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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 on theme: "Consumer Buying Trends 2005 January 28, 2005. Furniture/Today’s exclusive consumer data responses of 2,500 households, closely matching the demographic."— Presentation transcript:

1 Consumer Buying Trends 2005 January 28, 2005

2 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 2005. margin of error of plus or minus 2%. Consumer Buying Trends

3 Who answered the survey? % of households responding Consumer Buying Trends Age Under 25 25 - 34 35 - 44 45 - 54 55 - 64 65 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

4 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

5 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 $10.3 10.1 3.5 4.4 10.6 4.9 3.6 2.0 6.8 2.1 3.4 6.6 1.4 1.2 1.1 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.

6 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

7 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

8 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%

9 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

10 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%

11 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%

12 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%

13 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%

14 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%

15 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%

16 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%

17 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%

18 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%

19 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%

20 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%

21 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%


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