Woman talking(l), Ikea app on phone behind ikea bag(c), Woman holding open magazine(r)

KateV28/Shutterstock @jilian.dee/Tiktok (Licensed)

‘IKEA seems to have forgotten who they are’: Customer calls out IKEA for selling $1,600 couch. Viewers are shocked by what it used to cost

'At those prices, we are NOT assembling IKEA furniture.'


Jack Alban


Posted on Dec 6, 2023   Updated on Dec 6, 2023, 7:52 am CST

Jillian (@jilian.dee), a TikToker and IKEA enthusiast, sparked a startling online discussion with her video that is creeping up to 1 million views. Her focus: the dramatic price hike of an IKEA couch, an issue that hits home with the economic challenges confronting younger generations.

With a comprehensive collection of IKEA magazines from 2014 to 2021, Jillian embarks on a detailed investigation. She uncovers a shocking price jump for a small sofa and chaise, from $799 in 2019 to an astounding $1,600 in 2021. This discovery not only surprises Jillian but also her audience, leading to frenzied reactions and discussion.

A shockwave of disbelief hit the video’s comment section hard.

One user sought accountability, asking, “@IKEA babe… you need to explain.”

Another user’s comment reflects a sense of betrayal, especially from those who saw IKEA as an affordable option: “@IKEA remember when you used to be for those of us who can’t afford a $1600 couch.” This message, resonated with over 3,000 likes, underscoring the the disillusionment among loyal customers. 

The funniest comment wryly notes, “in reality it’s a $300 couch,” humorously but poignantly acknowledging the inflated price.

An ex-IKEA employee added credibility to Jillian’s findings: “Former Ikea employee here- they did 4 price hikes in the span of 9 months in 2022 alone.” This revelation from an insider shed light on the rapid and significant pricing changes at IKEA, confirmed by Bloomberg.

Reflecting on the broader economic impacts, a user commented, “As an ’89 millennial. I feel so bad for gen z. It’s insane how much prices have increased and wages haven’t kept up. it’s so sad.” This comment alone encapsulates the fact of the matter: younger generations are fighting escalating prices against stagnant wages.

@jilian.dee #stitch with @loljustmark ♬ original sound – jilian dee

Jillian’s video turns an IKEA couch into a metaphor for the economic hardships many Americans, particularly younger Americans, endure. The steep price rise of a single item mirrors the widespread issue of increasing costs in different sectors—from the grocery store to the pump to furniture shopping. TikTok, as a platform for community-driven content, has become a forum for shared experiences and voicing economic struggles. IKEA’s 200% price bump is this issue to a T.

Some shoppers may think they could at least buy IKEA’s famous Swedish meatballs while shopping for couches they can no longer afford—but those faced a price jump, too, going from $6.99 to $9.99. Sorry, IKEA. We’re just calling it like it is. 

The Daily Dot has reached out to IKEA via email and Jillian via TikTok comment for further information.

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*First Published: Dec 6, 2023, 8:00 am CST