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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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Forty-one percent of households purchased florals and plants for indoor use during 2003, down slightly from 44 percent in 2001. Cut flowers are a popular gift item, especially for Valentine’s Day.

Floral and Greenery Industry Snapshot

The retail market for cut flowers and florist items is said to be $15 billion by Chain Store Age magazine.

In total, sales of flowers, seeds, and potted plants (including both indoor and outdoor plants) was $18.2 billion in 2002, according to personal consumption data from the U.S. Bureau of Economic Analysis. This represents a 1.4 percent increase over sales of $17.9 billion in 2000. Continue Reading »

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More than half of American households (56 percent) bought flowers, seeds, shrubs, and trees for outdoor landscaping in 2003, down just slightly from 59 percent in 2002. Outdoor gardening is a passion for many, and a necessity for others. The American Gardening Association reports that 80 percent of U.S. households participate in some garden- related activity that usually results in the expenditure of money for tools, equipment, greenery, and supplies. Continue Reading »

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With consumers spending more money on landscaping and their lawns, it is not surprising the purchase incidence of garden equipment, furniture, and decor is strong as well. Purchase incidence of garden equipment, furniture, and decorative items for the garden (i.e., garden hardware) was 42 percent in 2003, down slightly from results of 47 percent in 2001. Continue Reading »

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Purchase incidence of furniture was the same in 2005 (41 percent) as in 2006. The purchase of furniture can range from inexpensive occasional tables and ready-to-assemble and unfinished furniture to major furniture acquisitions that are often bought on credit and paid for over time.

Furniture Industry Snapshot

Personal consumption of furniture, including mattresses and box springs, reached $69.8 billion in 2002, up 3.2 percent over 2000 levels of $67.6 billion. 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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Purchase History

<FIRST PURCHASE DATE, LAST PURCHASE DATE, PURCHASE FREQUENCY, PURCHASE VALUE (ACTUAL PURCHASES OR AVERAGE PURCHASE), PRODUCTS PURCHASED, PURCHASE DRIVER (WEBSITE “WALK-ON,” EMAIL RESPONSE, BANNER CLICK-THROUGH … )>

Because past purchases are among the leading predictors of future interest, you should use the information contained in the customer’s purchase history to determine the timing, offer, targeting, and personalization of your promotional communication. If, for example, you bought book from BarnesandNoble, you’ve probably been identified as someone who’s interested in high-tech business books, which means there’s a good chance you’d be interested in Geoffrey Moore’s Inside the Tornado. Continue Reading »

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Imagine that you’re walking down a city street when a complete stranger suddenly approaches you. He tells you he’s just been transferred to a new position in Atlanta and has to move that weekend and asks if you’d be willing to help him load some boxes onto a truck. If you help him, he says, he’s got a refrigerator full of cold beer that he’ll share. Would you help? Would the incentive be enough? What if he said that he and his wife had planned a trip to Paris that they can’t take because of the move and he’d be willing to give you a pair of airplane tickets?

On the other hand, what if you got a call from a friend who’s making the same move and needs your help? You’d probably do it for nothing. She might give you a bottle of your favorite wine to show her appreciation. It’s not really necessary, but it’s still a nice reward. Continue Reading »

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