Shopper profile
Staff -- Home Accents Today, 2/1/2006
Consumer spending on wall decor, including mirrors, topped $5.9 billion in 2005. Households spent a median of $50 on their wall decor purchase last year.
According to Home Accents Today's exclusive Consumer Buying Trends Survey, one-fifth of all buyers purchased wall decor through a discount department store or off-price retailer, spending a median of $35. Another 14% of U.S. households bought through a home improvement center or warehouse membership club and spent a median of $50. Slightly more than one-tenth of households bought wall decor at a home accent/gift specialist, spending a median of $75.
The following tables provide demographic data of wall decor buyers through the top three channels, as well as describe how buyers through each channel feel about or approach the wall decor shopping process.
| discount department stores/off-price retailers | home improvement centers/warehouse membership clubs | home accent/gift stores | |
| HOUSEHOLD INCOME | |||
| under $30,000 | 30% | 19% | 12% |
| $30,000 – $49,999 | 11% | 17% | 18% |
| $50,000 – $74,999 | 30% | 22% | 23% |
| $75,000 – $99,999 | 12% | 17% | 26% |
| $100,000 or more | 17% | 25% | 21% |
| REGION | |||
| Northeast | 13% | 15% | 24% |
| Midwest | 27% | 24% | 9% |
| South | 37% | 34% | 44% |
| West | 23% | 27% | 23% |
| AGE | |||
| under 25 | 15% | <1% | 9% |
| 25 to 34 | 34% | 32% | 23% |
| 35 to 44 | 23% | 25% | 26% |
| 45 to 54 | 12% | 34% | 15% |
| 55 to 64 | 13% | 2% | 18% |
| 65 and over | 3% | 7% | 9% |
| Source: Home Accents Today Consumer Buying Trends Shopping Attitudes Survey, 2005 |
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| Households buying wall decor at each channel were more likely to... | |
| discount department stores/off-price retailers | compare prices |
| describe themselves as practical | |
| think wall decor shopping is fun | |
| home improvement centers/warehouse membership clubs | know what they want |
| be open to trying new things and styles | |
| think wall decor is expensive | |
| shop with her/his spouse | |
| describe themselves as adventurous | |
| home accent/gift stores | shop a lot of different kinds of stores |
| have a particular style in mind | |
| believe it's easy to judge a product's quality | |
| think wall decor shopping is time-consuming | |
| *Households that purchased wall decor in discount department stores/off-price retailers, home improvement centers/warehouse membership clubs and home accent/gift stores were asked to rate on a scale of 1 to 5 how well several phrases describe how they feel about or approach the wall decor shopping process. Source: Home Accents Today Consumer Buying Trends Shopping Attitudes Survey, 2005 |
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