Lamps & Lighting Survey: Sconces, chandeliers shine in fixtures category
Staff -- Home Accents Today, 3/1/2005
Retail sales for lighting fixtures totaled $4.21 billion in 2004, according to Home Accents Today's exclusive 2004 Universe Study. Lighting fixture sales are projected to increase 3.3% this year, reaching $4.35 billion.
Households responding to Home Accents Today's Consumer Buying Trends Survey reveal chandeliers and wall sconces are the top two products within the category. Nearly three-fourths of households buy one chandelier; however, 69% of households buy a pair of wall sconces and 12% buy three or four. The overwhelming majority of households plan ahead before making a chandelier purchase. Only 5% of households bought one on impulse. On the other hand, 37% of the households that bought wall sconces bought them on impulse.
Half of all chandelier-buying households are Baby Boomers (born 1946 to 1964) and one-fifth are members of either Gen X (born 1965 to 1975) or Gen Y (born 1976 to 1985). Boomers spent a median of $220 on their chandelier purchase and members of Gen X and Y spent a median of $90. Slightly more than three-fifths of chandelier buyers have household incomes of $50,000 or more. Additionally, 40% have incomes of $75,000 or more and 24% have incomes of $100,000 or more. Only 8% of chandelier buyers are renters and 76% are currently married.
Households responding to the consumer survey indicate home improvement centers/warehouse membership clubs and lighting specialty stores are the top two distribution channels for chandeliers. Households spent a median of $205 on their chandelier purchase at a home improvement center and a median of $600 at a lamp and lighting store. In terms of age, there's no difference between consumers buying a chandelier through either channel, but there is a difference in household income. Households buying at lighting specialty stores have higher incomes, with more than half having incomes of $75,000 or more and more than one-third having incomes of $100,000 or more. In comparison, only one-third of home improvement center buyers have incomes of $75,000 or more and only 17% have incomes of $100,000 or more.
Wall sconces are more popular among younger consumers. Nearly one-third of wall sconce buyers are members of either Gen X or Gen Y. Even so, Baby Boomers account for 53% of all wall sconce buyers. Boomers spent a median of $40 on their total wall sconce purchase; Gen X, a median of $30; and, Gen Y, a median of $25.
As with chandeliers, home improvement centers/warehouse membership clubs is the top channel for sconces. The direct-to-consumer channel, including catalogs, TV shopping networks and the Internet, along with lifestyle stores, such as Pottery Barn and Restoration Hardware, are also important players in the category.
Households buying at lighting specialty stores have higher incomes. More than half have incomes of $75,000 or more and more than one-third have incomes of $100,000 or more.
Households spent a median of $205 on their chandelier purchase at a home improvement center and a median of $600 at a lamp and lighting store.
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