Education key to recliner sales
By Furniture Today Staff -- Furniture Today, December 16, 2001
Despite the fact that producers offer reclining chairs with high-end covers and expensive gizmos, enhancing the style and function of the piece, the median dollars households plan to spend on recliners suggests that their perceptions are geared more toward the low end.
The national median price that households said they plan to spend on recliners this year is $400. At 4.7 million households, this represents about $1.9 billion in recliner sales.
Do these potential buyers even know they can purchase a very stylish reclining chair with a fine leather cover?
Nationally, the amount households plan to spend does step up as income levels rise — from a median of $300 for those with a household income of less than $20,000 to $500 for those with an income of $100,000 or more.
But that median at the upper income levels should surely be higher. These are the folks that would be most willing to pay for leather upholstery, deluxe massage and built-in refrigerators.
Educating the customer can make a difference. Whether via the Internet or a savvy salesperson on the showroom floor, give the shopper a value story they can't ignore.
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Just the Stats: Recliners
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Reclining chairs
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