Over the past decade, the United States has experienced a dramatic surge in wealth. Between 2014 and 2024, the millionaire population increased by 78%, according to the USA Wealth Report 2025. The growth isn’t theoretical—it’s already happened.
Wealth Is Growing—and So Is The Market
As we highlighted in this year’s State of the Affluent Audience Report, more than one-third of the U.S. population is now considered Affluent:
- 10% are High-Net-Worth Individuals
- 26% are considered Mass Affluent
These consumers have the resources to choose high-end appliances—and the discernment to be selective about where they shop.
And the future? Let’s just say the wealth train isn’t slowing down. Oxford Economics reports that U.S. millennial wealth is projected to grow at twice the rate of previous generations. This cohort of consumers is now entering their peak earning and spending years (Pew Research defines millennials as anyone born between 1981 and 1996).
It’s No Longer a Niche Market
The Affluent Audience™ is a powerful force in your market. If you’re in the premium or luxury appliance business, this is a critical moment.
It’s time to shift your mindset about the role your high-end brands play in your business model. Premium and luxury buyers have a dominant presence in your market. Additionally, the Affluent Audience is showing new buying patterns that don’t require a designer or builder to speak with them first. This shift alone should ring a bell inside your growth strategy; if you don’t quickly adjust your pursuit tactics to capture more of the Affluent Audience, your biggest competitors will.
Market Share Is Being Claimed With or Without You
Whether or not you’re investing in this audience, the market is moving. The most forward-thinking dealers are already staking their claim—capturing visibility on Google, showcasing their most profitable high-end brands with confidence, and building loyalty through a customer experience that attracts consumers willing to pay for quality.
This isn’t a future opportunity, and it’s not a short-term trend. This is the new and current market share that’s up for grabs. If you’re not positioning your brand for the Affluent Audience today, you’re not just missing out—you’re actively ceding ground to competitors who are.
The Dealers Who Win Are the Ones Who Act
At AffluentBridge, we help dealers grow with proven strategies built specifically for the premium and luxury market. The dealers seeing the biggest wins are the ones who recognize the shift and are committed to playing the long game.
Like the two separate dealers following our growth strategy, who more than doubled their top luxury brand’s sales volume year-over-year.
Or the dealer achieving consistent double-digit growth with 32% gross margins.
Or the one expanding their showroom space—exclusively with luxury brands.
Or the multi-location dealer who increased their total gross margin by 2% after prioritizing the Affluent Audience.
This isn’t theory—it’s happening now. If you don’t want to be left behind, let’s talk.