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Area rugs

By Furniture Today Staff -- Furniture Today, February 23, 2003

Area rugs are a top home furnishings buy this year. And they are especially popular with younger households. With their lower incomes, these younger households naturally have fewer dollars to spend. The median planned area rug buy is $100 for households under 35, compared with the national median of $150.

Regionally, households in the Northeast are the most likely area rug buyers. They plan to dig deeper into their wallets for their area rug purchase, planning to spend a median of $200. Households in the West have also earmarked a median of $200 for their area rug purchase, while in the Midwest and South the median price that area rug buyers expect to pay is $100.

Both young and middle parents have a high plan-to-buy index for area rugs. Young and middle parents expect to pay a median of $100.

Look to African-Americans as strong area rug prospects as well. They account for 10% of the households planning to buy an area rug this year and have a median budget of $100.

$ plan to spend	% of the 6.1% of households that plan to buy in 2003
an area rug
Under $50	12%
$50–$99	18%
$100–$149	19%
$150–$199	6%
$200–$299	16%
$300–$499	11%
$500–$999	12%
$1,000 or more	6%

Percent of households that...
Shopped for an area rug in 2002	10.8%
Bought an area rug 2002	7.1%
Plan to buy an area rug in 2003	6.1%

Age	% of the 7.1% of households that in 2002 bought	% of the 6.1% of households that in 2003 plan to buy
	an area rug
Under 25	2%	4%
25 – 34	15%	18%
35 – 44	24%	26%
45 – 54	26%	24%
55 – 64	18%	15%
65 and over	15%	13%

Opportunity knocks

Percent of households in each region that plan to buy an area rug in 2003
West	6.3%
Midwest	5.6%
South	6.2%
Northeast	6.5%

The most popular price points for area rugs fall between $100 and $499. Over one-half of households that plan to buy an area rug put their budget in this range.
Area rugs are included in the buying plans of at least one-fourth of households planning to buy decorative pillows and throws, wall décor, occasional chairs, lamps, dining room furniture or occasional tables.

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