Discounters riding crest of home decor wave

Discount Store News, Nov 23, 1987

Men were far more likely to be contemplating a major furniture purchase than women, but much less likely to buy a bedspread or quilt. Women were more likely to buy sheets or pillowcases, curtains and carpeting than men, while men favored small appliances, wall hangings and electronics for their bedroom decor.

Older consumers (over 50) were unlikely to make any purchase, with the notable exception of bedspreads. Younger respondents were in the market for furniture, sheets and pillowcases, paint and wallpaper, pillows, linens, and bedspreads.

Renters were far more likely than homeowners to make a major bed or furniture purchase (one of three renters were planning to buy those products) and to buy sheets or pillowcases. Homeowners were more likely to buy bedspreads. Demand for most products was spread fairly even across income classifications, while blue collar workers were far more likely to contemplate a purchase in virtually every category than white collar workers or the unemployed.

Those with very low satisfaction ratings about their bedrooms were obviously more likely to do something about their unhappiness than those with high ratings, but the margin in many areas was surprisingly slim. Demand for carpet was almost even across the board, and those with high satisfaction ratings were more likely to buy small appliances, wall hangings and pictures, and electronics than were the dissatisfied.

Table: Discount Share of the Domestics Market

What type of store comes to mind first when you shop for a new domestics product?