Furniture Store Facts

Bridget Zickefoose
Account Executive
813-846-9608
[email protected]
Top Competitor Furniture Store
Locations
Compared to the leading furniture store
competitors, Badcock Furniture Store has the
most store locations…the majority of Badcock
Furniture Stores (10) are located in Polk County!
Source: CP Ads April 2013
Furniture Store Consumer $pending
• In 2012 over $1.1 billion was spent on furniture in the Tampa
DMA
• Hillsborough County accounted for $316.4 million or 28% of
the total expenditures
Tampa DMA
County
Hillsborough
Pinellas
Polk
Sarasota
Pasco
Manatee
Hernando
Citrus
Highlands
Hardee
Total
Furniture
Consumer
%
Spending
Share
$316,367,587 28%
$252,492,624 23%
$133,799,501 12%
$121,755,509 11%
$109,082,502 10%
$87,238,177 8%
$40,329,705 4%
$34,276,000 3%
$21,129,714 2%
$4,290,752 0%
$1,120,762,071 100%
Citrus
Hernando 3.0%
Manatee 4.0%
7.9%
Highlands
2.0%
Hillsborough
27.7%
Pasco
9.9%
Sarasota
10.9%
Polk
11.9%
Source: Claritas 2012
Source: Claritas 2012
Pinellas
22.8%
Demographic Profile of Badcock Furniture Shoppers/Buyers
Demographics
Demographics of Badcock Furniture
Shoppers vs. Buyers
•More men are shoppers but more women
are buyers
•Shoppers are younger than buyers:
•Shoppers median age 48/buyers; 61
•Both shoppers and buyers have white
collar occupations
•Shoppers have higher average incomes
than buyers:
•Shoppers average household income;
$60,200
•Buyers average household income;
$43,400
•Slightly more buyers are homeowners:
•71% of buyers own their homes
•69% of shoppers own their homes
Badcock Home Furniture
Badcock Home Furniture
Shoppers
Buyers
Total
% Total
Total
% Total
Gender:
98,890
100.0%
27,274
100.0%
Men
53,413
54.0%
11,697
42.9%
Women
45,477
46.0%
15,577
57.1%
Age 18 - 24
1,865
1.9%
0
0.0%
Age 25 - 34
11,916
12.0%
3,714
13.6%
Age 35 - 44
31,085
31.4%
4,693
17.2%
Age 45 - 54
13,299
13.4%
1,332
4.9%
Age 55 - 64
16,139
16.3%
6,011
22.0%
Age 65+
24,586
24.9%
11,524
42.3%
Age Group:
Median Age
48
61
Education:
College degree +
22,378
22.6%
6,567
24.1%
Some college
22,712
23.0%
8,701
31.9%
High school or less
53,800
54.4%
12,006
44.0%
White collar
30,745
31.1%
7,832
28.7%
Blue collar
16,086
16.3%
3,257
11.9%
Retired
24,718
25.0%
8,965
32.9%
Less than $25,000
23,528
23.8%
5,476
20.1%
$25,000 - $34,999
14,679
14.8%
8,494
31.1%
$35,000 - $49,999
19,199
19.4%
5,505
20.2%
$50,000 - $74,999
16,328
16.5%
5,313
19.5%
25,156
25.4%
2,486
9.1%
Occupation:
Household Income:
$75,000 or more
Average HHI
$ 60,214.20
$ 43,424.69
Homeowners:
Source: Scarborough 2012 Release
Source:
1 Scarborough 2012 Release 1 (Household Weight)
Own
68,003
68.8%
19,403
71.1%
Rent/Other
30,887
35,455
31.2%
35.9%
7,871
7,698
28.9%
28.2%
Children in HHLD
Consumer Furniture Store Shopping/Buying Habits
Shopped vs
Bought
154,325
JCPenney
68,588
137,618
Rooms To Go
65,508
129,509
Sears
57,462
96,316
Macy's
41,378
93,402
American Signature Furniture
41,998
80,738
Kane's Furniture
37,258
80,542
Badcock Home Furniture & more
33,968
79,799
Ashley Furniture HomeStore
30,941
52,897
Havertys
22,441
38,914
La-Z-Boy Furniture Galleries
15,493
18,527
16,212
Ethan Allen
Baer's Furniture
Savon Furniture
Matter Brothers Furniture
13,891
4,748
13,099
3,802
6,772
1,780
Source: Scarborough 2012 Release
Source:
1 Scarborough 2012 Release 1 (Household Weight)
 JCPenney and Rooms To Go are the
two primary furniture stores where
households shopped in the past twelve
months.
 Of the 80,500 households who
shopped at Badcock Furniture Store in
the past year, 42% of these same
shoppers made a purchase.
Where Do Consumers Look to Buy Furniture?
On the Internet
In Print
923,300
351,300
675,800
418,000
127,100
Shopped for Furniture
Bought Furniture
Of the 351,300 adults in the
DMA who shopped for
furniture on the Internet in
the past year, 36% made a
purchase!
Source: Scarborough 2012 Release
Source:
1 Scarborough 2012 Release 1
543,400
Shopped for
Furniture
Bought
Furniture
Furniture Shoppers rely on
newspapers before they make
their next purchase!
Daily
Newspaper
Sunday
Newspaper
Furniture Store Advertising Share by Media
• According to Kantar Market
Advisor, Furniture Stores
spent the bulk of their
advertising dollars in
Broadcast TV (53%) and
Newspapers (44%) between
March 2012 – February 2013
• Radio and Internet shared a
small portion.
Source Kantar Market AdvisorSource
(3/1/12Kantar
– 2/28/13)
Market Advisor (3/1/12 – 2/28/13)
Base: Tampa DMA
2012 Media Category Share of Furniture Store Sales
In 2012, Online and Newspapers made up for 44% of
the Market share
Source Borrell Associates Compass
Source
Market
BorrellData
Associates
Report Compass
2012
Market Data Report 2012
Base: Tampa DMA
Media Ad Spending Local Market and National
(Data in $Millions)
In 2012, Furniture Store
spent over $102.8
million in Online and
Newspaper advertising
in the Market
Source Borrell Associates Compass
Source
Market
BorrellData
Associates
Report Compass
2012
Market Data Report 2012
Base: Tampa DMA
Home Furnishing Stores Best Months For Advertising
Home Furnishing store sales are the highest during the months of July, August,
November and December
11.4
Percentage of Sales Per Month
9.1
8.8
7.8
7.4
8.0
8.4
8.3
8.1
8.1
September
October
7.7
6.8
January
February
March
April
May
June
July
August
November December
Source: Monthly Retail and FoodSource:
Service Monthly
Sales, 2009
Retail
Sales,
and Food Service Sales, 2009 Sales,
http//www.censusgov/retail/mrts/www/data/excel/mrtsales92-present.xls
http//www.censusgov/retail/mrts/www/data/excel/mrtsales92-present.xls
7
THANK YOU
FOR YOUR TIME!