Lamps and Lighting Survey: About the Survey

Staff -- Home Accents Today, 3/1/2005

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 examine home furnishings shopping and purchasing patterns in 2002 and buying plans for 2003.

The profile of the responding households closely matches the demographics of all U.S. households. That, coupled with the large sample size (and a response rate of 63%), means that the original 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 decorative accessories, including lamps and lighting.

The demographics of the 1,004 households that responded to the survey (a 59% response rate) again 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%.

Households

All those living together in one housing unit, including family members or unrelated individuals.

Household income

Combined income of all household members.

Age

Of the household head.

Median

Divides the responses into two equal portions, half above and half below the median amount.

Share of purchases

The percentage of the total number of purchases at each channel, not the percentage of total dollars spent. More than one may be bought during a single purchase.

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, Red Envelope and Longaberger Baskets.

Home accent/gift stores

Home accents and/or gifts are the total business or single largest category. Most are local or regional companies.

Home improvement centers/warehouse membership clubs

Includes home improvement centers of Home Depot and Lowe's and the warehouse membership clubs of Sam's Club, Costco and BJ's Wholesale. Also includes EXPO Design Center and Sears' The Great Indoors.

Lamp and lighting stores

Lamps and lighting are the total business or single largest category. Includes local, regional and national stores.

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, Crate & Barrel, IKEA, Kirkland's, Linens 'N Things, Pier 1 and Pottery Barn.

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, as well as dollar stores such as Dollar General and Family Dollar.

Traditional furniture stores

Furniture is the total business or single largest product category. Includes local, regional and national furniture stores. Examples include Ashley Furniture HomeStores, Ethan Allen, Havertys, Rooms To Go and Thomasville Home Furnishings Stores.

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.

To order the complete survey from our Research Store, click here.