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Casual Living

Exclusive market research reports from Casual Living Magazine...

Reports compiled exclusively for the furniture and home furnishings industries by the voice of the leisure marketplace.

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Casual Living's Leading E-tailers Report, 2014 , For the 25 online furniture retailers featured in this year's Leading E-tailer report, total sales in 2013 nearly hit $80 billion. All 25 online furniture retailers featured in this year's E-tailer report are selling outdoor furniture and accessories.
The Outdoor Room, 2014 , More than half of the consumers answering Casual Living and Apartment Therapy's exclusive 2014 Outdoor Decorating Survey have a completed outdoor room and 21% are in the process of creating one. An additional 21% don't have one, but would love one and a mere 2% of those responding don’t want one at all. The survey defined an outdoor room as an outdoor area that's been converted into a comfortable living space, covered or not covered, and is used for grilling, relaxing and entertaining.
Casual Living's Mobile Report, 2014 , Smartphones and tablets have changed the way shoppers consume information and perform daily activities. In 2013, smartphone ownership hit 166 million; while tablet ownership reached 89 million, a year over year increase of 21% and 40%, respectively. That's according to the latest data from comScore.
Casual Living's Powerhouse Retailers, 2014
, Casual Living's exclusive report, 2014 Powerhouse Retailers, lists 100 casual furniture retailers that are significant players within their respective markets. Casual furniture specialists, hearth and patio specialists, pool and patio specialists and garden centers qualified for the listing. Full-line furniture stores with a significant outdoor furniture business are also included. Big box retailers such as Walmart, Kmart, Lowe's, Home Depot and Target are not included.
Casual Designers, 2014 , Casual Living's exclusive 2014 Designers Survey is based on responses of indoor and outdoor designers across the United States. Casual Living and the Interior Design Society queried designers during the months of May and June.
Casual Living's The Power of Hispanics: El futuro es hoy
, Nationally, Hispanic-Americans number 53 million or 17% of the total population, according to the Census Bureau. That number will grow 167% over the next 30 to 40 years, and will reach 129 million, or 31% of the U.S. population, by 2060. That's the fastest of any race or ethnic group. In contrast, population numbers for non-Hispanic White Americans are projected to increase by only 1%. Hispanics households account for 10% of all non-essential spending in the U.S., with annual expenditures of $164.2 billion. Regionally, Hispanics account for 17% of non-essential spending in the West and 11% in the West.
Casual Living's Store Operations Survey, 2014
, On average, more than half of outdoor sales occur during the spring and summer months of April, May, June, July and August. That’s according to this year’s exclusive Casual Living Store Operations Survey. Casual Living’s exclusive 2014 Store Operations Survey is based on responses of retailers across the United States. Responding retailers include casual furniture specialists, hearth, patio, pool, and/or spa stores, full-line furniture stores, direct-to-consumer retailers and home center and/or hardware stores.
The Fastest Growing Room in Your Home: an exclusive presentation
, Casual living is the fastest growing segment of the home furnishings Industry. Cinde W. Ingram, editor in chief of Casual Living magazine, statistically explains to the Furniture First membership the growth forecasts for the casual category and how furniture stores might capitalize on this trend. She shares statistics from the 2013 Universe Study, "Identifying the Size, Growth and Distribution of the Outdoor Industry," as well as consumer data on outdoor rooms. If you are not selling outdoor furniture, now is the time to do so!
The Outdoor Contract Market, 2014
, The hotel and resort sectors of the contract and hospitality business retain the top spot for outdoor projects, with 85% of outdoor manufacturers selling to those segments. That’s according to Casual Living’s exclusive 2014 Outdoor Contract Market survey.
Casual Living Outdoor Dining Metro Market Projections, 2014 , Outdoor dining sales expected to see double digit growth, with 15% over the next five years, according to the most recent data from Casual Living and Easy Analytic Software Inc. Sales figures are based on data available through October 2013 and are subject to revision. Estimates are based on information from the Department of Commerce, the International Trade Commission, sales estimates from manufacturers and retailers, Casual Living and Apartment Therapy consumer surveys and information garnered from discussions with industry executives and analysts.
Casual Living Grill Metro Market Projections, 2014 , Grill sales are expected to top $2.3 billion over the next five years, a 16.2% gain from 2013, according to recent data from Easy Analytic Software Inc. Population and household income growth across the nation, as well as year-round outdoor grilling will all play a major role in the expansion of grill sales by 2018.
Casual Living's Fabric Survey 2014
, Ninety-six percent of outdoor retailers and designers say that fabric color will be important or very important to customers this year; while fabric design and patterns are predicted to be important by 95% of respondents, according to Casual Living’s exclusive 2014 Fabric Survey.
Casual Living's 2013 Universe Study
, Another two years has passed since we last published a Universe Study and while retail spending levels haven't recovered to pre-recession levels, things are looking up. Here are indicators to be wary of: Consumer confidence faltered this October on the heels of the government shutdown and debt-ceiling crisis, dropping nine points from 80.2 in September to 71.2. Even so, it's nowhere near as low as it was in October 2011, when it plunged to 40.9. Economists predict consumer confidence will fluctuate over the next several months, influencing shoppers' willingness to spend.
The Outdoor Shopper, 2013
, Lifestyle furniture stores, such as Ikea, Pottery Barn, West Elm and Crate & Barrel, are where one-third of consumers prefer to shop for outdoor dining sets. The lifestyle channel is most popular with younger consumers. The data shows that 37% of both Millennials, with adults between 18 and 32, and Generation X, between ages 33 and 48, like to shop there. Reasons for shopping lifestyle stores include stylish product, affordable prices and convenient store locations.

Living Outdoors: Houses and Apartments, 2013 , The question: What do consumers love most about the outdoor spaces in and around their home? The answer: Everything! This report looks at how consumers are using their outdoor spaces, whether they live in an apartment, condominium, townhome, or co-op and those living in a house,

The Affluent and Middle Class Report, 2013 , While affluent households, those earning $100,000 or more, accounted for 28% of all dining set buyers in 2012, they comprised 42% of the total dollars spent, spending nearly $900 million in 2012.

Casual Living’s 2013 Consumer Buying Trends: Dining Sets , Overall, 2.6% of U.S. households bought an outdoor dining set in 2012, spending a combined $2.1 billion. In 2013, 3.2% of households, amounting to 3.7 million, have outdoor dining sets on their shopping and buying plans. The purchase incidence rate for dining sets has increased since 2010, when 2.4% of all households bought a dining set.

Furniture Stores and the Outdoor Room, 2013 , While the Great Recession caused many full-line, indoor furniture stores to close, it provided new opportunities for others, including expansion into the outdoor furniture category. The outdoor room phenomenon exploded during the economic downturn as consumers focused on outdoor living at home and traveled less.

Casual Living's 2013 Consumer Buying Trends: Conversation Groups , This year, 2.2 million U.S. households have plans to buy a conversation group. In 2012, nearly 2 million consumer households shopped for one, with three-fourths of shoppers actually buying and spending more than $800 million at retail.

Outdoor Furniture Imports, 2013 , This report includes U.S. outdoor furniture imports by major source countries, total dollar amount of outdoor furniture imports for the last five years, percentage of outdoor furniture imports by country, dollar amount of major product categories for outdoor furniture imports and percentage of outdoor furniture imports by product category.

Casual Living's Outdoor Furniture Metro Market Projections, 2013 , All 13 states in the Western region of the United States are expected to grow outdoor furniture sales faster than the national average of 22.3% by 2017, according to the most recent data from Easy Analytic Software Inc. Outdoor furniture includes dining sets, conversation groups, other seating, shade products and all other outdoor furniture. Casual Living market research worked with Easy Analytic Software Inc. to develop 2012 outdoor furniture sales estimates and 2017 projections.

Casual Living and HGTV's Outdoor kitchens & fire pits, 2013 , While only 4% of U.S. consumers currently own an outdoor kitchen, nearly half of those with an outdoor room would like to add an outdoor kitchen to their space. That's one of the findings from the nearly 5,000 U.S. consumers answering Casual Living and HGTV's exclusive Consumer Views Survey.

Casual Living's Resource Guide 2013 , The Resource Guide is a complete guide to the casual/outdoor home furnishings industry. It includes an alphabetical listing of vendors and manufacturer's representatives. As well, this book provides vendor listings arranged by product categories including supplier and retail services, a 2013 market calendar and exclusive research data on dining sets, conversation groups, fabric, grills and shade.

Casual Living and HGTV's Today's Outdoor Consumer, 2012 , In asking consumers which types of retailers they prefer to shop for outdoor furniture, grills and accessories, the response is loud and clear. Three out of four, 77%, like to shop home improvement centers for outdoor product. That's one of significant findings from the nearly 5,000 U.S. consumers answering Casual Living and HGTV's exclusive 2012 Consumer Views Survey. A store specializing in outdoor furniture or grills is the second-most preferred retailer type, chosen by 46% of the overall sample. Discount stores and online retailers are the preference for 35% of responding consumers...

Casual Living Millennials Report , Adult Millennials range in age from 18 to 31, and were the first generation to reach the age of 18 in the new millennium. They're ethnically diverse, educated and technologically inclined. Millennials are the second largest generation behind Baby Boomers, born between 1946 and 1964. Despite the economic conditions for this group, they remain an important consumer target.

Casual Living and HGTV's The Outdoor Room Consumer Report, 2012 , Just over half of the consumers answering Casual Living and HGTV's exclusive 2012 survey currently have a completed outdoor room, with another 15% in the process of making one. Thirty percent of consumers don’t have one, but would love one and a mere 1% of those responding don't want one at all.

Casual Living’s Store Operations Survey, 2012 , The results of this exclusive survey provide a glimpse into store operations, space allocation and merchandise mix data, as well as efficiency measures. According to the survey, in order to recoup some of the merchandise sales lost over the last few years as a result of the economy, casual retailers have increased the services offered to customers including finance options, interior design services, delivery services and repair services. Four years ago, services accounted for 8% of revenues compared with 16% in 2012.

The Contract Market, 2012 , Hindered by the recession, the contract segment of the outdoor furniture industry is beginning to turn the corner, according to vendors answering Casual Living's exclusive survey. One respondent noted, "There is a large pent-up demand for better outdoor products and it's time for this industry to explode soon."

Casual Living's Outdoor Furniture Metro Market Projections, 2013 , All 13 states in the Western region of the United States are expected to grow outdoor furniture sales faster than the national average of 22.3% by 2017, according to the most recent data from Easy Analytic Software Inc. Outdoor furniture includes dining sets, conversation groups, other seating, shade products and all other outdoor furniture. Casual Living market research worked with Easy Analytic Software Inc. to develop 2012 outdoor furniture sales estimates and 2017 projections.

Casual Living and HGTV's The Casual Shopper, 2011 , 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.

The Specialty Grill , America's love affair with grilling continues to be strong. Nearly eight out of ten consumers own a grill and 79% of owners grill out once a week or more, according to exclusive results from Casual Living and HGTV's Outdoor Spaces Survey.

Casual Living and HGTV Consumers Outdoor Spaces Survey, 2011 , 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.

Casual Living's Designers and Casual Living Spaces Survey, 2011 , The verdict is in and green is the new black and being green is what all the cool kids are doing in their casual spaces, according to designers. Designers have named transitional earth tones such as greens the most requested by clients for outdoor and indoor casual spaces. And, designers say utilizing eco-friendly products whenever possible and creating a space that blends with nature, has become popular.

Casual Living's How's Business Survey for Retailers, 2011 , In a recent Casual Living survey, 82% of retailers said they expect sales for 2011 to be about the same or higher than in 2010. An improving economy is the reason 38% of retailers give for being hopeful about this year, while 25% say consumer confidence appears to be increasing. However, retailers are proceeding with caution as they take steps to ensure an increased bottom line in 2011.

Consumer Buying Trends, 2013 , In this exclusive 93-page report, Furniture/Today presents the most detailed information available on consumer furniture shopping and buying plans, including specific data for the 22 home furnishings products of: bedding, master bedroom, youth/other adult bedroom, formal dining, casual dining, occasional tables, desks, curios, entertainment furniture, stationary sofas, motion sofas, reclining chairs, stationary chairs, outdoor dining sets, outdoor conversation groups, area rugs, lamps, mirrors, framed art, top-of-bed linens, sleep pillows and mattress protectors/encasements.

Outdoor Furniture Industry Overview: an exclusive presentation , Casual category forecasts show significant growth over the next several years as more homeowners embrace home resorts and staycations. Norman Hamilton, publisher of Casual Living Magazine shared the results of studies conducted with HGTV viewers and Casual Living readers about the outdoor furnishings industry at the Dallas Total Home & Gift Market, Dallas Market Center, January 2011.

Casual Living Fabric Survey 2011 , Brown with a little blue, orange, green and neutral colors thrown in – that’s the specialty retailer color forecast for this year. Specifically, retailers responding to Casual Living’s 2011 Fabric Survey say terra cotta will be the hottest color for cushions in 2011; beige will be the best-selling sling and strap color; and rust-colored cushions will sell the best during the coming year.

Casual Living's Powerhouse Retailers, 2014 , Casual Living's exclusive report, 2014 Powerhouse Retailers, lists 100 casual furniture retailers that are significant players within their respective markets. Casual furniture specialists, hearth and patio specialists, pool and patio specialists and garden centers qualified for the listing. Full-line furniture stores with a significant outdoor furniture business are also included. Big box retailers such as Walmart, Kmart, Lowe's, Home Depot and Target are not included.

Casual Living and HGTV 2010 Consumer Views: Dining Sets , As many consumers enjoy entertaining family and friends in their outdoor spaces, it is important to incorporate the space with outdoor furniture that fits the need. The dining set, which is a key element in al fresco dining and entertainment, is a vital piece in that puzzle. This product category provides seating, a place to eat food as well as a place to relax. For home events that spill into the outdoor space, the outdoor dining set can help set the stage for fun times.

Casual Living Big Box Retailers 2010 , 2009 was a year most outdoor retailers would like to forget. That’s the case across the board, including both specialty retailers and mass merchants. The recession and resulting difficult retail climate pulled down outdoor sales for the nation’s largest big box retailers. Collectively, the Top 5 mass retailers, ranked on Casual Living’s exclusive list, posted 2009 outdoor furniture sales of $1.8 billion, down 5.3% from $1.9 billion in 2008.

Casual Living & HGTV Consumer Views: Shopping for and buying outdoor furniture , The economic recession has caused consumers to change spending habits in ways many thought would never happen. But, the recession did happen and spending habits will likely never be the same. Several consumers are evaluating their buying patterns and making clear conscious decisions about all purchases, both big and small.

Casual Living & HGTV Consumer Views: Conversation Groups , As the economy continues to experience peaks and valleys, consumers remain hesitant about spending on big ticket items, like vacations. However, consumers are still investing in their homes. One place in particular where they are willing to devote monies is the outdoor space, a place where entertaining, rest and relaxation can occur without breaking the family budget.

Casual Living US Imports of Outdoor Home Furnishings , This exclusive report reveals the most recent figures for U.S. outdoor furniture imports, based on the latest data available from the U.S. Customs Service, U.S. Census Bureau and the U.S. International Trade Commission as analyzed and presented by Casual Living’s market research staff.

Casual Living's Outdoor Dining Sets Report 2010 , Outdoor dining set sales are expected to increase nationally by 15.2% over the next five years according to the most recent forecasts by New York-based Easy Analytic Software Inc. (EASI). The report includes 2009 outdoor dining sales estimates and projections of 2014 sales by state. As well, it includes sales and projections for the fastest-growing metropolitan areas and metros with the largest sales volume.

Casual Living Dining set buyers: Specialty stores vs. big box stores , Two-thirds of specialty store buyers say they’d do something differently the next time they buy a dining set. Out of that group, 26% would buy more comfortable chairs and another 26% would purchase a different material. That’s the finding from the nearly 13,000 U.S. consumers who answered Casual Living and HGTV’s 2009 Outdoor Spaces Survey.

Casual Living and HGTV Consumer Views: Grills , Half of grill owners bought their grill five years ago or more, with 34% purchasing within the last three or four years and only 16% buying one within the past two years. Those figures lead to a promising portion of owners ready for a replacement. Eleven percent of grill owners say they’ll buy a new one this year and 15% plan to buy one in 2011 or 2012. That’s one of the key findings from nearly 13,000 U.S. consumers responding to Casual Living and HGTV’s exclusive 2009 Outdoor Spaces Survey.

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Casual Living's Resource Guide 2013 The Resource Guide is a complete guide to the casual/outdoor home furnishings industry. It includes an alphabetical listing of vendors and manufacturer's representatives. As well, this book provides vendor listings arranged by product categories including supplier and retail services, a 2013 market calendar and exclusive research data on dining sets, conversation groups, fabric, grills and shade.
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Casual Living and HGTV Consumer Views: Grills Half of grill owners bought their grill five years ago or more, with 34% purchasing within the last three or four years and only 16% buying one within the past two years. Those figures lead to a promising portion of owners ready for a replacement. Eleven percent of grill owners say they’ll buy a new one this year and 15% plan to buy one in 2011 or 2012. That’s one of the key findings from nearly 13,000 U.S. consumers responding to Casual Living and HGTV’s exclusive 2009 Outdoor Spaces Survey.
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Casual Living & HGTV present: "Consumer Views: Consumers’ top reasons for choosing a dining set" The exclusive consumer data is based on the responses of 13,878 U.S. consumers. Casual Living, in partnership with HGTV, surveyed consumers via an online survey linked to HGTV’s Ideas newsletter in April 2008.
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