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Contemporary, American Country win gold in case goods style survey

By Furniture Today Staff -- Furniture Today, March 12, 2006

High Point — At lower price points, Contemporary and American Country styles continue to dominate the case goods marketplace, according to Furniture/Today's latest biennial Case Goods Style Survey. Together, these styles account for a low of 69% of formal dining sales to a high of 93% of youth bedroom sales at lower price points.

At middle price points, Contemporary and American Country are still mainstays, accounting for about one-half to two-thirds of sales, but have stronger competition, principally from styles in the Other Traditional family.

At the high end, there is no clear market-share style dominance. The highest style share is held by Other Traditional — 35% in youth bedroom. However, Contemporary and American Country are still important in both youth bedroom and casual dining, accounting for two-fifths to nearly half of unit sales. These two style families also account for about one-third of unit sales in both master bedroom and formal dining room.

The styles showing the fastest sales growth may give clues to future changes in market share. Looking ahead, retailers indicate Contemporary is likely to stay on top at both low and middle price points, and regain some prominence at the high end. The more hard-edged Architectural Contemporary is gaining some ground in master bedroom, but retailers still see Casual Contemporary gaining more sales in all categories.

Regionally, in the Midwest, Contemporary is the market-share leader in both bedroom categories, as well as in formal dining, with one-third to two-fifths of unit sales. There is no clear market-share leader in casual dining in the Midwest; Contemporary, American country and Other Traditional have nearly equal market shares, and European country is close behind in share.

In the Northeast, American Country gets almost one-third of overall unit sales, but defers to Other Traditional styles for master bedroom sales and Contemporary in casual dining.

In the South, Other Traditional is the overall favorite, especially in bedroom, garnering two-fifths of youth bedroom sales and nearly one-third of master bedroom sales. In formal dining, 18th century and Other Traditional split the honors, and in casual dining, Contemporary comes into its own, picking up one-third of unit sales.

In the West, American Country captures almost two-fifths of case goods sales overall, and is especially strong in casual dining and youth bedroom.

Style families

Retailers used the following list to identify the market share of various styles at their stores:

Contemporary

Art Deco

Architectural contemporary

Casual contemporary

European modern

Scandinavian

American country

Early American/Colonial

Mission/Arts & Crafts

Shaker

Southwestern

European country

English country

French country

Mediterranean

18th century

English 18th century

American 18th century

Other traditional

Campaign

Formal French

Italian

Neoclassic

European traditional

Victorian

West Indies/Caribbean

Other

Asian

Source: Furniture/Today

Case Goods Style Survey, 2006

Top picks as the style showing the fastest sales growth, by region

Master bedroom

MIDWEST

Casual contemporary 41%

NORTHEAST

Early American 17%

WEST

Early American 23%

SOUTH

Casual contemporary 41%

Youth bedroom

MIDWEST

Casual contemporary 54%

NORTHEAST

Early American 28%

WEST

Casual contemporary 46%

SOUTH

Casual contemporary 46%

Formal dining

MIDWEST

Casual contemporary 25%

NORTHEAST

Casual contemp. 20%

WEST

Early American 31%

SOUTH

Casual contemporary 29%

Casual dining

MIDWEST

Casual contemporary 57%

NORTHEAST

Casual contemporary 39%

WEST

Casual contemporary 38%

SOUTH

Casual contemporary 40%

About the 2006 wood style survey

The sales experiences of more than 1,900 stores are the basis of the data relating to market share and identification of the styles showing the fastest sales growth in Furniture/Today's exclusive Case Goods Style Survey.

Retailers answered survey questions by mail, fax and phone during January and February. Their answers reflect their 2005 sales experiences for styles, wood types and finishes in master and youth bedroom, formal and casual dining at low, medium and high price points. Regional differences in style preferences are shown in the report.

To determine market share, responses were weighted to reflect a retailer's sales in each product category and at each price point level. For example, the response from a retailer with annual sales of $20 million in master bedroom was given greater weight than that from a store doing $5 million in that category.

To be shown in the report, at least 5% of retailers had to identify a style, wood or finish as being best selling or showing the fastest sales growth.

Three-fourths of the retailers answering the survey are furniture stores operating in a single market; one-fifth are chains operating in more than one market. The remainder are department stores and discount department stores.

By sales volume, the annual furniture sales volume of responding retailers is:

Less than $5 million	56%
$5 million to $9.99 million	14%
$10 million to $19.99 million	8%
$20 million to $49.99 million	11%
$50 million or more	11%

Survey respondents by region
Northeast	27%
Midwest	29%
South	22%
West	22%

The Case Goods Style Survey was conducted by researchers Judi Fulbright and Janice Chamberlain with help from Database Coordinator Cynthia Myers and Research Assistants Stephanie Rutledge and Patrice Rahming.

Master bedroom

Best-selling wood, wood finish, other material
		Price points			Region
	Low	Middle	High	Northeast	Midwest	South	West
Alder				9%
Ash							7%
Birch							7%
Burl							7%
Cherry	3%	16%	30%	41%	20%	31%	21%
Fancy inlay						8%
Mahogany			9%	6%		11%
Maple		8%	9%	22%	11%	15%
Oak	15%	23%	11%	12%	50%	8%	28%
Painted colors		5%			9%	8%	7%
Pecan						8%

Master bedroom price points

For a headboard, dresser, mirror and chest

Low $999 and below

Middle $1,000 to $2,999

High $3,000 and above

Best-selling finish
		Price points			Region
	Low	Middle	High	Northeast	Midwest	South	West
Light	7%			10%	5%		6%
Medium	26%	46%	40%	57%	71%	57%	57%
Dark	7%	20%	34%	33%	24%	40%	36%

Fastest-growing finish
		Price points			Region
	Low	Middle	High	Northeast	Midwest	South	West
Source: Furniture/Today Case Goods Style Survey, 2006
Light	11%	5%	5%	12%	15%	15%	9%
Medium	16%	31%	22%	36%	34%	44%	48%
Dark	8%	22%	38%	52%	29%	37%	42%
Painted		7%			22%

Youth bedroom

Best-selling wood, wood finish, other material
	Price points			Region
	Low	Middle	High	Northeast	Midwest	South	West
Beech						9%
Birch		7%					12%
Cherry		8%	9%	23%		14%	8%
Maple	5%	5%	15%	23%	18%	19%
Oak	13%	20%	13%	20%	46%	19%	29%
Painted colors		12%	11%	13%	15%	33%	12%
Pecan				7%
Pine	8%	5%		7%	5%	5%	25%

Youth bedroom price points

For a twin bed

Low $149 and below

Middle $150 to $299

High $300 and above

Best-selling finish
	Price points			Region
	Low	Middle	High	Northeast	Midwest	South	West
Light	9%	24%	5%	27%	25%	8%	39%
Medium	19%	30%	30%	54%	56%	46%	39%
Dark		5%			8%	8%
Painted	11%		13%	15%	11%	33%	18%

Fastest-growing finish
	Price points			Region
	Low	Middle	High	Northeast	Midwest	South	West
Source: Furniture/Today Case Goods Style Survey, 2006
Light	11%	20%	8%	25%	31%	18%	32%
Medium	16%	22%	19%	45%	33%	45%	36%
Dark		7%	7%	5%	14%	23%
Painted	8%	8%	15%	25%	22%		29%

Formal dining

Best-selling wood, wood finish, other material
		Price points			Region
	Low	Middle	High	Northeast	Midwest	South	West
Birch				7%
Burl						6%
Cherry	5%	24%	30%	40%	24%	50%	33%
Fancy inlay						11%
Lacquer				5%
Mahogany			8%	5%		11
Maple		5%		9%	13%	6%
Oak	16%	19%	12%	23%	42%	6%	30%
Painted colors					8%
Pine	5%					11%	11%

Formal dining price points

For a table and four chairs

Low $999 and below

Middle $1,000 to $2,999

High $3,000 and above

Best Selling finish
		Price points			Region
	Low	Middle	High	Northeast	Midwest	South	West
Light							6%
Medium	20%	46%	30%	59%	69%	36%	49%
Dark	20%	20%	31%	37%	31%	54%	46%

Fastest-growing finish
		Price points			Region
	Low	Middle	High	Northeast	Midwest	South	West
Source: Furniture/Today Case Goods Style Survey, 2006
Light					8%		5%
Medium	16%	24%	22%	42%	46%	36%	28%
Dark	16%	27%	35%	54%	22%	50%	67%
Painted		8%			24%	9%

Casual dining

Best-selling wood, wood finish, other material Best-selling finish
			Price points			Region
	Low	Middle	High	Northeast	Midwest	South	West
Ash				5%
Beech	8%			8%	7%
Birch		8%	12%	18%	7%	16%	6%
Cherry		9%	13%	18%	9%		18%
Glass top							12%
Maple	5%	7%	5%	10%	14%	12%
Oak	16%	27%	16%	21%	45%	8%	45%
Painted colors	5%	7%	5%	5%	7%	28%
Pine		5%					9%
Rubberwood						8%

Casual dining price points

For a table and four chairs

Low $699 and below

Middle $700 to $1,999

High $2,000 and above

Best-selling finish
		Price points				Region
	Low	Middle	High	Northeast	Midwest	South	West
Light	18%	9%		29%	11%	12%	13%
Medium	24%	39%	38%	58%	76%	40%	50%
Dark		15%	14%	13%	11%	16%	29%
Painted		7%				32%

Fastest-growing finish
		Price points				Region
	Low	Middle	High	Northeast	Midwest	South	West
Source: Furniture/Today Case Goods Style Survey, 2006
Light	15%	9%	5%	28%	26%	8%	8%
Medium	22%	36%	26%	52%	41%	46%	61%
Dark	7%	11%	13%	12%	10%	25%	28%
Painted	6%	12%	8%	8%	23%	21%

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Contemporary, American Country win gold in case goods style survey

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