What Were They Thinking?

The top five factors that drive appliance purchases

By Alan Wolf, YSN 

Many considerations come into play for consumers when choosing a major appliance. 

In a new study, YouGov.com, a global research data and analytics group, ranked those factors by their importance to shoppers, based on a year-long survey of over 18,000 U.S. adults. Excluding duress sales, here are the top five motivations that influence appliance sales: 

1. The Price is Right 
   While some responses differed by age group, the vast majority (85%) of those polled all agreed that their No. 1 consideration when purchasing kitchen or laundry products is price. 

2. Size Matters 
   Consumers of all ages were also in agreement about the No. 2 factor when choosing an appliance: size. Fifty-five percent of respondents cited the practical consideration of whether a product can fit into a specific space. 

3. The Name Game 
   Here’s where purchase preferences begin to split by demographic. At 50%, the third-most important factor for appliance buyers is brand name, although the percentages rise sharply with age. Fully 57% of baby boomers and 58% of the “Silent Generation” (age 81 and up) say brand is important when buying a large appliance, compared with 42% of Gen Z. 

4. Seeing Stars 
   Fourth in importance to shoppers young and old are consumer reviews. Nearly half (47%) of respondents consult them before making an appliance purchase, led by Gen Z and millennials at 49% each. By comparison, only 44% of Gen X and 40% of the Silent Generation rely on digital word of mouth. 

5. Power Play 
   The fifth-ranked factor in choosing appliances is energy rating, although this was cited by barely more than a third of respondents (35%) with little variation by age. Apparently boomers are influenced most by energy efficiency, at 40%. 

The Great Divide 
Where shoppers really split is on service and support: One-third (34%) of the Silent Generation said the availability of retailer advice and services like delivery and installation are important when purchasing an appliance, compared with just 16% of Gen Z. 

Service ranked 10th on the YouGov list at 20%, behind extended warranties at 30% and the reputation of the retailer at 27%. 

Surprisingly, availability of extended credit and easy finance terms came in last among all age groups, with only 9% of those surveyed citing their importance. 

The YouGov appliance report is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures were drawn from responses collected between June 2025 and June 2026, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in the U.S. and weighted by age, gender, education, region and race, YouGov said. 

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