What’s driving lease-to-own shoppers' purchases in 2025

For budget-conscious consumers, essentials like furniture, appliances, and new tires aren’t just wants—they’re needs. These purchases keep their lives running smoothly and their homes feeling like home. But when budgets are tight, finding a way to afford these big-ticket items can feel out of reach. Lease-to-own financing helps these consumers make big-ticket items more affordable and work within their budget.

To get a better sense of what’s motivating lease-to-own consumers in 2025, we asked them about their priorities and plans for financing this year. Here’s what they told us:

Here’s what categories consumers are prioritizing purchases in 2025:

• Furniture: 38.91%

• Mattress: 25.94%

• Appliances: 23.85%

• Tires or rims: 30.54%

• Auto repair: 36.82%

• Electronics (e.g., smartphone, laptop, printer): 30.96%

From living room furniture to kitchen appliances to car repairs, LTO shoppers are making thoughtful investments in their everyday comfort and convenience—even when money is tight.

Meet your customers where they are

Lease-to-own shoppers aren’t just looking for products—they’re looking for solutions. They want flexible financing that fits their needs and budgets. Here’s how you can connect with them and build long-term loyalty:

• Focus on what matters most: Promote practical, everyday essentials like furniture, appliances, and auto repairs. Use messaging that highlights real-life value, such as “Upgrade your home with durable, reliable essentials” or “Get the comfort you need, right when you need it.” Show how these purchases improve daily life through compelling imagery and copy.

• Speak to their motivations: To align with shoppers looking to replace broken or outdated items, emphasize ease and reliability with phrases like “Time for an upgrade?” or “Say goodbye to the old and unreliable.” For those looking to enhance comfort and quality of life, highlight product benefits with messaging like “Elevate your everyday” or “Comfort starts here.”

• Make financing easy to understand: Lease-to-own shoppers want flexible, transparent payment options. Ensure financing details are clear and accessible across your website, social media, and in-store signage. Use straightforward messaging like “Shop now, pay over time” or “Flexible payment options.”

Staying in tune with customer priorities isn’t just good business—it builds trust. When you focus on affordability and access to essentials, you position your business as a partner in their financial journey.

*Koalafi proprietary research conducted in December 2024, surveying Koalafi customers.