Originally published in the April 17, 2010 print issue of Furniture Today
Question: What entices consumers to spend more on a recliner? Answer: Stain-resistant fabric. In fact, stain-resistant fabric would entice nearly six out of ten consumers to pay more for a recliner covered in it. That’s one of the key findings from Furniture Today and HGTV’s new Consumer Views Survey. In January, more than 8,000 U.S. consumers responded to our online survey linked to HGTV’s Ideas weekly e-newsletter.
The great news is furniture stores are poised to capitalize on this trade-up feature. In 2009, one-half of recliner units displayed on furniture store sales floors were covered in performance fabrics, according to Furniture Today’s latest Upholstery Fabric & Style Survey.
In 2009, consumers spent an estimated $3.3 billion on recliners. The category accounted for 5% of total furniture and bedding spending at retail last year and 15% of the total dollars spent on upholstery products.
Furniture Today and HGTV's January 2010 Consumer Views Survey received responses from 8,420 U.S. consumers. The survey fielded as part of HGTV’s Ideas weekly e-newsletter. Because of the large sample size, the survey data can be projected within this population with a margin of error of plus or minus 1.1%.
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