Originally published in the August 2011 print issue of Casual Living
One-fifth of responding consumers plan to buy outdoor furniture – dining sets and conversation groups – this year. That's one of the findings from a national consumer survey conducted by Casual Living and HGTV this year. And, if future plans become a reality, then conversation groups will see a bump in sales next year, as 23% of overall consumers say they'll purchase one in 2012. Another 15% have plans to buy an outdoor dining set in 2012.
Younger consumers have the greatest potential to become owners of new outdoor products. One-third of responding consumers under age 35 plan to buy a dining set this year and another 24% say they intend to buy one in 2012.
With conversation groups, consumers between the ages of 35 and 44 have the largest propensity to buy in 2011, as 26% say one is on their list. In 2012, consumers under age 35 are the best prospects with 30% planning to buy.
Younger buyers are key prospects for shade and outdoor lighting offerings, too. In 2011, 31% of responding consumers under age 35 say they'll buy a shade product and 41% of consumers between 18 and 34 say they'll purchase outdoor lighting.
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%.
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