As the Golden Quarter approaches, new research from Novuna Consumer Finance shows UK shoppers are willing to spend more than twice as much on new furniture when they can spread the cost – with average order values (AOV) rising by up to 129% when using retail finance options1 (£5,135) compared to paying upfront (£2,246).
The findings show point-of-sale finance has become a powerful sales driver for furniture retailers, not just a budgeting tool for consumers looking to spread the cost – and could be the difference for retailers to boost sales during what is typically one of the busiest and most competitive trading periods of the year.
Demographic breakdown: gender differences
The research uncovers clear differences in spending behaviour between men and women. Men consistently outspend women on furniture, both upfront and with finance. Average spend among men rises from £2,713 upfront to £6,948 with finance (+156%), compared with £1,793 to £3,380 for women (+89%).
Demographic breakdown: age differences
Age is another key factor. The biggest uplift is seen among 35–44 year olds, who nearly triple their average furniture spend when using finance (from £2,714 upfront to £7,776, +186%). In contrast, additional spend through retail finance is least pronounced among over-55s – yet still increases substantially from £1,818 to £2,704 (+49%).
| Age | Average upfront payment (£) | Average monthly instalment total over 12 months (£) | AOV increase |
| Overall | 2245.75 | 5135.04 | +129% |
| 16-24 | 2349.40 | 6595.44 | +181% |
| 25-34 | 3223.22 | 8034.36 | +149% |
| 35-44 | 2713.53 | 7771.08 | +186% |
| 45-54 | 1656.39 | 3768.00 | +127% |
| 55+ | 1817.76 | 2704.20 | +49% |
Figure 1: Upfront payments versus monthly instalment totals (12 month period) by age group
Brian Flesk, Head of Retail at Novuna Consumer Finance, said: “Finance isn’t just a payment method, it’s a sales accelerator. Our research clearly shows a direct link between the availability of finance and how much shoppers are prepared to spend, especially on more expensive items such as new furniture. Heading into the Golden Quarter, with retailers vying for a bumper trading period, the findings underline the strategic value of finance for retailers and the importance of understanding a customer’s full borrowing potential.
“In a crowded market, offering flexible and responsible finance at the point of sale is no longer just a ‘nice to have’ – it can be the difference between winning and losing a customer. It’s not just about boosting sales today, it’s about creating a better, more flexible experience that keeps customers coming back.”
