54126234 furniture today consumer buying trends ii

CONSUMERbuying trends 2011

A special supplement to Furniture/TodayA special supplement to Furniture/TodayApril 18, 2011April 18, 2011

Presentation sponsored by

An in-depth look at who bought and plans to buybedding, motion sofas and entertainment furniture

Consumer buyingWMC 4-18-11.indd 1Consumer buyingWMC 4-18-11.indd 1 4/7/2011 10:56:18 AM4/7/2011 10:56:18 AM

Complete report availablehttp://furnituretodaystore.stores.yahoo.net/cbt2011.html

The complete Consumer Buying Trends report, with results for 19 home furnishings categories, including 14 furniture categories plus outdoor furniture and the home accent

categories of area rugs, lamps, mirrors and framed art, is now avail-able online through Furniture/Today’s Research Store. The 83-page

report costs $199 and includes detailed de-mographic information and targeted buying patterns by region, age and income level.

By Dana French

11.5 million U.S. house-holds bought a mattress and boxspring last year, making it the most-pur-chased product. Bedding’s No. 1 status has been the rule since 1997, when Furni-ture/Today began tracking purchase incidence rates among U.S. households. Interestingly, 2010 buying habits were very similar to those in 1997, with 10.1% of U.S. households buying in 1997 and 10.2% buy-ing last year. The highest purchase incidence was in 2004, when 12.8% of U.S. households bought a mat-tress and boxspring.

Last year, bedding buy-ers spent a combined $11.6 billion at retail. In 2011, 10.8% of U.S. households — 12.2 million — plan to buy a mattress and boxspring.

In 2010, 95% of buyers purchased just one mat-tress. Queen was the most frequently-bought size, by 42% of households. Full-size mattresses accounted for an-other 26% of all mattresses bought, while twin com-prised 21% and king-size made up 18% of all mat-tresses bought last year.

Nearly two-fifths of households buying a queen-size set spent less than $500

on their purchase last year, while 43% spent between $500 and $999 and 19%

spent $1,000 or more. Over-all, buyers spent a median of $599 on a queen set.

Amount spenton queen in 2010Median $599

Under $200 12% $200 - $399 17% $400 - $499 9% $500 - $599 11% $600 - $749 17% $750 - $999 15% $1,000 - $1,499 11%$1,500 or more 8%

BEDDINGNationally, the % of households that

11.8%10.2% 10.8%

Shopped for in 2010

Bought in 2010

Plan to buy in 2011

By region% of households living in the

Northeast

Midwest

South

West

Median spent on queen

in 2010Bought in

2010Plan to buy

in 2011

$699

$599

$499

9.4%8.3%

11.4% 12.7%

9.9% 10.7%

10.1% 11.1%

$499

Bedding remains No. 1 product

Target populations These demographic groups plan to buy in 2011 at a rate higher than their proportion of the population Plan-to-buy index Household income $150,000 or more 162 Household income $100,000 to $149,999 138 Generation Y 131 Generation X 129 Household income $75,000 to $99,999 119 Midwestern households 118 Younger Baby Boomer 108 Western households 103

A plan-to-buy index of 100 indicates the group plans to buy the product at thesame rate as all U.S. households. An index number greater than 100 indicatesthey plan to buy the product at a rate higher than all U.S. households.

Source: Furniture/Today Consumer Buying Trends Survey, 2011

Who’s buying? % of the 10.2% of % of the 10.8% of households that households that planAge bought in 2010 to buy in 2011

Under 25 3% 2%25-34 18% 18%35-44 20% 24%45-54 24% 24%55-64 19% 18%65 and over 16% 14%

Household incomeUnder $30,000 19% 22%$30,000 to $49,999 24% 21%$50,000 to $74,999 22% 18%$75,000 to $99,999 18% 18%$100,000 to $149,999 12% 15%$150,000 or more 5% 6%

Home ownershipOwn or are buying 71% 67%Rent 25% 28%Other 4% 5%

2 FURNITURE|TODAY APRIL 18, 2011 www.furnituretoday.com

Consumer Buying Trends


About the dataIn this exclusive report, Furniture/Today presents the most detailed information available on recent consumer furniture buying and con-sumers’ buying plans.

The consumer data originates from the responses of 2,500 U.S. households to an online survey conducted in December 2010. Furni-ture/Today worked with TNS, a Kantar Group Company, to examine home furnishings shopping and purchasing patterns among house-holds in 2010 and buying plans for 2011.

On a product-by-product basis, U.S. households told Furniture/Today what furniture they shopped for last year, what they actually purchased, how much they spent and what types of furniture they plan to buy in 2011.

Because of the sample size and a respondent profile closely matching the demographics of all U.S. house-holds, survey data can be projected nationally with a

margin of error of plus or minus 2%.

Part one of this data was printed in Furniture/Today’s April 2, 2011, issue.

By Dana French

Motion sofas have steadily gained steam over the past decade, even selling during the recession when consum-ers bought mostly for public areas of their home.

Purchased by only 1.4% of U.S. households in 1997, the category was bought by 3.2% of households in 2010. And, a greater portion of consum-ers plan to buy one this year. Data from Furniture/Today’s exclusive Consumer Buying Trends survey reveals that 4.5 million households, a whop-ping 4.0%, have intentions to buy a motion sofa in 2011.

Leather was the cover of choice for 31% of motion units purchased in 2010, while fabric covered 69%. All buying households spent a median of $799 on a fabric-covered motion sofa in 2010 and a median of $899 on a leather one.

Younger Baby Boomers, with members currently be-tween the ages of 47 and 55, are excellent motion pros-pects. They comprise 34% of the households who say they’ll buy in 2011, planning to buy at a rate 1.7 times higher than their presence in the population.

Target populations These demographic groups plan to buy in 2011 at a rate higher than their proportion of the population Plan-to-buy index Household income $150,000 or more 170 Younger Baby Boomers 165 Generation Y 125 Midwestern households 125 Household income $100,000 to $149,999 123 Generation X 120 Household income $75,000 to $99,999 120 Household income $50,000 to $74,999 105

A plan-to-buy index of 100 indicates the group plans to buythe product at the same rate as all U.S. households. Anindex number greater than 100 indicates they plan tobuy the product at a rate higher than all U.S. households.

Source: Furniture/Today Consumer BuyingTrends Survey, 2011

Amount spent in 2010 Fabric LeatherMedian $799 $899

Under $400 21% 19%$400 - $599 18% 8%$600 - $799 11% 11%$800 - $999 10% 15%$1,000 - $1,499 14% 12%$1,500 or more 26% 35%


Under 25 5% 1%

25-34 23% 18%

35-44 16% 24%

45-54 20% 34%

55-64 23% 19%

65 and over 13% 4%



MOTION SOFASNationally, the % of households that

4.3% 3.2% 4.0%

Shopped for in 2010

Bought in 2010

Plan to buy in 2011


Northeast

Midwest

South

West

Median spent in

2010Bought in

2010Plan to buy

in 2011

$1,024

$799

$1,199

2.5% 3.9%

2.8%5.0%

3.8% 3.7%

3.2% 3.4%

$899

4.5 million households to buy motion this year




By Dana French

Entertainment furniture was the most purchased wood product last year, fulfilling the consumer’s needs for family rooms and dens. More than five million households bought the category in 2010 and another 4.5 million plan to buy this year.

The purchase incidence rate of entertainment fur-niture peaked between 2004 and 2006, when flat-screen TV’s and house-hold gaming equipment became mainstream. In 2004, 6.9% of U.S. house-holds bought entertain-ment and in 2006, 7.5% of households purchased.

Overall, buying house-holds spent a median of $199 on entertainment furniture in 2010, with 46% spending less than $200; 34% spending be-tween $200 and $499; and, 20% spending $500 or more. Big spenders in-cluded households earning $100,000 or more, spend-ing a median of $349; Baby Boomers, a median of $299; and households living in the West, a me-dian of $249.

Generation X, with members currently between the ages of 36 and 46, are the best prospects for en-tertainment in 2011. They

comprise 32% of house-holds who say they’ll buy this year, planning to buy at a rate 1.6 times higher

than their presence in the population. Last year, Gen X spent a median of $199 on entertainment.

Target populations These demographic groups plan to buy in 2011 at a rate higher than their proportion of the population Plan-to-buy index Generation X 160 Household income $75,000 to $99,999 133 Generation Y 130 Household income $100,000 to $149,999 123 Household income $150,000 or more 123 Western households 123 Southern households 108 Midwestern households 103 Younger Baby Boomers 103

A plan-to-buy index of 100 indicates the group plans to buy the product at the same rate as all U.S. households. An index number greater than 100 indicates they plan to buy the product at a rate higher than all U.S. households.

Source: Furniture/Today Consumer Buying Trends Survey, 2011

Amount spentin 2010Median $199

Under $100 25%$100 - $199 21%$200 - $299 14%$300 - $399 7%$400 - $499 13%$500 - $599 7%$600 - $999 7%$1,000 or more 6%

ENTERTAINMENT FURNITURENationally, the % of households that

7.1%4.6%

4.0%

Shopped for in 2010

Bought in 2010

Plan to buy in 2011


Northeast

Midwest

South

West

Median spent in

2010Bought in

2010Plan to buy

in 2011

$199

$199

$249

3.3% 2.3%

3.6% 4.1%

5.3%4.3%

5.8% 4.9%

$199

Generation X is best entertainment prospect


Under 25 3% 1%

25-34 25% 19%

35-44 16% 30%

45-54 23% 24%

55-64 18% 20%

65 and over 15% 6%



Respondent profileRegionNortheast .............................21%Midwest ...............................26%South ...................................32%West .....................................21%

AgeUnder 35 ..............................15%35-44 ...................................18%45-54 ...................................22%55-64 ...................................22%65 and over ..........................23%

Household incomeUnder $30,000 ....................26%$30,000 to $49,999 .............23%$50,000 to $74,999 .............21%$75,000 to $99,999 .............15%$100,000 to $149,999.........11%$150,000 or more ..................4%

Terms used in the reportHouseholds: all those living togeth-er in one housing unit. They may be related family members or unrelated individuals.

Median: the measure that divides the response into two equal por-tions, one above and one below, the median.

Household income: the total combined income of all household members.

Generation Y: Ages 17-35 in 2011, born between 1976 and 1994.

Generation X: Ages 36-46 in 2011, born between 1965 and 1975.

Younger Baby Boomers: Ages 47-55 in 2011, born between 1956 and 1964.




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54126234 furniture today consumer buying trends ii

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