Casual Living and HGTV's The Casual Shopper, 2011

Originally published in the October 2011 print issue of Casual Living

Nine out of ten consumers like to shop mass merchants for casual furniture and accessories. And, low prices are the reason why more than half say they are fond of shopping there. As a 33-year-old from Florida explains, "The price is right." That's one of the key findings from a national consumer survey conducted by Casual Living and HGTV this year.

Five out of ten consumers indicate they like to shop locally-owned casual furniture specialty stores. The reasons given for shopping specialists are more diverse. The ability to see and feel the furniture is important to 23% of consumers liking specialists. As a 31-year-old from Louisiana states, "I can really test out the furniture at a specialty store, see the dimensions and get a feel for it if we're to put it in our backyard."

The wide product selection at specialty stores is the main motive for 20% of consumers. According to a 37-year-old from Arizona, "They have the best selection and higher quality items. Since I live in Arizona, specialty fabrics and non-wood materials is a must."

Another 19% say the benefit of supporting local businesses in the community is why. "I prefer to shop and buy local, to promote our town and give the store owners my business," says a 30-year-old from Minnesota.

This exclusive Casual Living and HGTV 2011 Outdoor Spaces Survey is based on the responses of 6,473 U.S. consumers. Casual Living, in partnership with HGTV surveyed consumer households via an online survey linked to HGTV's Ideas e-newsletter in April 2011 and HGTV's Gardening e-newsletter in May 2011. Because of the large sample size, the survey data can be projected within this population with a margin of error of plus or minus 1.2%.

*5 pages*

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Casual Living and HGTV's The Casual Shopper, 2011
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