About the survey
By Furniture Today Staff -- Furniture Today, February 12, 2007
High Point — This exclusive consumer data originates from the responses of 2,500 households to a survey conducted in November and December 2006. Furniture/Today had New York-based TNS poll U.S. households using an online survey to examine home furnishings shopping and purchasing patterns in 2006 and buying plans for 2007. In addition, the survey explored where consumers bought each product in 2006, how much they spent in 2006 and the maximum amount they plan to spend for each product category in 2007.
Because of the sample size and a respondent profile closely matching the demographics of all U.S. households, survey data can be projected nationally with a margin of error of plus or minus less than 2%. The research was analyzed by Furniture/Today's research department, led by Senior Research Specialist Dana French and Director of Market Research Kay Anderson.
Terms
Age: Of survey respondent
Case goods: Includes master bedroom, youth/other adult bedroom, dining room, casual dining, entertainment furniture, desks, occasional tables and curios.
Households: All those living together in one housing unit, including family members or unrelated individuals.
Household income: Combined income of all household members.
Median: Divides the responses into two equal portions, half above and half below the median amount.
Sales potential: The 2007 sales potential calculated for each product assumes all households planning to buy do so and spend the maximum amount planned. Previous research shows the amount actually spent is usually higher than the amount households plan to spend. Additionally, households may buy furniture and bedding throughout the year without making formal plans to do so. Because of these reasons, actual sales figures for 2007 may be higher or lower than these figures show. Data from past surveys suggest that actual spending in most cases will be higher.
Upholstery: Includes stationary sofas, motion sofas, reclining chairs, glider rockers and stationary chairs.
Generations
Generation Y: Born between 1976 and 1994. Survey data is for adult members only, those 18 to 31 in 2006, born between 1976 and 1988.
Generation X: Born between 1965 and 1975
Younger Baby Boomer: Born between 1956 and 1964
Older Baby Boomer: Born between 1946 and 1955
Distribution channels
Bedding specialists: Retailers where bedding is the total business or largest product category. Examples include Select Comfort, Mattress Firm and Sleepy's.
Direct-to-consumer: Retailers who sell primarily through catalogs, television, the Internet and/or home parties.
Discount department stores: General merchandise retailers, including national, regional and local stores, as well as closeout stores and off-price retailers. Examples include Wal-Mart, Target, Kmart, Meijer, Fred Meyer, Big Lots and T.J. Maxx.
Electronics/appliance specialists: Includes Best Buy and Circuit City, as well as local and regional electronics or appliance specialty stores.
Lifestyle furniture stores: Retailers that carry furniture, decorative accessories and soft goods at full price and may or may not carry housewares, small appliances, gourmet foods, apparel, jewelry and personal care items. Examples include Cost Plus World Market, Crate & Barrel, Ikea, Pier 1 Imports, Pottery Barn and Restoration Hardware.
Manufacturer gallery stores: Furniture is the total business or single largest category and all product or the majority of product comes from a single manufacturer. Local ownership may vary. Examples include Ashley Furniture HomeStores, Ethan Allen and Bassett Furniture Direct.
Office supply stores: Includes Office Depot, Staples and OfficeMax, and local and regional office supply and stationary stores selling furniture for home use.
Traditional furniture stores: Furniture is the total business or single largest category. Includes local, regional and national traditional furniture stores. Examples include Havertys and Rooms To Go, as well as local independent furniture stores.
Warehouse membership clubs: Includes Sam's Club, Costco and BJ's Wholesale Club.
