Do Business Well

Because television retailing mirrors that of audio and stereo equipment, for a discussion of market share leaders at retail see the audio equipment section.

Like computers, technological innovation in the recording and display of video images is a major driver for growth. DVDs are rapidly replacing videocassettes as the recording medium of choice for video images, thus motivating U.S. households to upgrade their video playback equipment to be compatible with DVDs. Continue Reading »

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Just over 40 percent of consumers (42 percent) in 2003 purchased baskets, boxes, vases, pots, and other decorative holders. With the definition of this category expanded from the last survey, the whole range of functional storage accessories are becoming more important in home decor, offering both decorative values as well as the functional benefit of holding flowers, plants, or other items. Continue Reading »

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Leadership first, perception second. To try to reverse this sequence is almost impossible.

What if you do everything right? What if you are the first in a new category and subsequently go on to dominate that category domestically? Then you should try to expand the market in the U.S. at the same time that you take your brand to the global market.

Coca-Cola did all of these things. But what’s next? Are there no second acts in branding history? Continue Reading »

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Christmas is the pinnacle of all holiday decorating, but thanks to Martha Stewart and other home-decorating mavens’ tutoring, Americans have expanded the number of holidays for which they go “all out” and decorate their homes. Over 60 percent of American households (61 percent) purchased Christmas decorations or other seasonal decorations in 2003, up from 55 percent purchase incidence in 2001. While no statistics are available about the exact number of homes that decorate for each major holiday, the holidays that are key for home decorating are Valentine’s Day, Easter, Fourth of July, Halloween, Thanksgiving, and, of course, Christmas. This is the third most widely purchased home product category. Continue Reading »

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Purchase incidence of home textiles, which includes rugs, throws, pillows, and table and bed linens, dropped sharply in 2003. While purchase incidence peaked in 2001 at 60 percent, only 52 percent of households bought this class of goods in 2003. Once one of the prime categories associated with nesting and cocooning, consumers‘ new anti-clutter approach to home decor is turning them off this once-vibrant category. Continue Reading »

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Some 56 percent of U.S. households bought kitchenware and housewares in 2003, about even with the 58 percent that did the same in 2001.

A category that is often perceived as a household necessity, consumers are encouraged to buy when retailers and marketers give them a reason to replace existing kitchen accessories with the latest models that give new functionality or ease of use. Continue Reading »

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As a new category added to the consumer survey, window coverings, blinds, curtains, and other window treatments are an essential part of most home remodeling projects, big or small. Some 37 percent of households made a purchase of window coverings in the past year. With consumers avidly tuning into such do-it-yourself decorating shows as The Learning Channel’s Trading Spaces and While You Were Out, they are learning all about the easy, quick, and cost-effective decorating possibilities available through window treatments. Continue Reading »

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