Methodology

Home Accents Today market research worked with Easy Analytic Software Inc., to develop sales estimates and projections for U.S. accent furniture, area rugs, lamps, pillows and wall decor. This month's issue focuses on accent furniture, area rugs, lamps, pillows. Wall décor figures can be found in the February issue.

2006 estimates are based on data available through November 2006 from the Department of Commerce, the International Trade Commission, sales estimates from manufacturers and retailers and discussions with industry executives, and are subject to revision as additional data become available.

The statisticians at EASI matched demographic data (such as, age and income) from the Bureau of the Census, the Department of Justice, the National Center for Education Statistics and the Department of Labor using a series of statistical models to develop estimates by metro markets.

Projections for 2011 are designed to forecast the changes that statistically adjust for household income, age by race and sex, group quarter population and births and deaths, along with other forecasting factors. Spending forecasts assume a national rate of inflation that does not vary from one location to another. Changes in economic conditions are not part of the equations.

Sales estimates and projections for the nations more than 900 metropolitan areas are available in a series of Product Potential and Market Potential Reports on the Home Accents Today Research Store.

More Reports Available

Home Accents Today, with sister publication Furniture/Today and Easy Analytic Software, has also prepared sales estimates and projections for individual product categories for all of the nation's 934 metropolitan areas in a series of Product Potential Reports.

Major metros, called Metropolitan Statistical Areas (MSAs), have at least one urbanized area of 50,000 or more population. Small metros, Micropolitan Statistical Areas, have at least one urban cluster with a population of at least 10,000, but less than 50,000. Both include adjacent territory that has a high degree of social and economic integration with the core measured by commuting ties. The designations are mandated by the Office of Management and Budget.

Each Product Potential Report gives estimated 2006 sales and projected 2011 sales figures for each specific product (for example, area rugs or master bedroom). In addition to home accent categories, Product Potential Reports are available for 17 furniture products : Master bedroom; Youth, other adult bedroom furniture; Casual dining; Dining room furniture; Entertainment furniture; Curios; Occasional tables; Desks and other home office furniture; Stationary sofas; Stationary chairs; Reclining chairs; Swivel, glider rockers; Motion sofas; Sofa sleepers and futons; Mattress, boxspring; Infant furniture, and Outdoor furniture.

Also available are Market Potential reports, available for more than 900 metropolitan areas. Each report gives the retail spending estimated in 2006 for each of the product categories listed above, along with projected spending in 2011. Armed with this information, retailers can calculate their own share of market in their trading area.

In addition to home furnishings spending estimates, Market Potential Reports also give demographic information on the metro area, including breakdowns by age, income, race and ethnicity, showing how these are projected to change over time.

Both Product Potential Reports and Market Potential Reports may be ordered online at homeaccentstoday.com (go to the Research Store).