About the Survey
Staff -- Home Accents Today, 1/1/2005
This exclusive consumer data originates from the responses of 31,505 households to a survey conducted in December 2002 and January 2003. Home Accents Today had National Family Opinion poll 50,000 U.S. households to find out about home furnishings shopping and purchasing patterns in 2002 and buying plans for 2003. Because of the large sample size, combined with a response rate of 63%, and a respondent profile closely matching the demographics of all U.S. households, survey data can be projected nationally with a margin of error of plus or minus less than 1%.
In September and October 2003, Home Accents Today sent a follow-up survey to those households that purchased in 2002 or planned to purchase in 2003 home accents. The 1004 households that responded to the survey (a 59% response rate) closely match the demographics of all home furnishings buying households in the United States. This means results can be projected nationally with a margin of error of plus or minus 3%.
The research was analyzed by Home Accent Today's research department, led by Director of Market Research Kay Anderson and Senior Research Specialist Dana French.
Distribution ChannelsHome accent/gifts stores
Home accents and gifts are the total business or single largest category. Most are local or regional companies.
Department stores
Full-line operations carrying a variety of merchandise, including national and regional stores. Examples include JCPenney, Macy's, Bloomingdale's and Sears.
Discount department stores
General merchandise retailers, including national, regional and local stores. Examples include Wal-Mart, Target, Kmart, ShopKo, Meijer and Fred Meyer.
Direct-to-consumer
Retailers who sell primarily through catalogs, television, the Internet and/or home parties. Examples include QVC, Lillian Vernon, PartyLite, Home Interior & Gifts, Red Envelope and Longaberger Baskets.
Home improvement centers
Includes Home Depot, Lowe's, EXPO Design Center and Sears' The Great Indoors.
Lifestyle stores
Retailers that carry accent furniture, portable lamps, area rugs, wall decor, other decorative accessories and soft goods at full price and some combination of housewares, small appliances, gourmet foods, apparel, jewelry and/or personal care items. Examples include Anthropologie, Bed Bath & Beyond, Cost Plus World Market, Crate & Barrel, IKEA, Kirkland's, Linens 'N Things, Pier 1 Imports, Pottery Barn, Restoration Hardware, The Bombay Company and Z Gallerie.
Off-price retailers
General merchandise retailers selling at prices below department store and specialty retailers. Examples include Stein Mart, T.J. Maxx, Tuesday Morning and Big Lots. Also includes dollar stores such as Dollar General and Family Dollar.
Warehouse membership club
Includes Costco, Sam's Club and BJ's Wholesale.
TermsHouseholds
All those living together in one housing unit, including family members or unrelated individuals.
Household income
Combined income of all household members.
Median
Divides the responses into two equal portions, half above and half below the median amount.
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