In show homes across the country, here’s what we’re seeing:

* master bedrooms are getting larger

* square footage of attached ensuite bathroom is on par with the master bedroom… and complete with delux tub, separate shower and generous counter space.

* conventional bedroom furniture is sparse - in many homes there’s nothing more than a bed and two night stands… less the result of a lean decorating budget than the large walk-in closet that’s make dressers and chests redundant (and comparatively less functional)

* walk-in “closets” (more like small rooms and often separate ‘his’ and ‘hers’) are growing in size, quality and detail, with storage-specific places for shoes, ties, belts, underwear, jewelry, etc.

*  relaxation furniture is replacing dressers and chests…  table with two chairs for ‘morning coffee’, shelves, small desk, small sofa, chaise lounge or comfortable reading chair.

Many existing homes won’t have the luxury of a three-suite bedroom any time soon, but the trend to the master  bedroom as sanctuary - a place that helps us relax rather than just sleep and dress is undeniable.

Shown below: Master bedroom in a mid-priced show home (Las Vegas), with table and seating coordinated to bed.

7% of all U.S. households today are considered ’super-affluent’, with annual household incomes of $150,000 or more.

Affluent households belong to increasingly younger consumers -  Gen Y (born 1980 to 1995ish) already claim 8% of these households, the same percent claimed by those aged 60 and higher.  Gen X consumers (born 1965-1975ish) claim the highest percentage of super-affluent housholds at 32%. Young baby boomers claim claim 27%, older baby boomers claim 25%.

Source: US Census Bureau (Relish Magazine, Fall 2007)

According to Home Word Business Magazine (Oct 2007), retail sales of wine accessories reached $206 million in 2006, up from $179 million in 2005.

Wine accessories include corkscrews, decanting funnels, pumps, thermometers, etc) and comprise one of the fastest-growing segments in kitchen gadgets. Sales are being fueled by:

* growing trend to entertain at home

* more US wineries, wine tasting and vineyard tours

* growing trend to use professional-grade kitchen products at home

* improved accessory design and finishes

* popularity of cooking shows, where chefs recommend food and wine pairing

* continuing shift to “European mindset” where wine is not just for special occasions

Brisk sales of wine and wine accessories will contine to fuel sales of wine storage furnishings.

According to a study by Internet Home Alliance Research Council, Americans over 50: “clearly expect to enjoy their home” … “are selecting features that will help them work and play with ease” … “are choosing upgrades that let them stay fully engaged with friends and family …  and “consider hubs of activity, whether a gourmet kitchen for entertaining, or a home office with broadband or wireless technology ‘essential’”.

* 63% have home offices (70% have broadband Internet access)

* 49% have a ‘gourmet kitchen’

* 10% have home theaters

* 8% have exercise rooms

Latest estimates indicate that 80 million, or 25% of all U.S. residents are aged 50 or older.

Source: Kitchen & Bath News, July 2007

Consumer sales of personal wellness and home spa products totalled $1 billion in 2006, and are expected to reach $1.2 billion by 2011. Sales are being fueled by an aging population, stress, fatigue, and the desire for “personal equilibrium” at home.

In 2006, sales of hand-held massagers, air quality devices and sound therapy devices totalled $934 million.  Sales of light and color therapy totalled $26.4 million (12% increase) and are expected to grow 8.8% over the next four years. Over the same period, aromatherapy devices are expected to grow 6.5%; sound devices 4.1%.

Massagers have already been integrated into chairs; sound devices into casual recliners and rockers. Could integrating color therapy and sound devices into bedroom furnishings be next?

Source: Packaged Facts (division of Market Research.com)

Results from a Leggett & Platt research on consumers’ mattress buying experience were reported in Furniture Today (Oct 15th).

“I want to know that a salesperson is thinking about me.” said one consumer, along with general perceptions that salespeople are ‘pushy’ and ’sharky’.  “Consumers consistently talk about how sales associates don’t listen to them or how they miss what they’re saying,” said researcher Kurt Ling.  But despite the bleak results, Ling believes ”we can create a day when it isn’t like today… when we talk about things that matter and do that in a way that seems helpful”.

Legget & Platt’s findings aren’t  surprising; we’ve heard this before. The problem is that “industry” change comes with two very big hurtles.

First, our industry is slow to change, and tough times only make it worse. Instead of re-thinking sales commissions, selling techniques, ads or products, we tend to cling to what we believe still works, past despite the unpleasant experiences consumers may claim. 

Second, if we think changing poor industry habits is hard, try  changing consumer perception. It’s nearly impossible. Even if we’re actually improving, it doesn’t matter - consumers don’t change opinions easily, and they aren’t shopping often enough to change their perception.

The only choice now is to leverage the negative perception to our advantage - to find ways to turn ”negative consumer expectation” into ”unexpected consumer experience”. A low industry standard (or even just the perception of it) isn’t all bad news - it makes the retailers who “do it differently” stand out.  

In response to a San Francisco reader’s search for a “coat-rack that doesn’t look like a glorified telephone pole”, Dwell Magazine (Nov ‘07)  featured 3-pages of clever wall-mount coat racks.

A single hook, a row of hooks, or an artful combination of clever hanging perches… wall hanging systems are becoming a popular way to clean up clutter. They offer quick access to items, quick put away, and a place to put coats, scarves, umbrellas and handbags, etc - all without the need for furniture, closets or floor space.

But walls and entries aren’t the only place for hooks: adding one or more hooks inside or outside a chest or cabinet makes furniture more functional (and eliminates drilling holes in the wall). 

The Today Show reported this morning that seven million kitchens were renovated this year, at an average cost of $15k - $20k (excluding appliances). And according to real estate maven, Barbara Covcoran, interviewed by Matt Lauer, consumers aren’t likely to divert their money elsewhere any time soon.

The conversation centered on return on investment, and Covcoran believes consumers who renovate kitchens for re-sale will get their money back if they…

* keep colors light - many kitchens are dark and/or in north-facing rooms - lightening up the room adds a lot of value

* use granite, stone and tile on floors and counters - consumers love these materials and the return is guaranteed

* include one ‘big brand-name’ appliance for status and wow

* install stainless steel appliances

* keep costs down by not moving the sink or stove

* not make the kitchen too big - a growing trend, but a problem if it isn’t well planned or well used

* sell the home within two years of the renovation

Ironically, the one consumer couple interviewed for the show, said they didn’t care at all about re-sale - they spent more than the average $20k, they love their new kitchen, they did it for themselves, and they’re staying put.

The results of a House Beautiful Magazine’s consumer survey were published in their October ‘07 issue. A few highlights - 

 * 61% of consumers surveyed said their favorite decorating style  is traditional with a twist; 17% said cottage; 8% said traditional; 8% said modern; 5% said romantic.

* 52% of consumers surveyed would use $50,000 to update their kitchen, 20% their master bedroom and bath; 16% their outdoors, 11% their living room; 1% their dining room.

* 33% of consumers surveyed said the most important thing in their dream media room would be the ultimate sound system; 29% said a big sectional sofa; 23% said a DVR or TiVo; 15% said a screening room or ’stadium seating’

* 29% of consumers surveyed say the ‘dreamiest’ bed is an upholstered headboard for reading; 22% said a 4-poster bed, 16% said a sleigh bed, 15% said a conopy bed with fabric; 9% said a low platform bed; 7% said a brass or iron bed

For complete “What’s Beautiful Now” consumer survey results from House Beautiful Magazine, go to: www.housebeautiful.com/cm/housebeautiful/data/whatsbeautiful.pdf

The article ran Sept 15th in the NY Times. James Hood, editor of ConsumerAffairs.com, was quoted throughout.

“Shopping for furniture is treacherous. The only 100% way to get what you pay for is to buy the items you want off the floor, load them into your truck or van and take them home with you.”

“What you see in the shoroom may not be what you get. To avoid this, find a furniture warehouse, outlet or resale center that stocks the kind f furniture you want. It might sound silly, but it’s the surest way of getting what you want…”

“Delivery problems are horrendous and getting worse. Deliveries are often late, the crews are often ill-trianed, rude and incompetent - and sometimes larcenous. The furniture that is delivered may not be what you ordered, it may be damaged or it may not fit through the door. If any of these occurs, it’s just the beginning of  a long seriies of frustrating coversations with customer service.”

“Layaway or other store-based financing is almost always a mistake. It’s a good way to lose all your money, in the case of layaway, when a furniture store declares bankruptcy or goes out of business. “

Hood’s final comment that consumers are “changing rooms much more frequently today - every couple of years instead of every decade” is as yet unsubstantiated, and would have to be hard to imagine (even for him) if furniture buying were as ’treacherous’ as he decribes. 

Consumer lifestyle predictions aside, what Hood is in a credible position to gauge is the frequency and severity of consumer complaints. And whether we deem his broad brush approach fair, unfair or somewhere inbetween, it can’t be ignored. With the kind of bad press angry furniture shoppers can generate, we need to get angry enough to do something about it.

We need to know our customer satisfaction rate so we know how to respond to articles like this. We need to talk to our customers after their delivery, track our on-time deliveries and service. If too many of our customers are unhappy, we need to rethink our suppliers, price-quality tradeoff, delivery driver standards, sku proliferation and eveything else that creates unhappy customers.  And when our rates are high, we need to talk about it - in ads, through customer testimonials in-store and online. Putting numbers behind customer satisfaction not only disproves  media generalizations; it gives us a tangible way to improve it.

Source: New York Times (Sept 15th, 2007), A Good Time to Sharpen Furniture Shopping Skills