 2025." Chart. June 17, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 31, 2026. /statistics/1487918/consumer-willingness-to-pay-for-furniture-germany/
IfD Allensbach. (2025). Number of people in Germany with a high willingness to pay for furniture and home goods from 2019 to 2025. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 31, 2026. /statistics/1487918/consumer-willingness-to-pay-for-furniture-germany/
IfD Allensbach. "Number of People in Germany with a High Willingness to Pay for Furniture and Home Goods from 2019 to 2025." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 17 Jun 2025, /statistics/1487918/consumer-willingness-to-pay-for-furniture-germany/
IfD Allensbach, Number of people in Germany with a high willingness to pay for furniture and home goods from 2019 to 2025 ÌÇÐÄÆƽâ°æ, /statistics/1487918/consumer-willingness-to-pay-for-furniture-germany/ (last visited July 31, 2026)
Number of people in Germany with a high willingness to pay for furniture and home goods from 2019 to 2025 [Graph], IfD Allensbach, June 17, 2025. [Online]. Available: /statistics/1487918/consumer-willingness-to-pay-for-furniture-germany/
