Consumer Buying Trends 2005 January 28, 2005. Furniture/Today’s exclusive consumer data responses of 2,500 households, closely matching the demographic.

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Presentation transcript:

Consumer Buying Trends 2005 January 28, 2005

Furniture/Today’s exclusive consumer data responses of 2,500 households, closely matching the demographic characteristics of all U.S. households conducted for Furniture/Today by National Family Opinion in January 2005 to examine shopping and purchasing patterns in 2004 and buying plans for margin of error of plus or minus 2%. Consumer Buying Trends

Who answered the survey? % of households responding Consumer Buying Trends Age Under and over 2% 11% 20% 22% 29% 16% Region Northeast Midwest South West 20% 23% 36% 21% Household income Under $20,000 $20,000 - $29,999 $30,000 - $39,999 $40,000 - $49,999 $50,000 - $59,999 $60,000 - $74,999 $75,000 - $84,999 $85,000 - $99,999 $100,000 - $124,999 $125,000 or more 15% 13% 12% 11% 8% 13% 7% 8% 6% Generation Generation Y6% Generation X19% Younger Baby Boomers19% Older Baby Boomers22% Happy Days Generation27% Senior Seniors7% Source: Furniture/Today, 2005 Consumer Buying Trends Survey

2% 3% 4% 5% 6% 7% 8% 9% 14% Futons/sofa-sleepers Stationary chairs Glider rockers Dining room Youth/other adult bedroom Curios Motion sofas Occasional tables Kitchen/dinette table, chairs Entertainment centers/armoires Master bedroom Reclining chairs Desks/other home office Stationary sofas Mattress/boxspring 2005 consumer buying plans % of households planning a purchase Source: Furniture/Today, 2005 Consumer Buying Trends Survey Consumer Buying Trends

Source: Furniture/Today, 2005 Consumer Buying Trends Survey Sales potential in $ billions Mattress/boxspring Stationary sofas Desks/other home office Reclining chairs Master bedroom Entertainment centers/armoires Kitchen/dinette table, chairs Occasional tables Motion sofas Curios Youth/other adult bedroom Dining room Glider rockers Stationary chairs Futons/sofa-sleepers $ The sales potential in 2005 calculated for each product category assumes all households planning to buy actually make a purchase and spend the maximum amount planned. Actual sales figures for each product category in 2005 may be higher or lower.

Consumer budgets and Consumer targets Consumer Buying Trends Consumer budgets are the maximum amount consumers say they plan to spend for each product. Consumer targets are demographic groups that have a high plan-to-buy index. That is, these groups plan to purchase the product at a rate higher than their presence in the population. They frequently are not the largest demographic group purchasing a product, but represent opportunity in a demographic segment that may otherwise be overlooked. Source: Furniture/Today, 2005 Consumer Buying Trends Survey

Consumer Buying Trends Source: Furniture/Today, 2005 Consumer Buying Trends Survey Mattress/boxspring Consumer targetsBudget Median$500 Percentage of households that plan to spend Under $20015% $200 - $29911% $300 - $49922% $500 - $59918% $600 - $74910% $750 - $9998% $1,000 or more16% Generation Y Generation X Renters African-Americans Families with children

Consumer Buying Trends Source: Furniture/Today, 2005 Consumer Buying Trends Survey Stationary sofas Consumer targets Generation Y African-Americans Renters Families with children Generation X Budget Median$750 Percentage of households that plan to spend Under $30010% $300 - $49914% $500 - $59912% $600 - $79916% $800 - $99911% $1,000 - $1,49921% $1,500 or more16%

Consumer Buying Trends Source: Furniture/Today, 2005 Consumer Buying Trends Survey Consumer targetsBudget African-Americans Generation Y Apartment dwellers Households living in the West Generation X Households with incomes of $75,000 or more Median$200 Percentage of households that plan to spend Under $10011% $100 - $12418% $125 - $19910% $200 - $24921% $250 - $39916% $400 - $69913% $700 or more11% Desks/other home office furniture

Consumer Buying Trends Source: Furniture/Today, 2005 Consumer Buying Trends Survey Reclining chairs Consumer targetsBudget Retired consumers Mobile home dwellers Older Baby Boomers Households in the Midwest African-Americans Happy Days Generation Median$400 Percentage of households that plan to spend Under $2008% $200 - $29918% $300 - $39917% $400 - $49920% $500 - $59918% $600 - $79910% $800 or more9%

Consumer Buying Trends Source: Furniture/Today, 2005 Consumer Buying Trends Survey Master bedroom Consumer targetsBudget African-Americans Generation Y Generation X Renters Hispanics Households with incomes of $75,000 or more Median$1,000 Percentage of households that plan to spend Under $20013% $200 - $49916% $500 - $99918% $1,000 - $1,19916% $1,200 - $1,99914% $2,000 - $2,49911% $2,500 or more12%

Consumer Buying Trends Source: Furniture/Today, 2005 Consumer Buying Trends Survey Entertainment centers/armoires Consumer targetsBudget African-Americans Generation X Generation Y Renters Households with children Households with incomes of $75,000 or more Median$300 Percentage of households that plan to spend Under $12516% $125 - $22422% $225 - $49920% $500 - $69912% $700 - $99911% $1,000 - $1,99912% $2,000 or more7%

Consumer Buying Trends Source: Furniture/Today, 2005 Consumer Buying Trends Survey Kitchen/dinette table, chairs Consumer targets Generation Y African-Americans Renters Households with children Younger Baby Boomers Households living in markets with 2 million or more people Households in the South Budget Median$300 Percentage of households that plan to spend Under $10011% $100 - $19916% $200 - $29917% $300 - $49915% $500 - $59920% $600 - $99910% $1,000 or more11%

Consumer Buying Trends Source: Furniture/Today, 2005 Consumer Buying Trends Survey Occasional tables Consumer targetsBudget Generation Y Apartment dwellers African-Americans Generation X Households with children Households with incomes of $75,000 or more Median$200 Percentage of households that plan to spend Under $10015% $100 - $19921% $200 - $24926% $250 - $39912% $400 - $59919% $600 or more7%

Consumer Buying Trends Source: Furniture/Today, 2005 Consumer Buying Trends Survey Motion sofas Consumer targets Budget Generation Y African-Americans Apartment dwellers Generation X Households with children Younger Baby Boomers Median$800 Percentage of households that plan to spend Under $3008% $300 - $4999% $500 - $59921% $600 - $99917% $1,000 - $1,22420% $1,225 - $1,99912% $2,000 or more13%

Consumer Buying Trends Source: Furniture/Today, 2005 Consumer Buying Trends Survey Curios Consumer targets Budget Asian-Americans Generation X African-Americans Generation Y Renters Younger Baby Boomers Median200$ Percentage of households that plan to spend Under $10016% $100 - $19924% $200 - $29922% $300 - $49913% $500 - $99915% $1,000 or more10%

Consumer Buying Trends Source: Furniture/Today, 2005 Consumer Buying Trends Survey Youth/other adult bedroom Consumer targets Budget Hispanics African-Americans Households with children Generation X Generation Y Median$500 Percentage of households that plan to spend Under $20014% $200 - $29916% $300 - $49911% $500 - $59922% $600 - $99910% $1,000 - $1,49912% $1,500 or more15%

Consumer Buying Trends Source: Furniture/Today, 2005 Consumer Buying Trends Survey Dining room Consumer targetsBudget Asian-Americans Generation X African-Americans Apartment dwellers Generation Y Households with incomes of $75,000 or more Households in markets with 2 million or more people Median1,000$ Percentage of households that plan to spend Under $30015% $300 - $59918% $600 - $99913% $1,000 - $1,49923% $1,500 - $1,99912% $2,000 - $2,9999% $3,000 or more10%

Consumer Buying Trends Source: Furniture/Today, 2005 Consumer Buying Trends Survey Glider rockers Consumer targetsBudget African-Americans Generation X Happy Days Generation Households in the South Households with incomes between $40,000 and $74,999 Median300$ Percentage of households that plan to spend Under $12521% $125 - $24918% $250 - $34920% $350 - $49915% $500 - $74915% $750 or more11%

Consumer Buying Trends Source: Furniture/Today, 2005 Consumer Buying Trends Survey Stationary chairs Consumer targetsBudget African-Americans Younger Baby Boomers Households with children Households with incomes of $75,000 or more Households living in the South and West Median$250 Percentage of households that plan to spend Under $1008% $100 - $19919% $200 - $29924% $300 - $39914% $400 - $59915% $600 - $79912% $800 or more8%

Consumer Buying Trends Source: Furniture/Today, 2005 Consumer Buying Trends Survey Futons/sofa-sleepers Consumer targetsBudget African-Americans Hispanics Asian-Americans Older Baby Boomers Apartment dwellers Consumers who are divorced, widowed or separated Generation X Median$300 Percentage of households that plan to spend Under $1008% $100 - $19919% $200 - $29919% $300 - $39919% $400 - $59918% $600 or more17%