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Home Report, 2004: The Who, What, Where, How Much and Why of Home Furnishings Shopping

DateDec, 2004
Pages0
Price / format€2135 / Electronic

€2 135 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:
 The way people relate to their home has changed in the new millennium. The cocooning trend which dominated the home furnishings market for the past 20 years has ended as consumers turn their energy beyond the home to reconnect with the outside world. Home no longer is a safe, protective cocoon, but a new hub for connecting with the outside world. This study is an investment for home marketers to understand and prepare for the foundational shifts occurring in today's consumer market.

Cocooning was great for marketers of home furnishings and home decorative products. But now that cocooning is dead, what is next? That is what this study helps home marketers and retailers explore.The simple fact is spending on home furnishings and decorative items is not growing like other areas of the consumer economy. Because of people's new attitude toward home, growth in home furnishings and decorative market fell far below overall growth in the consumer economy. Total consumer expenditures grew 5.2 percent in 2003 to reach $7.76 trillion, while home-related expenditures, excluding home entertainment equipment and computers, rose only 2.5 percent from $274.3 billion in 2002 to $281.1 billion.

Home marketers and retailers today are not just competing vertically against direct competitors in their product sectors, but they are competing horizontally against all kinds of new and exciting ways people can spend money, including travel and entertainment, apparel and fashion accessories, beauty products, jewelry and watches, cars, fine dining and luxury services like spas and landscaping.

This is a new study of the home furnishings and decorative consumer market based upon two consecutive years of study among over 2,000 typical U.S. households. Product categories included in this report include

- Aromatherapy and/or scented household products, such as potpourri, steamers or sprays

- Art, including original art or prints, lithographs, posters and other art reproductions

- Baskets, boxes, vases, pots and other decorative holders

- Candles and/or candle accessories, such as candle holders

- Decorations, such as Christmas and/or other seasonal decorations including party decorations

- Collectibles

- Figurines and sculptures

- Florals and greenery, including dried flowers and wreaths, for indoor use

- Flowers, seeds, shrubs and trees for outdoor landscaping

- Furniture and occasional furniture, including mattresses and/or box springs, upholstered, case goods

- Garden equipment and decorative items for garden or patio

- Greeting cards and/or personal stationary

- Home textiles, including rugs, throws, pillows, table linens, bed linens, etc

- Household storage systems, containers, and other storage solutions

- Kitchenware and accessories, such as cooking utensils, pots and pans, and other housewares

- Lamps and accent lighting

- Picture frames

- Tabletop china, crystal, silver and/or casual dinnerware, glassware, flatware, including serving ware, bowls, and centerpieces

- Wall decor, such as sconces, mirrors, shelves, and tapestries

- Window coverings, blinds, curtains and other window treatments
Data about purchase incidence, consumer spending, what kind of stores people buy different home products, and most importantly why they buy these products are also explored.

This new research study is an investment in the future of home marketers' and retailers' businesses so that they can stay out in front of their rapidly changing customers.







Table of contents:
 Table of Contents

Chapter 1: Changing Market for Home Furnishings
Consumers are spending more on things besides home furnishings
- Personal Consumption Expenditures by Type, in billions, 2000-2003
Growth in home furnishings slows
- Figure: Total Home Furnishings and Home Decorating Products Personal
Consumption, 2000-2003: Durable Home Furnishings; Semi-Durable Home
Furnishings; Stationery, Greeting Cards and Writing Supplies; Flowers, Seeds, Potted
Plants
Trailing indicators point to home furnishings market weakness — Leading indicators forecast further drop in 2004
- Figure: Home Furnishings Products Purchase Incidence, 2000-2004:
Aromatherapy/Scents; Arts/Pictures/Prints; Baskets/Boxes/Vases; Candles; Collectibles;
Decorations, Seasonal and Christmas; Figurines; Florals, indoor; Flowers, Seeds &
Shrubs; Furniture & Occasional Furniture; Garden Equipment and Dйcor; Greeting
Cards/Stationery; Home Textiles; Kitchenware; Lamps and Lighting; Picture Frames;
Storage Systems; Tabletop Dinnerware, Flatware, Glassware; Wall Dйcor; Window
Coverings
End of cocooning: New age of connecting
End of cocooning doesn't mean end of spending on the home
Objective of this report

Chapter 2: About the Market for Home Furnishings
Home furnishings market sales and growth statistics
- Figure: Total Home Furnishings and Home Decorating Products Personal
Consumption, 2000-2003: Durable Home Furnishings; Semi-Durable Home
Furnishings; Stationery, Greeting Cards and Writing Supplies; Flowers, Seeds, Potted Plants
Consumer expenditures on specific home products ? Market size & dynamics
Aromatherapy — Market overview
- Figure: Aromatherpy Market Overview in millions, 2000, 2002-2003
Art, Prints and Pictures — Market overview
- Figure: Art Market Overview in millions, 2000, 2002-2003
Baskets, Boxes, Vases — Market overview
- Figure: Baskets, Boxes, Vases Market Overview in millions, 2000, 2002-2003
Candles and Candle Accessories — Market overview
- Figure: Candles Market Overview in millions, 2000, 2002-2003
Decorations for Christmas and Other Seasonal Holidays — Market overview
- Figure: Seasonal Decorations Overview in millions, 2003 and proj. 2004
Collectibles — Market overview - Figure: Collectibles Market Overview in millions, 2000, 2002-2003
Figurines and Sculptures — Market overview
- Figure: Figurines and Sculptures Market Overview in millions, 2000, 2002-2003
Florals and Greenery for Indoor Use — Market overview
- Figure: Florals and Greenery for Indoor Use Market Overview in millions, 2000, 2002- 2003
Flowers, Seeds, Shrubs, Trees for Outdoor Landscaping — Market overview
- Figure: Flowers, Seeds, Shrubs, Trees Market Overview in millions, 2000, 2002-2003
Furniture and Occasional Furniture — Market overview
- Figure: Furniture and Occasional Furniture Market Overview in millions,, 2000, 2002- 2003
Garden Equipment — Market overview
- Figure:Garden Equipment Market Overview in millions, 2000, 2002-2003
Greeting Cards and Stationery — Market overview
- Figure:Greeting Cards and Stationery Market Overview in millions, 2000, 2002-2003
Home Textiles — Market overview
- Figure:Home Textiles and other Semi-Durable Home Furnishings Market Overview in millions, 2000, 2002-2003
Kitchenware and Accessories — Market overview
- Figure:Kitchenware and Accessories Market Overview in millions, 2000, 2002-2003
Lamps and Lighting — Market overview
- Figure:Lamps and Lighting Market Overview in millions, 2000, 2002-2003
Picture Frames — Market overview
- Figure: Picture Frames Market Overview in millions, 2000, 2002-2003
Storage Systems — Market overview
Tabletop China, Glassware, Tableware, Utensils, Dinnerware, Flatware — Market overview
- Figure: China, Glassware, Tableware, Utensils, Kitchenware and Housewares Market Overview in millions, 2000, 2002-2003
Wall Dйcor, including Sconces, Mirrors and Shelving Units — Market overview
- Figure:Wall Dйcor Market Overview in millions, 2000, 2002-2003
Window Coverings — Market overview
- Figure:Window Coverings Market Overview in millions, 2000, 2002-2003

Chapter 3: About What People Buy for the Home
Topline summary of consumer purchase behavior — What they buy, where they buy it, how much they spend
Purchase incidence of home furnishings products declines in 2004
- Figure: Home Furnishings Purchase Incidence, 2000, 2001, 2003, 2004
Strategic Opportunity: Home marketers need to thing in new ways about the home .
- Figure: Furniture and household equipment including semi-durables (excluding electronics and computers) in millions, 1980-2003
Total spending on all things for the home drop 33 percent in 2004
Majority spend $500 or less on home products in 2004
- Figure: Total home spending by distribution, 2003-2004
Total spending rises with income - Figure: Total home spending by income
Where consumers shop for home goods
- Figure: Top three shopping choices for home goods product categories
Most consumers believe they are spending about the same on home
- Figure: Home spending trends in past year: % spending more, less, same
About half of home product buyers were involved in major home projects
- Figure: Factors influencing home purchases in past year & next year: % redecorating home; remodeling home; buying existing house; building new home; no major home project
Major home projects predict higher spending levels on home
- Figure: Total home spending by major home projects: average spending for household that is redecorating; remodeling; buying existing home; building new home
- Figure: Home Remodeling Projects in 2002; number of households
Price/Value relationship is most influential when shopping for home goods
- Figure: Influencers on home goods purchases: price/value relationship; reputation of store; decorative quality; company brand; internet/website; articles, reviews, television shows; advertisements
Attitudes about purchases for the home
- Figure: Twelve atittude statements and levels of agreement

Chapter 4: Details about consumer purchases of 20 home products: Purchase drivers,
shopping behavior and consumer demographics
Aromatherapy — Consumer Shopping Detail
- Figure: Aromatherapy purchase incidence, 2000-2004
Spending on aromatherapy
Purchase Drivers
Demographic Variables
- Figure: Aromatherapy consumer demographics
Key demographics
Where people shop for aromatherapy
- Figure: Where people shop for aromatherapy
Art — Consumer Shopping Detail
- Figure: Art purchase incidence, 2000-2004
Spending on art
Purchase Drivers
Demographic Variables
- Figure: Art consumer demographics
Key demographics
Where people shop for art
- Figure: Where people shop for art
Baskets, Boxes, Vases, Decorative Holders — Consumer Shopping Detail - Figure: Baskets, boxes, vases purchase incidence, 2003-2004
Spending on baskets, boxes, vases
Purchase Drivers
Demographic Variables
- Figure: Baskets, boxes, vases consumer demographics
Key demographics
Where people shop for baskets, boxes, vases
- Figure: Where people shop for baskets, boxes, vases
Candles — Consumer Shopping Detail - Figure: Candles purchase incidence, 2000-2004
Spending on candles
Purchase Drivers
Demographic Variables
- Figure: Candles consumer demographics
Key demographics
Where people shop for candles
- Figure: Where people shop for candles
Christmas and Other Seasonal Decorations — Consumer Shopping Detail
- Figure: Christmas and other seasonal decorations purchase incidence, 2000-2004
Spending on decorations
Purchase Drivers
Demographic Variables
- Figure: Decorations consumer demographics
Key demographics
Where people shop for decorations
- Figure: Where people shop for decorations
Collectibles — Consumer Shopping Detail
- Figure: Collectibles purchase incidence, 2000-2004
Spending on collectibles
Purchase Drivers
Demographic Variables
- Figure: Candles consumer demographics
Key demographics
Where people shop for collectibles
- Figure: Where people shop for collectibles
Figurines and Sculptures — Consumer Shopping Detail - Figure: Figurines purchase incidence, 2000-2004 Spending on figurines
Purchase Drivers
Demographic Variables
- Figure: Figurines consumer demographics
Key demographics
Where people shop for figurines
- Figure: Where people shop for figurines
Florals and Greenery for Indoors — Consumer Shopping Detail
- Figure: Floral and Greenery purchase incidence, 2000-2004
Spending on florals
Purchase Drivers
Demographic Variables
- Figure: Floral consumer demographics
Key demographics
Where people shop for florals
- Figure: Where people shop for florals
Flowers, Seeds, Shrubs, Trees for Outdoor Landscaping — Consumer Shopping Detail
- Figure: Flowers, seeds, shrubs, trees purchase incidence, 2000-2004
Spending on outdoor landscaping materials
Purchase Drivers
Demographic Variables
- Figure: Outdoor landscaping materials consumer demographics
Key demographics
Where people shop for outdoor landscaping materials
- Figure: Where people shop for candles
Furniture and Occasional Furniture — Consumer Shopping Detail
- Figure: Furniture purchase incidence, 2000-2004
Spending on furniture
Purchase Drivers
Demographic Variables
- Figure: Furniture consumer demographics
Key demographics
Where people shop for furniture
- Figure: Where people shop for furniture
Garden Equipment, Furniture and Garden Decoratives — Consumer Shopping Detail
- Figure: Candles purchase incidence, 2000-2004
Spending on candles
Purchase Drivers
Demographic Variables
- Figure: Garden equipment consumer demographics
Key demographics
Where people shop for garden equipment
- Figure: Where people shop for garden equipment
Greeting Cards and Stationery — Consumer Shopping Detail
- Figure: Greeting card and stationery purchase incidence, 2000-2004
Spending on greeting cards and stationery
Purchase Drivers
Demographic Variables
- Figure: Greeting card and stationery consumer demographics
Key demographics
Where people shop for greeting cards and stationery
- Figure: Where people shop for greeting cards and stationery
Home Textiles, including Rugs, Throws, Pillows, Table Linens, etc. — Consumer Shopping
Detail
- Figure: Home Textiles purchase incidence, 2000-2004
Spending on home textiles
Purchase Drivers
Demographic Variables
- Figure: Home Textiles consumer demographics
Key demographics
Where people shop for home textiles
- Figure: Where people shop for home textiles
Kitchenware and Accessories — Consumer Shopping Detail
- Figure: Kitchenware purchase incidence, 2000-2004
Spending on kitchenware
Purchase Drivers
Demographic Variables
- Figure: Kitchenware consumer demographics
Key demographics
Where people shop for kitchenware
- Figure: Where people shop for kitchenware
Lamps and Lighting Acccesories — Consumer Shopping Detail
- Figure: Lamps purchase incidence, 2000-2004
Spending on lamps
Purchase Drivers
Demographic Variables
- Figure: Lamps consumer demographics
Key demographics
Where people shop for lamps
- Figure: Where people shop for lamps
Picture Frames — Consumer Shopping Detail
- Figure: Picture Frames purchase incidence, 2000-2004
Spending on picture frames
Purchase Drivers
Demographic Variables
- Figure: Picture Frames consumer demographics
Key demographics
Where people shop for picture frames
- Figure: Where people shop for picture frames
Storage Systems — Consumer Shopping Detail
Spending on storage systems
Purchase Drivers
Demographic Variables
- Figure: Storage Systems consumer demographics
Key demographics
Where people shop for storage systems
- Figure: Where people shop for storage systems
Tabletop Dinnerware, Glassware, Flatware — Consumer Shopping Detail
- Figure: Tabletop purchase incidence, 2000-2004
Spending on tabletop
Purchase Drivers
Demographic Variables
- Figure: Tabletop consumer demographics
Key demographics
Where people shop for tabletop
- Figure: Where people shop for tabletop
Wall Dйcor — Consumer Shopping Detail
- Figure: Wall Decor purchase incidence, 2001-2004
Spending on wall decor
Purchase Drivers
Demographic Variables
- Figure: Wall Decor consumer demographics
Where people shop for wall decor
- Figure: Where people shop for wall decor
Window Treatments — Consumer Shopping Detail
- Figure: Window Treatments purchase incidence, 2003-2004
Spending on window treatments
Purchase Drivers
Demographic Variables
- Figure: Window Treatments consumer demographics
Key demographics
Where people shop for window treatments
- Figure: Where people shop for window treatments

Chapter 5: About the Luxury Segment of the Home Furnishings Market
The luxury market is prime for home furnishings marketers and retailers .
Luxury consumers take the lead in purchase incidence and spending in almost all 20
categories of home furnishings
- Figure: Luxury Consumer Impact in 20 categories of home goods: High Purchase
Incidence; Highest Level of Spending
Luxury electronics is number one category in home, with less emphasis on home dйcor in
2003
- Figure: Home luxury purchase incidence 2002-2003: Electronics and Photography
Equipment; Linens and Bedding; Kitchenware & Cookware; Kitchen Appliances, Bath
and Building Products; Furniture, Lamps and Floor Coverings; Garden; Art and Antiques; Home Dйcor Fabrics, Wall and Window Covers; Tabletop
Luxury electronics takes the lead in home purchase incidence
Luxury consumers still improving their dining and cooking experiences
Total luxury home spending rises in 2003
- Figure: Total Home Spending, 2002-2003: Electronics; Linens and Bedding; Kitchenware & Cookware; Kitchen Appliances; Furniture, Lamps and Floor Coverings; Garden; Art and Antiques; Home Dйcor Fabrics, Wall and Window Covers; Tabletop
Home luxuries purchase behavior
Majority of home luxury shoppers shop around before buying
- Figure: Purchase Behavior: Shop around or Purchase in one place:Art and Antiques;
Electronics; Fabrics, Window and Wall Coverings; Furniture, Lamps and Floor Coverings; Garden; Kitchenware; Kitchen Appliances; Linens and Bedding; Tabletop
Some luxury home products are bought on impulse, some take time
- Figure: Purchase Behavior: Buy on Impulse or Wait long time by product category
Luxury electronics, furniture and floor coverings and kitchen appliances are made jointly;
Everything else is mostly self-purchase
- Figure: Purchase Behavior: Bought Jointly or Bought by Self by product category
Home luxuries are bought on sale
- Figure: Purchase Behavior: Bought on Sale or Paid Full Price by product category
High investment luxury home involves careful research
- Figure: Purchase Behavior: No Research or Careful Research by product category
Department stores are first choice for luxury home shoppers
- Figure:Where luxury home shoppers shop: 1st Choice; 2nd Choice; 3rd Choice by product
category
Luxury consumers are far more likely than regular shoppers to turn to the Internet for home furnishings
Brand's role in purchasing most important in luxury electronics
- Figure: Role of brand in luxury home purchase decision by luxury product categories
Strategic Opportunity: The Affluent Consumers Represent Significant Opportunity for
Home Marketers to Build Sales and Generate Growth
Luxury Lesson #1 — ‘Old luxury’ is at an end; ‘New luxury’ is here!
Luxury Lesson #2 — Luxury consumer is driven experientially; it’s not about the
money
Luxury Lesson #3 — Luxury consumers are democratic in their approach to luxury;
Americans value individuality over exclusivity
Luxury Lesson # 4 — Luxury goods are better; Quality counts
Luxury Lesson #5 — Luxury consumers are bargain shoppers always looking for a
good deal
Luxury Lesson #6 — Luxury consumer is highly invested in their lifestyle; They put
little at risk
Luxury Lesson #7 — Luxury consumers don’t buy because of the brand; Brand
justifies the purchase
Luxury Lesson #8 — Luxury consumers exhibit differences of degree, not of kind

Chapter 6: About the Five Personalities in Home Furnishings Market
Profiles of five different personality types in home market
Five different personalities describe home buyers — Only two spend more than the average
Segment's Attitudes about Home
- Figure: Segments Agreement/Disagreement with Statements: Time Starved Sam/Samantha; Carol the Cocooner; Disinterested Donald; DecorateIt and Forget It Frederica; Changing Priorities Patty
Time Starved Sam/Samantha has too many important things to do other than to stay home
and decorate
Carol the Cocooner is happiest at home
Disinterested Donald can't be bothered
Decorate It and Forget It Frederica wants home done right
Changing Priorities Patty is undergoing life changes
Field Guide to the Home Buying Personalities .
- Figure: Home segments field guide summary: market penetration; consumer
psychology; demographics; average amount spent on home in 2004

Chapter 7: About Future Trends and Strategic Opportunities in Home Furnishings Market
Future vision of the home market
Majority of home furnishings customers said they are spending about the same on home
products
- Figure: Home Furnishings Spending Trends
Review of 15 key findings about home market
End of cocooning: The one trend that has the greatest impact on home market
- Figure: Consumer Expenditure Survey Average Spending on Home Furnishings and
Equipment in dollars, 1995-2003
Demographics explains the end of cocooning
- Figure: Consumer generations: millennials, genXer; baby-boomer; swing & World War II
Consumer Lifestages: Young singles; first-time home buyers; families with
children;empty-nesters; pensioners
Strategic Opportunity #1: Home marketers need to think in new ways about the home
- Figure: Furniture and household equipment including semi-durables (excluding electronics and computers) in millions, 1980-2003
Strategic Opportunity #2: End of cocooning brings structural changes to the home business; Home marketers and retailers must respond
Strategic Opportunity #3: Home marketers need to explore the new consumer psychology
and play to consumers' need
Home reflects consumers' identity
By understanding the psyche of consumers, home marketers help consumers to buy
Strategic Opportunity #4: Luxury consumers are home marketers' 'sweet spot'
Strategic Oportunity #5: Higher household income is best predictor of increased home
spending, though age and ethnicity have some predictive value .
- Figure: Consumer Expenditure Survey Average Spending on Home Furnishings and
Equipment in dollars, by age and ethnicity
Strategic Opportunity #6: Play to people's passion — Some consumers are more inclined to spend on their home than others: Learn how to spot your best prospects
- Figure: Home Personalities Market Potential in millions
Tips on targeting each consumer segment
Strategic Opportunity #7: Use price as a strategic weapon
How Riedel Crystal enhances wine-tasting experience by adding perceived value
Strategic Opportunity #8: Shopping choices are changing; Internet will become more
important for the masses
- Figure: Furniture & Home Furnishing Stores Sales in millions, 2000-2003
Strategic Opportunity #9: Give your home consumers an exit ramp off the ‘mass track’
- Figure: Motivators for the Luxury Consumer
Home retailers need new concepts
Home retailers and marketers need to think in new ways about the home market
Today’s home consumer wants it all: high quality, value priced, high style,
maximum comfort

Appendix A: Research Questionnaire




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