Who's Buying Household Furnishings, Services, and Supplies

New Strategist 4 th EDITION Household Furnishings, Services and Supplies THE฀WHO’S฀BUYING฀SERIES BY฀THE฀NEW฀STRATE...

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New Strategist

4

th

EDITION

Household Furnishings, Services and Supplies

THE฀WHO’S฀BUYING฀SERIES BY฀THE฀NEW฀STRATEGIST฀EDITORS

Wh

Household Furnishings, Services and Supplies 3rd฀EDITION

4th฀EDITION

New Strategist Publications, Inc. P.O. Box 242, Ithaca, New York 14851 800/848-0842; 607/273-0913 www.newstrategist.com

Copyright 2006. NEW STRATEGIST PUBLICATIONS, INC.

All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, microﬁlming, recording, or otherwise without written permission from the Publisher.

ISBN 978-1-933588-15-5 Printed in the United States of America

Contents About the Data in Who’s Buying Household Furnishings, Services, and Supplies ...................................................................5 1.

Percent Reporting Expenditure and Amount Spent, Average Week or Quarter 2004 ...............9

Household Spending Trends: 2000 to 2004 .................................................................................................................10 2.

Household Spending Trends, 2000 to 2004 .................................................................................... 11

Household Spending on Household Furnishings, Services, and Supplies, 2004 .....................................................................14 3.

Household Furnishings, Services, and Supplies Spending, 2000 to 2004 .................................16

Household Spending on Household Furnishings, Services, and Supplies by Demographic Characteristic, 2004 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31.

Household Furnishings, Services, Supplies: Average Spending by Age, 2004 ........................17 Household Furnishings, Services, Supplies: Indexed Spending by Age, 2004 .........................18 Household Furnishings, Services, Supplies: Total Spending by Age, 2004 ..............................19 Household Furnishings, Services, Supplies: Market Shares by Age, 2004 ................................20 Household Furnishings, Services, Supplies: Average Spending by Income, 2004 ...................21 Household Furnishings, Services, Supplies: Indexed Spending by Income, 2004 ...................22 Household Furnishings, Services, Supplies: Total Spending by Income, 2004 ........................23 Household Furnishings, Services, Supplies: Market Shares by Income, 2004 ..........................24 Household Furnishings, Services, Supplies: Average Spending by High-Income Consumer Units, 2004 .........................................................................................25 Household Furnishings, Services, Supplies: Indexed Spending by High-Income Consumer Units, 2004 .........................................................................................26 Household Furnishings, Services, Supplies: Total Spending by High-Income Consumer Units, 2004 .........................................................................................27 Household Furnishings, Services, Supplies: Market Shares by High-Income Consumer Units, 2004 .........................................................................................28 Household Furnishings, Services, Supplies: Average Spending by Household Type, 2004 .................................................................................................................29 Household Furnishings, Services, Supplies: Indexed Spending by Household Type, 2004 .................................................................................................................30 Household Furnishings, Services, Supplies: Total Spending by Household Type, 2004 ........31 Household Furnishings, Services, Supplies: Market Shares by Household Type, 2004 .........32 Household Furnishings, Services, Supplies: Average Spending by Race and Hispanic Origin, 2004 .................................................................................................33 Household Furnishings, Services, Supplies: Indexed Spending by Race and Hispanic Origin, 2004 .................................................................................................34 Household Furnishings, Services, Supplies: Total Spending by Race and Hispanic Origin, 2004 .................................................................................................35 Household Furnishings, Services, Supplies: Market Shares by Race and Hispanic Origin, 2004 .................................................................................................36 Household Furnishings, Services, Supplies: Average Spending by Region, 2004 ...................37 Household Furnishings, Services, Supplies: Indexed Spending by Region, 2004 ...................38 Household Furnishings, Services, Supplies: Total Spending by Region, 2004 .........................39 Household Furnishings, Services, Supplies: Market Shares by Region, 2004 ..........................40 Household Furnishings, Services, Supplies: Average Spending by Education, 2004 ..............41 Household Furnishings, Services, Supplies: Indexed Spending by Education, 2004 ..............42 Household Furnishings, Services, Supplies: Total Spending by Education, 2004 ...................43 Household Furnishings, Services, Supplies: Market Shares by Education, 2004 .....................44 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 3

Household Spending on Household Furnishings, Services, and Supplies by Product Category, 2004 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. 70. 71. 72.

Appliance Repair, including Service Center...................................................................................46 Appliances, Major ..............................................................................................................................48 Babysitting and Child Care in Own or Other Home.....................................................................50 Bathroom Linens ................................................................................................................................52 Bedrom Furniture (except Mattresses and Springs) .....................................................................54 Bedroom Linens .................................................................................................................................56 Care for the Elderly, Invalids, Handicapped .................................................................................58 Cleansing and Toilet Tissue, Paper Towels, and Napkins ...........................................................60 Closet and Storage Items ..................................................................................................................62 Curtains and Draperies ....................................................................................................................64 Day Care Centers, Nursery Schools, and Preschools ...................................................................66 Decorative Items for the Home .......................................................................................................68 Floor Coverings, Nonpermanent ....................................................................................................70 Floor Coverings, Wall-to-Wall ..........................................................................................................72 Gardening and Lawn Care Services ................................................................................................74 Housekeeping Services .....................................................................................................................76 Housewares ........................................................................................................................................78 Infants’ Equipment and Furniture ..................................................................................................80 Kitchen and Dining Room Furniture ..............................................................................................82 Kitchen and Dining Room Linens ...................................................................................................84 Kitchen Appliances, Small Electric ..................................................................................................86 Lamps and Lighting Fixtures ...........................................................................................................88 Laundry and Cleaning Equipment .................................................................................................90 Laundry and Cleaning Supplies .....................................................................................................92 Lawn and Garden Equipment .........................................................................................................94 Lawn and Garden Supplies ..............................................................................................................96 Living Room Chairs ..........................................................................................................................98 Living Room Tables .........................................................................................................................100 Mattresses and Springs ...................................................................................................................102 Moving, Storage, and Freight Express .........................................................................................104 Outdoor Equipment ........................................................................................................................106 Outdoor Furniture ...........................................................................................................................108 Plants and Fresh Flowers, Indoor ................................................................................................. 110 Postage .............................................................................................................................................. 112 Power Tools ...................................................................................................................................... 114 Security System Service Fees ......................................................................................................... 116 Sewing Materials for Household Items ........................................................................................ 118 Sofas ...................................................................................................................................................120 Stationery, Stationery Supplies, and Giftwrap ............................................................................122 Termite and Pest Control Products and Services ........................................................................124 Wall Units, Cabinets, and Other Furniture ..................................................................................126

Appendix: Spending by Product and Service Ranked by Amount Spent, 2004 ....................................................................128 Glossary ..........................................................................................................................................................134

4 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

About the Data in “Who’s Buying Household Furnishings, Services, and Supplies” Introduction The spending data in Who’s Buying Household Furnishings, Services, and Supplies are based on the Bureau of Labor Statistics’ Consumer Expenditure Survey, an ongoing, nationwide survey of household spending. The Consumer Expenditure Survey is a complete accounting of household expenditures, including everything from big-ticket items such as homes and cars, to small purchases like laundry detergent and videos. The survey does not include expenditures by government, business, or institutions. The lag time between data collection and dissemination is about two years. The data in this report are from the 2004 Consumer Expenditure Survey, unless otherwise noted. To produce this report, New Strategist Publications analyzed the Consumer Expenditure Survey’s average household spending data in a variety of ways, calculating household spending indexes, aggregate (or total) household spending, and market shares. Spending data by age, household income, household type, race, Hispanic origin, region of residence, and education are shown in this report. These analyses are presented in two formats—for all product categories by demographic characteristic and for all demographic characteristics by product category.

Deﬁnition of consumer unit The Consumer Expenditure Survey uses consumer unit rather than household as the sampling unit. The term “household” is used interchangeably with the term “consumer unit” in this report for convenience, although they are not exactly the same. Some households contain more than one consumer unit. The Bureau of Labor Statistics deﬁnes consumer unit as either: (1) members of a household who are related by blood, marriage, adoption, or other legal arrangements; (2) a person living alone or sharing a household with others or living as a roomer in a private home or lodging house or in permanent living quarters in a hotel or motel, but who is ﬁnancially independent; or (3) two or more persons living together who pool their income to make joint expenditure decisions. The bureau deﬁnes ﬁnancial independence in terms of “the three major expenses categories: housing, food, and other living expenses. To be considered ﬁnancially independent, at least two of the three major expense categories have to be provided by the respondent.” The Census Bureau uses household as its sampling unit in the decennial census and in the monthly Current Population Survey. The Census Bureau’s household “consists of all persons who occupy a housing unit. A house, an apartment or other groups of rooms, or a single room is regarded as a housing unit when it is occupied or intended for occupancy as separate living quarters; that is, when the occupants do not live and eat with any other persons in the structure and there is direct access from the outside or through a common hall.” The deﬁnition goes on to specify that “a household includes the related family members and all the unrelated persons, if any, such as lodgers, foster children, wards, or employees who share the housing unit. A person living alone in a housing unit or a group of unrelated persons sharing a housing unit as partners is also counted as a household. The count of households excludes group quarters.” Because there can be more than one consumer unit in a household, consumer units outnumber households by several million. Young adults under age 25 head most of the additional consumer units.

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 5

How to use the tables in this report The starting point for all calculations are the unpublished, detailed average household spending data collected by the Consumer Expenditure Survey. These numbers are shown on the report’s average spending tables and on each of the product-speciﬁc tables. New Strategist’s editors calculated the other ﬁgures in the report based on the average ﬁgures. The indexed spending tables and the indexed spending column (Best Customers) on the product-speciﬁc tables reveal whether spending by households in a given segment is above or below the average for all households and by how much. The total (or aggregate) spending tables show the overall size of the market. The market share tables and market share column (Biggest Customers) on the product-speciﬁc tables reveal how much spending each household segment controls. These analyses are described in detail below. • Average Spending The average spending ﬁgures show the average annual spending of households on furnishings, supplies, and services for the home in 2004. The Consumer Expenditure Survey produces average spending data for all households in a segment, e.g., all households with a householder aged 25 to 34, not just those purchasing an item. When examining spending data, it is important to remember that by including both purchasers and nonpurchasers in the calculation, the average is less than the amount spent on the item by buyers. (See Table 1 for the percentage of households spending on home furnishings, services, and supplies in 2004 and how much the purchasers spent.) Because average spending ﬁgures include both buyers and nonbuyers, they reveal spending patterns by demographic characteristic. By knowing who is most likely to spend on an item, marketers can target their advertising and promotions more efﬁciently, and businesses can determine the market potential of a product or service in a city or neighborhood. By multiplying the average amount households spend on lawn and garden supplies by the number of households in an area, for example, a store owner can estimate the potential size of the local market for these items. • Indexed Spending (Best Customers) The indexed spending ﬁgures compare the spending of each household segment with that of the average household. To compute the indexes, New Strategist divides the average amount each household segment spends on an item by average household spending and multiplies the resulting ﬁgure by 100. An index of 100 is the average for all households. An index of 125 means the spending of a household segment is 25 percent above average (100 plus 25). An index of 75 indicates spending that is 25 percent below the average for all households (100 minus 25). Indexed spending ﬁgures identify the best customers for a product or service. Households with an index of 178 for bedroom linens, for example, are a strong market for this product. Those with an index below 100 are either a weak or an underserved market. Spending indexes can reveal hidden markets—household segments with a high propensity to buy a particular product or service but which are overshadowed by household segments that account for a larger share of the market. Householders aged 55 to 64, for example, account for about the same share of spending on postage as householders aged 35 to 44 (21 versus 20 percent). But a look at the indexed spending ﬁgures reveals that, in fact, older householders are the best customers. Householders aged 55 to 64 spend 40 percent more than the average household on postage (with an index of 140) versus 3 percent below average spending by householders aged 35 to 44 (with an index of 97). The postal service can use this type of information to craft advertising and promotions to appeal to its best customers. Note that because of sampling errors, small differences in index values may not be signiﬁcant. But the broader patterns revealed by indexes can guide marketers to the best customers.

6 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

• Total (Aggregate) Spending To produce the total (aggregate) spending ﬁgures, New Strategist multiplies average spending by the number of households in a segment. The result is the dollar size of the total household market and of each market segment. All totals are shown in thousands of dollars. To convert the numbers in the total spending tables to dollars, you must append “000” to the number. For example, households headed by people aged 45 to 54 spent more than $5 billion ($5,628,517,000) on major appliances in 2004. When comparing the total spending ﬁgures in this report with total spending estimates from the Bureau of Economic Analysis, other government agencies, or trade associations, keep in mind that the Consumer Expenditure Survey includes only household spending, not spending by businesses or institutions. Sales data also will differ from household spending totals because sales ﬁgures for consumer products include the value of goods sold to industries, government, and foreign markets, which may be a signiﬁcant proportion of sales. • Market Shares (Biggest Customers) New Strategist produces market share ﬁgures by converting total (aggregate) spending data into percentages. To calculate the percentage of total spending on an item that is controlled by each demographic segment—i.e., its market share—each segment’s total spending on an item is divided by aggregate household spending on the item. Market shares reveal the biggest customers—the demographic segments that account for the largest share of spending on a particular product or service. In 2004, for example, households headed by college graduates accounted for slightly over 50 percent of spending on gardening and lawn care services. By targeting only the most educated consumers, lawn care companies could reach the majority of their customers. There is a danger here, however. By single-mindedly targeting the biggest customers, businesses cannot nurture potential growth markets. With competition for customers more heated than ever, targeting potential markets is increasingly important to business survival. • Product-Speciﬁc Tables The product-speciﬁc tables reveal at a glance the demographic characteristics of spending by individual product category. These tables show average spending, indexed spending (Best Customers), and market shares (Biggest Customers) by age, income, household type, race and Hispanic origin, region of residence, and education. If you want to see the spending pattern for an individual product at a glance, these are the tables for you.

History and methodology of the Consumer Expenditure Survey The Consumer Expenditure Survey is an ongoing study of the day-to-day spending of American households. In taking the survey, government interviewers collect spending data on products and services as well as the amount and sources of household income, changes in savings and debt, and demographic and economic characteristics of household members. The Bureau of the Census collects data for the CEX under contract with the Bureau of Labor Statistics, which is responsible for analysis and release of the survey data. Since the late nineteenth century, the federal government has conducted expenditure surveys about every ten years. Although the results have been used for a variety of purposes, their primary application is to track consumer prices. In 1980 the CEX became a continuous survey with annual release of data (with a lag time of about two years between data collection and release). The survey is used to update prices for the market basket of products and services used in calculating the Consumer Price Index. The CEX consists of two separate surveys: an interview survey and a diary survey. In the interview portion of the survey, respondents are asked each quarter for ﬁve consecutive quarters to report their expenditures for the previous three months. The purchase of big-ticket items such as houses, cars, and major

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 7

appliances, or recurring expenses such as insurance premiums, utility payments, and rent are recorded by the interview survey. The interview component covers about 95 percent of all expenditures. Expenditures on small, frequently purchased items are recorded during a two-week period by the diary survey. These detailed records include expenses for food and beverages purchased in grocery stores and at restaurants, as well as other items such as tobacco, housekeeping supplies, nonprescription drugs, and personal care products and services. The diary survey is intended to capture expenditures respondents are likely to forget or recall incorrectly over longer periods of time. Two separate, nationally representative samples are used for the interview and diary surveys. For the interview survey, about 7,500 consumer units are interviewed on a rotating panel basis each quarter for ﬁve consecutive quarters. Another 7,500 consumer units keep weekly diaries of spending for two consecutive weeks. Data collection is carried out in 105 areas of the country. The Bureau of Labor Statistics reviews, audits, and cleans the data, and then weights them to reﬂect the number and characteristics of all U.S. consumer units. Like any sample survey, the CEX is subject to two major types of error. Nonsampling error occurs when respondents misinterpret questions or interviewers are inconsistent in the way they ask questions or record answers. Respondents may forget items, recall expenses incorrectly, or deliberately give wrong answers. A respondent may remember how much he or she spent at the grocery store but forget the items picked up at a local convenience store. Nonsampling error can also be caused by mistakes during the various stages of data processing and reﬁnement. Sampling error occurs when a sample does not accurately represent the population it is supposed to represent. This kind of error is present in every sample-based survey and is minimized by using a proper sampling procedure. Standard error tables documenting the extent of sampling error in the CEX are available from the Bureau of Labor Statistics at http://www.bls.gov/cex/csxstnderror.htm. Although the CEX is the best source of information about the spending behavior of American households, it should be treated with caution because of the above problems.

For more information To ﬁnd out more about the CEX, contact the specialists at the Bureau of Labor Statistics at (202) 6916900, or visit the Consumer Expenditure Survey home page at http://www.bls.gov/cex/. The web site includes news releases, technical documentation, and current and historical summary-level CEX data. The detailed average spending data shown in this report are available from the Bureau of Labor Statistics only by special request. For a comprehensive look at detailed household spending data for all products and services, see the 11th edition of Household Spending: Who Spends How Much on What. To see the best and biggest customers for the complete array of products and services examined by the CEX, see the fourth edition of Best Customers: Demographics of Consumer Demand. To download spending reports for individual product and service categories, visit nSpend, the instant-answer service, at http://www.nspend.com. New Strategist’s books are available in hardcopy or as downloads by visiting http://www .newstrategist.com or by calling 1-800-848-0842.

8 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

Table 1. Percent Reporting Expenditure and Amount

Spent, Average Week or Quarter 2004 (percent฀of฀consumer฀units฀reporting฀expenditure฀and฀amount฀spent฀by฀ purchasers฀during฀an฀average฀week฀or฀quarter,฀2004) average quarter percent reporting expenditure HOUSEHOLD FURNISHINGS 50.9% Appliances, kitchen, small electric 6.7 Appliances, major 8.5 Bathroom linens 6.5 Bedroom furniture except mattresses and springs 2.4 Bedroom linens 10.5 Closet and storage items 1.8 Curtains and draperies 2.4 Decorative items for the home 8.5 Floor coverings, nonpermanent 3.1 Floor coverings, wall-to-wall 0.4 Housewares 9.6 Kitchen and dining room furniture 1.5 Kitchen and dining room linens 2.3 Lamps and lighting ﬁxtures 3.6 Lawn and garden equipment 2.6 Living room chairs 2.2 Living room tables 1.6 Mattresses and springs 1.8 Outdoor equipment 1.0 Outdoor furniture 1.5 Plants and fresh ﬂowers, indoor 12.8 Sewing materials for household items 3.8 Sofas 2.3 Wall units, cabinets, and other furniture 3.3

amount spent by purchasers $612.13 64.54 541.54 44.12 865.11 100.48 57.00 199.38 207.30 196.72 1,611.25 76.84 669.81 28.95 114.85 463.78 484.30 235.19 735.71 224.28 271.48 80.84 73.11 1,038.82 489.83

average week percent reporting expenditure HOUSEHOLD SUPPLIES 56.2% Cleansing and toilet tissue, paper towels, napkins 26.1 Laundry and cleaning supplies 32.4 Lawn and garden supplies 7.1 Postage 11.1 Stationery, stationery supplies, giftwrap 16.8

amount spent by purchasers $20.35 6.32 8.83 22.50 12.93 8.57

average quarter percent reporting expenditure HOUSEHOLD SERVICES 60.3% Appliance repair, including service center 2.5 Babysitting and childcare in other home 1.2 Babysitting and childcare in own home 1.9 Day care centers, nursery schools, and preschools 5.5 Gardening, lawn care service 13.7 Security system service fee 3.7 Housekeeping services 6.0 Moving, storage, and freight express 1.8 Termite/pest control services 2.7

amount spent by purchasers $311.95 148.27 562.93 490.61 884.41 173.38 104.64 372.69 481.68 111.48

Note:฀Expenditures฀shown฀are฀total฀net฀outlays฀at฀the฀time฀of฀purchase,฀ whether฀or฀not฀the฀item฀was฀ﬁnanced. Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀2004฀Consumer฀ Expenditure฀Survey฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 9

Household Spending Trends: 2000 to 2004 Between 2000 and 2004, spending by the average household rose 4 percent, to $43,395, after adjusting for inﬂation. At the same time, average household income grew by a larger 11 percent. The considerable gap between income growth and spending growth reveals consumer caution, despite the improving economy. The pundits might accuse Americans of spending beyond their means, but in fact the steady rise in consumer spending at the national level primarily is the result of demographic change—population growth and the aging of the baby-boom generation into the peak earning and spending years. Much of the growth in household spending between 2000 and 2004 was involuntary, brought about by the ever-larger claim of necessities on the household budget. After adjusting for inﬂation, the average household spent 11 percent more on property taxes in 2004 than in 2000. Spending on gasoline rose 13 percent during those years. Spending on vehicle insurance also grew 13 percent. Out-of-pocket spending on health insurance increased by an enormous 24 percent. Spending on education rose an even greater 31 percent. Declines in discretionary spending are evident in the 2000 to 2004 trends. Spending on “other lodging,” a category that includes hotel and motel expenses, fell 10 percent, after adjusting for inﬂation. Spending on furniture declined 3 percent, women’s apparel fell 5 percent, and shoes lost an even larger 13 percent. Spending on public transportation (a category dominated by airline fares) declined 6 percent. Households cut their spending on fees and admissions to entertainment events by 7 percent and reading material by 19 percent. Contrary to popular perception, Americans are cautious spenders at the individual household level. The recession of 2001 followed by the lackluster recovery forced households to spend less on many discretionary items to make ends meet. Rapidly rising energy costs are now reducing discretionary spending even further. With the aging baby-boom generation entering its sixties and leaving the peak spending years behind, average household spending is not likely to grow much in the years ahead. American businesses will have to adapt to a new economic landscape, one in which afﬂuence is becoming less common and the middle class is struggling to stay aﬂoat. The globalization of the workforce coupled with rising energy prices and an increasingly troubled health insurance system will make our future very different from our past.

10 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

Table 2. Household Spending Trends, 2000 to 2004 (average฀annual฀spending฀of฀total฀consumer฀units,฀2000฀and฀2004;฀percent฀change,฀ 2000–04;฀in฀2004฀dollars)฀ ฀ ฀ percent change 2000–04

2004

2000

116,282 $54,453

109,367 $48,975

6.3% 11.2

43,395

41,731

4.0

FOOD Food at home Cereals and bakery products Cereals and cereal products Bakery products Meats, poultry, ﬁsh, and eggs Beef Pork Other meats Poultry Fish and seafood Eggs Dairy products Fresh milk and cream Other dairy products Fruits and vegetables Fresh fruits Fresh vegetables Processed fruits Processed vegetables Other food at home Sugar and other sweets Fats and oils Miscellaneous foods Nonalcoholic beverages Food prepared by consumer unit on trips

5,781 3,347 461 154 307 880 265 181 108 156 128 42 371 144 226 561 187 183 110 82 1,075 128 89 527 290 41

5,658 3,314 497 171 326 872 261 183 111 159 121 37 356 144 212 571 179 174 126 92 1,017 128 91 479 274 44

2.2 1.0 –7.2 –10.0 –5.8 0.9 1.5 –1.2 –2.5 –1.9 6.1 12.6 4.1 0.2 6.8 –1.8 4.6 4.9 –12.8 –11.0 5.7 –0.3 –2.2 9.9 5.8 –6.6

Food away from home

2,434

2,344

3.8

Number of consumer units (in 000s) Average before-tax income Average annual spending

ALCOHOLIC BEVERAGES HOUSING Shelter Owned dwellings Mortgage interest and charges Property taxes Maintenance, repair, insurance, other expenses Rented dwellings Other lodging Utilities, fuels, and public services Natural gas Electricity

459

408

12.5

13,918 7,998 5,324 2,936 1,391

13,513 7,803 5,048 2,895 1,249

3.0 2.5 5.5 1.4 11.3

997 2,201 473

905 2,231 524

10.2 –1.3 –9.8

2,927 424 1,064

2,730 337 999

7.2 25.9 6.5

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 11

percent change 2000–04

2004

2000

Fuel oil and other fuels Telephone Water and other public services Household services Personal services Other household services

$121 990 327 753 300 453

$106 962 325 750 358 393

13.7% 2.9 0.7 0.4 –16.1 15.4

Housekeeping supplies Laundry and cleaning supplies Other household products Postage and stationery

594 149 290 155

529 144 248 138

12.4 3.7 17.0 12.1

Household furnishings and equipment 1,646 Household textiles 158 Furniture 417 Floor coverings 52 Major appliances 204 Small appliances, miscellaneous housewares 105 Miscellaneous household equipment 711

1,699 116 429 48 207 95 802

–3.1 35.9 –2.8 7.7 –1.6 10.0 –11.3

APPAREL AND RELATED SERVICES Men and boys Men, aged 16 or older Boys, aged 2 to 15

1,816 406 317 89

2,036 483 377 105

–10.8 –15.9 –16.0 –15.5

739 631 108

795 666 129

–7.1 –5.2 –16.6

79

90

–12.2

Footwear

329

376

–12.6

Other apparel products and services

264

292

–9.5

TRANSPORTATION Vehicle purchases Cars and trucks, new Cars and trucks, used

7,801 3,397 1,748 1,582

8,136 3,749 1,761 1,941

–4.1 –9.4 –0.7 –18.5

Gasoline and motor oil

1,598

1,416

12.8

Other vehicle expenses 2,365 Vehicle ﬁnance charges 323 Maintenance and repairs 652 Vehicle insurance 964 Vehicle rentals, leases, licenses, other charges 426

2,502 360 684 853 604

–5.5 –10.2 –4.7 13.0 –29.5

441

468

–5.8

HEALTH CARE Health insurance Medical services Drugs Medical supplies

2,574 1,332 648 480 114

2,266 1,078 623 456 109

13.6 23.5 4.0 5.2 5.0

ENTERTAINMENT Fees and admissions Television, radio, and sound equipment Pets, toys, and playground equipment Other entertainment products and services

2,218 528 788 381 522

2,044 565 682 366 431

8.5 –6.5 15.5 4.0 21.1

Women and girls Women, aged 16 or older Girls, aged 2 to 15 Children under age 2

Public transportation

12 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

PERSONAL CARE PRODUCTS AND SERVICES

2004

2000

percent change 2000–04

$581

$619

READING

130

160

–18.8

EDUCATION

905

693

30.5

TOBACCO PRODUCTS AND SMOKING SUPPLIES

288

350

–17.7

MISCELLANEOUS

–6.1%

690

851

–18.9

CASH CONTRIBUTIONS

1,408

1,307

7.7

PERSONAL INSURANCE AND PENSIONS Life and other personal insurance Pensions and Social Security

4,823 390 4,433

3,691 438 3,253

30.7 –10.9 36.3

PERSONAL TAXES Federal income taxes State and local income taxes Other taxes

2,166 1,519 472 175

3,419 2,642 616 160

–36.6 –42.5 –23.4 9.3

GIFTS FOR NONHOUSEHOLD MEMBERS

1,215

1,188

2.3

Note:฀Average฀spending฀is฀rounded฀to฀the฀nearest฀dollar.฀The฀percent฀change฀calculation฀is฀ based฀on฀unrounded฀ﬁgures.฀The฀Bureau฀of฀Labor฀Statistics฀uses฀consumer฀unit฀rather฀than฀ household฀as฀the฀sampling฀unit฀in฀the฀Consumer฀Expenditure฀Survey.฀฀ For฀ the฀ deﬁnition฀ of฀ consumer฀unit,฀see฀the฀glossary.฀Spending฀on฀gifts฀is฀also฀included฀in฀the฀preceding฀product฀ and฀service฀categories.฀ ฀ ฀ Source:฀Bureau฀of฀Labor฀Statistics,฀2000฀and฀2004฀Consumer฀Expenditure฀Surveys,฀Internet฀ site฀http://www.bls.gov/cex/;฀calculations฀by฀New฀Strategist฀฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 13

Household Spending on Household Furnishings, Services, and Supplies, 2004 Between 2000 and 2004, average household spending on home furnishings and supplies climbed 3 percent to $1,762, after adjusting for inﬂation. Spending on household services fell 11 percent during those years, to $553. The increase in spending on household furnishings and supplies was surprisingly modest, considering the housing boom. The reason for the small increase was the lackluster recovery following the recession of 2001 and the consequent loss of discretionary income. The decline in spending on household services was due to the entry of the small generation x into the childrearing lifestage. With a smaller proportion of households spending on day care, household service spending fell. The average household boosted its spending on many household items between 2000 and 2004. Spending on bedroom linens was up an enormous 76 percent. Spending on closet and storage items doubled during those years. But spending fell on such items as major appliances, decorative items for the home, sofas, mattresses and springs, outdoor furniture, plants, and fresh ﬂowers. The average household cut spending on most household services, including day care. Spending on termite and pest control rose 23 percent, however. Within the home furnishings category, the average household spends the most on major appliances—an average of $204 in 2004. Within the household services category, the average household spends the most on day care, an annual average of $194 in 2004. These average spending ﬁgures appear low because the Bureau of Labor Statistics calculates the average for all households, whether or not they purchased items in the category. The Percent Reporting table shows how much purchasers spend on these items. During an average quarter of 2004, for example, 8.5 percent of households purchased major appliances, spending $542 on them during the quarter. Five percent of households paid for day care during an average quarter of 2004, spending $884 for the quarter (or $3,536 annually).

Spending by age Households headed by people ranging in age from 35 to 64 spend the most on household furnishings and supplies. Behind the higher spending is the fact that homeownership becomes the norm for householders in their thirties and rises with age. Householders aged 55 to 64 spend the most on small electric kitchen appliances, bedroom linens, ﬂoor coverings, and postage. Householders aged 25 to 44 devote the most to household services, spending 31 to 38 percent more than the average household. Day care expenses are behind this spending. Householders aged 25 to 44 account for 83 percent of spending on day care centers.

Spending by household income The most afﬂuent households spend much more than average on household furnishings, services, and supplies. In 2004, households with incomes of $100,000 or more spent more than twice the average on household furnishings and supplies and three times the average on household services. This income group accounts for only 13 percent of households but controls at least 40 percent of the market for ﬂoor coverings, kitchen and dining room furniture, outdoor equipment, and outdoor furniture. They control 53 percent of the market for housekeeping services.

Spending by household type Married couples spend 35 percent more than average on household furnishings, supplies, and services. But spending varies by category depending on family composition. Married couples without children at

14 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

home (many of them empty-nesters) spend well above average on a number of household items. They are the biggest spenders on gardening and lawn care services. Married couples with preschoolers spend more than eight times the average on day care centers and three to four times the average on infants’ equipment and furniture.

Spending by race and Hispanic origin Asians, blacks, and Hispanics spend less than average on household furnishings and supplies. On household services, however, Asians spend 20 percent more than average. Behind this higher spending is day care, on which Asians spend more than twice the average. Blacks spend 65 percent more than average on home security system service fees. Hispanics spend twice the average on infants’ equipment, 34 percent more on laundry and cleaning supplies, and 81 percent more on babysitting.

Spending by region Households in the West spend the most on household furnishings and supplies (with an index of 110), while those in the South spend the least (with an index of 90). Western households are the biggest spenders on infants’ equipment and furniture because so many Hispanics, with relatively large families, live in the region. Households in the South spend 52 percent more than average on termite and pest control.

Spending by education Spending on household furnishings, services, and supplies rises with education because educated householders have higher incomes. College graduates spend more than twice the average on housekeeping services. They also spend nearly twice the average on outdoor furniture, accounting for more than half the market. College graduates account for a much smaller share of the market for laundry and cleaning supplies, spending only an average amount on the item.

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 15

Table 3. Household Furnishings, Services, and Supplies Spending, 2000 to 2004 (average฀annual฀spending฀of฀households฀on฀household฀furnishings,฀services,฀and฀supplies,฀and฀percent฀distribution฀of฀spending฀by฀type,฀2000฀to฀2004;฀percent฀ change,฀2000–04;฀in฀2004฀dollars) 2004 average household spending Household furnishings and supplies Appliances, major Decorative items for the home Laundry and cleaning supplies Sofas Cleansing and toilet tissue, paper towels, and napkins Bedroom linens Lawn and garden supplies Housewares Bedroom furniture, except mattresses and springs Stationery, stationery supplies, giftwrap Postage Wall units, cabinets, and other furniture Mattresses and springs Floor coverings Lawn and garden equipment Living room chairs Plants and fresh ﬂowers, indoor Kitchen and dining room furniture Outdoor equipment Power tools Bathroom linens Curtains and draperies Closet and storage items Kitchen appliances, small electric Lamps and lighting ﬁxtures Infants’ equipment and furniture Outdoor furniture Laundry and cleaning equipment Living room tables Sewing materials for household items Kitchen and dining room linens Household services Day care centers, nursery schools, and preschools Gardening and lawn care services Housekeeping services Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped Moving, storage, and freight express Security system service fee Appliance repair, including service center Termite and pest control products and services

$1,762.43 203.94 158.10 148.56 94.74 85.84 85.72 83.44 82.56 81.32 74.86 74.12 65.05 53.56 51.98 48.79 41.65 41.52 41.26 35.99 33.44 21.26 19.22 17.83 17.27 16.40 16.30 16.18 15.72 14.77 11.20 9.84 553.19 193.51 95.08 88.85 63.21 34.96 33.91 15.57 14.53 13.57

2000 percent distribution 100.0% 11.6 9.0 8.4 5.4 4.9 4.9 4.7 4.7 4.6 4.2 4.2 3.7 3.0 2.9 2.8 2.4 2.4 2.3 2.0 1.9 1.2 1.1 1.0 1.0 0.9 0.9 0.9 0.9 0.8 0.6 0.6 100.0 35.0 17.2 16.1 11.4 6.3 6.1 2.8 2.6 2.5

average household spending (in 2004$) $1,707.19 207.29 194.50 143.44 97.80 75.09 48.84 73.47 71.16 75.81 69.82 66.48 55.52 58.02 48.68 51.36 48.09 62.54 50.97 20.17 23.39 19.25 23.10 8.81 18.69 11.85 15.61 16.63 11.06 18.86 10.70 10.21

percent change 2000–04

100.0% 12.1 11.4 8.4 5.7 4.4 2.9 4.3 4.2 4.4 4.1 3.9 3.3 3.4 2.9 3.0 2.8 3.7 3.0 1.2 1.4 1.1 1.4 0.5 1.1 0.7 0.9 1.0 0.6 1.1 0.6 0.6

618.43 228.63 85.85 96.70 71.08 55.27 35.58 20.48 13.80 11.04

Source:฀Bureau฀of฀Labor฀Statistics,฀2000฀and฀2004฀Consumer฀Expenditure฀Surveys;฀calculations฀by฀New฀Strategist฀

16 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

percent distribution

3.2% –1.6 –18.7 3.6 –3.1 14.3 75.5 13.6 16.0 7.3 7.2 11.5 17.2 –7.7 6.8 –5.0 –13.4 –33.6 –19.0 78.4 43.0 10.4 –16.8 102.4 –7.6 38.4 4.4 –2.7 42.2 –21.7 4.7 –3.7

36.2 13.4 5.0 5.7 4.2 3.2 2.1 1.2 0.8 0.6

฀

฀

–10.5 –15.4 10.8 –8.1 –11.1 –36.7 –4.7 –24.0 5.3 23.0

฀

฀

Table 4. Household Furnishings, Services, and Supplies: Average spending by age, 2004 (average฀annual฀spending฀of฀consumer฀units฀(CU)฀on฀household฀furnishings,฀services,฀and฀supplies,฀by฀age฀of฀consumer฀unit฀reference฀person,฀2004) total consumer units 116,282 2.5 $54,453.00 43,394.87

under 25 8,817 1.9 $22,840.00 24,534.56

25 to 34 19,439 2.9 $52,484.00 42,700.54

35 to 44 24,070 3.2 $65,515.00 50,401.62

45 to 54 23,712 2.7 $70,434.00 52,764.36

55 to 64 17,479 2.1 $61,031.00 47,298.58

65 to 74 11,230 1.9 $42,137.00 36,511.98

75+ 11,536 1.5 $28,028.00 25,763.32

Household furnishings and supplies 1,762.43 Appliances, kitchen, small electric 17.27 Appliances, major 203.94 Bathroom linens 21.26 Bedroom furniture, except mattresses, springs 81.32 Bedroom linens 85.72 Cleansing and toilet tissue, paper towels, napkins 85.84 Closet and storage items 17.83 Curtains and draperies 19.22 Decorative items for the home 158.10 Floor coverings 51.98 Floor coverings, nonpermanent 24.00 Wall–to–wall carpeting 27.98 Housewares 82.56 Infants’ equipment 7.86 Infants’ furniture 8.44 Kitchen and dining room furniture 41.26 Kitchen and dining room linens 9.84 Lamps and lighting ﬁxtures 16.40 Laundry and cleaning equipment 15.72 Laundry and cleaning supplies 148.56 Lawn and garden equipment 48.79 Lawn and garden supplies 83.44 Living room chairs 41.65 Living room tables 14.77 Mattresses and springs 53.56 Outdoor equipment 35.99 Outdoor furniture 16.18 Plants and fresh ﬂowers, indoor 41.52 Postage 74.12 Power tools 33.44 Sewing materials for household items 11.20 Sofas 94.74 Stationery, stationery supplies, giftwrap 74.86 Wall units, cabinets, and other furniture 65.05

768.12 13.02 71.93 10.49 49.53 24.18 49.26 7.85 8.43 58.85 7.30 6.52 0.78 46.54 9.64 11.16 15.48 4.79 7.97 9.79 75.27 8.13 13.25 21.11 10.77 35.76 – 2.15 13.92 18.26 1.21 3.33 87.22 43.40 28.13

1,599.17 18.24 183.82 20.67 108.84 53.38 71.11 11.89 12.78 131.87 35.63 15.55 20.08 81.72 18.78 14.15 51.66 6.44 12.43 12.87 142.46 51.24 48.07 35.99 18.24 47.52 21.15 11.80 37.04 49.11 39.90 4.88 105.89 69.42 70.18

2,066.88 16.86 237.08 21.55 114.18 109.51 89.36 33.03 21.37 223.34 51.31 21.19 30.12 73.02 13.56 14.06 52.04 13.29 18.14 16.72 170.16 45.81 80.53 44.34 16.08 62.23 34.30 25.57 39.58 72.01 38.91 9.10 132.31 92.12 85.41

2,091.14 18.43 237.37 21.38 80.04 96.99 99.59 15.95 24.79 205.23 64.91 31.79 33.12 100.89 1.95 4.14 39.98 12.38 13.24 19.16 188.04 53.03 131.30 47.76 14.17 61.02 86.34 13.09 55.93 87.68 42.07 12.82 90.86 87.12 63.49

2,103.94 20.83 240.00 20.06 80.53 115.70 101.66 24.33 23.98 189.38 87.01 45.06 41.95 103.85 2.44 4.58 49.84 14.05 35.54 18.23 157.68 47.99 97.44 61.85 21.36 73.42 33.32 26.10 52.19 104.08 17.07 20.56 94.96 72.92 90.99

1,622.51 16.92 208.27 35.88 51.03 41.74 84.36 9.58 14.29 95.86 61.30 20.15 41.15 90.03 2.97 6.22 36.01 4.20 14.64 16.53 122.21 70.39 114.91 38.66 10.63 41.51 19.09 14.41 45.61 82.45 54.64 19.58 70.56 74.90 53.13

1,112.55 12.31 142.93 16.86 24.00 116.65 82.03 5.21 20.00 55.89 26.36 13.35 13.01 54.51 – 1.83 15.72 6.22 5.09 11.32 100.15 53.38 54.52 21.01 4.55 25.50 10.31 7.79 24.46 85.48 21.13 6.55 34.47 48.63 17.69

Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

187.67 1.03 42.47 – 116.88 4.00 2.79 14.50 1.88 2.29

737.72 8.21 145.81 0.51 437.69 43.24 43.74 37.90 13.17 7.45

781.15 12.85 139.49 4.77 423.59 68.25 74.73 27.30 19.06 11.11

449.19 20.51 30.82 19.43 80.78 108.36 101.76 50.26 18.57 18.70

411.65 21.61 0.83 8.12 32.69 127.59 134.04 49.05 17.98 19.74

361.93 17.75 2.19 6.15 18.41 146.68 107.87 23.21 18.81 20.86

661.84 12.84 1.15 283.33 6.39 181.26 146.60 9.67 9.89 10.71

Number of consumer units (in 000s) Number of persons per CU Average before-tax income of CU Average spending of CU, total

565.23 14.53 63.21 34.96 193.51 95.08 88.85 33.91 15.57 13.57

Note:฀“–”฀means฀sample฀is฀too฀small฀to฀make฀a฀reliable฀estimate. Source:฀Bureau฀of฀Labor฀Statistics,฀unpublished฀tables฀from฀the฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

฀

฀

฀

฀

฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 17

Table 5. Household Furnishings, Services, and Supplies: Indexed spending by age, 2004 (indexed฀average฀annual฀spending฀of฀consumer฀units฀(CU)฀on฀household฀furnishings,฀services,฀and฀supplies฀by฀age฀of฀consumer฀unit฀reference฀person,฀2004;฀ index฀deﬁnition:฀an฀index฀of฀100฀is฀the฀average฀for฀all฀consumer฀units;฀an฀index฀of฀132฀means฀that฀spending฀by฀consumer฀units฀in฀that฀group฀is฀32฀percent฀ above฀the฀average฀for฀all฀consumer฀units;฀an฀index฀of฀68฀indicates฀spending฀that฀is฀32฀percent฀below฀the฀average฀for฀all฀consumer฀units)

Average spending of CU, total Average spending of CU, index

total consumer units $43,395 100

under 25 $24,535 57

25 to 34 $42,701 98

35 to 44 $50,402 116

45 to 54 $52,764 122

55 to 64 $47,299 109

65 to 74 $36,512 84

75+ $25,763 59

Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

44 75 35 49 61 28 57 44 44 37 14 27 3 56 123 132 38 49 49 62 51 17 16 51 73 67 – 13 34 25 4 30 92 58 43

91 106 90 97 134 62 83 67 66 83 69 65 72 99 239 168 125 65 76 82 96 105 58 86 123 89 59 73 89 66 119 44 112 93 108

117 98 116 101 140 128 104 185 111 141 99 88 108 88 173 167 126 135 111 106 115 94 97 106 109 116 95 158 95 97 116 81 140 123 131

119 107 116 101 98 113 116 89 129 130 125 132 118 122 25 49 97 126 81 122 127 109 157 115 96 114 240 81 135 118 126 114 96 116 98

119 121 118 94 99 135 118 136 125 120 167 188 150 126 31 54 121 143 217 116 106 98 117 148 145 137 93 161 126 140 51 184 100 97 140

92 98 102 169 63 49 98 54 74 61 118 84 147 109 38 74 87 43 89 105 82 144 138 93 72 78 53 89 110 111 163 175 74 100 82

63 71 70 79 30 136 96 29 104 35 51 56 46 66 – 22 38 63 31 72 67 109 65 50 31 48 29 48 59 115 63 58 36 65 27

Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

100 100 100 100 100 100 100 100 100 100

33 7 67 – 60 4 3 43 12 17

131 57 231 1 226 45 49 112 85 55

138 88 221 14 219 72 84 81 122 82

79 141 49 56 42 114 115 148 119 138

73 149 1 23 17 134 151 145 115 145

64 122 3 18 10 154 121 68 121 154

117 88 2 810 3 191 165 29 64 79

Note:฀“–”฀means฀sample฀is฀too฀small฀to฀make฀a฀reliable฀estimate. Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀ ฀ ฀ ฀

18฀ WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

฀

฀

฀

Table 6. Household Furnishings, Services, and Supplies: Total spending by age, 2004 (total฀annual฀spending฀on฀household฀furnishings,฀services,฀and฀supplies,฀by฀consumer฀unit฀(CU)฀age฀groups,฀2004;฀consumer฀units฀and฀dollars฀in฀thousands)

Number of consumer units Total spending of all CUs

total consumer units 116,282 $5,046,042,273

under 25 8,817 $216,321,216

204,938,885 $2,008,190 23,714,551 2,472,155

6,772,514 $114,797 634,207 92,490

31,086,266 $354,567 3,573,277 401,804

49,749,802 $405,820 5,706,516 518,709

9,456,052 9,967,693

436,706 213,195

2,115,741 1,037,654

9,981,647 2,073,308 2,234,940 18,384,184 6,044,338 2,790,768 3,253,570 9,600,242 913,977 981,420 4,797,795 1,144,215 1,907,025 1,827,953 17,274,854 5,673,399 9,702,570 4,843,145 1,717,485 6,228,064 4,184,989 1,881,443 4,828,029 8,618,822 3,888,470 1,302,358 11,016,557 8,704,871 7,564,144

434,325 69,213 74,327 518,880 64,364 57,487 6,877 410,343 84,996 98,398 136,487 42,233 70,271 86,318 663,656 71,682 116,825 186,127 94,959 315,296 – 18,957 122,733 160,998 10,669 29,361 769,019 382,658 248,022

65,726,075 1,689,577

Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, and napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services, products

25 to 34 35 to 44 45 to 54 19,439 24,070 23,712 $830,055,797 $1,213,166,993 $1,251,148,504

55 to 64 17,479 $826,731,880

65 to 74 11,230 $410,029,535

75+ 11,536 $297,205,660

49,585,112 $437,012 5,628,517 506,963

36,774,767 $364,088 4,194,960 350,629

18,220,787 $190,012 2,338,872 402,932

12,834,377 $142,008 1,648,840 194,497

2,748,313 2,635,906

1,897,908 2,299,827

1,407,584 2,022,320

573,067 468,740

276,864 1,345,674

1,382,307 231,130 248,430 2,563,421 692,612 302,276 390,335 1,588,555 365,064 275,062 1,004,219 125,187 241,627 250,180 2,769,280 996,054 934,433 699,610 354,567 923,741 411,135 229,380 720,021 954,649 775,616 94,862 2,058,396 1,349,455 1,364,229

2,150,895 795,032 514,376 5,375,794 1,235,032 510,043 724,988 1,757,591 326,389 338,424 1,252,603 319,890 436,630 402,450 4,095,751 1,102,647 1,938,357 1,067,264 387,046 1,497,876 825,601 615,470 952,691 1,733,281 936,564 219,037 3,184,702 2,217,328 2,055,819

2,361,478 378,206 587,820 4,866,414 1,539,146 753,804 785,341 2,392,304 46,238 98,168 948,006 293,555 313,947 454,322 4,458,804 1,257,447 3,113,386 1,132,485 335,999 1,446,906 2,047,294 310,390 1,326,212 2,079,068 997,564 303,988 2,154,472 2,065,789 1,505,475

1,776,915 425,264 419,146 3,310,173 1,520,848 787,604 733,244 1,815,194 42,649 80,054 871,153 245,580 621,204 318,642 2,756,089 838,817 1,703,154 1,081,076 373,351 1,283,308 582,400 456,202 912,229 1,819,214 298,367 359,368 1,659,806 1,274,569 1,590,414

947,363 107,583 160,477 1,076,508 688,399 226,285 462,115 1,011,037 33,353 69,851 404,392 47,166 164,407 185,632 1,372,418 790,480 1,290,439 434,152 119,375 466,157 214,381 161,824 512,200 925,914 613,607 219,883 792,389 841,127 596,650

946,298 60,103 230,720 644,747 304,089 154,006 150,083 628,827 – 21,111 181,346 71,754 58,718 130,588 1,155,330 615,792 628,943 242,371 52,489 294,168 118,936 89,865 282,171 986,097 243,756 75,561 397,646 560,996 204,072

1,654,686 9,082

14,340,539 159,594

18,802,281 309,300

10,651,193 486,333

7,195,230 377,721

4,064,474 199,333

7,634,986 148,122

7,350,185

374,458

2,834,401

3,357,524

730,804

14,508

24,594

13,266

4,065,219

–

9,914

114,814

460,724

141,929

69,065

3,268,495

22,501,730 11,056,093 10,331,656 3,943,123 1,810,511 1,577,947

1,030,531 35,268 24,599 127,847 16,576 20,191

8,508,256 840,542 850,262 736,738 256,012 144,821

10,195,811 1,642,778 1,798,751 657,111 458,774 267,418

1,915,455 2,569,432 2,412,933 1,191,765 440,332 443,414

571,389 2,230,146 2,342,885 857,345 314,272 345,035

206,744 1,647,216 1,211,380 260,648 211,236 234,258

73,715 2,091,015 1,691,178 111,553 114,091 123,551

Note:฀Numbers฀will฀not฀add฀to฀total฀because฀not฀all฀categories฀are฀shown฀and฀because฀of฀rounding.฀“–”฀means฀sample฀is฀too฀small฀to฀make฀a฀reliable฀ estimate. Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀ ฀ ฀ ฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 19

Table 7. Household Furnishings, Services, and Supplies: Market shares by age, 2004 (percentage฀of฀total฀annual฀spending฀on฀household฀furnishings,฀services,฀and฀supplies฀accounted฀for฀by฀consumer฀unit฀age฀groups,฀2004)

Share of total consumer units Share of total before-tax income Share of total spending

total consumer units 100.0% 100.0 100.0

under 25 7.6% 3.2 4.3

25 to 34 16.7% 16.1 16.4

35 to 44 20.7% 24.9 24.0

45 to 54 20.4% 26.4 24.8

55 to 64 15.0% 16.8 16.4

65 to 74 9.7% 7.5 8.1

75+ 9.9% 5.1 5.9

Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

3.3 5.7 2.7 3.7 4.6 2.1 4.4 3.3 3.3 2.8 1.1 2.1 0.2 4.3 9.3 10.0 2.8 3.7 3.7 4.7 3.8 1.3 1.2 3.8 5.5 5.1 – 1.0 2.5 1.9 0.3 2.3 7.0 4.4 3.3

15.2 17.7 15.1 16.3 22.4 10.4 13.8 11.1 11.1 13.9 11.5 10.8 12.0 16.5 39.9 28.0 20.9 10.9 12.7 13.7 16.0 17.6 9.6 14.4 20.6 14.8 9.8 12.2 14.9 11.1 19.9 7.3 18.7 15.5 18.0

24.3 20.2 24.1 21.0 29.1 26.4 21.5 38.3 23.0 29.2 20.4 18.3 22.3 18.3 35.7 34.5 26.1 28.0 22.9 22.0 23.7 19.4 20.0 22.0 22.5 24.1 19.7 32.7 19.7 20.1 24.1 16.8 28.9 25.5 27.2

24.2 21.8 23.7 20.5 20.1 23.1 23.7 18.2 26.3 26.5 25.5 27.0 24.1 24.9 5.1 10.0 19.8 25.7 16.5 24.9 25.8 22.2 32.1 23.4 19.6 23.2 48.9 16.5 27.5 24.1 25.7 23.3 19.6 23.7 19.9

17.9 18.1 17.7 14.2 14.9 20.3 17.8 20.5 18.8 18.0 25.2 28.2 22.5 18.9 4.7 8.2 18.2 21.5 32.6 17.4 16.0 14.8 17.6 22.3 21.7 20.6 13.9 24.2 18.9 21.1 7.7 27.6 15.1 14.6 21.0

8.9 9.5 9.9 16.3 6.1 4.7 9.5 5.2 7.2 5.9 11.4 8.1 14.2 10.5 3.6 7.1 8.4 4.1 8.6 10.2 7.9 13.9 13.3 9.0 7.0 7.5 5.1 8.6 10.6 10.7 15.8 16.9 7.2 9.7 7.9

6.3 7.1 7.0 7.9 2.9 13.5 9.5 2.9 10.3 3.5 5.0 5.5 4.6 6.6 – 2.2 3.8 6.3 3.1 7.1 6.7 10.9 6.5 5.0 3.1 4.7 2.8 4.8 5.8 11.4 6.3 5.8 3.6 6.4 2.7

Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

2.5 0.5 5.1 – 4.6 0.3 0.2 3.2 0.9 1.3

21.8 9.4 38.6 0.2 37.8 7.6 8.2 18.7 14.1 9.2

28.6 18.3 45.7 2.8 45.3 14.9 17.4 16.7 25.3 16.9

16.2 28.8 9.9 11.3 8.5 23.2 23.4 30.2 24.3 28.1

10.9 22.4 0.2 3.5 2.5 20.2 22.7 21.7 17.4 21.9

6.2 11.8 0.3 1.7 0.9 14.9 11.7 6.6 11.7 14.8

11.6 8.8 0.2 80.4 0.3 18.9 16.4 2.8 6.3 7.8

Note:฀Numbers฀may฀not฀add฀to฀total฀because฀of฀rounding.฀“–”฀means฀sample฀is฀too฀small฀to฀make฀a฀reliable฀estimate. Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀ ฀ ฀

20฀ WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

฀

฀

฀

Table 8. Household Furnishings, Services, and Supplies: Average spending by income, 2004 (average฀annual฀spending฀on฀household฀furnishings,฀services,฀and฀supplies,฀by฀before-tax฀income฀of฀consumer฀units฀(CU),฀2004)฀ total consumer units 116,282 2.5 $54,453.00 43,394.87

under $20,000 28,898 1.8 $10,923.47 18,865.37

$20,000– $39,999 27,297 2.3 $29,561.76 30,400.94

$40,000– $49,999 11,374 2.6 $44,645.00 38,204.07

$50,000– $69,999 18,069 2.8 $59,259.00 47,750.13

$70,000– $79,999 6,461 3.0 $74,437.00 55,012.03

$80,000– $99,999 9,246 3.1 $88,811.00 65,446.39

$100,000 or more 14,937 3.2 $155,901.00 93,525.67

Household furnishings and supplies 1,762.43 Appliances, kitchen, small electric $17.27 Appliances, major 203.94 Bathroom linens 21.26 Bedroom furniture, except mattresses and springs 81.32 Bedroom linens 85.72 Cleansing and toilet tissue, paper towels, napkins 85.84 Closet and storage items 17.83 Curtains and draperies 19.22 Decorative items for the home 158.10 Floor coverings 51.98 Floor coverings, nonpermanent 24.00 Wall–to–wall carpeting 27.98 Housewares 82.56 Infants’ equipment 7.86 Infants’ furniture 8.44 Kitchen and dining room furniture 41.26 Kitchen and dining room linens 9.84 Lamps and lighting ﬁxtures 16.40 Laundry and cleaning equipment 15.72 Laundry and cleaning supplies 148.56 Lawn and garden equipment 48.79 Lawn and garden supplies 83.44 Living room chairs 41.65 Living room tables 14.77 Mattresses and springs 53.56 Outdoor equipment 35.99 Outdoor furniture 16.18 Plants and fresh ﬂowers, indoor 41.52 Postage 74.12 Power tools 33.44 Sewing materials for household items 11.20 Sofas 94.74 Stationery, stationery supplies, giftwrap 74.86 Wall units, cabinets, and other furniture 65.05

708.83 $8.61 77.15 9.50 30.73 30.70 62.15 5.90 5.25 49.78 9.87 6.44 3.44 32.17 4.47 1.85 9.58 3.49 3.92 8.91 86.94 13.38 35.37 18.85 5.34 17.43 17.17 4.71 12.20 38.00 13.91 4.56 32.82 39.29 14.82

1,108.27 $15.77 128.68 19.91 39.92 61.36 79.19 5.05 10.33 80.38 17.09 9.19 7.90 71.08 7.32 3.78 13.24 4.54 6.40 14.28 130.04 33.10 48.21 20.42 6.66 26.51 16.75 5.35 24.96 54.50 28.50 8.89 54.96 47.23 23.91

1,521.94 $15.97 234.58 13.66 51.32 80.05 83.14 10.33 7.15 93.46 53.64 10.92 42.72 68.15 5.06 5.80 42.88 4.33 8.59 11.75 159.99 47.31 51.68 33.96 10.69 37.38 34.23 10.42 27.68 82.09 25.61 11.67 86.25 64.43 48.69

1,822.56 $17.68 219.01 22.84 103.45 66.78 82.76 9.75 20.62 169.03 68.47 22.02 46.45 56.99 7.85 8.74 37.18 6.10 14.13 17.07 165.60 42.56 92.43 47.09 15.52 54.48 27.54 13.95 46.15 84.30 52.70 13.89 102.29 78.35 57.26

2,204.61 $16.81 320.69 19.69 118.63 73.13 96.93 35.67 15.77 212.94 44.79 14.07 30.72 108.55 6.46 15.27 62.82 15.45 17.39 17.67 173.36 60.00 85.70 54.25 22.57 61.68 22.42 29.12 47.68 84.68 37.02 13.22 155.08 91.74 67.43

2,554.67 $24.54 323.40 31.52 134.30 149.64 96.55 16.28 42.89 179.09 79.64 61.79 17.85 122.47 7.45 11.32 58.03 11.77 24.20 21.25 181.23 150.37 115.73 55.87 17.54 72.23 46.71 19.35 73.56 112.34 36.62 16.76 99.92 114.98 107.12

4,300.54 $32.98 412.64 42.08 202.02 214.29 131.73 69.27 56.87 484.20 161.99 78.32 83.67 193.03 17.42 26.57 137.78 35.08 62.26 27.11 227.46 86.88 222.59 109.56 44.96 169.00 112.48 57.72 110.97 125.08 61.97 20.33 255.25 156.72 232.25

Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

189.18 5.11 12.78 46.37 35.82 41.84 30.46 8.79 4.25 3.75

313.43 8.88 31.26 42.38 92.42 62.68 37.24 21.60 8.29 8.68

313.22 9.89 49.68 5.39 108.26 54.68 41.89 23.83 9.50 10.10

470.83 14.21 59.59 24.97 187.44 74.78 46.88 33.59 17.14 12.23

633.88 23.99 99.76 6.45 274.67 95.18 74.75 23.99 20.34 14.75

1,007.89 29.74 86.88 64.39 461.11 139.09 120.87 57.23 27.70 20.88

1,661.65 33.47 203.33 28.01 554.88 285.33 368.93 102.94 43.97 40.79

Number of consumer units (in 000s) Number of persons per CU Average before-tax income of CU Average spending of CU, total

553.19 14.53 63.21 34.96 193.51 95.08 88.85 33.91 15.57 13.57

Note:฀Numbers฀will฀not฀add฀to฀total฀because฀not฀all฀categories฀are฀shown. Source:฀Bureau฀of฀Labor฀Statistics,฀unpublished฀tables฀from฀the฀2004฀Consumer฀Expenditure฀Survey;฀calculations฀by฀New฀Strategist฀ ฀ ฀ ฀ ฀ ฀

฀

฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 21

Table 9. Household Furnishings, Services, and Supplies: Indexed spending by income, 2004 (indexed฀average฀annual฀spending฀of฀consumer฀units฀(CU)฀on฀household฀furnishings,฀services,฀and฀supplies฀by฀before-tax฀income฀of฀consumer฀unit,฀2004;฀ index฀deﬁnition:฀an฀index฀of฀100฀is฀the฀average฀for฀all฀consumer฀units;฀an฀index฀of฀132฀means฀that฀spending฀by฀consumer฀units฀in฀that฀group฀is฀32฀percent฀ above฀the฀average฀for฀all฀consumer฀units;฀an฀index฀of฀68฀indicates฀spending฀that฀is฀32฀percent฀below฀the฀average฀for฀all฀consumer฀units)

Average spending of CU, total Average spending of CU, index

total consumer units $43,395 100

under $20,000 $18,865 43

$20,000– $39,999 $30,401 70

$40,000– $49,999 $38,204 88

$50,000– $69,999 $47,750 110

$70,000– $79,999 $55,012 127

$80,000– $99,999 $65,446 151

$100,000 or more $93,526 216

Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

40 50 38 45 38 36 72 33 27 31 19 27 12 39 57 22 23 36 24 57 59 27 42 45 36 33 48 29 29 51 42 41 35 52 23

63 91 63 94 49 72 92 28 54 51 33 38 28 86 93 45 32 46 39 91 88 68 58 49 45 49 47 33 60 74 85 79 58 63 37

86 92 115 64 63 93 97 58 37 59 103 46 153 83 64 69 104 44 52 75 108 97 62 82 72 70 95 64 67 111 77 104 91 86 75

103 102 107 107 127 78 96 55 107 107 132 92 166 69 100 104 90 62 86 109 111 87 111 113 105 102 77 86 111 114 158 124 108 105 88

125 97 157 93 146 85 113 200 82 135 86 59 110 131 82 181 152 157 106 112 117 123 103 130 153 115 62 180 115 114 111 118 164 123 104

145 142 159 148 165 175 112 91 223 113 153 257 64 148 95 134 141 120 148 135 122 308 139 134 119 135 130 120 177 152 110 150 105 154 165

244 191 202 198 248 250 153 389 296 306 312 326 299 234 222 315 334 357 380 172 153 178 267 263 304 316 313 357 267 169 185 182 269 209 357

Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

100 100 100 100 100 100 100 100 100 100

34 35 20 133 19 44 34 26 27 28

57 61 49 121 48 66 42 64 53 64

57 68 79 15 56 58 47 70 61 74

85 98 94 71 97 79 53 99 110 90

115 165 158 18 142 100 84 71 131 109

182 205 137 184 238 146 136 169 178 154

300 230 322 80 287 300 415 304 282 301

Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀ ฀ ฀ ฀

22฀ WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

฀

฀

฀

Table 10. Household Furnishings, Services, and Supplies: Total spending by income, 2004 (total฀annual฀spending฀on฀household฀furnishings,฀services,฀and฀supplies,฀by฀before-tax฀income฀group฀of฀consumer฀units฀(CU),฀2004;฀consumer฀units฀and฀ dollars฀in฀thousands)

Number of consumer units Total spending of all CUs

total consumer units 116,282 $5,046,042,273

under $20,000 28,898 $545,171,431

$20,000– $39,999 27,297 $829,854,379

$40,000– $49,999 11,374 $434,533,092

$50,000– $69,999 18,069 $862,797,099

$70,000– $79,999 6,461 $355,432,726

204,938,885 2,008,190 23,714,551 2,472,155

20,483,759 248,881 2,229,568 274,467

30,252,389 430,489 3,512,505 543,459

17,310,546 181,643 2,668,113 155,369

32,931,837 319,460 3,957,292 412,696

14,243,985 108,609 2,071,978 127,217

23,620,479 226,897 2,990,156 291,434

64,237,166 492,622 6,163,604 628,549

9,456,052 9,967,693

888,100 887,048

1,089,662 1,675,036

583,714 910,489

1,869,238 1,206,648

766,468 472,493

1,241,738 1,383,571

3,017,573 3,200,850

9,981,647 2,073,308 2,234,940 18,384,184 6,044,338 2,790,768 3,253,570 9,600,242 913,977 981,420 4,797,795 1,144,215 1,907,025 1,827,953 17,274,854 5,673,399 9,702,570 4,843,145 1,717,485 6,228,064 4,184,989 1,881,443 4,828,029 8,618,822 3,888,470 1,302,358 11,016,557 8,704,871 7,564,144

1,796,002 170,500 151,681 1,438,677 285,323 186,007 99,316 929,625 129,126 53,569 276,801 100,976 113,174 257,376 2,512,371 386,647 1,022,038 544,847 154,458 503,700 496,301 136,083 352,482 1,098,112 401,931 131,778 948,525 1,135,448 428,145

2,161,620 137,789 281,848 2,194,074 466,529 250,867 215,662 1,940,196 199,852 103,203 361,492 123,893 174,798 389,779 3,549,796 903,404 1,315,900 557,313 181,681 723,522 457,091 145,987 681,225 1,487,621 778,029 242,536 1,500,222 1,289,145 652,692

945,634 117,493 81,324 1,063,014 610,101 124,204 485,897 775,138 57,552 65,969 487,717 49,249 97,703 133,645 1,819,726 538,104 587,808 386,261 121,588 425,160 389,332 118,517 314,832 933,692 291,288 132,735 981,008 732,827 553,800

1,495,390 176,173 372,583 3,054,203 1,237,184 397,879 839,305 1,029,752 141,842 157,923 671,805 110,221 255,315 308,438 2,992,226 769,017 1,670,118 850,869 280,431 984,399 497,620 252,063 833,884 1,523,217 952,236 250,978 1,848,278 1,415,706 1,034,631

626,265 230,464 101,890 1,375,805 289,388 90,906 198,482 701,342 41,738 98,659 405,880 99,822 112,357 114,166 1,120,079 387,660 553,708 350,509 145,825 398,514 144,856 188,144 308,060 547,117 239,186 85,414 1,001,972 592,732 435,665

892,701 150,525 396,561 1,655,866 736,351 571,310 165,041 1,132,358 68,883 104,665 536,545 108,825 223,753 196,478 1,675,653 1,390,321 1,070,040 516,574 162,175 667,839 431,881 178,910 680,136 1,038,696 338,589 154,963 923,860 1,063,105 990,432

1,967,651 1,034,686 849,467 7,232,495 2,419,645 1,169,866 1,249,779 2,883,289 260,203 396,876 2,058,020 523,990 929,978 404,942 3,397,570 1,297,727 3,324,827 1,636,498 671,568 2,524,353 1,680,114 862,164 1,657,559 1,868,320 925,646 303,669 3,812,669 2,340,927 3,469,118

64,326,040 1,689,577

5,466,802 147,795

8,555,661 242,317

3,562,564 112,489

8,507,427 256,760

4,095,499 154,999

9,318,951 274,976

24,820,066 499,941

7,350,185

369,403

853,440

565,060

1,076,732

644,549

803,292

3,037,140

4,065,219

1,339,915

1,156,943

61,306

451,183

41,673

595,350

418,385

22,501,730 11,056,093 10,331,656 3,943,123 1,810,511 1,577,947

1,034,996 1,209,211 880,237 254,012 122,821 108,413

2,522,721 1,710,939 1,016,583 589,527 226,238 236,953

1,231,349 621,930 476,457 271,042 108,053 114,877

3,386,853 1,351,200 847,075 606,938 309,703 220,984

1,774,643 614,958 482,960 154,999 131,417 95,300

4,263,423 1,286,026 1,117,564 529,149 256,114 193,056

8,288,243 4,261,974 5,510,707 1,537,615 656,780 609,280

Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, and napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services, products

Note:฀Numbers฀will฀not฀add฀to฀total฀because฀not฀all฀categories฀are฀shown฀and฀because฀of฀rounding. Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀ ฀ ฀

$80,000– $100,000 $99,999 or more 9,246 14,937 $605,117,322 $1,396,992,933

฀

฀

฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 23

Table 11. Household Furnishings, Services, and Supplies: Market shares by income, 2004 (percentage฀of฀total฀annual฀spending฀on฀household฀furnishings,฀services,฀and฀supplies฀accounted฀for฀by฀before-tax฀income฀group฀of฀consumer฀units,฀2004)฀

Share of total consumer units Share of total before-tax income Share of total spending

total consumer units 100.0% 100.0 100.0

under $20,000 24.9% 5.0 10.8

$20,000– $39,999 23.5% 12.7 16.4

$40,000– $49,999 9.8% 8.0 8.6

$50,000– $69,999 15.5% 16.9 17.1

$70,000– $79,999 5.6% 7.6 7.0

$80,000– $99,999 8.0% 13.0 12.0

$100,000 or more 12.8% 36.8 27.7

Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, and napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture

100.0 100.0 100.0 100.0

10.0 12.4 9.4 11.1

14.8 21.4 14.8 22.0

8.4 9.0 11.3 6.3

16.1 15.9 16.7 16.7

7.0 5.4 8.7 5.1

11.5 11.3 12.6 11.8

31.3 24.5 26.0 25.4

100.0 100.0

9.4 8.9

11.5 16.8

6.2 9.1

19.8 12.1

8.1 4.7

13.1 13.9

31.9 32.1

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

18.0 8.2 6.8 7.8 4.7 6.7 3.1 9.7 14.1 5.5 5.8 8.8 5.9 14.1 14.5 6.8 10.5 11.2 9.0 8.1 11.9 7.2 7.3 12.7 10.3 10.1 8.6 13.0 5.7

21.7 6.6 12.6 11.9 7.7 9.0 6.6 20.2 21.9 10.5 7.5 10.8 9.2 21.3 20.5 15.9 13.6 11.5 10.6 11.6 10.9 7.8 14.1 17.3 20.0 18.6 13.6 14.8 8.6

9.5 5.7 3.6 5.8 10.1 4.5 14.9 8.1 6.3 6.7 10.2 4.3 5.1 7.3 10.5 9.5 6.1 8.0 7.1 6.8 9.3 6.3 6.5 10.8 7.5 10.2 8.9 8.4 7.3

15.0 8.5 16.7 16.6 20.5 14.3 25.8 10.7 15.5 16.1 14.0 9.6 13.4 16.9 17.3 13.6 17.2 17.6 16.3 15.8 11.9 13.4 17.3 17.7 24.5 19.3 16.8 16.3 13.7

6.3 11.1 4.6 7.5 4.8 3.3 6.1 7.3 4.6 10.1 8.5 8.7 5.9 6.2 6.5 6.8 5.7 7.2 8.5 6.4 3.5 10.0 6.4 6.3 6.2 6.6 9.1 6.8 5.8

8.9 7.3 17.7 9.0 12.2 20.5 5.1 11.8 7.5 10.7 11.2 9.5 11.7 10.7 9.7 24.5 11.0 10.7 9.4 10.7 10.3 9.5 14.1 12.1 8.7 11.9 8.4 12.2 13.1

19.7 49.9 38.0 39.3 40.0 41.9 38.4 30.0 28.5 40.4 42.9 45.8 48.8 22.2 19.7 22.9 34.3 33.8 39.1 40.5 40.1 45.8 34.3 21.7 23.8 23.3 34.6 26.9 45.9

Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

8.5 8.7 5.0 33.0 4.6 10.9 8.5 6.4 6.8 6.9

13.3 14.3 11.6 28.5 11.2 15.5 9.8 15.0 12.5 15.0

5.5 6.7 7.7 1.5 5.5 5.6 4.6 6.9 6.0 7.3

13.2 15.2 14.6 11.1 15.1 12.2 8.2 15.4 17.1 14.0

6.4 9.2 8.8 1.0 7.9 5.6 4.7 3.9 7.3 6.0

14.5 16.3 10.9 14.6 18.9 11.6 10.8 13.4 14.1 12.2

38.6 29.6 41.3 10.3 36.8 38.5 53.3 39.0 36.3 38.6

Note:฀Numbers฀may฀not฀add฀to฀total฀because฀of฀rounding.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀ ฀ ฀

24฀ WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

฀

฀

฀

Table 12. Household Furnishings, Services, and Supplies: Average spending by high-income consumer units, 2004 (average฀annual฀spending฀on฀household฀furnishings,฀services,฀and฀supplies,฀by฀before-tax฀income฀of฀consumer฀units฀(CU)฀with฀high฀incomes,฀2004)฀

Number of consumer units (in 000s) Number of persons per CU Average before-tax income of CU Average spending of CU, total Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, and napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

total consumer units 116,282 2.5 $54,453.00 43,394.87

$100,000 or more 14,937 3.2 $155,901.00 93,525.67

$100,000– $119,999 5,625 3.1 $108,751.00 75,213.14

$120,000– $149,999 4,245 3.3 $132,292.00 87,298.57

$150,000 or more 5,067 3.2 $228,021.00 119,448.79

1,762.43 17.27 203.94 21.26 81.32 85.72 85.84 17.83 19.22 158.10 51.98 24.00 27.98 82.56 7.86 8.44 41.26 9.84 16.40 15.72 148.56 48.79 83.44 41.65 14.77 53.56 35.99 16.18 41.52 74.12 33.44 11.20 94.74 74.86 65.05

4,300.54 32.98 412.64 42.08 202.02 214.29 131.73 69.27 56.87 484.20 161.99 78.32 83.67 193.03 17.42 26.57 137.78 35.08 62.26 27.11 227.46 86.88 222.59 109.56 44.96 169.00 112.48 57.72 110.97 125.08 61.97 20.33 255.25 156.72 232.25

3,144.02 31.21 316.43 40.36 181.71 185.33 119.42 35.40 30.43 297.57 87.76 25.17 62.59 182.87 34.60 32.72 79.71 29.50 89.78 25.00 204.43 81.09 128.52 62.05 31.47 70.21 26.97 34.00 84.14 104.60 58.73 21.36 198.93 137.71 100.01

4,183.36 31.89 389.74 27.26 250.03 236.59 139.58 34.79 40.25 345.40 92.61 61.50 31.11 191.41 5.29 23.36 197.31 50.67 37.16 32.60 245.97 100.26 128.47 109.89 39.74 238.32 233.84 55.40 110.00 135.12 70.95 12.08 212.17 173.84 191.37

5,755.45 35.86 539.09 59.17 184.32 227.36 138.92 145.75 100.14 853.91 302.52 151.42 151.10 206.99 8.56 22.43 152.37 26.20 52.74 24.15 237.06 82.11 433.35 162.02 64.31 220.59 94.97 85.98 141.56 140.10 56.88 26.10 353.85 162.78 413.31

553.19 14.53 63.21 34.96 193.51 95.08 88.85 33.91 15.57 13.57

1,661.65 33.47 203.33 28.01 554.88 285.33 368.93 102.94 43.97 40.79

1,088.45 22.77 156.28 47.12 354.27 158.22 161.68 133.01 30.00 25.10

1,417.55 37.76 138.98 5.67 593.54 235.46 249.73 75.12 45.50 35.79

2,502.45 41.76 309.47 25.51 745.18 468.22 698.86 92.86 58.21 62.38

Note:฀Numbers฀will฀not฀add฀to฀total฀because฀not฀all฀categories฀are฀shown.฀ Source:฀Bureau฀of฀Labor฀Statistics,฀unpublished฀tables฀from฀the฀2004฀Consumer฀Expenditure฀Survey฀

฀

฀

฀

฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 25

Table 13. Household Furnishings, Services, and Supplies: Indexed spending by high-income consumer units, 2004 (indexed฀average฀annual฀spending฀of฀consumer฀units฀(CU)฀with฀high฀incomes฀on฀household฀furnishings,฀services,฀and฀supplies,฀by฀before-tax฀income฀of฀consumer฀unit,฀2004;฀index฀deﬁnition:฀an฀index฀of฀100฀is฀the฀average฀for฀all฀consumer฀units;฀an฀index฀of฀132฀means฀that฀spending฀by฀consumer฀units฀in฀that฀group฀ is฀32฀percent฀above฀the฀average฀for฀all฀consumer฀units;฀an฀index฀of฀68฀indicates฀spending฀that฀is฀32฀percent฀below฀the฀average฀for฀all฀consumer฀units) total consumer units $43,395 100

$100,000 or more $93,526 216

$100,000– $119,999 $75,213 173

$120,000– $149,999 $87,299 201

$150,000 or more $119,449 275

Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, and napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

244 191 202 198 248 250 153 389 296 306 312 326 299 234 222 315 334 357 380 172 153 178 267 263 304 316 313 357 267 169 185 182 269 209 357

178 181 155 190 223 216 139 199 158 188 169 105 224 221 440 388 193 300 547 159 138 166 154 149 213 131 75 210 203 141 176 191 210 184 154

237 185 191 128 307 276 163 195 209 218 178 256 111 232 67 277 478 515 227 207 166 205 154 264 269 445 650 342 265 182 212 108 224 232 294

327 208 264 278 227 265 162 817 521 540 582 631 540 251 109 266 369 266 322 154 160 168 519 389 435 412 264 531 341 189 170 233 373 217 635

Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

100 100 100 100 100 100 100 100 100 100

300 230 322 80 287 300 415 304 282 301

197 157 247 135 183 166 182 392 193 185

256 260 220 16 307 248 281 222 292 264

452 287 490 73 385 492 787 274 374 460

Average spending of CU, total Average spending of CU, index

Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀ ฀ ฀

26฀ WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

฀

฀

฀

Table 14. Household Furnishings, Services, and Supplies: Total spending by high-income consumer units, 2004 (total฀annual฀spending฀on฀household฀furnishings,฀services,฀and฀supplies,฀by฀before-tax฀income฀group฀of฀consumer฀units฀(CU)฀with฀high฀incomes,฀2004;฀ consumer฀units฀and฀dollars฀in฀thousands)฀

Number of consumer units Total spending of all CUs Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, and napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

total consumer units 116,282 $5,046,042,273

$100,000 or more 14,937 $1,396,992,933

$100,000– $119,999 5,625 $423,073,913

$120,000– $149,999 4,245 $370,582,430

$150,000 or more 5,067 $605,247,019

204,938,885 2,008,190 23,714,551 2,472,155 9,456,052 9,967,693 9,981,647 2,073,308 2,234,940 18,384,184 6,044,338 2,790,768 3,253,570 9,600,242 913,977 981,420 4,797,795 1,144,215 1,907,025 1,827,953 17,274,854 5,673,399 9,702,570 4,843,145 1,717,485 6,228,064 4,184,989 1,881,443 4,828,029 8,618,822 3,888,470 1,302,358 11,016,557 8,704,871 7,564,144

64,237,166 492,622 6,163,604 628,549 3,017,573 3,200,850 1,967,651 1,034,686 849,467 7,232,495 2,419,645 1,169,866 1,249,779 2,883,289 260,203 396,876 2,058,020 523,990 929,978 404,942 3,397,570 1,297,727 3,324,827 1,636,498 671,568 2,524,353 1,680,114 862,164 1,657,559 1,868,320 925,646 303,669 3,812,669 2,340,927 3,469,118

17,685,113 175,556 1,779,919 227,025 1,022,119 1,042,481 671,738 199,125 171,169 1,673,831 493,650 141,581 352,069 1,028,644 194,625 184,050 448,369 165,938 505,013 140,625 1,149,919 456,131 722,925 349,031 177,019 394,931 151,706 191,250 473,288 588,375 330,356 120,150 1,118,981 774,619 562,556

17,758,363 135,373 1,654,446 115,719 1,061,377 1,004,325 592,517 147,684 170,861 1,466,223 393,129 261,068 132,062 812,535 22,456 99,163 837,581 215,094 157,744 138,387 1,044,143 425,604 545,355 466,483 168,696 1,011,668 992,651 235,173 466,950 573,584 301,183 51,280 900,662 737,951 812,366

29,162,865 181,703 2,731,569 299,814 933,949 1,152,033 703,908 738,515 507,409 4,326,762 1,532,869 767,245 765,624 1,048,818 43,374 113,653 772,059 132,755 267,234 122,368 1,201,183 416,051 2,195,784 820,955 325,859 1,117,730 481,213 435,661 717,285 709,887 288,211 132,249 1,792,958 824,806 2,094,242

64,326,040 1,689,577 7,350,185 4,065,219 22,501,730 11,056,093 10,331,656 3,943,123 1,810,511 1,577,947

24,820,066 499,941 3,037,140 418,385 8,288,243 4,261,974 5,510,707 1,537,615 656,780 609,280

6,122,531 128,081 879,075 265,050 1,992,769 889,988 909,450 748,181 168,750 141,188

6,017,500 160,291 589,970 24,069 2,519,577 999,528 1,060,104 318,884 193,148 151,929

12,679,914 211,598 1,568,084 129,259 3,775,827 2,372,471 3,541,124 470,522 294,950 316,079

Note:฀Numbers฀will฀not฀add฀to฀total฀because฀not฀all฀categories฀are฀shown฀and฀because฀of฀rounding. Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀ ฀

฀

฀

฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 27

Table 15. Household Furnishings, Services, and Supplies: Market shares by high-income consumer units, 2004 (percentage฀of฀total฀annual฀spending฀on฀household฀furnishings,฀services,฀and฀supplies฀accounted฀for฀by฀before-tax฀income฀group฀of฀consumer฀units฀with฀ high฀incomes,฀2004)฀

Share of total consumer units Share of total before-tax income Share of total spending

total consumer units 100.0% 100.0 100.0

$100,000 or more 12.8% 36.8 27.7

$100,000– $119,999 4.8% 9.7 8.4

$120,000– $149,999 3.7% 8.9 7.3

$150,000 or more 4.4% 18.2 12.0

Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, and napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

31.3 24.5 26.0 25.4 31.9 32.1 19.7 49.9 38.0 39.3 40.0 41.9 38.4 30.0 28.5 40.4 42.9 45.8 48.8 22.2 19.7 22.9 34.3 33.8 39.1 40.5 40.1 45.8 34.3 21.7 23.8 23.3 34.6 26.9 45.9

8.6 8.7 7.5 9.2 10.8 10.5 6.7 9.6 7.7 9.1 8.2 5.1 10.8 10.7 21.3 18.8 9.3 14.5 26.5 7.7 6.7 8.0 7.5 7.2 10.3 6.3 3.6 10.2 9.8 6.8 8.5 9.2 10.2 8.9 7.4

8.7 6.7 7.0 4.7 11.2 10.1 5.9 7.1 7.6 8.0 6.5 9.4 4.1 8.5 2.5 10.1 17.5 18.8 8.3 7.6 6.0 7.5 5.6 9.6 9.8 16.2 23.7 12.5 9.7 6.7 7.7 3.9 8.2 8.5 10.7

14.2 9.0 11.5 12.1 9.9 11.6 7.1 35.6 22.7 23.5 25.4 27.5 23.5 10.9 4.7 11.6 16.1 11.6 14.0 6.7 7.0 7.3 22.6 17.0 19.0 17.9 11.5 23.2 14.9 8.2 7.4 10.2 16.3 9.5 27.7

Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

38.6 29.6 41.3 10.3 36.8 38.5 53.3 39.0 36.3 38.6

9.5 7.6 12.0 6.5 8.9 8.0 8.8 19.0 9.3 8.9

9.4 9.5 8.0 0.6 11.2 9.0 10.3 8.1 10.7 9.6

19.7 12.5 21.3 3.2 16.8 21.5 34.3 11.9 16.3 20.0

Note:฀Numbers฀may฀not฀add฀to฀total฀because฀of฀rounding.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀

28฀ WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

฀

฀

฀

Table 16. Household Furnishings, Services, and Supplies: Average spending by household type, 2004 (average฀annual฀spending฀of฀consumer฀units฀(CU)฀on฀household฀furnishings,฀services,฀and฀supplies,฀by฀type฀of฀consumer฀unit,฀2004)฀ total consumer units

total married couples

married couples, no children

116,282 2.5 $54,453.00 43,394.87

59,797 3.2 $73,001.00 55,606.57

Household furnishings and supplies 1,762.43 Appliances, kitchen, small electric 17.27 Appliances, major 203.94 Bathroom linens 21.26 Bedroom furniture, except mattresses and springs 81.32 Bedroom linens 85.72 Cleansing and toilet tissue, paper towels, and napkins 85.84 Closet and storage items 17.83 Curtains and draperies 19.22 Decorative items for the home 158.10 Floor coverings 51.98 Floor coverings, nonpermanent 24.00 Wall–to–wall carpeting 27.98 Housewares 82.56 Infants’ equipment 7.86 Infants’ furniture 8.44 Kitchen and dining room furniture 41.26 Kitchen and dining room linens 9.84 Lamps and lighting ﬁxtures 16.40 Laundry and cleaning equipment 15.72 Laundry and cleaning supplies 148.56 Lawn and garden equipment 48.79 Lawn and garden supplies 83.44 Living room chairs 41.65 Living room tables 14.77 Mattresses and springs 53.56 Outdoor equipment 35.99 Outdoor furniture 16.18 Plants and fresh ﬂowers, indoor 41.52 Postage 74.12 Power tools 33.44 Sewing materials for household items 11.20 Sofas 94.74 Stationery, stationery supplies, giftwrap 74.86 Wall units, cabinets, and other furniture 65.05

Number of consumer units (in 000s) Number of persons per CU Average before-tax income of CU Average spending of CU, total

Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

553.19 14.53 63.21 34.96 193.51 95.08 88.85 33.91 15.57 13.57

married couples with children total

oldest child under 6

oldest child 6 to 17

oldest child 18 or older

single parent, at least one child <18

single person

25,585 2.0 $64,434.00 49,690.43

29,279 3.9 $79,764.00 60,660.88

5,604 3.5 $75,293.00 55,981.04

15,376 4.1 $78,508.00 60,577.88

8,300 3.9 $85,109.00 64,161.69

6,892 2.9 $31,055.00 32,824.46

33,686 1.0 $28,143.00 25,423.35

2,374.99 21.46 285.71 25.80 102.87 112.05

2,310.91 23.88 278.04 25.32 93.07 120.67

2,390.05 18.52 296.71 27.44 104.52 105.48

2,406.97 16.54 332.60 22.91 142.93 87.13

2,353.15 18.86 276.41 22.67 97.75 79.87

2,456.46 19.22 311.30 41.02 91.11 173.67

1,189.58 13.57 100.98 24.39 102.62 40.23

851.63 10.22 88.30 11.60 27.09 41.64

104.64 24.88 25.97 216.96 71.98 35.24 36.74 111.06 11.59 13.14 55.89 14.65 23.75 19.07 182.96 69.20 121.81 59.40 20.87 73.37 39.74 24.69 57.40 92.75 51.31 15.05 129.79 100.18 95.00

97.28 20.50 26.61 191.58 78.44 36.32 42.12 106.60 15.50 13.93 50.41 13.47 31.49 16.89 145.44 75.27 135.98 64.98 20.86 75.52 31.73 23.97 65.05 110.32 52.10 16.63 113.69 91.58 84.11

106.59 29.72 23.40 210.64 61.46 33.08 28.38 115.03 8.81 12.88 54.67 17.02 18.21 19.58 205.60 57.98 120.42 53.30 21.06 75.32 49.24 25.22 52.73 78.16 53.77 13.85 140.37 112.48 99.87

88.73 68.75 29.91 215.52 47.18 19.04 28.14 142.38 24.01 39.18 67.83 10.29 28.37 17.47 173.53 58.40 92.43 50.30 20.37 55.45 27.58 23.69 46.79 78.74 44.88 10.51 124.54 116.51 101.52

106.69 19.49 24.21 222.19 64.15 39.19 24.96 108.05 6.61 7.45 55.05 14.13 17.82 19.03 216.89 53.62 142.78 56.21 20.58 72.03 44.71 29.29 46.98 72.82 62.81 10.04 156.58 112.55 94.83

120.70 19.70 17.52 182.63 66.12 31.25 34.87 107.57 1.20 5.20 45.08 28.46 12.05 22.43 207.78 65.77 96.24 49.95 22.40 94.85 76.10 18.72 67.39 88.83 42.04 23.17 121.02 109.11 108.11

72.50 11.93 5.24 60.95 42.44 13.10 29.34 54.28 3.47 3.79 28.67 4.80 7.73 15.25 158.06 21.43 35.41 24.49 11.98 36.96 21.43 10.35 17.39 43.71 13.98 7.10 79.82 56.67 57.96

49.55 5.74 11.87 92.71 23.60 10.64 12.96 46.16 0.76 0.79 18.59 4.28 7.34 10.38 72.78 25.28 35.01 18.76 7.13 25.99 13.01 6.01 22.47 49.68 9.42 6.93 44.70 38.96 24.88

746.51 20.61 99.27 14.14 302.36 111.79 115.82 42.71 20.66 19.15

400.84 19.49 0.83 10.24 7.45 140.29 132.60 47.68 20.08 22.18

1,035.56 21.40 185.55 6.99 556.85 86.66 103.52 36.85 21.19 16.55

2,461.37 19.98 560.90 – 1,584.66 77.38 128.93 46.90 29.36 13.26

908.73 20.64 144.99 1.12 462.00 91.01 113.79 36.13 21.19 17.86

307.84 23.76 7.25 22.58 38.62 84.87 67.35 31.40 15.67 16.34

621.30 7.68 123.43 – 359.63 38.43 55.46 21.08 11.10 4.49

305.72 7.73 0.66 89.21 8.20 91.30 69.79 20.59 10.57 7.67

Note:฀Numbers฀will฀not฀add฀to฀total฀because฀not฀all฀categories฀are฀shown.฀“–”฀means฀sample฀is฀too฀small฀to฀make฀a฀reliable฀estimate. Source:฀Bureau฀of฀Labor฀Statistics,฀unpublished฀data฀from฀the฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀ ฀ ฀ ฀ ฀

฀

฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 29

Table 17. Household Furnishings, Services, and Supplies: Indexed spending by household type, 2004 (indexed฀average฀annual฀spending฀of฀consumer฀units฀(CU)฀on฀household฀furnishings,฀services,฀and฀supplies฀by฀type฀of฀consumer฀unit,฀2004;฀index฀deﬁnition:฀ an฀index฀of฀100฀is฀the฀average฀for฀all฀consumer฀units;฀an฀index฀of฀132฀means฀that฀spending฀by฀consumer฀units฀in฀that฀group฀is฀32฀percent฀above฀the฀average฀ for฀all฀consumer฀units;฀an฀index฀of฀68฀indicates฀spending฀that฀is฀32฀percent฀below฀the฀average฀for฀all฀consumer฀units)

total consumer units

total married couples

married couples, no children

$43,395 100

$55,607 128

Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

100 100 100 100 100 100 100 100 100 100

Average spending of CU, total Average spending of CU, index

married couples with children total

oldest child under 6

oldest child 6 to 17

oldest child 18 or older

single parent, at least one child <18

single person

$49,690 115

$60,661 140

$55,981 129

$60,578 140

$64,162 148

$32,824 76

25,423 59

135 124 140 121 127 131 122 140 135 137 138 147 131 135 147 156 135 149 145 121 123 142 146 143 141 137 110 153 138 125 153 134 137 134 146

131 138 136 119 114 141 113 115 138 121 151 151 151 129 197 165 122 137 192 107 98 154 163 156 141 141 88 148 157 149 156 148 120 122 129

136 107 145 129 129 123 124 167 122 133 118 138 101 139 112 153 133 173 111 125 138 119 144 128 143 141 137 156 127 105 161 124 148 150 154

137 96 163 108 176 102 103 386 156 136 91 79 101 172 305 464 164 105 173 111 117 120 111 121 138 104 77 146 113 106 134 94 131 156 156

134 109 136 107 120 93 124 109 126 141 123 163 89 131 84 88 133 144 109 121 146 110 171 135 139 134 124 181 113 98 188 90 165 150 146

139 111 153 193 112 203 141 110 91 116 127 130 125 130 15 62 109 289 73 143 140 135 115 120 152 177 211 116 162 120 126 207 128 146 166

67 79 50 115 126 47 84 67 27 39 82 55 105 66 44 45 69 49 47 97 106 44 42 59 81 69 60 64 42 59 42 63 84 76 89

48 59 43 55 33 49 58 32 62 59 45 44 46 56 10 9 45 43 45 66 49 52 42 45 48 49 36 37 54 67 28 62 47 52 38

135 142 157 40 156 118 130 126 133 141

72 134 1 29 4 148 149 141 129 163

187 147 294 20 288 91 117 109 136 122

445 138 887 – 819 81 145 138 189 98

164 142 229 3 239 96 128 107 136 132

56 164 11 65 20 89 76 93 101 120

112 53 195 – 186 40 62 62 71 33

55 53 1 255 4 96 79 61 68 57

Note:฀“–”฀means฀sample฀is฀too฀small฀to฀make฀a฀reliable฀estimate. Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀ ฀ ฀ ฀

30฀ WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

฀

฀

฀

Table 18. Household Furnishings, Services, and Supplies: Total spending by household type, 2004 (total฀annual฀spending฀on฀household฀furnishings,฀services,฀and฀supplies,฀by฀consumer฀unit฀(CU)฀type,฀2004;฀consumer฀units฀and฀dollars฀in฀thousands)

Number of consumer units Total spending of all CUs Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, and napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services, products

total married couples 59,797

total 29,279

oldest child 6 to 17 15,376

oldest child 18 or older 8,300

single parent, at least one child <18 6,892

single person 33,686

$5,046,042,273 $3,325,106,066 $1,271,329,652 $1,776,089,906

$313,717,748

$931,445,483

$532,542,027

$226,226,178

$856,410,968

204,938,885 142,017,277 2,008,190 1,283,244 23,714,551 17,084,601 2,472,155 1,542,763

married couples, no children 25,585

married couples with children oldest child under 6 5,604

total consumer units 116,282

59,124,632 610,970 7,113,653 647,812

69,978,274 542,247 8,687,372 803,416

13,488,660 92,690 1,863,890 128,388

36,182,034 289,991 4,250,080 348,574

20,388,618 159,526 2,583,790 340,466

8,198,585 93,524 695,954 168,096

28,688,008 344,271 2,974,474 390,758

9,456,052 9,967,693

6,151,317 6,700,254

2,381,196 3,087,342

3,060,241 3,088,349

800,980 488,277

1,503,004 1,228,081

756,213 1,441,461

707,257 277,265

912,554 1,402,685

9,981,647 2,073,308 2,234,940 18,384,184 6,044,338 2,790,768 3,253,570 9,600,242 913,977 981,420 4,797,795 1,144,215 1,907,025 1,827,953 17,274,854 5,673,399 9,702,570 4,843,145 1,717,485 6,228,064 4,184,989 1,881,443 4,828,029 8,618,822 3,888,470 1,302,358 11,016,557 8,704,871 7,564,144

6,257,158 1,487,749 1,552,928 12,973,557 4,304,188 2,107,246 2,196,942 6,641,055 693,047 785,733 3,342,054 876,026 1,420,179 1,140,329 10,940,459 4,137,952 7,283,873 3,551,942 1,247,963 4,387,306 2,376,333 1,476,388 3,432,348 5,546,172 3,068,184 899,945 7,761,053 5,990,463 5,680,715

2,488,909 524,493 680,817 4,901,574 2,006,887 929,247 1,077,640 2,727,361 396,568 356,399 1,289,740 344,630 805,672 432,131 3,721,082 1,925,783 3,479,048 1,662,513 533,703 1,932,179 811,812 613,272 1,664,304 2,822,537 1,332,979 425,479 2,908,759 2,343,074 2,151,954

3,120,849 870,172 685,129 6,167,329 1,799,487 968,549 830,938 3,367,963 257,948 377,114 1,600,683 498,329 533,171 573,283 6,019,762 1,697,596 3,525,777 1,560,571 616,616 2,205,294 1,441,698 738,416 1,543,882 2,288,447 1,574,332 405,514 4,109,893 3,293,302 2,924,094

497,243 385,275 167,616 1,207,774 264,397 106,700 157,697 797,898 134,552 219,565 380,119 57,665 158,985 97,902 972,462 327,274 517,978 281,881 114,153 310,742 154,558 132,759 262,211 441,259 251,508 58,898 697,922 652,922 568,918

1,640,465 299,678 372,253 3,416,393 986,370 602,585 383,785 1,661,377 101,635 114,551 846,449 217,263 274,000 292,605 3,334,901 824,461 2,195,385 864,285 316,438 1,107,533 687,461 450,363 722,364 1,119,680 965,767 154,375 2,407,574 1,730,569 1,458,106

1,001,810 163,510 145,416 1,515,829 548,796 259,375 289,421 892,831 9,960 43,160 374,164 236,218 100,015 186,169 1,724,574 545,891 798,792 414,585 185,920 787,255 631,630 155,376 559,337 737,289 348,932 192,311 1,004,466 905,613 897,313

499,670 82,222 36,114 420,067 292,496 90,285 202,211 374,098 23,915 26,121 197,594 33,082 53,275 105,103 1,089,350 147,696 244,046 168,785 82,566 254,728 147,696 71,332 119,852 301,249 96,350 48,933 550,119 390,570 399,460

1,669,141 193,358 399,853 3,123,029 794,990 358,419 436,571 1,554,946 25,601 26,612 626,223 144,176 247,255 349,661 2,451,667 851,582 1,179,347 631,949 240,181 875,499 438,255 202,453 756,924 1,673,520 317,322 233,444 1,505,764 1,312,407 838,108

64,326,040 1,689,577

44,639,058 1,232,416

10,255,491 498,652

30,320,161 626,571

13,793,517 111,968

13,972,632 317,361

2,555,072 197,208

4,282,000 52,931

10,298,484 260,393

7,350,185

5,936,048

21,236

5,432,718

3,143,284

2,229,366

60,175

850,680

22,233

4,065,219

845,530

261,990

204,660

–

17,221

187,414

–

3,005,128

22,501,730 11,056,093 10,331,656 3,943,123 1,810,511 1,577,947

18,080,221 6,684,707 6,925,689 2,553,930 1,235,406 1,145,113

190,608 3,589,320 3,392,571 1,219,893 513,747 567,475

16,304,011 2,537,318 3,030,962 1,078,931 620,422 484,567

8,880,435 433,638 722,524 262,828 164,533 74,309

7,103,712 1,399,370 1,749,635 555,535 325,817 274,615

320,546 704,421 559,005 260,620 130,061 135,622

2,478,570 264,860 382,230 145,283 76,501 30,945

276,225 3,075,532 2,350,946 693,595 356,061 258,372

Note:฀Numbers฀will฀not฀add฀to฀total฀because฀not฀all฀types฀of฀consumer฀units฀are฀shown,฀because฀not฀all฀categories฀are฀shown,฀and฀because฀of฀rounding.฀“–”฀ means฀sample฀is฀too฀small฀to฀make฀a฀reliable฀estimate. Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀ ฀ ฀ ฀ ฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 31

Table 19. Household Furnishings, Services, and Supplies: Market shares by household type, 2004 (percentage฀of฀total฀annual฀spending฀on฀household฀furnishings,฀services,฀and฀supplies฀accounted฀for฀by฀types฀of฀consumer฀units,฀2004)฀

total consumer units

total married couples

married couples, no children

married couples with children total

oldest child under 6

oldest child 6 to 17

oldest child 18 or older

single parent, at least one child <18

single person

Share of total consumer units Share of total before-tax income Share of total spending

100.0% 100.0 100.0

51.4% 68.9 65.9

22.0% 26.0 25.2

25.2% 36.9 35.2

4.8% 6.7 6.2

13.2% 19.1 18.5

7.1% 11.2 10.6

5.9% 3.4 4.5

29.0% 15.0 17.0

Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, and napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture

100.0 100.0 100.0 100.0 100.0 100.0

69.3 63.9 72.0 62.4 65.1 67.2

28.8 30.4 30.0 26.2 25.2 31.0

34.1 27.0 36.6 32.5 32.4 31.0

6.6 4.6 7.9 5.2 8.5 4.9

17.7 14.4 17.9 14.1 15.9 12.3

9.9 7.9 10.9 13.8 8.0 14.5

4.0 4.7 2.9 6.8 7.5 2.8

14.0 17.1 12.5 15.8 9.7 14.1

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

62.7 71.8 69.5 70.6 71.2 75.5 67.5 69.2 75.8 80.1 69.7 76.6 74.5 62.4 63.3 72.9 75.1 73.3 72.7 70.4 56.8 78.5 71.1 64.3 78.9 69.1 70.4 68.8 75.1

24.9 25.3 30.5 26.7 33.2 33.3 33.1 28.4 43.4 36.3 26.9 30.1 42.2 23.6 21.5 33.9 35.9 34.3 31.1 31.0 19.4 32.6 34.5 32.7 34.3 32.7 26.4 26.9 28.4

31.3 42.0 30.7 33.5 29.8 34.7 25.5 35.1 28.2 38.4 33.4 43.6 28.0 31.4 34.8 29.9 36.3 32.2 35.9 35.4 34.4 39.2 32.0 26.6 40.5 31.1 37.3 37.8 38.7

5.0 18.6 7.5 6.6 4.4 3.8 4.8 8.3 14.7 22.4 7.9 5.0 8.3 5.4 5.6 5.8 5.3 5.8 6.6 5.0 3.7 7.1 5.4 5.1 6.5 4.5 6.3 7.5 7.5

16.4 14.5 16.7 18.6 16.3 21.6 11.8 17.3 11.1 11.7 17.6 19.0 14.4 16.0 19.3 14.5 22.6 17.8 18.4 17.8 16.4 23.9 15.0 13.0 24.8 11.9 21.9 19.9 19.3

10.0 7.9 6.5 8.2 9.1 9.3 8.9 9.3 1.1 4.4 7.8 20.6 5.2 10.2 10.0 9.6 8.2 8.6 10.8 12.6 15.1 8.3 11.6 8.6 9.0 14.8 9.1 10.4 11.9

5.0 4.0 1.6 2.3 4.8 3.2 6.2 3.9 2.6 2.7 4.1 2.9 2.8 5.7 6.3 2.6 2.5 3.5 4.8 4.1 3.5 3.8 2.5 3.5 2.5 3.8 5.0 4.5 5.3

16.7 9.3 17.9 17.0 13.2 12.8 13.4 16.2 2.8 2.7 13.1 12.6 13.0 19.1 14.2 15.0 12.2 13.0 14.0 14.1 10.5 10.8 15.7 19.4 8.2 17.9 13.7 15.1 11.1

Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

69.4 72.9 80.8 20.8 80.4 60.5 67.0 64.8 68.2 72.6

15.9 29.5 0.3 6.4 0.8 32.5 32.8 30.9 28.4 36.0

47.1 37.1 73.9 5.0 72.5 22.9 29.3 27.4 34.3 30.7

21.4 6.6 42.8 – 39.5 3.9 7.0 6.7 9.1 4.7

21.7 18.8 30.3 0.4 31.6 12.7 16.9 14.1 18.0 17.4

4.0 11.7 0.8 4.6 1.4 6.4 5.4 6.6 7.2 8.6

6.7 3.1 11.6 – 11.0 2.4 3.7 3.7 4.2 2.0

16.0 15.4 0.3 73.9 1.2 27.8 22.8 17.6 19.7 16.4

Note:฀Market฀shares฀by฀type฀of฀consumer฀unit฀will฀not฀add฀to฀total฀because฀not฀all฀types฀of฀consumer฀units฀are฀shown.฀“–”฀means฀sample฀is฀too฀small฀to฀ make฀a฀reliable฀estimate. Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀ ฀ ฀ ฀ ฀ ฀ ฀

32฀ WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

Table 20. Household Furnishings, Services, and Supplies: Average spending by race and Hispanic origin, 2004 (average฀annual฀spending฀of฀consumer฀units฀(CU)฀on฀household฀furnishings,฀services,฀and฀supplies,฀by฀race฀and฀Hispanic฀origin฀of฀consumer฀unit฀reference฀ person,฀2004)฀

Number of consumer units (in 000s) Number of persons per CU Average before-tax income of CU Average spending of CU, total Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, and napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

total consumer units 116,282 2.5 $54,453.00 43,394.87

Asian 3,957 2.8 $67,705.00 49,458.68

black 13,773 2.6 $38,503.00 30,481.49

Hispanic 12,298 3.3 $43,693.00 37,578.03

non-Hispanic white and other 90,424 2.3 $58,314.00 46,163.26

1,762.43 17.27 203.94 21.26 81.32 85.72 85.84 17.83 19.22 158.10 51.98 24.00 27.98 82.56 7.86 8.44 41.26 9.84 16.40 15.72 148.56 48.79 83.44 41.65 14.77 53.56 35.99 16.18 41.52 74.12 33.44 11.20 94.74 74.86 65.05

1,587.64 13.80 138.54 7.10 71.27 67.24 79.27 8.89 6.05 109.50 63.72 48.18 15.54 151.30 13.32 12.12 77.07 4.88 13.52 12.55 115.01 12.38 78.73 21.52 9.15 73.43 8.32 6.41 26.82 46.84 10.35 2.59 180.86 83.72 61.37

1,075.97 7.96 108.99 20.32 104.32 63.60 75.98 3.51 10.23 64.96 25.11 11.54 13.57 35.64 3.00 3.06 33.98 6.56 7.62 9.32 123.90 14.99 21.65 28.41 10.04 30.00 18.78 11.02 14.56 56.21 14.16 1.83 70.85 41.42 33.99

1,418.88 13.84 205.13 15.65 87.91 60.03 104.96 9.99 13.57 83.67 22.45 9.56 12.89 61.76 18.48 9.47 30.35 5.77 12.65 18.59 199.34 14.02 31.12 23.31 11.29 47.99 18.74 7.45 29.10 43.75 31.91 5.20 98.97 47.82 34.60

1,917.25 19.15 217.93 22.45 78.23 92.79 84.73 21.13 21.33 182.96 59.97 27.81 32.16 92.85 7.10 9.09 43.76 10.93 18.23 16.28 145.29 58.55 100.37 46.29 16.21 57.82 41.17 18.16 47.42 81.17 36.59 13.41 97.96 83.93 74.00

553.19 14.53 63.21 34.96 193.51 95.08 88.85 33.91 15.57 13.57

665.65 8.95 56.31 2.92 390.79 109.66 49.74 19.33 18.41 9.54

354.73 7.92 43.69 13.35 183.63 41.92 23.72 9.07 25.69 5.74

444.05 7.24 114.40 16.33 199.64 41.47 31.41 17.62 8.48 7.46

597.65 16.50 59.06 40.70 194.37 110.24 106.37 39.88 14.96 15.57

Note:฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀ of฀any฀race฀who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀ Asian฀(who฀are฀also฀included฀in฀the฀“Asian”฀column),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Bureau฀of฀Labor฀Statistics,฀unpublished฀tables฀from฀the฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀ ฀ ฀ ฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 33

Table 21. Household Furnishings, Services, and Supplies: Indexed spending by race and Hispanic origin, 2004 (indexed฀average฀annual฀spending฀of฀consumer฀units฀(CU)฀on฀household฀furnishings,฀services,฀and฀supplies฀by฀race฀and฀Hispanic฀origin฀of฀consumer฀unit฀ reference฀person,฀2004;฀index฀deﬁnition:฀an฀index฀of฀100฀is฀the฀average฀for฀all฀consumer฀units;฀an฀index฀of฀132฀means฀that฀spending฀by฀consumer฀units฀in฀ that฀group฀is฀32฀percent฀above฀the฀average฀for฀all฀consumer฀units;฀an฀index฀of฀68฀indicates฀spending฀that฀is฀32฀percent฀below฀the฀average฀for฀all฀consumer฀ units) total consumer units $43,395 100

Asian $49,459 114

black $30,481 70

Hispanic $37,578 87

non-Hispanic white and other $46,163 106

Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, and napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

90 80 68 33 88 78 92 50 31 69 123 201 56 183 169 144 187 50 82 80 77 25 94 52 62 137 23 40 65 63 31 23 191 112 94

61 46 53 96 128 74 89 20 53 41 48 48 48 43 38 36 82 67 46 59 83 31 26 68 68 56 52 68 35 76 42 16 75 55 52

81 80 101 74 108 70 122 56 71 53 43 40 46 75 235 112 74 59 77 118 134 29 37 56 76 90 52 46 70 59 95 46 104 64 53

109 111 107 106 96 108 99 119 111 116 115 116 115 112 90 108 106 111 111 104 98 120 120 111 110 108 114 112 114 110 109 120 103 112 114

Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

100 100 100 100 100 100 100 100 100 100

120 62 89 8 202 115 56 57 118 70

64 55 69 38 95 44 27 27 165 42

80 50 181 47 103 44 35 52 54 55

108 114 93 116 100 116 120 118 96 115

Average spending of CU, total Average spending of CU, index

Note:฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀ of฀any฀race฀who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀ Asian฀(who฀are฀also฀included฀in฀the฀“Asian”฀column),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race. Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀ ฀ ฀ ฀ ฀ ฀ ฀

34฀ WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

Table 22. Household Furnishings, Services, and Supplies: Total spending by race and Hispanic origin, 2004 (total฀annual฀spending฀on฀household฀furnishings,฀services,฀and฀supplies,฀by฀consumer฀unit฀race฀and฀Hispanic฀origin฀groups,฀2004;฀consumer฀units฀and฀ dollars฀in฀thousands)฀

Number of consumer units Total spending of all consumer units Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, and napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

total consumer units 116,282 $5,046,042,273

Asian 3,957 $195,707,997

black 13,773 $419,821,562

Hispanic 12,298 $462,134,613

non-Hispanic white and other 90,424 $4,174,266,622

204,938,885 2,008,190 23,714,551 2,472,155 9,456,052 9,967,693 9,981,647 2,073,308 2,234,940 18,384,184 6,044,338 2,790,768 3,253,570 9,600,242 913,977 981,420 4,797,795 1,144,215 1,907,025 1,827,953 17,274,854 5,673,399 9,702,570 4,843,145 1,717,485 6,228,064 4,184,989 1,881,443 4,828,029 8,618,822 3,888,470 1,302,358 11,016,557 8,704,871 7,564,144

6,282,291 54,607 548,203 28,095 282,015 266,069 313,671 35,178 23,940 433,292 252,140 190,648 61,492 598,694 52,707 47,959 304,966 19,310 53,499 49,660 455,095 48,988 311,535 85,155 36,207 290,563 32,922 25,364 106,127 185,346 40,955 10,249 715,663 331,280 242,841

14,819,335 109,633 1,501,119 279,867 1,436,799 875,963 1,046,473 48,343 140,898 894,694 345,840 158,940 186,900 490,870 41,319 42,145 468,007 90,351 104,950 128,364 1,706,475 206,457 298,185 391,291 138,281 413,190 258,657 151,778 200,535 774,180 195,026 25,205 975,817 570,478 468,144

17,449,386 170,204 2,522,689 192,464 1,081,117 738,249 1,290,798 122,857 166,884 1,028,974 276,090 117,569 158,521 759,524 227,267 116,462 373,244 70,959 155,570 228,620 2,451,483 172,418 382,714 286,666 138,844 590,181 230,465 91,620 357,872 538,038 392,429 63,950 1,217,133 588,090 425,511

173,365,414 1,731,620 19,706,102 2,030,019 7,073,870 8,390,443 7,661,626 1,910,659 1,928,744 16,543,975 5,422,727 2,514,691 2,908,036 8,395,868 642,010 821,954 3,956,954 988,334 1,648,430 1,472,103 13,137,703 5,294,325 9,075,857 4,185,727 1,465,773 5,228,316 3,722,756 1,642,100 4,287,906 7,339,716 3,308,614 1,212,586 8,857,935 7,589,286 6,691,376

64,326,040 1,689,577 7,350,185 4,065,219 22,501,730 11,056,093 10,331,656 3,943,123 1,810,511 1,577,947

2,633,977 35,415 222,819 11,554 1,546,356 433,925 196,821 76,489 72,848 37,750

4,885,696 109,082 601,742 183,870 2,529,136 577,364 326,696 124,921 353,828 79,057

5,460,927 89,038 1,406,891 200,826 2,455,173 509,998 386,280 216,691 104,287 91,743

54,041,904 1,491,996 5,340,441 3,680,257 17,575,713 9,968,342 9,618,401 3,606,109 1,352,743 1,407,902

Note:฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀ of฀any฀race฀who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀ Asian฀(who฀are฀also฀included฀in฀the฀“Asian”฀column),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Numbers฀may฀not฀add฀to฀total฀because฀of฀rounding. Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀ ฀ ฀ ฀ ฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 35

Table 23. Household Furnishings, Services, and Supplies: Market shares by race and Hispanic origin, 2004 (percentage฀of฀total฀annual฀spending฀on฀household฀furnishings,฀services,฀and฀supplies฀accounted฀for฀by฀consumer฀unit฀race฀and฀Hispanic฀origin฀groups,฀ 2004)

Share of total consumer units Share of total before-tax income Share of total spending

total consumer units 100.0% 100.0 100.0

Asian 3.4% 4.2 3.9

black 11.8% 8.4 8.3

Hispanic 10.6% 8.5 9.2

non-Hispanic white and other 77.8% 83.3 82.7

Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, and napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

3.1 2.7 2.3 1.1 3.0 2.7 3.1 1.7 1.1 2.4 4.2 6.8 1.9 6.2 5.8 4.9 6.4 1.7 2.8 2.7 2.6 0.9 3.2 1.8 2.1 4.7 0.8 1.3 2.2 2.2 1.1 0.8 6.5 3.8 3.2

7.2 5.5 6.3 11.3 15.2 8.8 10.5 2.3 6.3 4.9 5.7 5.7 5.7 5.1 4.5 4.3 9.8 7.9 5.5 7.0 9.9 3.6 3.1 8.1 8.1 6.6 6.2 8.1 4.2 9.0 5.0 1.9 8.9 6.6 6.2

8.5 8.5 10.6 7.8 11.4 7.4 12.9 5.9 7.5 5.6 4.6 4.2 4.9 7.9 24.9 11.9 7.8 6.2 8.2 12.5 14.2 3.0 3.9 5.9 8.1 9.5 5.5 4.9 7.4 6.2 10.1 4.9 11.0 6.8 5.6

84.6 86.2 83.1 82.1 74.8 84.2 76.8 92.2 86.3 90.0 89.7 90.1 89.4 87.5 70.2 83.8 82.5 86.4 86.4 80.5 76.1 93.3 93.5 86.4 85.3 83.9 89.0 87.3 88.8 85.2 85.1 93.1 80.4 87.2 88.5

Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

4.1 2.1 3.0 0.3 6.9 3.9 1.9 1.9 4.0 2.4

7.6 6.5 8.2 4.5 11.2 5.2 3.2 3.2 19.5 5.0

8.5 5.3 19.1 4.9 10.9 4.6 3.7 5.5 5.8 5.8

84.0 88.3 72.7 90.5 78.1 90.2 93.1 91.5 74.7 89.2

Note:฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀ of฀any฀race฀who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀ Asian฀(who฀are฀also฀included฀in฀the฀“Asian”฀column),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀ ฀ ฀ ฀

36฀ WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

Table 24. Household Furnishings, Services, and Supplies: Average spending by region, 2004 (average฀annual฀spending฀of฀consumer฀units฀(CU)฀on฀household฀furnishings,฀services,฀and฀supplies,฀by฀region฀in฀which฀consumer฀unit฀lives,฀2004)

Number of consumer units (in 000s) Number of persons per CU Average before-tax income of CU Average spending of CU, total Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, and napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

total consumer units 116,282 2.5 $54,453.00 43,394.87

Northeast 22,051 2.4 $61,050.00 46,114.89

Midwest 26,539 2.4 $53,567.00 43,370.77

South 41,801 2.5 $50,775.00 39,173.65

West 25,891 2.6 $55,682.00 47,921.74

1,762.43 17.27 203.94 21.26 81.32 85.72 85.84 17.83 19.22 158.10 51.98 24.00 27.98 82.56 7.86 8.44 41.26 9.84 16.40 15.72 148.56 48.79 83.44 41.65 14.77 53.56 35.99 16.18 41.52 74.12 33.44 11.20 94.74 74.86 65.05

1,719.88 13.23 216.44 15.10 63.75 140.48 88.73 15.10 25.25 154.15 44.04 20.57 23.47 71.59 3.48 9.86 58.51 13.11 15.32 15.33 145.54 35.08 72.51 31.49 13.46 51.11 20.50 18.07 45.26 69.88 36.81 8.64 88.31 73.19 46.56

1,908.08 19.71 234.18 21.38 78.84 53.74 88.65 26.60 15.74 210.18 56.71 21.26 35.45 74.42 7.43 7.02 38.48 8.70 16.47 14.06 152.97 75.14 100.52 52.60 17.04 45.73 35.28 16.90 51.16 81.57 24.33 16.38 96.47 84.29 85.39

1,583.04 15.53 160.58 21.69 84.61 84.07 85.11 10.49 16.92 141.20 34.97 17.42 17.55 80.24 7.83 5.65 27.80 10.02 18.31 14.91 146.93 56.78 76.86 34.34 11.46 46.20 47.01 12.33 34.77 66.64 31.91 5.76 77.22 58.09 56.81

1,938.17 21.02 231.70 25.75 93.52 74.40 81.59 23.01 21.39 134.60 81.37 40.37 41.00 104.32 12.14 13.17 51.17 7.88 14.16 19.11 149.24 20.52 85.79 50.87 18.92 75.53 32.17 20.07 39.35 82.22 42.55 16.83 126.73 93.82 73.26

553.19 14.53 63.21 34.96 193.51 95.08 88.85 33.91 15.57 13.57

550.28 17.01 79.64 76.94 154.25 102.77 81.67 22.92 10.83 4.25

525.97 14.69 78.30 16.26 206.10 79.60 86.81 26.65 12.33 5.23

502.43 12.09 44.30 17.95 193.97 92.04 77.77 24.04 19.61 20.66

665.53 16.19 64.25 45.82 213.31 109.30 114.95 66.65 16.42 18.64

Note:฀Numbers฀will฀not฀add฀to฀total฀because฀not฀all฀categories฀are฀shown. Source:฀Bureau฀of฀Labor฀Statistics,฀unpublished฀data฀from฀the฀2004฀Consumer฀Expenditure฀Survey฀ ฀

฀

฀

฀

฀

฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 37

Table 25. Household Furnishings, Services, and Supplies: Indexed spending by region, 2004 (indexed฀average฀annual฀spending฀of฀consumer฀units฀(CU)฀on฀household฀furnishings,฀services,฀and฀supplies฀by฀region฀in฀which฀consumer฀unit฀lives,฀2004;฀ index฀deﬁnition:฀an฀index฀of฀100฀is฀the฀average฀for฀all฀consumer฀units;฀an฀index฀of฀132฀means฀that฀spending฀by฀consumer฀units฀in฀that฀group฀is฀32฀percent฀ above฀the฀average฀for฀all฀consumer฀units;฀an฀index฀of฀68฀indicates฀spending฀that฀is฀32฀percent฀below฀the฀average฀for฀all฀consumer฀units) total consumer units $43,395 100

Northeast $46,115 106

Midwest $43,371 100

South $39,174 90

West $47,922 110

Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, and napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

98 77 106 71 78 164 103 85 131 98 85 86 84 87 44 117 142 133 93 98 98 72 87 76 91 95 57 112 109 94 110 77 93 98 72

108 114 115 101 97 63 103 149 82 133 109 89 127 90 95 83 93 88 100 89 103 154 120 126 115 85 98 104 123 110 73 146 102 113 131

90 90 79 102 104 98 99 59 88 89 67 73 63 97 100 67 67 102 112 95 99 116 92 82 78 86 131 76 84 90 95 51 82 78 87

110 122 114 121 115 87 95 129 111 85 157 168 147 126 154 156 124 80 86 122 100 42 103 122 128 141 89 124 95 111 127 150 134 125 113

Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

100 100 100 100 100 100 100 100 100 100

99 117 126 220 80 108 92 68 70 31

95 101 124 47 107 84 98 79 79 39

91 83 70 51 100 97 88 71 126 152

120 111 102 131 110 115 129 197 105 137

Average spending of CU, total Average spending of CU, index

Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀

38฀ WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

฀

฀

฀

Table 26. Household Furnishings, Services, and Supplies: Total spending by region, 2004 (total฀annual฀spending฀on฀household฀furnishings,฀services,฀and฀supplies,฀by฀region฀in฀which฀consumer฀unit฀lives,฀2004;฀consumer฀units฀and฀dollars฀in฀thousands)฀

Number of consumer units Total spending of all consumer units Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, and napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

total consumer units 116,282 $5,046,042,273

Northeast 22,051 $1,016,879,439

Midwest 26,539 $1,151,016,865

South 41,801 $1,637,497,744

West 25,891 $1,240,741,770

204,938,885 2,008,190 23,714,551 2,472,155 9,456,052 9,967,693 9,981,647 2,073,308 2,234,940 18,384,184 6,044,338 2,790,768 3,253,570 9,600,242 913,977 981,420 4,797,795 1,144,215 1,907,025 1,827,953 17,274,854 5,673,399 9,702,570 4,843,145 1,717,485 6,228,064 4,184,989 1,881,443 4,828,029 8,618,822 3,888,470 1,302,358 11,016,557 8,704,871 7,564,144

37,925,074 291,735 4,772,718 332,970 1,405,751 3,097,724 1,956,585 332,970 556,788 3,399,162 971,126 453,589 517,537 1,578,631 76,737 217,423 1,290,204 289,089 337,821 338,042 3,209,303 773,549 1,598,918 694,386 296,806 1,127,027 452,046 398,462 998,028 1,540,924 811,697 190,521 1,947,324 1,613,913 1,026,695

50,638,535 523,084 6,214,903 567,404 2,092,335 1,426,206 2,352,682 705,937 417,724 5,577,967 1,505,027 564,219 940,808 1,975,032 197,185 186,304 1,021,221 230,889 437,097 373,138 4,059,671 1,994,140 2,667,700 1,395,951 452,225 1,213,628 936,296 448,509 1,357,735 2,164,786 645,694 434,709 2,560,217 2,236,972 2,266,165

66,172,655 649,170 6,712,405 906,664 3,536,783 3,514,210 3,557,683 438,492 707,273 5,902,301 1,461,781 728,173 733,608 3,354,112 327,302 236,176 1,162,068 418,846 765,376 623,253 6,141,821 2,373,461 3,212,825 1,435,446 479,039 1,931,206 1,965,065 515,406 1,453,421 2,785,619 1,333,870 240,774 3,227,873 2,428,220 2,374,715

50,181,159 544,229 5,998,945 666,693 2,421,326 1,926,290 2,112,447 595,752 553,808 3,484,929 2,106,751 1,045,220 1,061,531 2,700,949 314,317 340,984 1,324,842 204,021 366,617 494,777 3,863,973 531,283 2,221,189 1,317,075 489,858 1,955,547 832,913 519,632 1,018,811 2,128,758 1,101,662 435,746 3,281,166 2,429,094 1,896,775

64,326,040 1,689,577 7,350,185 4,065,219 22,501,730 11,056,093 10,331,656 3,943,123 1,810,511 1,577,947

12,134,224 375,088 1,756,142 1,696,604 3,401,367 2,266,181 1,800,905 505,409 238,812 93,717

13,958,718 389,858 2,078,004 431,524 5,469,688 2,112,504 2,303,851 707,264 327,226 138,799

21,002,076 505,374 1,851,784 750,328 8,108,140 3,847,364 3,250,864 1,004,896 819,718 863,609

17,231,237 419,175 1,663,497 1,186,326 5,522,809 2,829,886 2,976,170 1,725,635 425,130 482,608

Note:฀Numbers฀will฀not฀add฀to฀total฀because฀not฀all฀categories฀are฀shown฀and฀because฀of฀rounding. Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀

฀

฀

฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 39

Table 27. Household Furnishings, Services, and Supplies: Market shares by region, 2004 (percentage฀of฀total฀annual฀spending฀on฀household฀furnishings,฀services,฀and฀supplies฀accounted฀for฀by฀consumer฀units฀by฀region,฀2004)฀

Share of total consumer units Share of total before-tax income Share of total spending

total consumer units 100.0% 100.0 100.0

Northeast 19.0% 21.3 20.2

Midwest 22.8% 22.5 22.8

South 35.9% 33.5 32.5

West 22.3% 22.8 24.6

Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, and napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

18.5 14.5 20.1 13.5 14.9 31.1 19.6 16.1 24.9 18.5 16.1 16.3 15.9 16.4 8.4 22.2 26.9 25.3 17.7 18.5 18.6 13.6 16.5 14.3 17.3 18.1 10.8 21.2 20.7 17.9 20.9 14.6 17.7 18.5 13.6

24.7 26.0 26.2 23.0 22.1 14.3 23.6 34.0 18.7 30.3 24.9 20.2 28.9 20.6 21.6 19.0 21.3 20.2 22.9 20.4 23.5 35.1 27.5 28.8 26.3 19.5 22.4 23.8 28.1 25.1 16.6 33.4 23.2 25.7 30.0

32.3 32.3 28.3 36.7 37.4 35.3 35.6 21.1 31.6 32.1 24.2 26.1 22.5 34.9 35.8 24.1 24.2 36.6 40.1 34.1 35.6 41.8 33.1 29.6 27.9 31.0 47.0 27.4 30.1 32.3 34.3 18.5 29.3 27.9 31.4

24.5 27.1 25.3 27.0 25.6 19.3 21.2 28.7 24.8 19.0 34.9 37.5 32.6 28.1 34.4 34.7 27.6 17.8 19.2 27.1 22.4 9.4 22.9 27.2 28.5 31.4 19.9 27.6 21.1 24.7 28.3 33.5 29.8 27.9 25.1

Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

18.9 22.2 23.9 41.7 15.1 20.5 17.4 12.8 13.2 5.9

21.7 23.1 28.3 10.6 24.3 19.1 22.3 17.9 18.1 8.8

32.6 29.9 25.2 18.5 36.0 34.8 31.5 25.5 45.3 54.7

26.8 24.8 22.6 29.2 24.5 25.6 28.8 43.8 23.5 30.6

Note:฀Numbers฀may฀not฀add฀to฀total฀because฀of฀rounding. Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀

40฀ WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

฀

฀

฀

Table 28. Household Furnishings, Services, and Supplies: Average spending by education, 2004 (average฀ annual฀ spending฀ of฀ consumer฀ units฀ (CU)฀ on฀ household฀ furnishings,฀ services,฀ and฀ supplies,฀ by฀ education฀ of฀ consumer฀ unit฀ reference฀ person,฀ 2004) college graduate

Number of consumer units (in 000s) Number of persons per CU Average before-tax income of CU Average spending of CU, total

total consumer units 116,282 2.5 $54,453.00 43,394.87

less than high school graduate 16,829 2.7 $29,094.00 25,421.18

high school graduate 31,005 2.5 $42,334.00 35,438.55

some college 25,317 2.3 $46,756.00 40,877.68

associate’s degree 10,678 2.6 $58,593.00 48,177.36

1,762.43 $17.27 203.94 21.26

901.48 $9.10 114.23 9.89

1,375.14 $16.29 165.56 25.99

1,681.91 $18.16 234.99 21.02

81.32 85.72

31.67 41.35

57.95 80.00

85.84 17.83 19.22 158.10 51.98 24.00 27.98 82.56 7.86 8.44 41.26 9.84 16.40 15.72 148.56 48.79 83.44 41.65 14.77 53.56 35.99 16.18 41.52 74.12 33.44 11.20 94.74 74.86 65.05

82.88 6.32 7.85 36.46 20.48 6.67 13.81 50.21 7.04 4.30 23.14 5.40 4.03 10.36 148.03 17.31 25.07 20.03 4.30 25.10 11.30 4.98 13.86 38.08 11.86 2.75 53.87 43.89 16.34

553.19 14.53 63.21 34.96 193.51 95.08 88.85 33.91 15.57 13.57

227.84 6.13 33.56 58.02 53.84 36.28 25.53 6.25 3.75 4.48

Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, and napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

total 32,452 2.5 $83,825.00 60,712.28

bachelor’s degree 20,684 2.4 $75,647.00 56,728.41

master’s, professional, doctorate 11,768 2.5 $98,201.00 67,801.38

1,931.44 $20.66 215.46 18.21

2,584.26 $20.64 259.58 23.54

2,350.50 $18.92 229.76 18.60

3,009.63 $23.65 314.74 32.97

71.92 65.52

117.87 109.33

124.71 121.18

129.34 101.39

116.58 158.97

83.37 7.65 11.44 93.16 20.71 7.80 12.91 63.92 2.21 5.48 27.81 6.51 9.11 14.36 142.05 65.91 58.36 28.61 10.82 41.83 24.51 8.61 33.54 65.90 31.75 8.08 67.95 56.26 39.44

84.94 15.19 12.72 131.18 44.91 15.59 29.32 66.72 4.09 6.93 33.66 11.12 12.04 15.71 132.67 55.32 84.38 34.96 12.77 51.59 27.27 12.75 33.13 68.94 52.48 12.54 111.95 71.34 69.00

87.78 13.28 12.82 167.64 45.07 17.70 27.37 131.61 17.49 10.14 41.35 11.66 10.53 21.14 170.95 34.89 105.36 53.47 15.22 66.76 21.20 21.95 43.41 75.64 30.65 13.17 82.49 79.04 65.20

89.82 36.85 39.74 299.58 105.99 57.12 48.87 113.77 13.55 14.01 69.42 13.88 35.12 18.15 159.74 48.22 130.41 66.64 25.39 76.70 70.37 30.00 69.41 103.74 33.46 16.86 132.13 110.00 111.66

90.77 35.62 33.33 320.42 71.30 31.20 40.10 103.56 12.17 14.95 51.57 11.91 36.06 17.35 159.40 51.64 106.70 56.39 24.83 68.40 49.29 23.59 65.06 95.00 33.84 15.89 111.50 103.28 88.67

87.99 39.19 51.02 259.80 166.98 102.66 64.32 133.07 16.18 12.36 100.81 17.64 33.46 19.68 160.39 42.21 175.69 84.66 26.38 91.29 110.61 41.27 77.05 120.43 32.73 18.55 168.38 122.83 152.07

330.07 12.24 33.79 37.30 124.12 53.91 36.15 15.20 10.13 7.23

451.14 14.34 40.39 50.43 146.36 86.75 59.47 28.07 12.37 12.96

621.50 13.05 100.80 11.22 286.35 93.81 65.05 25.17 12.75 13.30

992.26 21.70 112.12 16.49 338.49 171.82 202.79 73.57 30.34 24.94

847.61 19.36 108.14 19.08 321.56 136.29 134.62 60.26 24.88 23.42

1,246.54 25.83 119.11 11.94 368.26 234.27 322.62 96.95 39.93 27.63

Note:฀Numbers฀will฀not฀add฀to฀total฀because฀not฀all฀categories฀are฀shown.฀ Source:฀Bureau฀of฀Labor฀Statistics,฀unpublished฀data฀from฀the฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

฀

฀

฀

฀

฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 41

Table 29. Household Furnishings, Services, and Supplies: Indexed spending by education, 2004 (indexed฀average฀annual฀spending฀of฀consumer฀units฀(CU)฀on฀household฀furnishings,฀services,฀and฀supplies฀by฀education฀of฀consumer฀unit฀reference฀person,฀ 2004;฀index฀deﬁnition:฀an฀index฀of฀100฀is฀the฀average฀for฀all฀consumer฀units;฀an฀index฀of฀132฀means฀that฀spending฀by฀consumer฀units฀in฀that฀group฀is฀32฀ percent฀above฀the฀average฀for฀all฀consumer฀units;฀an฀index฀of฀68฀indicates฀spending฀that฀is฀32฀percent฀below฀the฀average฀for฀all฀consumer฀units) college graduate

Average spending of CU, total Average spending of CU, index

total consumer units $43,395 100

less than high school graduate $25,421 59

high school graduate $35,439 82

some college $40,878 94

associate’s degree $48,177 111

total $60,712 140

bachelor’s degree $56,728 131

master’s, professional, doctorate $67,801 156

Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

51 53 56 47 39 48 97 35 41 23 39 28 49 61 90 51 56 55 25 66 100 35 30 48 29 47 31 31 33 51 35 25 57 59 25

78 94 81 122 71 93 97 43 60 59 40 33 46 77 28 65 67 66 56 91 96 135 70 69 73 78 68 53 81 89 95 72 72 75 61

95 105 115 99 88 76 99 85 66 83 86 65 105 81 52 82 82 113 73 100 89 113 101 84 86 96 76 79 80 93 157 112 118 95 106

110 120 106 86 145 128 102 74 67 106 87 74 98 159 223 120 100 118 64 134 115 72 126 128 103 125 59 136 105 102 92 118 87 106 100

147 120 127 111 153 141 105 207 207 189 204 238 175 138 172 166 168 141 214 115 108 99 156 160 172 143 196 185 167 140 100 151 139 147 172

133 110 113 87 159 118 106 200 173 203 137 130 143 125 155 177 125 121 220 110 107 106 128 135 168 128 137 146 157 128 101 142 118 138 136

171 137 154 155 143 185 103 220 265 164 321 428 230 161 206 146 244 179 204 125 108 87 211 203 179 170 307 255 186 162 98 166 178 164 234

Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, and preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

100 100 100 100 100 100 100 100 100 100

41 42 53 166 28 38 29 18 24 33

60 84 53 107 64 57 41 45 65 53

82 99 64 144 76 91 67 83 79 96

112 90 159 32 148 99 73 74 82 98

179 149 177 47 175 181 228 217 195 184

153 133 171 55 166 143 152 178 160 173

225 178 188 34 190 246 363 286 256 204

Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀ ฀ ฀

42฀ WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

฀

฀

฀

Table 30. Household Furnishings, Services, and Supplies: Total spending by education, 2004 (total฀annual฀spending฀on฀household฀furnishings,฀services,฀and฀supplies,฀by฀consumer฀unit฀(CU)฀educational฀attainment฀group,฀2004;฀consumer฀units฀and฀ dollars฀in฀thousands) college graduate

Number of consumer units Total spending of all CUs Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, and napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture

total consumer units 116,282 $5,046,042,273

less than high school high school some graduate graduate college 16,829 31,005 25,317 $427,813,038 $1,098,772,243 $1,034,900,225

master’s, professional, doctorate 11,768 $797,886,640

associate’s bachelor’s degree total degree 10,678 32,452 20,684 $514,437,850 $1,970,234,911 $1,173,370,432

204,938,885 $2,008,190 23,714,551 2,472,155

15,171,007 $153,144 1,922,377 166,439

42,636,216 $505,071 5,133,188 805,820

42,580,915 $459,757 5,949,242 532,163

20,623,916 $220,607 2,300,682 194,446

83,864,406 $669,809 8,423,890 763,920

48,617,742 $391,341 4,752,356 384,722

35,417,326 $278,313 3,703,860 387,991

9,456,052 9,967,693

532,974 695,879

1,796,740 2,480,400

1,820,799 1,658,770

1,258,616 1,167,426

4,047,089 3,932,533

2,675,269 2,097,151

1,371,913 1,870,759

9,981,647 2,073,308 2,234,940 18,384,184 6,044,338 2,790,768 3,253,570 9,600,242 913,977 981,420 4,797,795 1,144,215 1,907,025 1,827,953 17,274,854 5,673,399 9,702,570 4,843,145 1,717,485 6,228,064 4,184,989 1,881,443 4,828,029 8,618,822 3,888,470 1,302,358 11,016,557 8,704,871 7,564,144

1,394,788 106,359 132,108 613,585 344,658 112,249 232,408 844,984 118,476 72,365 389,423 90,877 67,821 174,348 2,491,197 291,310 421,903 337,085 72,365 422,408 190,168 83,808 233,250 640,848 199,592 46,280 906,578 738,625 274,986

2,584,887 237,188 354,697 2,888,426 642,114 241,839 400,275 1,981,840 68,521 169,907 862,249 201,843 282,456 445,232 4,404,260 2,043,540 1,809,452 887,053 335,474 1,296,939 759,933 266,953 1,039,908 2,043,230 984,409 250,520 2,106,790 1,744,341 1,222,837

2,150,426 384,565 322,032 3,321,084 1,136,986 394,692 742,294 1,689,150 103,547 175,447 852,170 281,525 304,817 397,730 3,358,806 1,400,536 2,136,248 885,082 323,298 1,306,104 690,395 322,792 838,752 1,745,354 1,328,636 317,475 2,834,238 1,806,115 1,746,873

937,315 141,804 136,892 1,790,060 481,257 189,001 292,257 1,405,332 186,758 108,275 441,535 124,505 112,439 225,733 1,825,404 372,555 1,125,034 570,953 162,519 712,863 226,374 234,382 463,532 807,684 327,281 140,629 880,828 843,989 696,206

2,914,839 1,195,856 1,289,642 9,721,970 3,439,587 1,853,658 1,585,929 3,692,064 439,725 454,653 2,252,818 450,434 1,139,714 589,004 5,183,882 1,564,835 4,232,065 2,162,601 823,956 2,489,068 2,283,647 973,560 2,252,493 3,366,570 1,085,844 547,141 4,287,883 3,569,720 3,623,590

1,877,487 736,764 689,398 6,627,567 1,474,769 645,341 829,428 2,142,035 251,724 309,226 1,066,674 246,346 745,865 358,867 3,297,030 1,068,122 2,206,983 1,166,371 513,584 1,414,786 1,019,514 487,936 1,345,701 1,964,980 699,947 328,669 2,306,266 2,136,244 1,834,050

1,035,466 461,188 600,403 3,057,326 1,965,021 1,208,103 756,918 1,565,968 190,406 145,452 1,186,332 207,588 393,757 231,594 1,887,470 496,727 2,067,520 996,279 310,440 1,074,301 1,301,658 485,665 906,724 1,417,220 385,167 218,296 1,981,496 1,445,463 1,789,560

Household services 64,326,040 Appliance repair, including service center 1,689,577 Babysitting and childcare in own or other home 7,350,185 Care for the elderly, invalids, handicapped, etc. 4,065,219 Day care centers, nursery schools, and preschools 22,501,730 Gardening, lawn care service 11,056,093 Housekeeping services 10,331,656 Moving, storage, and freight express 3,943,123 Security system service fee 1,810,511 Termite and pest control services and products 1,577,947

3,834,319 103,162

10,233,820 379,501

11,421,511 363,046

6,636,377 139,348

32,200,822 704,208

17,531,965 400,442

14,669,283 303,967

564,781

1,047,659

1,022,554

1,076,342

3,638,518

2,236,768

1,401,686

976,419

1,156,487

1,276,736

119,807

535,133

394,651

140,510

906,073 610,556 429,644 105,181 63,109 75,394

3,848,341 1,671,480 1,120,831 471,276 314,081 224,166

3,705,396 2,196,250 1,505,602 710,648 313,171 328,108

3,057,645 1,001,703 694,604 268,765 136,145 142,017

10,984,677 5,575,903 6,580,941 2,387,494 984,594 809,353

6,651,147 2,819,022 2,784,480 1,246,418 514,618 484,419

4,333,684 2,756,889 3,796,592 1,140,908 469,896 325,150

Note:฀Numbers฀will฀not฀add฀to฀total฀because฀not฀all฀categories฀are฀shown฀and฀because฀of฀rounding.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀ ฀ ฀

฀

฀

฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 43

Table 31. Household Furnishings, Services, and Supplies: Market shares by education, 2004 (percentage฀ of฀ total฀ annual฀ spending฀ on฀ household฀ furnishings,฀ services,฀ and฀ supplies฀ accounted฀ for฀ by฀ consumer฀ unit฀ educational฀ attainment฀ groups,฀ 2004) college graduate total consumer units Share of total consumer units Share of total before-tax income Share of total spending

100.0% 100.0 100.0

Household furnishings and supplies Appliances, kitchen, small electric Appliances, major Bathroom linens Bedroom furniture, except mattresses and springs Bedroom linens Cleansing and toilet tissue, paper towels, and napkins Closet and storage items Curtains and draperies Decorative items for the home Floor coverings Floor coverings, nonpermanent Wall–to–wall carpeting Housewares Infants’ equipment Infants’ furniture Kitchen and dining room furniture Kitchen and dining room linens Lamps and lighting ﬁxtures Laundry and cleaning equipment Laundry and cleaning supplies Lawn and garden equipment Lawn and garden supplies Living room chairs Living room tables Mattresses and springs Outdoor equipment Outdoor furniture Plants and fresh ﬂowers, indoor Postage Power tools Sewing materials for household items Sofas Stationery, stationery supplies, giftwrap Wall units, cabinets, and other furniture

100.0 100.0 100.0 100.0

Household services Appliance repair, including service center Babysitting and childcare in own or other home Care for the elderly, invalids, handicapped, etc. Day care centers, nursery schools, preschools Gardening, lawn care service Housekeeping services Moving, storage, and freight express Security system service fee Termite and pest control services and products

less than high school graduate 14.5% 7.7 8.5

high school graduate

some college

associate’s degree

master’s, professional, doctorate

bachelor’s degree

total

26.7% 20.7 21.8

21.8% 18.7 20.5

9.2% 9.9 10.2

27.9% 43.0 39.0

17.8% 24.7 23.3

10.1% 18.3 15.8

7.4 7.6 8.1 6.7

20.8 25.2 21.6 32.6

20.8 22.9 25.1 21.5

10.1 11.0 9.7 7.9

40.9 33.4 35.5 30.9

23.7 19.5 20.0 15.6

17.3 13.9 15.6 15.7

100.0 100.0

5.6 7.0

19.0 24.9

19.3 16.6

13.3 11.7

42.8 39.5

28.3 21.0

14.5 18.8

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

14.0 5.1 5.9 3.3 5.7 4.0 7.1 8.8 13.0 7.4 8.1 7.9 3.6 9.5 14.4 5.1 4.3 7.0 4.2 6.8 4.5 4.5 4.8 7.4 5.1 3.6 8.2 8.5 3.6

25.9 11.4 15.9 15.7 10.6 8.7 12.3 20.6 7.5 17.3 18.0 17.6 14.8 24.4 25.5 36.0 18.6 18.3 19.5 20.8 18.2 14.2 21.5 23.7 25.3 19.2 19.1 20.0 16.2

21.5 18.5 14.4 18.1 18.8 14.1 22.8 17.6 11.3 17.9 17.8 24.6 16.0 21.8 19.4 24.7 22.0 18.3 18.8 21.0 16.5 17.2 17.4 20.3 34.2 24.4 25.7 20.7 23.1

9.4 6.8 6.1 9.7 8.0 6.8 9.0 14.6 20.4 11.0 9.2 10.9 5.9 12.3 10.6 6.6 11.6 11.8 9.5 11.4 5.4 12.5 9.6 9.4 8.4 10.8 8.0 9.7 9.2

29.2 57.7 57.7 52.9 56.9 66.4 48.7 38.5 48.1 46.3 47.0 39.4 59.8 32.2 30.0 27.6 43.6 44.7 48.0 40.0 54.6 51.7 46.7 39.1 27.9 42.0 38.9 41.0 47.9

18.8 35.5 30.8 36.1 24.4 23.1 25.5 22.3 27.5 31.5 22.2 21.5 39.1 19.6 19.1 18.8 22.7 24.1 29.9 22.7 24.4 25.9 27.9 22.8 18.0 25.2 20.9 24.5 24.2

10.4 22.2 26.9 16.6 32.5 43.3 23.3 16.3 20.8 14.8 24.7 18.1 20.6 12.7 10.9 8.8 21.3 20.6 18.1 17.2 31.1 25.8 18.8 16.4 9.9 16.8 18.0 16.6 23.7

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

6.0 6.1 7.7 24.0 4.0 5.5 4.2 2.7 3.5 4.8

15.9 22.5 14.3 28.4 17.1 15.1 10.8 12.0 17.3 14.2

17.8 21.5 13.9 31.4 16.5 19.9 14.6 18.0 17.3 20.8

10.3 8.2 14.6 2.9 13.6 9.1 6.7 6.8 7.5 9.0

50.1 41.7 49.5 13.2 48.8 50.4 63.7 60.5 54.4 51.3

27.3 23.7 30.4 9.7 29.6 25.5 27.0 31.6 28.4 30.7

22.8 18.0 19.1 3.5 19.3 24.9 36.7 28.9 26.0 20.6

Note:฀Numbers฀may฀not฀add฀to฀total฀because฀of฀rounding.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀ ฀ ฀

44฀ WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

฀

฀

฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 45

Appliance Repair, including Service Center Best customers:

Householders aged 45 to 74 Married couples

Customer trends:

Spending on appliance repair may decline as it becomes increasingly cost-effective to buy new appliances rather than repair old ones.

The best customers of appliance repair are older householders and married couples. Not only do older householders have older appliances, but their appliances are often of higher quality, thus making it costlier to replace rather than repair. Householders aged 45 to 74 spend 22 to 49 percent more than the average household on appliance repair and control 63 percent of spending in this market. Married couples spend 42 percent more than average on this item. Average household spending on appliance repair rose by a modest 5 percent between 2000 and 2004, after adjusting for inﬂation. Falling prices for appliances encouraged households to replace rather than repair, which capped demand for repairs at such a modest level. This trend is likely to continue in the years ahead.

Table 32. Appliance repair, including service center Total household spending Average household spends

$1,689,577,460.00 14.53

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

46 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$14.53 1.03 8.21 12.85 20.51 21.61 17.75 12.84

100 7 57 88 141 149 122 88

BIGGEST CUSTOMERS (market share)

100.0% 0.5 9.4 18.3 28.8 22.4 11.8 8.8

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$14.53 5.11 8.88 9.89 14.21 23.99 29.74 33.47

100 35 61 68 98 165 205 230

100.0% 8.7 14.3 6.7 15.2 9.2 16.3 29.6

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

14.53 20.61 19.49 21.40 19.98 20.64 23.76 7.68 7.73

100 142 134 147 138 142 164 53 53

100.0 72.9 29.5 37.1 6.6 18.8 11.7 3.1 15.4

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

14.53 8.95 7.92 7.24 16.50

100 62 55 50 114

100.0 2.1 6.5 5.3 88.3

REGION Average household Northeast Midwest South West

14.53 17.01 14.69 12.09 16.19

100 117 101 83 111

100.0 22.2 23.1 29.9 24.8

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

14.53 6.13 12.24 14.34 13.05 21.70 19.36 25.83

100 42 84 99 90 149 133 178

100.0 6.1 22.5 21.5 8.2 41.7 23.7 18.0

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 47

Appliances, Major Best customers:

Householders aged 35 to 64 Married couples

Customer trends:

Average household spending on major appliances may continue to fall as growth in homeownership slows and the small generation X moves into the peak-spending age group.

The biggest spenders on major appliances are married couples outﬁtting their home for expanding families or upgrading appliances after their children leave home. This explains why householders aged 35 to 64 spend 16 to 18 percent more than average on this item and account for 65 percent of the market. Married couples of all types spend 36 to 63 percent more than average on major appliances. Average household spending on major appliances fell 2 percent between 2000 to 2004, after adjusting for inﬂation. This decline occurred because of the lackluster recovery following the recession of 2001 and the loss of discretionary income. Average household spending on major appliances could continue to fall in the years ahead as growth in homeownership slows and the small generation X enters the best-customer age group.

Table 33. Appliances, major Total household spending Average household spends

$23,714,551,080.00 203.94

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

48 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$203.94 71.93 183.82 237.08 237.37 240.00 208.27 142.93

100 35 90 116 116 118 102 70

BIGGEST CUSTOMERS (market share)

100.0% 2.7 15.1 24.1 23.7 17.7 9.9 7.0

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$203.94 77.15 128.68 234.58 219.01 320.69 323.40 412.64

100 38 63 115 107 157 159 202

100.0% 9.4 14.8 11.3 16.7 8.7 12.6 26.0

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

203.94 285.71 278.04 296.71 332.60 276.41 311.30 100.98 88.30

100 140 136 145 163 136 153 50 43

100.0 72.0 30.0 36.6 7.9 17.9 10.9 2.9 12.5

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

203.94 138.54 108.99 205.13 217.93

100 68 53 101 107

100.0 2.3 6.3 10.6 83.1

REGION Average household Northeast Midwest South West

203.94 216.44 234.18 160.58 231.70

100 106 115 79 114

100.0 20.1 26.2 28.3 25.3

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

203.94 114.23 165.56 234.99 215.46 259.58 229.76 314.74

100 56 81 115 106 127 113 154

100.0 8.1 21.6 25.1 9.7 35.5 20.0 15.6

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 49

Babysitting and Child Care in Own or Other Home Best customers:

Householders aged 25 to 44 High-income households Married couples with children under age 18 Single parents Hispanics

Customer trends:

Average household spending on babysitting may rise as the large millennial generation has children.

Child care is one of the largest expenses faced by parents. Those who spend the most on babysitting (including everything from hiring a teen to be with the kids on a Saturday night to a live-in nanny) are married couples with preschoolers. This household type spends more than eight times the average on babysitting. Householders aged 25 to 44 spend more than twice the average, as do high-income households and married couples with school-aged children. Single parents spend 95 percent more than average on babysitting. Hispanics spend 81 percent more than average on this item because they have relatively large families. Average household spending on babysitting fell 11 percent between 2000 and 2004, after adjusting for inﬂation. One reason for the decline is the entry of the small generation X into the childrearing lifestage. Another factor may be parents’ growing preference for day care centers over babysitters. In the years ahead, spending on babysitting could rise as the large millennial generation has children.

Table 34. Babysitting and child care in own or other home Total household spending Average household spends

$7,350,185,220.00 63.21

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

50 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$63.21 42.47 145.81 139.49 30.82 0.83 2.19 1.15

100 67 231 221 49 1 3 2

BIGGEST CUSTOMERS (market share)

100.0% 5.1 38.6 45.7 9.9 0.2 0.3 0.2

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

$63.21 12.78 31.26 49.68 59.59 99.76 86.88 203.33

100 20 49 79 94 158 137 322

100.0% 5.0 11.6 7.7 14.6 8.8 10.9 41.3

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

63.21 99.27 0.83 185.55 560.90 144.99 7.25 123.43 0.66

100 157 1 294 887 229 11 195 1

100.0 80.8 0.3 73.9 42.8 30.3 0.8 11.6 0.3

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

63.21 56.31 43.69 114.40 59.06

100 89 69 181 93

100.0 3.0 8.2 19.1 72.7

63.21 79.64 78.30 44.30 64.25

100 126 124 70 102

100.0 23.9 28.3 25.2 22.6

63.21 33.56 33.79 40.39 100.80 112.12 108.14 119.11

100 53 53 64 159 177 171 188

100.0 7.7 14.3 13.9 14.6 49.5 30.4 19.1

REGION Average household Northeast Midwest South West EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 51

Bathroom Linens Best customers:

Married couples with adult children at home

Customer trends:

Average household spending on bathroom linens may continue to rise as boomers move into the best-customer lifestage.

The biggest spenders on bathroom linens are the largest households. Married couples with adult children at home spend 93 percent more than the average household on this item. Many are upgrading their linens as their children leave home. Average household spending on bathroom linens rose by 10 percent between 2000 and 2004, after adjusting for inﬂation. This increase occurred despite the recession of 2001 and the loss of discretionary income. One factor behind the spending increase is the large baby-boom generation moving solidly into the best-customer lifestage. As boomers become empty-nesters, average household spending on bathroom linens may continue to rise.

Table 35. Bathroom linens Total household spending Average household spends

$2,472,155,320.00 21.26

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

52 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$21.26 10.49 20.67 21.55 21.38 20.06 35.88 16.86

100 49 97 101 101 94 169 79

BIGGEST CUSTOMERS (market share)

100.0% 3.7 16.3 21.0 20.5 14.2 16.3 7.9

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$21.26 9.50 19.91 13.66 22.84 19.69 31.52 42.08

100 45 94 64 107 93 148 198

100.0% 11.1 22.0 6.3 16.7 5.1 11.8 25.4

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

21.26 25.80 25.32 27.44 22.91 22.67 41.02 24.39 11.60

100 121 119 129 108 107 193 115 55

100.0 62.4 26.2 32.5 5.2 14.1 13.8 6.8 15.8

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

21.26 7.10 20.32 15.65 22.45

100 33 96 74 106

100.0 1.1 11.3 7.8 82.1

REGION Average household Northeast Midwest South West

21.26 15.10 21.38 21.69 25.75

100 71 101 102 121

100.0 13.5 23.0 36.7 27.0

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

21.26 9.89 25.99 21.02 18.21 23.54 18.60 32.97

100 47 122 99 86 111 87 155

100.0 6.7 32.6 21.5 7.9 30.9 15.6 15.7

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 53

Bedroom Furniture (except Mattresses and Springs) Best customers:

Householders aged 25 to 44 Married couples with preschoolers

Customer trends:

Average household spending on bedroom furniture could decline as the small generation X ﬁlls the best-customer lifestage.

The best customers of bedroom furniture (except mattresses and springs) are married couples with preschoolers who are outﬁtting their homes for expanding families. Couples with preschoolers spend 76 percent more than average on this item. Householders aged 25 to 44, most of whom have children at home, spend 34 to 40 percent more than average on this item and account for 51 percent of the market. Average household spending on bedroom furniture (except mattresses and springs) rose 7 percent between 2000 and 2004, after adjusting for inﬂation. Average household spending on bedroom furniture could decline as the small generation X ﬁlls the best-customer lifestage.

Table 36. Bedroom furniture (except mattresses and springs) Total household spending Average household spends

$9,456,052,240.00 81.32

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

54 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$81.32 49.53 108.84 114.18 80.04 80.53 51.03 24.00

100 61 134 140 98 99 63 30

BIGGEST CUSTOMERS (market share)

100.0% 4.6 22.4 29.1 20.1 14.9 6.1 2.9

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

$81.32 30.73 39.92 51.32 103.45 118.63 134.30 202.02

100 38 49 63 127 146 165 248

100.0% 9.4 11.5 6.2 19.8 8.1 13.1 31.9

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

81.32 102.87 93.07 104.52 142.93 97.75 91.11 102.62 27.09

100 127 114 129 176 120 112 126 33

100.0 65.1 25.2 32.4 8.5 15.9 8.0 7.5 9.7

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

81.32 71.27 104.32 87.91 78.23

100 88 128 108 96

100.0 3.0 15.2 11.4 74.8

81.32 63.75 78.84 84.61 93.52

100 78 97 104 115

100.0 14.9 22.1 37.4 25.6

81.32 31.67 57.95 71.92 117.87 124.71 129.34 116.58

100 39 71 88 145 153 159 143

100.0 5.6 19.0 19.3 13.3 42.8 28.3 14.5

REGION Average household Northeast Midwest South West EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 55

Bedroom Linens Best customers:

Householders aged 35 to 64 Married couples without children at home Married couples with adult children at home

Customer trends:

Average household spending on bedroom linens should continue to climb as boomers become empty-nesters and redecorate their homes.

The biggest spenders on bedroom linens are older married couples who are redecorating after their children have grown and left home. Householders aged 35 to 64 spend 13 to 35 percent more than average on this item. Married couples without children at home (most of them empty-nesters) spend 41 percent more than average, while those with adult children at home spend more than twice the average—many of whom are buying for children heading to college. Average household spending on bedroom linens rose more than 75 percent between 2000 and 2004, after adjusting for inﬂation. This substantial increase occurred despite the recession of 2001 and the loss of discretionary income. The oldest members of the large baby-boom generation are entering the empty-nest lifestage. Some are buying bed linens for their college-bound children, while others are redecorating their homes after the children leave home. As millions more boomers become empty-nesters, average household spending on bedroom linens should continue to grow.

Table 37. Bedroom linens Total household spending Average household spends

$9,967,693,040.00 85.72

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

56 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$85.72 24.18 53.38 109.51 96.99 115.70 41.74 116.65

100 28 62 128 113 135 49 136

BIGGEST CUSTOMERS (market share)

100.0% 2.1 10.4 26.4 23.1 20.3 4.7 13.5

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

$85.72 30.70 61.36 80.05 66.78 73.13 149.64 214.29

100 36 72 93 78 85 175 250

100.0% 8.9 16.8 9.1 12.1 4.7 13.9 32.1

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

85.72 112.05 120.67 105.48 87.13 79.87 173.67 40.23 41.64

100 131 141 123 102 93 203 47 49

100.0 67.2 31.0 31.0 4.9 12.3 14.5 2.8 14.1

85.72 67.24 63.60 60.03 92.79

100 78 74 70 108

100.0 2.7 8.8 7.4 84.2

REGION Average household Northeast Midwest South West

85.72 140.48 53.74 84.07 74.40

100 164 63 98 87

100.0 31.1 14.3 35.3 19.3

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

85.72 41.35 80.00 65.52 109.33 121.18 101.39 158.97

100 48 93 76 128 141 118 185

100.0 7.0 24.9 16.6 11.7 39.5 21.0 18.8

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 57

Care for the Elderly, Invalids, Handicapped Best customers:

Householders aged 75 or older Single-person households

Customer trends:

Spending on care for the elderly, invalids, and the handicapped should resume its long-term growth as the large baby-boom generation moves through the prime lifestage.

Spending on care for the elderly, invalids, and handicapped is concentrated among the oldest householders. Householders aged 75 or older spend eight times the average on this item and control 80 percent of the market. Singleperson households, many of whom are the aged partners of institutionalized spouses, spend more than twice the average, controlling 74 percent of the market. Average household spending on care for the elderly, invalids, and handicapped fell 37 percent between 2000 and 2004, after adjusting for inﬂation. Behind the decline is the growing number of families that are taking advantage of Medicaid to help pay for care. Spending on care for the elderly, invalids, and the handicapped should resume its long-term growth as the large baby-boom generation moves through the prime lifestage.

Table 38. Care for the elderly, invalids, handicapped Total household spending Average household spends

$4,065,218,720.00 34.96

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

58 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$34.96 – 0.51 4.77 19.43 8.12 6.15 283.33

100 – 1 14 56 23 18 810

BIGGEST CUSTOMERS (market share)

100.0% – 0.2 2.8 11.3 3.5 1.7 80.4

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$34.96 46.37 42.38 5.39 24.97 6.45 64.39 28.01

100 133 121 15 71 18 184 80

100.0% 33.0 28.5 1.5 11.1 1.0 14.6 10.3

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

34.96 14.14 10.24 6.99 – 1.12 22.58 – 89.21

100 40 29 20 – 3 65 – 255

100.0 20.8 6.4 5.0 – 0.4 4.6 – 73.9

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

34.96 2.92 13.35 16.33 40.70

100 8 38 47 116

100.0 0.3 4.5 4.9 90.5

REGION Average household Northeast Midwest South West

34.96 76.94 16.26 17.95 45.82

100 220 47 51 131

100.0 41.7 10.6 18.5 29.2

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

34.96 58.02 37.30 50.43 11.22 16.49 19.08 11.94

100 166 107 144 32 47 55 34

100.0 24.0 28.4 31.4 2.9 13.2 9.7 3.5

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀ more฀than฀one฀race.฀“–”฀means฀sample฀is฀too฀small฀to฀make฀a฀reliable฀estimate.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 59

Cleansing and Toilet Tissue, Paper Towels, and Napkins Best customers:

Householders aged 45 to 64 Married couples with school-aged or older children Hispanics

Customer trends:

Average household spending is likely to fall as household size declines with the aging of the baby-boom generation.

The best customers of cleansing and toilet tissue, paper towels, and napkins are the largest households. This explains why married couples with schoolaged or older children at home, who tend to have the largest households, spend 24 to 41 percent more than average on this item. Householders aged 45 to 64—many of whom are married with children—spend 16 to 18 percent more than average on this item. Hispanics, who tend to have large families, spend 22 percent more than average on cleansing and toilet tissue, paper towels, and napkins. Average household spending on cleansing and toilet tissue, paper towels, and napkins rose 14 percent between 2000 and 2004, after adjusting for inﬂation. Behind the increase is the large baby-boom generation being in the lifestage when family size peaks. Also behind the increase is the rapid growth of the Hispanic population. Average household spending on this item is likely to fall in the years ahead as boomers age and average household size resumes its long-term decline.

Table 39. Cleansing and toilet tissue, paper towels, and napkins Total household spending Average household spends

$9,981,646,880.00 85.84

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

60 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$85.84 49.26 71.11 89.36 99.59 101.66 84.36 82.03

100 57 83 104 116 118 98 96

BIGGEST CUSTOMERS (market share)

100.0% 4.4 13.8 21.5 23.7 17.8 9.5 9.5

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

BIGGEST CUSTOMERS (market share)

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

$85.84 62.15 79.19 83.14 82.76 96.93 96.55 131.73

100 72 92 97 96 113 112 153

100.0% 18.0 21.7 9.5 15.0 6.3 8.9 19.7

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

85.84 104.64 97.28 106.59 88.73 106.69 120.70 72.50 49.55

100 122 113 124 103 124 141 84 58

100.0 62.7 24.9 31.3 5.0 16.4 10.0 5.0 16.7

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

85.84 79.27 75.98 104.96 84.73

100 92 89 122 99

100.0 3.1 10.5 12.9 76.8

REGION Average household Northeast Midwest South West

85.84 88.73 88.65 85.11 81.59

100 103 103 99 95

100.0 19.6 23.6 35.6 21.2

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

85.84 82.88 83.37 84.94 87.78 89.82 90.77 87.99

100 97 97 99 102 105 106 103

100.0 14.0 25.9 21.5 9.4 29.2 18.8 10.4

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 61

Closet and Storage Items Best customers:

Householders aged 35 to 44 High-income households Married couples with preschoolers College graduates

Customer trends:

Average household spending on closet and storage items could decline as the small generation X enters the best-customer age group.

Parents are most in need of closet and storage items, which give them a place to stash their children’s toys, clothes, and electronic gear. This explains why householders aged 35 to 44, many of whom have children at home, spend 85 percent more than average on this item. Married couples with children under age 6 spend nearly four times the average on this item, as do highincome households. College graduates spend more than twice the average on closet and storage items. Average household spending on closet and storage items doubled from 2000 to 2004, after adjusting for inﬂation. This spending surge occurred despite the recession of 2001 and the loss of discretionary income. Behind the increase is the large baby-boom generation being solidly in the lifestage when household size peaks. Average household spending on closet and storage items could fall in the years ahead as boomers become empty-nesters and the small generation X enters the best-customer age group.

Table 40. Closet and storage items Total household spending Average household spends

$2,073,308,060.00 17.83

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

62 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$17.83 7.85 11.89 33.03 15.95 24.33 9.58 5.21

100 44 67 185 89 136 54 29

BIGGEST CUSTOMERS (market share)

100.0% 3.3 11.1 38.3 18.2 20.5 5.2 2.9

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$17.83 5.90 5.05 10.33 9.75 35.67 16.28 69.27

100 33 28 58 55 200 91 389

100.0% 8.2 6.6 5.7 8.5 11.1 7.3 49.9

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

17.83 24.88 20.50 29.72 68.75 19.49 19.70 11.93 5.74

100 140 115 167 386 109 110 67 32

100.0 71.8 25.3 42.0 18.6 14.5 7.9 4.0 9.3

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

17.83 8.89 3.51 9.99 21.13

100 50 20 56 119

100.0 1.7 2.3 5.9 92.2

REGION Average household Northeast Midwest South West

17.83 15.10 26.60 10.49 23.01

100 85 149 59 129

100.0 16.1 34.0 21.1 28.7

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

17.83 6.32 7.65 15.19 13.28 36.85 35.62 39.19

100 35 43 85 74 207 200 220

100.0 5.1 11.4 18.5 6.8 57.7 35.5 22.2

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 63

Curtains and Draperies Best customers:

Householders aged 35 to 64 Married couples without children at home Married couples with children under age 18

Customer trends:

Average household spending on curtains and draperies may rise as boomers become empty-nesters and redecorate their homes.

The best customers of curtains and draperies are married couples. Younger couples are decorating their homes for their expanding families, while older couples are redecorating after their children leave home. Married couples without children at home spend 38 percent more than average on curtains and draperies. Couples with children under age 18 spend 26 to 56 percent more than average on this item. Average household spending on curtains and draperies fell 17 percent between 2000 and 2004, after adjusting for inﬂation. Behind the spending decline was the lackluster recovery following the recession of 2001 and the subsequent loss of discretionary income. Average household spending on curtains and draperies should rise in the years ahead as aging boomers redecorate their homes once they become empty-nesters.

Table 41. Curtains and draperies Total household spending Average household spends

$2,234,940,040.00 19.22

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

64 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$19.22 8.43 12.78 21.37 24.79 23.98 14.29 20.00

100 44 66 111 129 125 74 104

BIGGEST CUSTOMERS (market share)

100.0% 3.3 11.1 23.0 26.3 18.8 7.2 10.3

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$19.22 5.25 10.33 7.15 20.62 15.77 42.89 56.87

100 27 54 37 107 82 223 296

100.0% 6.8 12.6 3.6 16.7 4.6 17.7 38.0

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

19.22 25.97 26.61 23.40 29.91 24.21 17.52 5.24 11.87

100 135 138 122 156 126 91 27 62

100.0 69.5 30.5 30.7 7.5 16.7 6.5 1.6 17.9

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

19.22 6.05 10.23 13.57 21.33

100 31 53 71 111

100.0 1.1 6.3 7.5 86.3

REGION Average household Northeast Midwest South West

19.22 25.25 15.74 16.92 21.39

100 131 82 88 111

100.0 24.9 18.7 31.6 24.8

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

19.22 7.85 11.44 12.72 12.82 39.74 33.33 51.02

100 41 60 66 67 207 173 265

100.0 5.9 15.9 14.4 6.1 57.7 30.8 26.9

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 65

Day Care Centers, Nursery Schools, and Preschools Best customers:

Householders aged 25 to 44 Married couples with children under age 18 Single parents Asians

Customer trends:

Average household spending on day care centers should rise when the large millennial generation has children.

The best customers of day care centers are married couples with preschoolers. This household type spends more than eight times the average on day care centers. Householders aged 25 to 44 spend more than twice the average on this item, as do high-income households, married couples with school-aged children, and Asians. Single parents spend 86 percent more than average on day care centers. Average household spending on day care centers fell by 15 percent between 2000 and 2004, after adjusting for inﬂation. This decline occurred because a smaller proportion of households needed day care services as the baby-boom generation aged out of the childrearing lifestage. Average household spending on day care centers may rise in the years ahead when the large millennial generation has children.

Table 42. Day care centers, nursery schools, and preschools Total household spending Average household spends

$22,501,729,820.00 193.51

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

66 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$193.51 116.88 437.69 423.59 80.78 32.69 18.41 6.39

100 60 226 219 42 17 10 3

BIGGEST CUSTOMERS (market share)

100.0% 4.6 37.8 45.3 8.5 2.5 0.9 0.3

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

BIGGEST CUSTOMERS (market share)

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

$193.51 35.82 92.42 108.26 187.44 274.67 461.11 554.88

100 19 48 56 97 142 238 287

100.0% 4.6 11.2 5.5 15.1 7.9 18.9 36.8

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

193.51 302.36 7.45 556.85 1,584.66 462.00 38.62 359.63 8.20

100 156 4 288 819 239 20 186 4

100.0 80.4 0.8 72.5 39.5 31.6 1.4 11.0 1.2

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

193.51 390.79 183.63 199.64 194.37

100 202 95 103 100

100.0 6.9 11.2 10.9 78.1

REGION Average household Northeast Midwest South West

193.51 154.25 206.10 193.97 213.31

100 80 107 100 110

100.0 15.1 24.3 36.0 24.5

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

193.51 53.84 124.12 146.36 286.35 338.49 321.56 368.26

100 28 64 76 148 175 166 190

100.0 4.0 17.1 16.5 13.6 48.8 29.6 19.3

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 67

Decorative Items for the Home Best customers:

Householders aged 35 to 64 High-income households Married couples

Customer trends:

Average household spending on decorative items is likely to rise as empty-nest boomers redecorate their homes.

Decorative items for the home—a category that includes the many tshatshkes of home decor—are the second-largest expense within the home furnishings and equipment category, behind only major appliances. The biggest spenders on decorative items for the home are the middle-aged and married couples. Householders aged 35 to 64 spend 20 to 41 percent more than the average household on this item. Married couples spend 37 percent more than average. High-income households spend more than three times the average on this item. Average household spending on decorative items for the home fell 19 percent between 2000 and 2004, after adjusting for inﬂation. The lackluster recovery following the recession of 2001 and the subsequent loss of discretionary income were behind the decline. Average household spending on decorative items should rise in the years ahead as boomers ﬁll the best-customer age groups, but only if discretionary income grows.

Table 43. Decorative items for the home Total household spending Average household spends

$18,384,184,200.00 158.10

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

68 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$158.10 58.85 131.87 223.34 205.23 189.38 95.86 55.89

100 37 83 141 130 120 61 35

BIGGEST CUSTOMERS (market share)

100.0% 2.8 13.9 29.2 26.5 18.0 5.9 3.5

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$158.10 49.78 80.38 93.46 169.03 212.94 179.09 484.20

100 31 51 59 107 135 113 306

100.0% 7.8 11.9 5.8 16.6 7.5 9.0 39.3

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

158.10 216.96 191.58 210.64 215.52 222.19 182.63 60.95 92.71

100 137 121 133 136 141 116 39 59

100.0 70.6 26.7 33.5 6.6 18.6 8.2 2.3 17.0

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

158.10 109.50 64.96 83.67 182.96

100 69 41 53 116

100.0 2.4 4.9 5.6 90.0

REGION Average household Northeast Midwest South West

158.10 154.15 210.18 141.20 134.60

100 98 133 89 85

100.0 18.5 30.3 32.1 19.0

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

158.10 36.46 93.16 131.18 167.64 299.58 320.42 259.80

100 23 59 83 106 189 203 164

100.0 3.3 15.7 18.1 9.7 52.9 36.1 16.6

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 69

Floor Coverings, Nonpermanent Best customers:

Householders aged 45 to 64 High-income households Married couples without children at home Married couples with school-aged or older children

Customer trends:

Average household spending on rugs should continue to rise as empty-nest boomers redecorate their homes.

The best customers of rugs (nonpermanent ﬂoor coverings) are middle-aged householders. Those aged 45 to 64 spend 32 to 88 percent more than average on rugs, accounting for more than half of the market. Married couples without children at home (most of whom are empty-nesters) spend 51 percent more than average on this item. Couples with school-aged or older children at home spend 30 to 63 percent more than average on ﬂoor coverings. High-income households spend more than three times the average on this item, accounting for 42 percent of the market. Average household spending on rugs rose a substantial 44 percent between 2000 and 2004, after adjusting for inﬂation. Behind the spending increase was the rise in homeownership. Average household spending on rugs should rise in the years ahead as boomers ﬁll the best-customer age groups.

Table 44. Floor coverings, nonpermanent Total household spending Average household spends

$2,790,768,000.00 24.00

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

70 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$24.00 6.52 15.55 21.19 31.79 45.06 20.15 13.35

100 27 65 88 132 188 84 56

BIGGEST CUSTOMERS (market share)

100.0% 2.1 10.8 18.3 27.0 28.2 8.1 5.5

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$24.00 6.44 9.19 10.92 22.02 14.07 61.79 78.32

100 27 38 46 92 59 257 326

100.0% 6.7 9.0 4.5 14.3 3.3 20.5 41.9

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

24.00 35.24 36.32 33.08 19.04 39.19 31.25 13.10 10.64

100 147 151 138 79 163 130 55 44

100.0 75.5 33.3 34.7 3.8 21.6 9.3 3.2 12.8

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

24.00 48.18 11.54 9.56 27.81

100 201 48 40 116

100.0 6.8 5.7 4.2 90.1

REGION Average household Northeast Midwest South West

24.00 20.57 21.26 17.42 40.37

100 86 89 73 168

100.0 16.3 20.2 26.1 37.5

24.00 6.67 7.80 15.59 17.70 57.12 31.20 102.66

100 28 33 65 74 238 130 428

100.0 4.0 8.7 14.1 6.8 66.4 23.1 43.3

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 71

Floor Coverings, Wall-to-Wall Best customers:

Householders aged 55 to 74 Married couples without children at home Married couples with adult children at home

Customer trends:

Average household spending on wall-to-wall ﬂoor coverings is likely to rise as empty-nest boomers redecorate their homes, but only if discretionary income rebounds.

The best customers of wall-to-wall ﬂoor coverings are middle-aged and older married couples. Householders aged 55 to 74 spend 47 to 50 percent more than average on wall-to-wall ﬂoor coverings and account for more than one-third of the market. Married couples without children at home (most of whom are empty-nesters) spend 51 percent more than average on this item. Couples with adult children at home spend 25 percent more than average on wall-to-wall ﬂoor coverings. Average household spending on wall-to-wall ﬂoor coverings fell 8 percent between 2000 and 2004, after adjusting for inﬂation. The lackluster recovery following the recession of 2001 and the subsequent loss of discretionary income were behind the decline. Average household spending on wall-to-wall ﬂoor coverings should rise in the years ahead as boomers ﬁll the best-customer age groups, but only if discretionary income grows.

Table 45. Floor coverings, wall-to-wall Total household spending Average household spends

$3,253,570,360.00 27.98

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

72 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$27.98 0.78 20.08 30.12 33.12 41.95 41.15 13.01

100 3 72 108 118 150 147 46

BIGGEST CUSTOMERS (market share)

100.0% 0.2 12.0 22.3 24.1 22.5 14.2 4.6

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$27.98 3.44 7.90 42.72 46.45 30.72 17.85 83.67

100 12 28 153 166 110 64 299

100.0% 3.1 6.6 14.9 25.8 6.1 5.1 38.4

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

27.98 36.74 42.12 28.38 28.14 24.96 34.87 29.34 12.96

100 131 151 101 101 89 125 105 46

100.0 67.5 33.1 25.5 4.8 11.8 8.9 6.2 13.4

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

27.98 15.54 13.57 12.89 32.16

100 56 48 46 115

100.0 1.9 5.7 4.9 89.4

REGION Average household Northeast Midwest South West

27.98 23.47 35.45 17.55 41.00

100 84 127 63 147

100.0 15.9 28.9 22.5 32.6

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

27.98 13.81 12.91 29.32 27.37 48.87 40.10 64.32

100 49 46 105 98 175 143 230

100.0 7.1 12.3 22.8 9.0 48.7 25.5 23.3

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 73

Gardening and Lawn Care Services Best customers:

Householders aged 55 or older High-income households Married couples without children at home

Customer trends:

Average household spending on gardening and lawn care services will rise as the population ages.

Households pay for gardening and lawn care services either because they need to or because they can afford to. The best customers of gardening and lawn care services are high-income households, which spend triple the average on this item. Householders aged 55 or older, many of whom need help maintaining their homes and lawns, spend 34 to 91 percent more than average on this item and control 53 percent of the market. Married couples without children at home (most of whom are older) spend 48 percent more than average on gardening and lawn care services. Average household spending on gardening and lawn care services rose 11 percent between 2000 and 2004, after adjusting for inﬂation. This increase occurred despite the recession of 2001 and consequent belt tightening as discretionary income disappeared. Behind the rise was the aging of the baby-boom generation into the best-customer age groups. This category should grow in the years ahead as the population ages.

Table 46. Gardening and lawn care services Total household spending Average household spends

$11,056,092,560.00 95.08

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

74 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$95.08 4.00 43.24 68.25 108.36 127.59 146.68 181.26

100 4 45 72 114 134 154 191

BIGGEST CUSTOMERS (market share)

100.0% 0.3 7.6 14.9 23.2 20.2 14.9 18.9

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

BIGGEST CUSTOMERS (market share)

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

$95.08 41.84 62.68 54.68 74.78 95.18 139.09 285.33

100 44 66 58 79 100 146 300

100.0% 10.9 15.5 5.6 12.2 5.6 11.6 38.5

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

95.08 111.79 140.29 86.66 77.38 91.01 84.87 38.43 91.30

100 118 148 91 81 96 89 40 96

100.0 60.5 32.5 22.9 3.9 12.7 6.4 2.4 27.8

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

95.08 109.66 41.92 41.47 110.24

100 115 44 44 116

100.0 3.9 5.2 4.6 90.2

REGION Average household Northeast Midwest South West

95.08 102.77 79.60 92.04 109.30

100 108 84 97 115

100.0 20.5 19.1 34.8 25.6

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

95.08 36.28 53.91 86.75 93.81 171.82 136.29 234.27

100 38 57 91 99 181 143 246

100.0 5.5 15.1 19.9 9.1 50.4 25.5 24.9

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 75

Housekeeping Services Best customers:

Householders aged 45 or older High-income households Married couples without children at home Married couples with children under age 18 College graduates

Customer trends:

Average household spending on housekeeping services will rise as the population ages, but only if discretionary income grows.

The best customers of housekeeping services are older people and the afﬂuent—the ﬁrst group often needs such services, while the second group can afford them. Householders aged 45 or older spend 15 to 65 percent more than average on housekeeping services. High-income households spend more than four times the average and control 53 percent of the market. Married couples without children at home, most of whom are older, spend 49 percent more than average on housekeeping services. Those with children under age 18 (the busiest households) spend 28 to 45 percent more. College graduates, who dominate the nation’s afﬂuent, spend more than twice the average on housekeeping services. Average household spending on housekeeping services fell 8 percent between 2000 and 2004, after adjusting for inﬂation. Behind the decline was the lackluster recovery following the recession of 2001 and the consequent loss of discretionary income. Spending on housekeeping services should rise in the years ahead along with the aging of the population—but only if discretionary income grows.

Table 47. Housekeeping services Total household spending Average household spends

$10,331,655,700.00 88.85

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

76 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$88.85 2.79 43.74 74.73 101.76 134.04 107.87 146.60

100 3 49 84 115 151 121 165

BIGGEST CUSTOMERS (market share)

100.0% 0.2 8.2 17.4 23.4 22.7 11.7 16.4

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

BIGGEST CUSTOMERS (market share)

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

$88.85 30.46 37.24 41.89 46.88 74.75 120.87 368.93

100 34 42 47 53 84 136 415

100.0% 8.5 9.8 4.6 8.2 4.7 10.8 53.3

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

88.85 115.82 132.60 103.52 128.93 113.79 67.35 55.46 69.79

100 130 149 117 145 128 76 62 79

100.0 67.0 32.8 29.3 7.0 16.9 5.4 3.7 22.8

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

88.85 49.74 23.72 31.41 106.37

100 56 27 35 120

100.0 1.9 3.2 3.7 93.1

REGION Average household Northeast Midwest South West

88.85 81.67 86.81 77.77 114.95

100 92 98 88 129

100.0 17.4 22.3 31.5 28.8

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

88.85 25.53 36.15 59.47 65.05 202.79 134.62 322.62

100 29 41 67 73 228 152 363

100.0 4.2 10.8 14.6 6.7 63.7 27.0 36.7

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 77

Housewares Best customers:

Householders aged 45 to 64 Married couples Asians

Customer trends:

Average household spending on housewares will continue to rise as boomers help their grown children outﬁt their homes.

Housewares is a category that includes dishes, glassware, ﬂatware, and nonelectric cookware—all those things that ﬁll the nation’s kitchen cupboards. The best customers of housewares are middle-aged householders. Those aged 45 to 64 spend 22 to 26 percent more than average on housewares. Married couples spend 39 percent more than average on this item. Those with preschoolers spend 72 percent more than average as they outﬁt their ﬁrst homes. Those with adult children at home spend 30 percent more than average on housewares because many of are them helping adult children outﬁt apartments. Asian households spend 83 percent more than average on this item. Average household spending on housewares rose 16 percent between 2000 and 2004, after adjusting for inﬂation. This increase occurred despite the recession of 2001 and the loss of discretionary income. The entry of millions of boomers into the best-customer age groups was behind the rise. Average household spending on housewares should climb in the years ahead as millions more boomers become empty-nesters and help their grown children outﬁt their homes.

Table 48. Housewares Total household spending Average household spends

$9,600,241,920.00 82.56

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

78 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$82.56 46.54 81.72 73.02 100.89 103.85 90.03 54.51

100 56 99 88 122 126 109 66

BIGGEST CUSTOMERS (market share)

100.0% 4.3 16.5 18.3 24.9 18.9 10.5 6.6

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

BIGGEST CUSTOMERS (market share)

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

$82.56 32.17 71.08 68.15 56.99 108.55 122.47 193.03

100 39 86 83 69 131 148 234

100.0% 9.7 20.2 8.1 10.7 7.3 11.8 30.0

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

82.56 111.06 106.60 115.03 142.38 108.05 107.57 54.28 46.16

100 135 129 139 172 131 130 66 56

100.0 69.2 28.4 35.1 8.3 17.3 9.3 3.9 16.2

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

82.56 151.30 35.64 61.76 92.85

100 183 43 75 112

100.0 6.2 5.1 7.9 87.5

REGION Average household Northeast Midwest South West

82.56 71.59 74.42 80.24 104.32

100 87 90 97 126

100.0 16.4 20.6 34.9 28.1

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

82.56 50.21 63.92 66.72 131.61 113.77 103.56 133.07

100 61 77 81 159 138 125 161

100.0 8.8 20.6 17.6 14.6 38.5 22.3 16.3

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 79

Infants’ Equipment and Furniture Best customers:

Householders aged 25 to 44 Married couples with preschoolers Asians and Hispanics Households in the West

Customer trends:

Average household spending on infants’ equipment and furniture should continue to increase as the large millennial generation has children.

The best customers for infants’ equipment and furniture are young married couples with preschoolers. Householders aged 25 to 34 spend more than twice the average on this item, while those aged 35 to 44 spend 69 percent more. Married couples with preschoolers spend nearly four times the average on this item. Asian householders spend 56 percent more than average on this item, and because of their large families, Hispanic householders spend 71 percent more. Households in the West, where many Asians and Hispanics live, spend 55 percent more than average on infants’ equipment and furniture. Average household spending on infants’ equipment and furniture increased 24 percent between 2000 and 2004, after adjusting for inﬂation. Behind the increase were the growing Asian and Hispanic populations. Spending on infants’ equipment and furniture is likely to continue to rise as the large millennial generation has children.

Table 49. Infants’ equipment and furniture Total household spending Average household spends

$1,895,396,600.00 16.30

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

80 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$16.30 20.80 32.93 27.62 6.09 7.02 9.19 –

100 128 202 169 37 43 56 –

BIGGEST CUSTOMERS (market share)

100.0% 9.7 33.8 35.1 7.6 6.5 5.4 –

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$16.30 6.32 11.10 10.86 16.59 21.73 18.77 43.99

100 39 68 67 102 133 115 270

100.0% 9.6 16.0 6.5 15.8 7.4 9.2 34.7

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

16.30 24.73 29.43 21.69 63.19 14.06 6.40 7.26 1.55

100 152 181 133 388 86 39 45 10

100.0 78.0 39.7 33.5 18.7 11.4 2.8 2.6 2.8

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

16.30 25.44 6.06 27.95 16.19

100 156 37 171 99

100.0 5.3 4.4 18.1 77.2

REGION Average household Northeast Midwest South West

16.30 13.34 14.45 13.48 25.31

100 82 89 83 155

100.0 15.5 20.2 29.7 34.6

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

16.30 11.34 7.69 11.02 27.63 27.56 27.12 28.54

100 70 47 68 170 169 166 175

100.0 10.1 12.6 14.7 15.6 47.2 29.6 17.7

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀ more฀than฀one฀race.฀“–”฀means฀sample฀is฀too฀small฀to฀make฀a฀reliable฀estimate.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 81

Kitchen and Dining Room Furniture Best customers:

Householders aged 25 to 44 and 55 to 64 Married couples without children at home Married couples with children under age 18 High-income households

Customer trends:

Average household spending on kitchen and dining room furniture should stabilize as the large baby-boom generation ﬁlls the older best-customer age group and the small generation X ﬁlls the younger one.

The best customers of kitchen and dining room furniture are married couples who are outﬁtting their homes as their families expand or empty-nesters who are redecorating after their children leave home. Householders aged 25 to 44 spend 25 to 26 percent more than average on this item, while those aged 55 to 64 spend 21 percent more. Married couples without children at home (most of whom are empty-nesters) spend 22 percent more than average on kitchen and dining room furniture. Couples with children under age 18 spend 33 to 64 percent more than average on this item. High-income households spend more than three times the average and control 43 percent of the market. Average household spending on kitchen and dining room furniture fell 19 percent between 2000 and 2004, after adjusting for inﬂation. Behind the decrease was the lackluster recovery following the recession of 2001, which limited discretionary income. Average household spending on kitchen and dining room furniture should stabilize for the next few years as boomers ﬁll the older best-customer age group and the small generation X ﬁlls the younger age group.

Table 50. Kitchen and dining room furniture Total household spending Average household spends

$4,797,795,320.00 41.26

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

82 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$41.26 15.48 51.66 52.04 39.98 49.84 36.01 15.72

100 38 125 126 97 121 87 38

BIGGEST CUSTOMERS (market share)

100.0% 2.8 20.9 26.1 19.8 18.2 8.4 3.8

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$41.26 9.58 13.24 42.88 37.18 62.82 58.03 137.78

100 23 32 104 90 152 141 334

100.0% 5.8 7.5 10.2 14.0 8.5 11.2 42.9

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

41.26 55.89 50.41 54.67 67.83 55.05 45.08 28.67 18.59

100 135 122 133 164 133 109 69 45

100.0 69.7 26.9 33.4 7.9 17.6 7.8 4.1 13.1

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

41.26 77.07 33.98 30.35 43.76

100 187 82 74 106

100.0 6.4 9.8 7.8 82.5

REGION Average household Northeast Midwest South West

41.26 58.51 38.48 27.80 51.17

100 142 93 67 124

100.0 26.9 21.3 24.2 27.6

41.26 23.14 27.81 33.66 41.35 69.42 51.57 100.81

100 56 67 82 100 168 125 244

100.0 8.1 18.0 17.8 9.2 47.0 22.2 24.7

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 83

Kitchen and Dining Room Linens Best customers:

Householders aged 35 to 64 High-income households Married couples without children at home Married couples with adult children at home

Customer trends:

Average household spending on kitchen and dining room linens may rise as the large baby-boom generation ﬁlls the best-customer age groups.

The best customers of kitchen and dining room linens are married couples who are outﬁtting their homes for expanding families or replenishing their linen supply after their children have left home. Householders aged 35 to 64 spend 26 to 43 percent more than average on this item. High-income householders spend more than three times the average on kitchen and dining room linens. Married couples without children at home (most of whom are empty-nesters) spend 37 percent more than average on this item. Those with adult children at home spend more than twice the average. Together, these two household types control 51 percent of household spending on kitchen and dining room linens. Average household spending on kitchen and dining room linens fell 4 percent between 2000 and 2004, after adjusting for inﬂation. Behind the decline was the lackluster recovery following the recession of 2001, which reduced discretionary spending. Average household spending on kitchen and dining room linens should climb as millions more boomers become empty-nesters and replenish their linens.

Table 51. Kitchen and dining room linens Total household spending Average household spends

$1,144,214,880.00 9.84

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

84 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$9.84 4.79 6.44 13.29 12.38 14.05 4.20 6.22

100 49 65 135 126 143 43 63

BIGGEST CUSTOMERS (market share)

100.0% 3.7 10.9 28.0 25.7 21.5 4.1 6.3

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

BIGGEST CUSTOMERS (market share)

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

$9.84 3.49 4.54 4.33 6.10 15.45 11.77 35.08

100 36 46 44 62 157 120 357

100.0% 8.8 10.8 4.3 9.6 8.7 9.5 45.8

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

9.84 14.65 13.47 17.02 10.29 14.13 28.46 4.80 4.28

100 149 137 173 105 144 289 49 43

100.0 76.6 30.1 43.6 5.0 19.0 20.6 2.9 12.6

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

9.84 4.88 6.56 5.77 10.93

100 50 67 59 111

100.0 1.7 7.9 6.2 86.4

REGION Average household Northeast Midwest South West

9.84 13.11 8.70 10.02 7.88

100 133 88 102 80

100.0 25.3 20.2 36.6 17.8

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree

9.84 5.40 6.51 11.12 11.66 13.88 11.91

100 55 66 113 118 141 121

100.0 7.9 17.6 24.6 10.9 39.4 21.5

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 85

Kitchen Appliances, Small Electric Best customers:

Householders aged 55 to 64 Married couples without children at home

Customer trends:

Average household spending on small electric kitchen appliances will rise as boomers ﬁll the best-customer age group, but price competition from discounters will limit the increase.

The category “small electric kitchen appliances” includes coffee makers, food processors, bread makers, and so on. The best customers of small electric kitchen appliances are empty-nest married couples. Householders aged 55 to 64 spend 21 percent more than average on this item. Married couples without children at home (most of whom are empty-nesters) spend 38 percent more than average on small electric kitchen appliances because many of them are helping grown children outﬁt their ﬁrst homes. Average household spending on small electric kitchen appliances fell 8 percent between 2000 and 2004, after adjusting for inﬂation. This decline occurred in part because of the lackluster recovery following the recession of 2001 and the loss of discretionary income. Average household spending on small electric kitchen appliances should climb in the next few years as millions of boomers ﬁll the best-customer age group. But price competition from discounters could limit the gains.

Table 52. Kitchen appliances, small electric Total household spending Average household spends

$2,008,190,140.00 17.27

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

86 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$17.27 13.02 18.24 16.86 18.43 20.83 16.92 12.31

100 75 106 98 107 121 98 71

BIGGEST CUSTOMERS (market share)

100.0% 5.7 17.7 20.2 21.8 18.1 9.5 7.1

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$17.27 8.61 15.77 15.97 17.68 16.81 24.54 32.98

100 50 91 92 102 97 142 191

100.0% 12.4 21.4 9.0 15.9 5.4 11.3 24.5

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

17.27 21.46 23.88 18.52 16.54 18.86 19.22 13.57 10.22

100 124 138 107 96 109 111 79 59

100.0 63.9 30.4 27.0 4.6 14.4 7.9 4.7 17.1

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

17.27 13.80 7.96 13.84 19.15

100 80 46 80 111

100.0 2.7 5.5 8.5 86.2

REGION Average household Northeast Midwest South West

17.27 13.23 19.71 15.53 21.02

100 77 114 90 122

100.0 14.5 26.0 32.3 27.1

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

17.27 9.10 16.29 18.16 20.66 20.64 18.92 23.65

100 53 94 105 120 120 110 137

100.0 7.6 25.2 22.9 11.0 33.4 19.5 13.9

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 87

Lamps and Lighting Fixtures

Best customers:

Householders aged 55 to 64 High-income households Married couples without children at home Married couples with preschoolers College graduates

Customer trends:

Average household spending on lamps and lighting ﬁxtures should continue to rise as empty-nest boomers redecorate their homes.

The best customers of lamps and lighting ﬁxtures are afﬂuent, middle-aged, married couples, many of whom are empty-nesters. Householders aged 55 to 64 spend more than twice the average on lamps and lighting ﬁxtures. Households with incomes of $100,000 or more spend nearly four times the average on this item and control nearly half the market. Married couples without children at home (most of whom are empty-nesters) spend 92 percent more than average on this lamps, while those with preschoolers spend 73 percent more. College graduates spend more than twice the average and dominate the market. Average household spending on lamps and lighting ﬁxtures rose by 38 percent between 2000 and 2004, after adjusting for inﬂation. Behind the rise was the entry of boomers into the best-customer lifestage. Average household spending on lamps and lighting ﬁxtures should continue to rise in the years ahead as millions more boomers become empty-nesters.

Table 53. Lamps and lighting ﬁxtures Total household spending Average household spends

$1,907,024,800.00 16.40

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

88 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$16.40 7.97 12.43 18.14 13.24 35.54 14.64 5.09

100 49 76 111 81 217 89 31

BIGGEST CUSTOMERS (market share)

100.0% 3.7 12.7 22.9 16.5 32.6 8.6 3.1

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$16.40 3.92 6.40 8.59 14.13 17.39 24.20 62.26

100 24 39 52 86 106 148 380

100.0% 5.9 9.2 5.1 13.4 5.9 11.7 48.8

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

16.40 23.75 31.49 18.21 28.37 17.82 12.05 7.73 7.34

100 145 192 111 173 109 73 47 45

100.0 74.5 42.2 28.0 8.3 14.4 5.2 2.8 13.0

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

16.40 13.52 7.62 12.65 18.23

100 82 46 77 111

100.0 2.8 5.5 8.2 86.4

REGION Average household Northeast Midwest South West

16.40 15.32 16.47 18.31 14.16

100 93 100 112 86

100.0 17.7 22.9 40.1 19.2

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

16.40 4.03 9.11 12.04 10.53 35.12 36.06 33.46

100 25 56 73 64 214 220 204

100.0 3.6 14.8 16.0 5.9 59.8 39.1 20.6

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 89

Laundry and Cleaning Equipment

Best customers:

Householders aged 45 to 64 Married couples with children at home Hispanics

Customer trends:

Average household spending on laundry equipment should continue to increase as boomers ﬁll the best-customer age groups.

The best customers of laundry equipment are middle-aged couples with children. Householders aged 45 to 64 spend 16 to 22 percent more than average on this item. Married couples with children at home spend 25 percent more than the average household on laundry equipment, the ﬁgure peaking at 43 percent among couples with adult children at home. With their larger families, Hispanics spend 18 percent more than average on laundry equipment. Average household spending on laundry equipment rose 42 percent between 2000 and 2004, after adjusting for inﬂation. Average household spending on laundry equipment should continue to rise as boomers ﬁll the best-customer age groups.

Table 54. Laundry and cleaning equipment Total household spending Average household spends

$1,827,953,040.00 15.72

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

90 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$15.72 9.79 12.87 16.72 19.16 18.23 16.53 11.32

100 62 82 106 122 116 105 72

BIGGEST CUSTOMERS (market share)

100.0% 4.7 13.7 22.0 24.9 17.4 10.2 7.1

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$15.72 8.91 14.28 11.75 17.07 17.67 21.25 27.11

100 57 91 75 109 112 135 172

100.0% 14.1 21.3 7.3 16.9 6.2 10.7 22.2

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

15.72 19.07 16.89 19.58 17.47 19.03 22.43 15.25 10.38

100 121 107 125 111 121 143 97 66

100.0 62.4 23.6 31.4 5.4 16.0 10.2 5.7 19.1

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

15.72 12.55 9.32 18.59 16.28

100 80 59 118 104

100.0 2.7 7.0 12.5 80.5

REGION Average household Northeast Midwest South West

15.72 15.33 14.06 14.91 19.11

100 98 89 95 122

100.0 18.5 20.4 34.1 27.1

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

15.72 10.36 14.36 15.71 21.14 18.15 17.35 19.68

100 66 91 100 134 115 110 125

100.0 9.5 24.4 21.8 12.3 32.2 19.6 12.7

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 91

Laundry and Cleaning Supplies

Best customers:

Householders aged 35 to 54 Married couples with children at home Hispanics

Customer trends:

Average household spending on laundry and cleaning supplies is likely to fall as the population ages.

Households with children spend the most on laundry and cleaning supplies. Householders aged 35 to 54, many of whom have children at home, spend 15 to 27 percent more than average on this item. Married couples with children at home spend 17 to 46 percent more than average on laundry and cleaning supplies. Hispanics, who tend to have large families, spend 34 percent more than average on this item. Average household spending on laundry and cleaning supplies rose 4 percent between 2000 and 2004, after adjusting for inﬂation. This increase is surprising, considering the limited amount of time families have for cleaning. Behind the stability was the large baby-boom generation in the 35-to54 age group. Average household spending on this item is likely to fall as boomers age and the much smaller generation X enters the best-customer age group.

Table 55. Laundry and cleaning supplies Total household spending Average household spends

$17,274,853,920.00 148.56

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

92 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$148.56 75.27 142.46 170.16 188.04 157.68 122.21 100.15

100 51 96 115 127 106 82 67

BIGGEST CUSTOMERS (market share)

100.0% 3.8 16.0 23.7 25.8 16.0 7.9 6.7

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$148.56 86.94 130.04 159.99 165.60 173.36 181.23 227.46

100 59 88 108 111 117 122 153

100.0% 14.5 20.5 10.5 17.3 6.5 9.7 19.7

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

148.56 182.96 145.44 205.60 173.53 216.89 207.78 158.06 72.78

100 123 98 138 117 146 140 106 49

100.0 63.3 21.5 34.8 5.6 19.3 10.0 6.3 14.2

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

148.56 12.55 9.32 18.59 16.28

100 80 59 118 104

100.0 2.7 7.0 12.5 80.5

REGION Average household Northeast Midwest South West

148.56 145.54 152.97 146.93 149.24

100 98 103 99 100

100.0 18.6 23.5 35.6 22.4

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

148.56 148.03 142.05 132.67 170.95 159.74 159.40 160.39

100 100 96 89 115 108 107 108

100.0 14.4 25.5 19.4 10.6 30.0 19.1 10.9

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 93

Lawn and Garden Equipment Best customers:

Householders aged 65 to 74 Married couples without children at home Households in the Midwest

Customer trends:

Average household spending on lawn and garden equipment should rise along with homeownership.

The best customers of lawn and garden equipment are homeowners with grass to mow and gardens to tend. Householders aged 65 to 74 spend fully 44 percent more than average on lawn and garden equipment as they upgrade to the latest riding mowers. Married couples without children at home spend 54 percent more than average on lawn and garden equipment. Households in the Midwest, where grass is king, spend 54 percent more than average on lawn and garden equipment. Average household spending on lawn and garden equipment fell 5 percent between 2000 and 2004, after adjusting for inﬂation, despite the surge in homeownership. Behind the decline was the lackluster recovery following the recession of 2001 and the loss of discretionary income. Average household spending on lawn and garden equipment should rise along with homeownership in the years ahead.

Table 56. Lawn and garden equipment Total household spending Average household spends

$5,673,398,780.00 48.79

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

94 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$48.79 8.13 51.24 45.81 53.03 47.99 70.39 53.38

100 17 105 94 109 98 144 109

BIGGEST CUSTOMERS (market share)

100.0% 1.3 17.6 19.4 22.2 14.8 13.9 10.9

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$48.79 13.38 33.10 47.31 42.56 60.00 150.37 86.88

100 27 68 97 87 123 308 178

100.0% 6.8 15.9 9.5 13.6 6.8 24.5 22.9

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

48.79 69.20 75.27 57.98 58.40 53.62 65.77 21.43 25.28

100 142 154 119 120 110 135 44 52

100.0 72.9 33.9 29.9 5.8 14.5 9.6 2.6 15.0

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

48.79 12.38 14.99 14.02 58.55

100 25 31 29 120

100.0 0.9 3.6 3.0 93.3

REGION Average household Northeast Midwest South West

48.79 35.08 75.14 56.78 20.52

100 72 154 116 42

100.0 13.6 35.1 41.8 9.4

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

48.79 17.31 65.91 55.32 34.89 48.22 51.64 42.21

100 35 135 113 72 99 106 87

100.0 5.1 36.0 24.7 6.6 27.6 18.8 8.8

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 95

Lawn and Garden Supplies Best customers:

Householders aged 45 to 74 Married couples without children at home Married couples with school-aged children

Customer trends:

Average household spending on lawn and garden supplies should rise substantially as boomers enter the empty-nest lifestage.

The best customers of lawn and garden supplies are empty-nesters with time and money to devote to their lawns and gardens. Householders aged 45 to 74, many of whom are empty-nesters, spend 17 to 57 percent more than the average household on lawn and garden supplies. Married couples without children at home, most of whom are older, spend 63 percent more than average on this item and account for more than one-third of the market. Average household spending on lawn and garden supplies increased 14 percent between 2000 and 2004, after adjusting for inﬂation. Behind the rise was the entry of the baby-boom generation into the empty-nest lifestage. As millions of boomers become empty-nesters over the next few years, spending on lawn and garden supplies should surge.

Table 57. Lawn and garden supplies Total household spending Average household spends

$9,702,570,080.00 83.44

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

96 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$83.44 13.25 48.07 80.53 131.30 97.44 114.91 54.52

100 16 58 97 157 117 138 65

BIGGEST CUSTOMERS (market share)

100.0% 1.2 9.6 20.0 32.1 17.6 13.3 6.5

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

BIGGEST CUSTOMERS (market share)

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

$83.44 35.37 48.21 51.68 92.43 85.70 115.73 222.59

100 42 58 62 111 103 139 267

100.0% 10.5 13.6 6.1 17.2 5.7 11.0 34.3

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

83.44 121.81 135.98 120.42 92.43 142.78 96.24 35.41 35.01

100 146 163 144 111 171 115 42 42

100.0 75.1 35.9 36.3 5.3 22.6 8.2 2.5 12.2

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

83.44 78.73 21.65 31.12 100.37

100 94 26 37 120

100.0 3.2 3.1 3.9 93.5

REGION Average household Northeast Midwest South West

83.44 72.51 100.52 76.86 85.79

100 87 120 92 103

100.0 16.5 27.5 33.1 22.9

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

83.44 25.07 58.36 84.38 105.36 130.41 106.70 175.69

100 30 70 101 126 156 128 211

100.0 4.3 18.6 22.0 11.6 43.6 22.7 21.3

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 97

Living Room Chairs Best customers:

Householders aged 55 to 64 Married couples without children at home

Customer trends:

Average household spending on living room chairs should rise as empty-nest boomers redecorate their homes, but only if discretionary income rebounds.

The best customers of living room chairs are older married couples, many of whom are empty-nesters. Householders aged 55 to 64 spend 48 percent more than average on living room chairs. Married couples without children at home (most of whom are empty-nesters) spend 56 percent more than average on living room chairs as they redecorate after their children leave home. Average household spending on living room chairs fell by 13 percent between 2000 and 2004, after adjusting for inﬂation. The lackluster recovery following the recession of 2001 and the subsequent loss of discretionary income were behind the decline. Average household spending on living room chairs should rise in the years ahead as millions of boomers become empty-nesters and redecorate their homes, but only if discretionary income rebounds.

Table 58. Living room chairs Total household spending Average household spends

$4,843,145,300.00 41.65

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

98 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$41.65 21.11 35.99 44.34 47.76 61.85 38.66 21.01

100 51 86 106 115 148 93 50

BIGGEST CUSTOMERS (market share)

100.0% 3.8 14.4 22.0 23.4 22.3 9.0 5.0

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$41.65 18.85 20.42 33.96 47.09 54.25 55.87 109.56

100 45 49 82 113 130 134 263

100.0% 11.2 11.5 8.0 17.6 7.2 10.7 33.8

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

41.65 59.40 64.98 53.30 50.30 56.21 49.95 24.49 18.76

100 143 156 128 121 135 120 59 45

100.0 73.3 34.3 32.2 5.8 17.8 8.6 3.5 13.0

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

41.65 21.52 28.41 23.31 46.29

100 52 68 56 111

100.0 1.8 8.1 5.9 86.4

REGION Average household Northeast Midwest South West

41.65 31.49 52.60 34.34 50.87

100 76 126 82 122

100.0 14.3 28.8 29.6 27.2

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

41.65 20.03 28.61 34.96 53.47 66.64 56.39 84.66

100 48 69 84 128 160 135 203

100.0 7.0 18.3 18.3 11.8 44.7 24.1 20.6

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 99

Living Room Tables Best customers:

Householders aged 25 to 34 and 55 to 64 Married couples

Customer trends:

Average household spending on living room tables should rise as empty-nest boomers redecorate their homes, but only if discretionary income rebounds.

The best customers of living room tables are afﬂuent married couples. Householders aged 25 to 34 spend 23 percent more than average on living room tables as they furnish their ﬁrst homes. Householders aged 55 to 64 spend 45 percent more than average as they redecorate as empty-nesters. Married couples without children at home (most of whom are empty-nesters) spend 41 percent more than average on living room tables, while those with children at home spend 43 percent more than average on this item. Average household spending on living room tables fell 22 percent between 2000 and 2004, after adjusting for inﬂation. The lackluster recovery following the recession of 2001 and the subsequent loss of discretionary income were behind the decline. Average household spending on living room tables could rise in the next few years as boomers become empty-nesters and redecorate their homes, but only if discretionary income rebounds.

Table 59. Living room tables Total household spending Average household spends

$1,717,485,140.00 14.77

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

100 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$14.77 10.77 18.24 16.08 14.17 21.36 10.63 4.55

100 73 123 109 96 145 72 31

BIGGEST CUSTOMERS (market share)

100.0% 5.5 20.6 22.5 19.6 21.7 7.0 3.1

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$14.77 5.34 6.66 10.69 15.52 22.57 17.54 44.96

100 36 45 72 105 153 119 304

100.0% 9.0 10.6 7.1 16.3 8.5 9.4 39.1

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

14.77 20.87 20.86 21.06 20.37 20.58 22.40 11.98 7.13

100 141 141 143 138 139 152 81 48

100.0 72.7 31.1 35.9 6.6 18.4 10.8 4.8 14.0

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

14.77 9.15 10.04 11.29 16.21

100 62 68 76 110

100.0 2.1 8.1 8.1 85.3

REGION Average household Northeast Midwest South West

14.77 13.46 17.04 11.46 18.92

100 91 115 78 128

100.0 17.3 26.3 27.9 28.5

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

14.77 4.30 10.82 12.77 15.22 25.39 24.83 26.38

100 29 73 86 103 172 168 179

100.0 4.2 19.5 18.8 9.5 48.0 29.9 18.1

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 101

Mattresses and Springs Best customers:

Householders aged 35 to 64 Married couples without children at home Married couples with school-aged or older children

Customer trends:

Average household spending on mattresses and springs should stabilize in the next few years as boomers ﬁll the best-customer age group.

The best customers of mattresses and springs are married couples, some of whom are purchasing mattresses for expanding families and others who are upgrading their mattresses after their children leave home. Householders aged 35 to 64 spend 14 to 37 percent more than average on mattresses and springs. Married couples without children at home spend 41 percent more than average on this item. Those with adult children at home—who have the largest households—spend 77 percent more than average on mattresses and springs. Average household spending on mattresses and springs fell 8 percent between 2000 and 2004, after adjusting for inﬂation. Behind the trend was the lackluster recovery following the recession of 2001 and the subsequent loss of discretionary income. Average household spending on mattresses and springs should stabilize in the next few years as boomers ﬁll the bestcustomer age group.

Table 60. Mattresses and springs Total household spending Average household spends

$6,228,063,920.00 53.56

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

102 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$53.56 35.76 47.52 62.23 61.02 73.42 41.51 25.50

100 67 89 116 114 137 78 48

BIGGEST CUSTOMERS (market share)

100.0% 5.1 14.8 24.1 23.2 20.6 7.5 4.7

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$53.56 17.43 26.51 37.38 54.48 61.68 72.23 169.00

100 33 49 70 102 115 135 316

100.0% 8.1 11.6 6.8 15.8 6.4 10.7 40.5

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

53.56 73.37 75.52 75.32 55.45 72.03 94.85 36.96 25.99

100 137 141 141 104 134 177 69 49

100.0 70.4 31.0 35.4 5.0 17.8 12.6 4.1 14.1

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

53.56 73.43 30.00 47.99 57.82

100 137 56 90 108

100.0 4.7 6.6 9.5 83.9

REGION Average household Northeast Midwest South West

53.56 51.11 45.73 46.20 75.53

100 95 85 86 141

100.0 18.1 19.5 31.0 31.4

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

53.56 25.10 41.83 51.59 66.76 76.70 68.40 91.29

100 47 78 96 125 143 128 170

100.0 6.8 20.8 21.0 11.4 40.0 22.7 17.2

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 103

Moving, Storage, and Freight Express Best customers:

Householders aged 45 to 64 High-income households Married couples without children at home Married couples with preschoolers Households in the West College graduates

Customer trends:

Average household spending on moving, storage, and freight express will continue to fall as the mobility of Americans declines.

The biggest spenders on moving, storage, and freight express are households that are mobile and that can afford to pay for moving services. Young adults have the highest mobility rate, but they often cannot afford to hire movers. Householders aged 45 to 64 are relatively mobile and have the income to afford to hire moving help. This explains why that age group spends 45 to 48 percent more than average on moving and storage services. Highincome households spend three times the average. Married couples with preschoolers spend 38 percent more than average on this item. Households in the West spend 97 percent more. College graduates—many of whom are relocating to pursue professional opportunity—spend more than twice the average on this item. Average household spending on moving, storage and freight express fell 5 percent between 2000 and 2004, after adjusting for inﬂation. The longterm drop in mobility is behind the decline. Spending on this item will continue to fall as the population ages and mobility rates drift downward.

Table 61. Moving, storage, and freight express Total household spending Average household spends

$3,943,122,620.00 33.91

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

104 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$33.91 14.50 37.90 27.30 50.26 49.05 23.21 9.67

100 43 112 81 148 145 68 29

BIGGEST CUSTOMERS (market share)

100.0% 3.2 18.7 16.7 30.2 21.7 6.6 2.8

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$33.91 8.79 21.60 23.83 33.59 23.99 57.23 102.94

100 26 64 70 99 71 169 304

100.0% 6.4 15.0 6.9 15.4 3.9 13.4 39.0

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

33.91 42.71 47.68 36.85 46.90 36.13 31.40 21.08 20.59

100 126 141 109 138 107 93 62 61

100.0 64.8 30.9 27.4 6.7 14.1 6.6 3.7 17.6

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

33.91 19.33 9.07 17.62 39.88

100 57 27 52 118

100.0 1.9 3.2 5.5 91.5

REGION Average household Northeast Midwest South West

33.91 22.92 26.65 24.04 66.65

100 68 79 71 197

100.0 12.8 17.9 25.5 43.8

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

33.91 6.25 15.20 28.07 25.17 73.57 60.26 96.95

100 18 45 83 74 217 178 286

100.0 2.7 12.0 18.0 6.8 60.5 31.6 28.9

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 105

Outdoor Equipment Best customers:

Householders aged 45 to 54 High-income households Married couples with adult children at home Households in the South

Customer trends:

Average household spending on outdoor equipment could fall as boomers become empty-nesters and exit the best-customer lifestage.

The best customers of outdoor equipment (such as grills) are middle-aged married couples with children at home. Householders aged 45 to 54 spend more than twice the average on outdoor equipment. Married couples with adult children at home also spend more than twice the average on this item. With the warmer year-round climate, households in the South spend 31 percent more than average on outdoor equipment. Average household spending on outdoor equipment rose by a substantial 78 percent between 2000 and 2004, after adjusting for inﬂation. This increase occurred despite the recession of 2001 and the loss of discretionary income. The surge in homeownership was one factor behind the spending increase, as was the baby boom being solidly in the best-customer lifestage. Average household spending on outdoor equipment may fall during the next few years as boomers become empty-nesters.

Table 62. Outdoor equipment Total household spending Average household spends

$4,184,989,180.00 35.99

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

106 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$35.99 – 21.15 34.30 86.34 33.32 19.09 10.31

100 – 59 95 240 93 53 29

BIGGEST CUSTOMERS (market share)

100.0% – 9.8 19.7 48.9 13.9 5.1 2.8

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$35.99 17.17 16.75 34.23 27.54 22.42 46.71 112.48

100 48 47 95 77 62 130 313

100.0% 11.9 10.9 9.3 11.9 3.5 10.3 40.1

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

35.99 39.74 31.73 49.24 27.58 44.71 76.10 21.43 13.01

100 110 88 137 77 124 211 60 36

100.0 56.8 19.4 34.4 3.7 16.4 15.1 3.5 10.5

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

35.99 8.32 18.78 18.74 41.17

100 23 52 52 114

100.0 0.8 6.2 5.5 89.0

REGION Average household Northeast Midwest South West

35.99 20.50 35.28 47.01 32.17

100 57 98 131 89

100.0 10.8 22.4 47.0 19.9

35.99 11.30 24.51 27.27 21.20 70.37 49.29 110.61

100 31 68 76 59 196 137 307

100.0 4.5 18.2 16.5 5.4 54.6 24.4 31.1

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀ more฀than฀one฀race.฀“–”฀means฀sample฀is฀too฀small฀to฀make฀a฀reliable฀estimate.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 107

Outdoor Furniture Best customers:

Householders aged 35 to 44 and 55 to 64 High-income households Married couples without children at home Married couples with children under age 18

Customer trends:

Average household spending should rise as boomers become empty-nesters and upgrade their outdoor furniture.

The best customers of outdoor furniture are afﬂuent, middle-aged, married couples. Householders aged 35 to 44 and 55 to 64 spend 58 to 61 percent more than average on this item. Households with incomes of $100,000 or more spend more than three times the average and account for 46 percent of the market. Married couples without children at home (most of whom are empty-nesters) spend 48 percent more than average on outdoor furniture. Those with children under age 18 spend 46 to 81 percent more than average on this item. Average household spending on outdoor furniture fell 3 percent between 2000 and 2004, after adjusting for inﬂation. Average household spending on outdoor furniture should rise as boomers become empty-nesters and upgrade their outdoor tables and chairs.

Table 63. Outdoor furniture Total household spending Average household spends

$1,881,442,760.00 16.18

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

108 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$16.18 2.15 11.80 25.57 13.09 26.10 14.41 7.79

100 13 73 158 81 161 89 48

BIGGEST CUSTOMERS (market share)

100.0% 1.0 12.2 32.7 16.5 24.2 8.6 4.8

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$16.18 4.71 5.35 10.42 13.95 29.12 19.35 57.72

100 29 33 64 86 180 120 357

100.0% 7.2 7.8 6.3 13.4 10.0 9.5 45.8

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

16.18 24.69 23.97 25.22 23.69 29.29 18.72 10.35 6.01

100 153 148 156 146 181 116 64 37

100.0 78.5 32.6 39.2 7.1 23.9 8.3 3.8 10.8

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

16.18 6.41 11.02 7.45 18.16

100 40 68 46 112

100.0 1.3 8.1 4.9 87.3

REGION Average household Northeast Midwest South West

16.18 18.07 16.90 12.33 20.07

100 112 104 76 124

100.0 21.2 23.8 27.4 27.6

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

16.18 4.98 8.61 12.75 21.95 30.00 23.59 41.27

100 31 53 79 136 185 146 255

100.0 4.5 14.2 17.2 12.5 51.7 25.9 25.8

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 109

Plants and Fresh Flowers, Indoor Best customers:

Householders aged 45 to 64 Married couples without children at home Married couples with adult children at home

Customer trends:

Average household spending on indoor plants and fresh ﬂowers should rise as the large baby-boom generation ﬁlls the best-customer lifestage.

The best customers for indoor plants and fresh ﬂowers are middle-aged married couples. Many are buying ﬂowers for anniversaries or for ailing friends and relatives. Householders aged 45 to 64 spend 26 to 35 percent more than average on this item. Married couples without children at home (most of whom are empty-nesters) spend 57 percent more than average on indoor plants and fresh ﬂowers. Those with adult children at home spend 62 percent more. Average household spending on indoor plants and fresh ﬂowers fell 34 percent between 2000 and 2004, after adjusting for inﬂation. The lackluster recovery following the recession of 2001 and the subsequent loss of discretionary income were behind the decline. Average household spending on indoor plants and fresh ﬂowers should rise in the next few years as boomers ﬁll the best-customer lifestage, but only if discretionary income rebounds.

Table 64. Plants and fresh ﬂowers, indoor Total household spending Average household spends

$4,828,028,640.00 41.52

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

110 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$41.52 13.92 37.04 39.58 55.93 52.19 45.61 24.46

100 34 89 95 135 126 110 59

BIGGEST CUSTOMERS (market share)

100.0% 2.5 14.9 19.7 27.5 18.9 10.6 5.8

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$41.52 12.20 24.96 27.68 46.15 47.68 73.56 110.97

100 29 60 67 111 115 177 267

100.0% 7.3 14.1 6.5 17.3 6.4 14.1 34.3

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

41.52 57.40 65.05 52.73 46.79 46.98 67.39 17.39 22.47

100 138 157 127 113 113 162 42 54

100.0 71.1 34.5 32.0 5.4 15.0 11.6 2.5 15.7

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

41.52 26.82 14.56 29.10 47.42

100 65 35 70 114

100.0 2.2 4.2 7.4 88.8

REGION Average household Northeast Midwest South West

41.52 45.26 51.16 34.77 39.35

100 109 123 84 95

100.0 20.7 28.1 30.1 21.1

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

41.52 13.86 33.54 33.13 43.41 69.41 65.06 77.05

100 33 81 80 105 167 157 186

100.0 4.8 21.5 17.4 9.6 46.7 27.9 18.8

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 111

Postage Best customers:

Householders aged 45 or older Married couples without children at home Married couples with adult children at home

Customer trends:

Average household spending on postage will decline as younger, wired Americans replace older, off-line generations.

Older Americans are the biggest spenders on postage. Householders aged 45 or older spend 11 to 40 percent more than average on this item. Married couples without children at home (most of whom are older empty-nesters) and those with adult children at home spend 20 to 49 percent more than average on postage. Average household spending on postage rose 11 percent between 2000 and 2004, after adjusting for inﬂation. Behind the rise is the hike in the cost of postage as well as the popularity of the U.S. Postal Service’s priority mail options. Spending on postage in the years ahead will depend in part on how successful the Postal Service is in its competition with FedEx and UPS. It’s likely, however, that average household spending on postage will decline as the wired generations move into the older age groups.

Table 65. Postage Total household spending Average household spends

$8,618,821,840.00 74.12

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

112 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$74.12 18.26 49.11 72.01 87.68 104.08 82.45 85.48

100 25 66 97 118 140 111 115

BIGGEST CUSTOMERS (market share)

100.0% 1.9 11.1 20.1 24.1 21.1 10.7 11.4

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

$74.12 38.00 54.50 82.09 84.30 84.68 112.34 125.08

100 51 74 111 114 114 152 169

100.0% 12.7 17.3 10.8 17.7 6.3 12.1 21.7

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

74.12 92.75 110.32 78.16 78.74 72.82 88.83 43.71 49.68

100 125 149 105 106 98 120 59 67

100.0 64.3 32.7 26.6 5.1 13.0 8.6 3.5 19.4

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

74.12 46.84 56.21 43.75 81.17

100 63 76 59 110

100.0 2.2 9.0 6.2 85.2

REGION Average household Northeast Midwest South West

74.12 69.88 81.57 66.64 82.22

100 94 110 90 111

100.0 17.9 25.1 32.3 24.7

74.12 38.08 65.90 68.94 75.64 103.74 95.00 120.43

100 51 89 93 102 140 128 162

100.0 7.4 23.7 20.3 9.4 39.1 22.8 16.4

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 113

Power Tools

Best customers:

Householders aged 25 to 54 Married couples

Customer trends:

Average household spending on power tools should stabilize as boomers become empty-nesters and exit the best-customer lifestage.

The best customers of power tools are young and middle-aged married couples because they are most likely to be do-it-yourselfers. Householders ranging in age from 25 to 54 spend 16 to 26 percent more than average on power tools as they take on remodeling projects. Married couples spend 53 percent more than average on this item. Average household spending on power tools climbed 43 percent between 2000 and 2004, after adjusting for inﬂation. Record homeownership is behind the increase. Spending should stabilize as boomers become emptynesters and exit the best-customer lifestage.

Table 66. Power tools Total household spending Average household spends

$3,888,470,080.00 33.44

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

114 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$33.44 1.21 39.90 38.91 42.07 17.07 54.64 21.13

100 4 119 116 126 51 163 63

BIGGEST CUSTOMERS (market share)

100.0% 0.3 19.9 24.1 25.7 7.7 15.8 6.3

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$33.44 13.91 28.50 25.61 52.70 37.02 36.62 61.97

100 42 85 77 158 111 110 185

100.0% 10.3 20.0 7.5 24.5 6.2 8.7 23.8

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

33.44 51.31 52.10 53.77 44.88 62.81 42.04 13.98 9.42

100 153 156 161 134 188 126 42 28

100.0 78.9 34.3 40.5 6.5 24.8 9.0 2.5 8.2

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

33.44 10.35 14.16 31.91 36.59

100 31 42 95 109

100.0 1.1 5.0 10.1 85.1

REGION Average household Northeast Midwest South West

33.44 36.81 24.33 31.91 42.55

100 110 73 95 127

100.0 20.9 16.6 34.3 28.3

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

33.44 11.86 31.75 52.48 30.65 33.46 33.84 32.73

100 35 95 157 92 100 101 98

100.0 5.1 25.3 34.2 8.4 27.9 18.0 9.9

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 115

Security System Service Fees Best customers:

Householders aged 35 to 74 Married couples without children at home Married couples with children under age 18 Blacks Households in the South

Customer trends:

Average household spending on home security system service fees should rise along with the aging of the population.

Home security has become an important issue in the post-September 11 era. The best customers of home security system service fees are middleaged or older married couples. Householders aged 35 to 74 spend 15 to 22 percent more than average on this item. Married couples without children at home spend 29 percent more than average on this item, while those with children under age 18 spend 36 to 89 percent more. Black households spend 65 percent more than average on home security system service fees. Because most blacks live in the South, households in the region spend 26 percent more than average on this item. Average household spending on home security system service fees fell 24 percent between 2000 and 2004, after adjusting for inﬂation. Behind the decline was the recession of 2001 and a drop in spending on many discretionary categories. Average household spending on home security system service fees should rise along with the aging of the population.

Table 67. Security system service fees Total household spending Average household spends

$1,810,510,740.00 15.57

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

116 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$15.57 1.88 13.17 19.06 18.57 17.98 18.81 9.89

100 12 85 122 119 115 121 64

BIGGEST CUSTOMERS (market share)

100.0% 0.9 14.1 25.3 24.3 17.4 11.7 6.3

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$15.57 4.25 8.29 9.50 17.14 20.34 27.70 43.97

100 27 53 61 110 131 178 282

100.0% 6.8 12.5 6.0 17.1 7.3 14.1 36.3

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

15.57 20.66 20.08 21.19 29.36 21.19 15.67 11.10 10.57

100 133 129 136 189 136 101 71 68

100.0 68.2 28.4 34.3 9.1 18.0 7.2 4.2 19.7

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

15.57 18.41 25.69 8.48 14.96

100 118 165 54 96

100.0 4.0 19.5 5.8 74.7

REGION Average household Northeast Midwest South West

15.57 10.83 12.33 19.61 16.42

100 70 79 126 105

100.0 13.2 18.1 45.3 23.5

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

15.57 3.75 10.13 12.37 12.75 30.34 24.88 39.93

100 24 65 79 82 195 160 256

100.0 3.5 17.3 17.3 7.5 54.4 28.4 26.0

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 117

Sewing Materials for Household Items Best customers:

Householders aged 55 to 74 Married couples without children at home Married couples with adult children at home

Customer trends:

Average household spending on sewing materials for household items may fall as the baby-boom generation, with less skill in sewing, enters the best-customer age group.

Sewing is becoming a lost art, with younger generations of women being much less knowledgeable about sewing than older women. The best customers of sewing materials for household items—such as slipcovers and curtains—are householders aged 55 to 74. This age group spends 75 to 84 percent more than average on sewing materials for household items. Married couples without children at home (most of whom are empty-nesters) spend 48 percent more than average on sewing materials. Those with adult children at home spend twice the average on this item. Average household spending on sewing materials for household items rose 5 percent between 2000 and 2004, after adjusting for inﬂation. Average household spending on sewing materials for household items may fall as boomers, with few sewing skills, ﬁll the best-customer age group.

Table 68. Sewing materials for household items Total household spending Average household spends

$1,302,358,400.00 11.20

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

118 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$11.20 3.33 4.88 9.10 12.82 20.56 19.58 6.55

100 30 44 81 114 184 175 58

BIGGEST CUSTOMERS (market share)

100.0% 2.3 7.3 16.8 23.3 27.6 16.9 5.8

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$11.20 4.56 8.89 11.67 13.89 13.22 16.76 20.33

100 41 79 104 124 118 150 182

100.0% 10.1 18.6 10.2 19.3 6.6 11.9 23.3

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

11.20 15.05 16.63 13.85 10.51 10.04 23.17 7.10 6.93

100 134 148 124 94 90 207 63 62

100.0 69.1 32.7 31.1 4.5 11.9 14.8 3.8 17.9

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

11.20 2.59 1.83 5.20 13.41

100 23 16 46 120

100.0 0.8 1.9 4.9 93.1

REGION Average household Northeast Midwest South West

11.20 8.64 16.38 5.76 16.83

100 77 146 51 150

100.0 14.6 33.4 18.5 33.5

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

11.20 2.75 8.08 12.54 13.17 16.86 15.89 18.55

100 25 72 112 118 151 142 166

100.0 3.6 19.2 24.4 10.8 42.0 25.2 16.8

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 119

Sofas Best customers:

Householders aged 35 to 44 Married couples with children at home

Customer trends:

Average household spending on sofas may continue to fall as boomers exit the best-customer lifestage, unless empty-nesters boost their spending on redecorating their homes.

Sofas are the third largest home furnishings expense for the average household, following only major appliances and decorative items. The best customers of sofas are middle-aged married couples who are outﬁtting their home for expanding families. Householders aged 35 to 44 spend 40 percent more than average on sofas. Married couples with children at home spend 48 percent more than average on this item, while those with school-aged children spend 65 percent more. Average household spending on sofas fell 3 percent between 2000 and 2004, after adjusting for inﬂation. Behind the decline was the exiting of the large baby-boom generation from the best-customer lifestage. Average household spending on sofas may continue to fall in the years ahead unless empty-nest boomers decide to spend more on redecorating their homes.

Table 69. Sofas Total household spending Average household spends

$11,016,556,680.00 94.74

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

120 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$94.74 87.22 105.89 132.31 90.86 94.96 70.56 34.47

100 92 112 140 96 100 74 36

BIGGEST CUSTOMERS (market share)

100.0% 7.0 18.7 28.9 19.6 15.1 7.2 3.6

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

BIGGEST CUSTOMERS (market share)

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

$94.74 32.82 54.96 86.25 102.29 155.08 99.92 255.25

100 35 58 91 108 164 105 269

100.0% 8.6 13.6 8.9 16.8 9.1 8.4 34.6

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

94.74 129.79 113.69 140.37 124.54 156.58 121.02 79.82 44.70

100 137 120 148 131 165 128 84 47

100.0 70.4 26.4 37.3 6.3 21.9 9.1 5.0 13.7

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

94.74 180.86 70.85 98.97 97.96

100 191 75 104 103

100.0 6.5 8.9 11.0 80.4

REGION Average household Northeast Midwest South West

94.74 88.31 96.47 77.22 126.73

100 93 102 82 134

100.0 17.7 23.2 29.3 29.8

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

94.74 53.87 67.95 111.95 82.49 132.13 111.50 168.38

100 57 72 118 87 139 118 178

100.0 8.2 19.1 25.7 8.0 38.9 20.9 18.0

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 121

Stationery, Stationery Supplies, and Giftwrap Best customers:

Householders aged 35 to 54 Married couples

Customer trends:

Average household spending on stationery and giftwrap is not likely to grow because the small generation X is moving into the best-customer age group.

The biggest spenders on the discretionary category of stationery, stationery supplies, and giftwrap are middle-aged married couples. These households are the best customers of giftwrap because of their extended families and large network of friends. Householders aged 35 to 54 spend 16 to 23 percent more than average on this item and control nearly half the market. Married couples spend 34 percent more than average on this item. Average household spending on stationery, stationery supplies, and giftwrap rose by 7 percent between 2000 and 2004, after adjusting for inﬂation. This is an impressive increase, given the lackluster economy of the past few years. Average household spending on stationery and giftwrap is not likely to grow much in the years ahead because the small generation X will be entering the best-customer age groups.

Table 70. Stationery, stationery supplies, and giftwrap Total household spending Average household spends

$8,704,870,520.00 74.86

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

122 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$74.86 43.40 69.42 92.12 87.12 72.92 74.90 48.63

100 58 93 123 116 97 100 65

BIGGEST CUSTOMERS (market share)

100.0% 4.4 15.5 25.5 23.7 14.6 9.7 6.4

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

$74.86 39.29 47.23 64.43 78.35 91.74 114.98 156.72

100 52 63 86 105 123 154 209

100.0% 13.0 14.8 8.4 16.3 6.8 12.2 26.9

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

74.86 100.18 91.58 112.48 116.51 112.55 109.11 56.67 38.96

100 134 122 150 156 150 146 76 52

100.0 68.8 26.9 37.8 7.5 19.9 10.4 4.5 15.1

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

74.86 83.72 41.42 47.82 83.93

100 112 55 64 112

100.0 3.8 6.6 6.8 87.2

REGION Average household Northeast Midwest South West

74.86 73.19 84.29 58.09 93.82

100 98 113 78 125

100.0 18.5 25.7 27.9 27.9

74.86 43.89 56.26 71.34 79.04 110.00 103.28 122.83

100 59 75 95 106 147 138 164

100.0 8.5 20.0 20.7 9.7 41.0 24.5 16.6

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 123

Termite and Pest Control Products and Services Best customers:

Householders aged 45 to 74 High-income households Married couples without children at home Married couples with school-aged or older children Households in the South and West

Customer trends:

Average household spending on termite and pest control will increase as the Sunbelt population expands.

The best customers of termite and pest control products and services are households in the South, which spend 52 percent more than average on this item and control 54 percent of the market. Households in the West spend 37 percent more. Insect problems are greater in the South and West than in the Midwest or Northeast because of the warmer climate. Householders aged 55 to 74 spend 38 to 54 percent more than average on this item. High-income households spend three times the average. Married couples without children at home (most of whom are older) spend 63 percent more than average on termite and pest control, while those with school-aged or older children at home spend 20 to 32 percent more. Average household spending on termite and pest control rose by a substantial 23 percent between 2000 and 2004, after adjusting for inﬂation. Behind the increase was the growing population of the South and West, where these services are often necessary. Spending on termite and pest control will continue to rise as the Sunbelt population grows.

Table 71. Termite and pest control products and services Total household spending Average household spends

$1,577,946,740.00 13.57

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

124 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$13.57 2.29 7.45 11.11 18.70 19.74 20.86 10.71

100 17 55 82 138 145 154 79

BIGGEST CUSTOMERS (market share)

100.0% 1.3 9.2 16.9 28.1 21.9 14.8 7.8

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$13.57 3.75 8.68 10.10 12.23 14.75 20.88 40.79

100 28 64 74 90 109 154 301

100.0% 6.9 15.0 7.3 14.0 6.0 12.2 38.6

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

13.57 19.15 22.18 16.55 13.26 17.86 16.34 4.49 7.67

100 141 163 122 98 132 120 33 57

100.0 72.6 36.0 30.7 4.7 17.4 8.6 2.0 16.4

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

13.57 9.54 5.74 7.46 15.57

100 70 42 55 115

100.0 2.4 5.7 5.9 89.2

REGION Average household Northeast Midwest South West

13.57 4.25 5.23 20.66 18.64

100 31 39 152 137

100.0 5.9 8.8 54.7 30.6

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

13.57 4.48 7.23 12.96 13.30 24.94 23.42 27.63

100 33 53 96 98 184 173 204

100.0 4.8 14.2 20.8 9.0 51.3 30.7 20.6

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 125

Wall Units, Cabinets, and Other Furniture Best customers:

Householders aged 35 to 44 and 55 to 64 High-income households Married couples

Customer trends:

Average household spending on wall units should continue to rise as empty-nest boomers redecorate their homes.

The biggest spenders on wall units, cabinets, and other furniture are afﬂuent, young, and middle-aged married couples. Householders aged 35 to 44 spend 31 percent more than the average household on this item, while those aged 55 to 64 spend 40 percent more. Households with incomes of $100,000 or more spend more than three times the average on wall units and control 46 percent of the market. Married couples spend 46 percent more than average on wall units. Average household spending on wall units, cabinets, and other furniture rose 17 percent between 2000 and 2004, after adjusting for inﬂation. The spending increase occurred despite the recession of 2001 and the loss of discretionary income. Behind the gain was the baby-boom generation being solidly in the best-customer lifestage. Average household spending on wall units should continue to rise in the years ahead as more boomers become empty-nesters and redecorate their homes.

Table 72. Wall units, cabinets, and other furniture Total household spending Average household spends

$7,564,144,100.00 65.05

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

126 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$65.05 28.13 70.18 85.41 63.49 90.99 53.13 17.69

100 43 108 131 98 140 82 27

BIGGEST CUSTOMERS (market share)

100.0% 3.3 18.0 27.2 19.9 21.0 7.9 2.7

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

HOUSEHOLD INCOME Average household Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

$65.05 14.82 23.91 48.69 57.26 67.43 107.12 232.25

100 23 37 75 88 104 165 357

100.0% 5.7 8.6 7.3 13.7 5.8 13.1 45.9

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

65.05 95.00 84.11 99.87 101.52 94.83 108.11 57.96 24.88

100 146 129 154 156 146 166 89 38

100.0 75.1 28.4 38.7 7.5 19.3 11.9 5.3 11.1

RACE AND HISPANIC ORIGIN Average household Asian Black Hispanic Non-Hispanic white and other

65.05 61.37 33.99 34.60 74.00

100 94 52 53 114

100.0 3.2 6.2 5.6 88.5

REGION Average household Northeast Midwest South West

65.05 46.56 85.39 56.81 73.26

100 72 131 87 113

100.0 13.6 30.0 31.4 25.1

65.05 16.34 39.44 69.00 65.20 111.66 88.67 152.07

100 25 61 106 100 172 136 234

100.0 3.6 16.2 23.1 9.2 47.9 24.2 23.7

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

BIGGEST CUSTOMERS (market share)

Note:฀Market฀shares฀may฀not฀sum฀to฀100.0฀because฀of฀rounding฀and฀missing฀categories฀by฀ household฀type.฀“Asian”฀and฀“black”฀include฀Hispanics฀and฀non-Hispanics฀who฀identify฀ themselves฀as฀being฀of฀the฀respective฀race฀alone.฀“Hispanic”฀includes฀people฀of฀any฀race฀ who฀identify฀themselves฀as฀Hispanic.฀“Other”฀includes฀people฀who฀identify฀themselves฀as฀ non-Hispanic฀and฀as฀Alaska฀Native,฀American฀Indian,฀Asian฀(who฀are฀also฀included฀in฀the฀ “Asian”฀row),฀Native฀Hawaiian฀or฀other฀Paciﬁc฀Islander,฀as฀well฀as฀non-Hispanics฀reporting฀more฀than฀one฀race.฀ Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀Bureau฀of฀Labor฀Statistics฀2004฀Consumer฀Expenditure฀Survey฀ ฀ ฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 127

Appendix: Spending by Product and Service

Ranked by Amount Spent, 2004 (average฀annual฀spending฀of฀consumer฀units฀on฀products฀and฀services,฀ranked฀ by฀amount฀spent,฀2004) Deductions for Social Security Vehicle purchases (net outlay) Groceries (also shown by individual category) Mortgage interest Restaurants (also shown by meal category) Rent Gasoline and motor oil Federal income taxes Property taxes Health insurance Electricity Vehicle insurance Restaurant dinners Restaurant lunches Vehicle maintenance and repairs Women’s clothes Residential phone service Cash contributions to church, religious organizations College tuition Maintenance and repair services, owned homes Deductions for private pensions Cable TV or community antenna Alcoholic beverages (beer and wine also shown separately) Natural gas Nonpayroll deposit to retirement plans State and local income taxes Life and other personal insurance Cellular phone service Prescription drugs Vehicle ﬁnance charges Men’s clothes Homeowner’s insurance Cash gifts to nonhousehold members Restaurant snacks Lodging on trips Airline fares Beef Personal care services Cigarettes Water and sewerage maintenance Dental services Motorized recreational vehicles Leased vehicles Restaurant breakfasts Beer Day care centers, nurseries, and preschools Fresh fruits Fresh vegetables Pork Child support Finance charges other than mortgage and vehicle Decorative items for the home Cash contributions to charities Poultry

128 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

$3,432.61 3,397.07 3,346.82 2,785.37 2,259.72 2,125.93 1,597.56 1,518.95 1,391.17 1,331.71 1,064.41 964.37 795.59 725.07 651.66 631.01 592.31 565.11 541.35 530.63 518.59 471.01 459.27 424.02 400.54 397.82 390.34 378.39 349.41 323.41 317.28 314.75 302.93 297.45 277.89 275.94 265.34 264.09 264.05 242.54 240.60 229.60 216.58 210.06 207.63 193.51 186.74 182.94 181.14 165.10 158.18 158.10 157.51 155.61

Women’s footwear Interest paid, home equity loan/line of credit Laundry and cleaning supplies Cosmetics, perfume, bath preparations Physician’s services Taxes except federal, state, local, personal property, and property Elementary and high school tuition Carbonated drinks Movie, theater, opera, and ballet tickets Computer information services (Internet) Owned vacation homes Computers and computer hardware, nonbusiness use Fresh milk Fish and seafood Legal fees School expenses (except tuition, books, supplies) Wine Jewelry Cheese Men’s footwear Pet food Girls’ (2 to 15) clothes Prepared food except frozen, salads, and desserts Fees for participant sports Toys, games, arts and crafts, and tricycles Social, recreation, civic club membership Gardening, lawn care service Sofas Television sets Expenses for other properties Boys’ (2 to 15) clothes Housekeeping services Ready-to-eat and cooked cereals Potato chips and other snacks Cleansing and toilet tissue, paper towels and napkins Bedroom linens Lawn and garden supplies Candy and chewing gum Trash and garbage collection Support for college students Fees for recreational lessons Bedroom furniture except mattresses and springs Vehicle registration, state Nonprescription drugs Infants’ (under age 2) clothes Deductions for government retirement Veterinary services Frozen prepared foods, except meals Stationery, stationery supplies, giftwrap Postage Home maintenance and repair materials, owned homes Lunch meats (cold cuts) Nonalcoholic beverages (except carbonated, coffee, fruit-ﬂavored drinks, and tea) and ice Lotteries and gambling losses Funeral expenses Wall units, cabinets, and other occasional furniture Fuel oil Hair care products School lunches Babysitting and child care Ice cream products

$153.81 150.62 148.56 147.41 146.58 146.39 142.80 141.89 140.49 139.46 137.22 134.57 128.94 127.80 127.50 119.39 116.84 113.72 113.67 110.67 110.31 107.60 102.74 100.70 99.21 98.19 95.08 94.74 92.75 91.63 88.88 88.85 86.69 86.06 85.84 85.72 83.44 83.13 82.77 82.49 82.42 81.32 80.92 80.31 78.51 78.45 78.38 78.11 74.86 74.12 73.33 72.99 70.10 66.54 65.78 65.05 64.19 63.90 63.39 63.21 60.22

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 129

Professional laundry and dry cleaning School books, supplies, equipment for college Catered affairs Pet purchase, supplies, medicine Housing while attending school Unmotored recreational vehicles Books, except for school Canned and bottled fruit juice Mattresses and springs Athletic gear, game tables, and exercise equipment Bread other than white Ship fares Admission to sporting events Refrigerators, freezers Accounting fees Hospital services other than room Nonprescription vitamins Lawn and garden equipment Eyeglasses and contact lenses Alimony Cookies Intracity mass transit fares Cash contributions to educational institutions Bottled gas Occupational expenses Video cassettes, tapes, and discs Biscuits and rolls Eggs Newspaper subscriptions Living room chairs Indoor plants, fresh ﬂowers Care in convalescent or nursing home Kitchen and dining room furniture Sauces and gravies Groceries on trips Ground rent Hospital room Medical services by professionals other than physician Coffee Cakes and cupcakes Eyecare services Alcoholic beverages purchased on trips Rented vehicles Canned and packaged soups Rent as pay Outdoor equipment Boys’ footwear Rental of video cassettes, tapes, ﬁlms, and discs CDs, audio tapes, records White bread Care for elderly, invalids, handicapped Coin-operated apparel laundry and dry cleaning Oral hygiene products Canned vegetables Deodorants, feminine hygiene, miscellaneous personal care Moving, storage, freight express Power tools Photographic equipment and supplies (except ﬁlm) Film and ﬁlm processing Cooking stoves, ovens Hunting and ﬁshing equipment Frozen meals Topicals and dressings Personal property taxes

130 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

$60.18 58.86 58.56 57.85 57.73 55.39 55.19 55.05 53.56 53.07 52.59 52.10 52.06 51.27 51.22 51.20 50.57 48.79 47.56 47.29 46.57 46.32 46.06 45.20 43.10 42.63 42.11 41.84 41.76 41.65 41.52 41.33 41.26 40.94 40.86 40.10 40.01 39.54 39.12 39.04 38.89 38.37 38.27 36.50 36.08 35.99 35.92 35.61 35.26 35.04 34.96 34.86 34.63 34.49 34.33 33.91 33.44 33.16 32.49 32.42 31.82 31.79 31.53 31.17

Nuts Washing machines Baby food Parking fees Taxi fares and limousine services Fats and oils Property management, owned home Frozen vegetables Girls’ footwear Wall-to-wall carpeting Food or board at school Electric ﬂoor-cleaning equipment Salad dressings School tuition (except college, elementary, high school) Maintenance and repair services, rented home Telephones and accessories Lab tests, X-rays Pasta, cornmeal, and other cereal products Frozen and refrigerated bakery products Prepared salads Pet services Gift of stocks, bonds, and mutual funds to nonhousehold members Crackers Meals as pay VCRs and video disc players Floor coverings, nonpermanent Sweetrolls, coffee cakes, doughnuts Window coverings Sound equipment Frankfurters Salt, spices, other seasonings Tableware, nonelectric kitchenware Fresh fruit juice Tobacco products except cigarettes Jams, preserves, other sweets Clothes dryers Butter Watches Bathroom linens Glassware Musical instruments and accessories Baking needs Noncarbonated fruit-ﬂavored drinks Tolls Curtains and draperies Computer software and accessories for nonbusiness use Shaving needs Checking accounts, other bank service charges Phone cards Rice Video game hardware and software Nonelectric cookware Intercity train fares Closet and storage items Tea Small electric kitchen appliances Cash contributions to political organizations Lamps and lighting ﬁxtures Photographer fees Canned fruits Outdoor furniture Sugar Laundry and cleaning equipment Home security system service fee

$31.01 30.65 30.08 29.41 29.05 28.56 28.55 28.50 28.34 27.98 27.89 27.71 27.44 27.13 26.94 26.83 26.75 26.55 26.32 25.43 25.07 24.97 24.60 24.45 24.05 24.00 23.59 23.47 23.39 22.52 22.22 22.20 22.07 22.07 22.04 22.03 21.81 21.51 21.26 20.88 20.06 19.97 19.79 19.23 19.22 19.06 18.71 18.70 18.51 18.46 18.34 18.10 17.84 17.83 17.63 17.27 16.58 16.40 16.23 16.19 16.18 16.10 15.72 15.57

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 131

Cream Hearing aids Magazine subscriptions Living room tables Appliance repair, including service center Dishwashers (built-in), garbage disposals, range hoods Pies, tarts, turnovers Prepared ﬂour mixes School books, supplies, equipment for elementary, high school Camping equipment Cemetery lots, vaults, maintenance fees China and other dinnerware Automobile service clubs Material for making clothes Peanut butter Lamb, organ meats Services for termite/pest control Ofﬁce furniture for home use Bicycles Sewing materials for household items (except clothes) Prepared desserts Nondairy cream and imitation milk Wood Olives, pickles, relishes Local transportation on trips Kitchen and dining room linens Electric personal care appliances Tape recorders and players Dried vegetables Margarine Newspapers, nonsubscriptions Intercity bus fares Vehicle inspection Slipcovers, decorative pillows Vegetable juice Infants’ furniture Microwave ovens Magazines, nonsubscriptions Flour Adult day care centers Infants’ equipment Sewing patterns and notions Clocks Reupholstering, furniture repair Repairs/rentals of household equipment Driver’s license Supportive and convalescent medical equipment Tenant’s insurance Vehicle registration, local Artiﬁcial sweeteners Medical equipment for general use Luggage Delivery services Frozen fruit juice Hair accessories Management and upkeep for security, owned home Dried fruit Hand tools Shopping club membership fees Docking and landing fees Alteration, repair and tailoring of apparel and accessories Towing charges Maintenance and repair materials, rented home Portable heating and cooling equipment

132 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

$15.39 15.21 14.88 14.77 14.53 14.34 13.99 13.78 13.56 13.48 13.48 13.47 13.12 13.05 12.52 12.48 12.04 11.37 11.34 11.20 10.91 10.80 10.61 10.52 10.00 9.84 9.74 9.71 9.58 9.57 9.44 9.35 9.29 9.12 9.06 8.44 8.43 8.36 8.32 8.03 7.86 7.82 7.64 7.35 7.29 7.16 7.16 7.06 6.90 6.85 6.75 6.63 6.52 6.44 6.37 6.36 6.35 6.11 5.72 5.62 5.12 5.08 5.07 4.83

Water sports equipment Window air conditioners Winter sports equipment Compact disc, tape, record, and video mail order clubs Repair of computer systems for nonbusiness use Flatware Watch and jewelry repair Fireworks Rental of supportive, convalescent medical equipment Coin-operated household laundry and dry cleaning (nonclothing) Radios Sewing machines Frozen fruits Parking at owned home Playground equipment Bread and cracker products Safe deposit box rental Water softening service Repair of TV, radio, and sound equipment Deductions for railroad retirement Rental and repair of sports equipment Credit card memberships School books, supplies, equipment for day care, nursery, other Clothing rental Rental and repair of musical instruments Rental of furniture Septic tank cleaning Visual goods Smoking accessories Wigs and hairpieces Rental of medical equipment Plastic dinnerware Appliance rental Termite/pest control products Pinball, electronic video games Calculators Portable dishwasher Shoe repair and other shoe service Smoke alarms Pager service Repair and rental of photographic equipment Professional laundry and dry cleaning, sent out (nonclothing) Business equipment for home use Rental of television ets Satellite dishes School bus Telephone answering devices Repair of miscellaneous household equipment and furnishings Clothing storage Silver serving pieces Rental of VCR, radio, and sound equipment

$4.65 4.36 4.17 4.15 4.03 4.02 3.82 3.75 3.74 3.71 3.67 3.59 3.53 3.43 3.33 3.25 3.22 3.06 3.02 2.67 2.49 2.41 2.32 2.28 2.28 2.22 2.16 2.10 2.02 1.90 1.88 1.82 1.75 1.53 1.51 1.44 1.22 1.12 1.03 1.01 0.99 0.94 0.94 0.81 0.77 0.74 0.62 0.54 0.47 0.30 0.11

Source:฀Calculations฀by฀New฀Strategist฀based฀on฀the฀2004฀Consumer฀ Expenditure฀Survey฀

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 133

Glossary age The age of the reference person. average spending The average amount spent per household. The Bureau of Labor Statistics calculates the average for all households in a segment, not just for those who purchased an item. For items purchased by most households—such as bread—average spending ﬁgures are an accurate account of actual spending. For products and services purchased by few households during a year’s time—such as cars—the average amount spent is much less than what purchasers spend. See Table 1 for the percentage of consumer units reporting an expenditure and the average amount spent by purchasers. baby boom Generation born from 1946 through 1964. baby bust Generation born from 1965 through 1976. Also known as generation X. consumer unit Deﬁned as follows: • All members of a household who are related by blood, marriage, adoption, or other legal arrangements. • A person living alone or sharing a household with others or living as a roomer in a private home or lodging house or in permanent living quarters in a hotel or motel, but who is ﬁnancially independent. • Two or more persons living together who pool their income to make joint expenditure decisions. Financial independence is determined by the three major expense categories: housing, food, and other living expenses. To be considered ﬁnancially independent, at least two of the three major expense categories have to be provided by the respondent. For convenience, called household in the text of this book. consumer unit, composition of The classiﬁcation of interview households by type according to (1) relationship of other household members to the reference person; (2) age of the children to the reference person; and (3) combination of relationship to the reference person and age of the children. Stepchildren and adopted children are included with the reference person’s own children. education of reference person The number of years of formal education of the reference person based on the highest grade completed. If the respondent was enrolled at the time of interview, the grade being attended is the one recorded. Those not reporting their education are classiﬁed under no school or not reported. expenditure The transaction cost including excise and sales taxes of goods and services acquired during the survey period. The full cost of each purchase is recorded even though full payment may not have been made at the date of purchase. Expenditure estimates include gifts. Excluded from expenditures are purchases or portions of purchases directly assignable to business purposes and periodic credit or installment payments on goods and services already acquired. generation X Generation born from 1965 through 1976. Also known as the baby bust.

134 WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES

Hispanic origin The self-identiﬁed Hispanic origin of the consumer unit reference person. All consumer units are included in one of two Hispanic origin groups based on the reference person’s Hispanic origin: Hispanic or non-Hispanic. Hispanics may be of any race. household According to the Census Bureau, all the people who occupy a household. A group of unrelated people who share a housing unit as roommates or unmarried partners is also counted as a household. Households do not include group quarters such as college dormitories, prisons, or nursing homes. A household may contain more than one consumer unit. The terms “household” and “consumer unit” are used interchangeably in this book. income before taxes The total money earnings and selected money receipts accruing to a consumer unit during the 12 months prior to the interview date. Income includes the following components: • wages and salaries Includes total money earnings for all members of the consumer unit aged 14 or older from all jobs, including civilian wages and salaries, Armed Forces pay and allowances, piece-rate payments, commissions, tips, National Guard or Reserve pay (received for training periods), and cash bonuses before deductions for taxes, pensions, union dues, etc. • self-employment income Includes net business and farm income, which consists of net income (gross receipts minus operating expenses) from a profession or unincorporated business or from the operation of a farm by an owner, tenant, or sharecropper. If the business or farm is a partnership, only an appropriate share of net income is recorded. Losses are also recorded. • Social Security, private and government retirement Includes payments by the federal government made under retirement, survivor, and disability insurance programs to retired persons, dependents of deceased insured workers, or to disabled workers; and private pensions or retirement beneﬁts received by retired persons or their survivors, either directly or through an insurance company. • interest, dividends, rental income, and other property income Includes interest income on savings or bonds; payments made by a corporation to its stockholders, periodic receipts from estates or trust funds; net income or loss from the rental of property, real estate, or farms, and net income or loss from roomers or boarders. • unemployment and workers’ compensation and veterans’ beneﬁts Includes income from unemployment compensation and workers’ compensation, and veterans’ payments including educational beneﬁts, but excluding military retirement. • public assistance, supplemental security income, and food stamps Includes public assistance or welfare, including that received from job training grants; supplemental security income paid by federal, state, and local welfare agencies to low-income persons who are aged 65 or older, blind, or disabled; and the value of food stamps obtained.

• regular contributions for support Includes alimony and child support as well as any regular contributions from persons outside the consumer unit. • other income Includes money income from care of foster children, cash scholarships, fellowships, or stipends not based on working; and meals and rent as pay. indexed spending Indexed spending ﬁgures compare the spending of particular demographic segments with that of the average household. To compute an index, the amount spent on an item by a demographic segment is divided by the amount spent on the item by the average household. That ﬁgure is then multiplied by 100. An index of 100 is the average for all households. An index of 132 means average spending by households in a segment is 32 percent above average (100 plus 32). An index of 75 means average spending by households in a segment is 25 percent below average (100 minus 25). Indexed spending ﬁgures identify the consumer units that spend the most on a product or service.

• South: Alabama, Arkansas, Delaware, District of Columbia, Florida, Georgia, Kentucky, Louisiana, Maryland, Mississippi, North Carolina, Oklahoma, South Carolina, Tennessee, Texas, Virginia, and West Virginia. • West: Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, New Mexico, Oregon, Utah, Washington, and Wyoming.

market share The market share is the percentage of total household spending on an item that is accounted for by a demographic segment. Market shares are calculated by dividing a demographic segment’s total spending on an item by the total spending of all households on the item. Total spending on an item for all households is calculated by multiplying average spending by the total number of households. Total spending on an item for a demographic segment is calculated by multiplying the segment’s average spending by the number of households in the segment. Market shares reveal the demographic segments that account for the largest share of spending on a product or service. millennials Generation born from 1977 through 1994. race The self-identiﬁed race of the consumer unit reference person. All consumer units are included in one of three racial groups: Asian, black, or “white and other.” “Other” includes Alaska Natives, American Indians, Native Hawaiians, other Paciﬁc Islanders, and persons reporting more than one race. Hispanics may be of any race. reference person The ﬁrst member mentioned by the respondent when asked to “Start with the name of the person or one of the persons who owns or rents the home.” It is with respect to this person that the relationship of other consumer unit members is determined. Also called the householder or head of household. region Consumer units are classiﬁed according to their address at the time of their participation in the survey. The four major census regions of the United States are the following state groupings: • Northeast: Connecticut, Maine, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, and Vermont. • Midwest: Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Nebraska, North Dakota, Ohio, South Dakota, and Wisconsin.

WHO’S BUYING HOUSEHOLD FURNISHINGS, SERVICES, AND SUPPLIES 135