More Americans Turn to their Walls for Decorating Inspiration Consumers spent more for custom framing and wall decor bringing the total market for art and other wall decoration to $49.5 billion in 2005 Stevens, PA August 24, 2006 - Americans are spending more money to decorate their walls, according to the latest study on art and wall decoration by Unity Marketing. The total market for items that people hang on their walls reached $49.6 billion in 2005, with the categories of wall decor (items such as mirrors, wall hangings, wall shelves, decorative clocks and others) and custom framing growing fastest in the four year period covered in the study. In the past year, a majority of U.S. consumers purchased items in this category, with picture frames and wall decor being the most popular items bought. The markets for art and custom framing are more specialized, with about one-third of Americans buying art in the past year and just under 20 percent purchasing custom framing. "Americans are paying more attention to decorating their walls, but they are turning to things other than traditional art reproductions and posters to give their homes a lift," Pam Danziger, president of Unity Marketing and author of the new book, Shopping: Why We Love It and How Retailers Can Create the Ultimate Shopping Experience (Kaplan Publishing, Oct 2006). "The market for art, including unframed art reproductions, original art and already-framed art reproductions, dropped 1 percent in the four year study period, from $22 billion in 2002 to $21.8 billion in 2005." Sales of unframed art reproductions slipped the most, as consumers spent more buying already-framed art reproductions widely available in art specialty, home furnishings and discount department stores and original artist's works, including oils, acrylics, pastels, water colors and other one-of-a-kind artistic creations. More Americans Are Choosing to Custom Frame Art, Pictures, Mementos and Collectibles and Collections to Display on their Walls Consumer purchases of custom framing services grew 66 percent from 2002 to 2005, reaching $11.7 billion. Danziger says, "The business of custom framing has benefited from two key trends. First, craft and hobby stores, such as Michaels, Hobby Lobby, AC Moore and JoAnns, have taken custom framing beyond the art enthusiasts' market and opened it to the masses.
"Second, as a result of custom framing expanding into craft and hobby channels, customers are thinking about custom framing not just for art and pictures, but a whole range of personal items, including mementos, collections and collectibles, awards, certificates, crafts and antiques. Simply by putting a frame around it, a person can transform a treasured object that might get lost among the clutter on a tabletop into a room's focal point," Danziger explains. Picture Frames Are the Most Widely Purchased Item With the explosion of digital photography and color printing, picture frames were the most purchased category included in the study. Nearly half of adult Americans made one or more picture frame purchases in the past year, with the average buyer spending $57 in the past year buying either wall hanging or tabletop frames to display their pictures. Information Included in the Art, Wall Decor, Custom Framing and Picture Frame Market Report The objective of this study is to help art, wall decor, custom framing and picture frame manufacturers, marketers and retailers better understand the consumer market for their goods. Based upon research among recent product category purchasers, this report focuses on market opportunities available to product manufacturers and retailers to help them deliver products and services that satisfy the consumers' desire for art, wall decor, custom framing and picture frames.
With a focus on consumers, their buying behavior, needs, desires and preferences, this research study includes research data and statistics about: · Art, Wall Decor, Frame and Framing Market Size and Growth: What is the size of the overall art, wall decor, frame and custom framing markets? How rapidly is it growing? How is the market segmented by type of product purchased? How are sales by channel of distribution shifting?
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Demographics of the Market: What are the demographic characteristics of people who buy art, wall decor, frames and custom framing? What are the key demographic differences found among and between buyers of the different product segments (e.g., gender, age, generation, HHI, size, composition, ethnicity/race, education, etc.)?
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Art, Wall Decor, Frame and Custom Framing Buying Behavior: What are the primary characteristics of the consumers' buying behavior related to these products in general and each product segment in particular (e.g. art, wall decor, frames, and custom framing)? Why do they buy these goods and how do consumers' motivations different by product category segment? Where do they shop for the different types of products; what factors influence their decision making; how much do they spend buying each of the products segments and across the entire category? What is the role of brand in product selection and shopping choices? What themes and artists are favored for art? How do different demographic segments differ in their shopping and buying behavior?
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Psychographic Profile and Segmentation of the Art and Custom Framing Markets: A psychographic profile of four types of the art buyers and three distinct custom framing customers is developed in this report. The personality profiles identify different types or personalities of consumers of art and custom framing. These profiles identify different drives and motivations found among consumers in purchasing these products; what factors are more or less important in driving their purchasing decisions; and how art and framing marketers and retailers can better understand the hearts and minds of their consumers. In essence, we will discover "why people buy art and custom framing." Art, Wall Decor, Custom Framing & Picture Frame Market Report 2006: A Consumer Insights Study About Purchases, Spending and Shopping Behavior
(August 2006. 125+ pages)
Published Price: $2,500 Pre-Publication Price: $1,995
(through September 30, 2006)
Special Editions Available:
Art Market Report 2006
(Chapters 1, 2, 3 and 4 of complete report)
Price $1,500
Custom Framing Market Report 2006
(Chapters 1, 2, 3 and 5 of complete report)
Price $1,500
Wall Decor Market Report 2006
(Chapters 1, 2, 3 and 7 of complete report)
Price $995
Picture Frame Market Report 2006
(Chapters 1, 2, 3 and 6 of complete report)
Price $995 Contact: Pam Danziger, 717-336-1600
For media: Charts, tables and graphs are available on request. About Pam Danziger and Unity Marketing Pamela N. Danziger is a nationally recognized expert specializing in consumer insights for luxury marketers, whether they sell luxury to the masses or the 'classes.' She is president of Unity Marketing, a marketing consulting firm she founded in 1992.
Advising such clients as Lenox, Cartier, PPR, Rémy Amerique, Phillips/Norelco, Stearns & Foster, Prudential Fine Homes, Baccarat, The World Gold Council, The Conference Board and American Express, Danziger taps consumer psychology to help clients navigate and master the changing luxury marketplace. Her latest book, Let Them Eat Cake: Marketing Luxury to the Masses-as well as the Classes, (Dearborn Trade Publishing, $27, hardcover) is in book stores now. She is the author of the recent book, Why People Buy Things They Don't Need: Understanding and Predicting Consumer Behavior (Chicago: Dearborn Trade Publishing, 2004).
Her new book, Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience, will be published Fall 2006. CHAPTER 1 - INTRODUCTION RESEARCH OBJECTIVES
METHODOLOGY
Figure 1: Overall Purchase Incidence, Picture Frames, Wall Decor, Art & Pictures, Custom Framing
SURVEY SAMPLE DEMOGRAPHICS
Figure 2: Total Survey Sample Purchase Incidence & Purchase Incidence Across Categories
Age of Buyers
Figure 3: Age & Generational Demographics
Income Demographics
Figure 4: Household Income Demographics
Educational Attainment
Figure 5: Educational Attainment
Other Demographic Characteristics CHAPTER 2: ABOUT ART, WALL DECOR, PICTURE FRAMES AND CUSTOM FRAMING SALES & GROWTH MARKET FOR DECORATIVE ITEMS TO HANG ON WALL OR DISPLAY PICTURES REACHED
NEARLY $50 BILLION IN 2005
Figure 6: Art, Wall Decor, Picture Frames and Custom Framing Consumer Expenditure in millions, 2005
TRENDS IN ART SALES BY TYPE
Figure 7: Art Consumer Expenditures by Type, 2002 & 2005
TRENDS IN CUSTOM FRMAING SALES
Figure 8: Custom Framing Consumer Expenditures, 2002 & 2005
TRENDS IN PICTURE FRAME SALES
Figure 9: Picture Frames Consumer Expenditures by type 2002 & 2005
TRENDS IN WALL DECOR SALES
Figure 10: Wall Decor Consumer Expenditures, 2002 & 2005 by type
WHERE PEOPLE BUY ART HAS CHANGED DRAMATICALLY FROM 2002 TO 2005
Figure 11: Art Sales to Consumer by Distribution Channel, 2002 & 2005
CUSTOM FRAMING SALES BY DISTRIBUTION CHANNEL
Figure 12: Custom Framing Sales by Distribution Channel, 2002 & 2005
PICTURE FRAME SALES BY CHANNEL OF DISTRIBUTION
Figure 13: Picture Frame Sales by Distribution Channel, 2005
WALL DECOR SALES BY CHANNEL OF DISTRIBUTION
Figure 14: Wall Decor Sales by Channel of Distribution, 2005
KEYT TRENDS IN THE ART & WALL DECOR MARKET
Art Market Has Grown More Competitive
In Custom Framing Market, a Rising Tide of Consumer Interest Raises All 'Ships'
Consumers Are More Sophisticated about Wall Decoration
Frame Market Continues Growing Strong, But Becoming More of a Mass Market CHAPTER 3 - ABOUT ART, WALL DECOR, CUSTOM FRAMING, PICTURE FRAME CONSUMERS & INFLUENCES ON THEIR CATEGORY PURCHASES CONSUMER PURCHASES OF ART DECLINED FROM 2002
Figure 15: Total Purchase Incidence by Type of Product, 2002 & 2005
DEMOGRAPHICS OF PICTURE FRAME BUYERS
Figure 17: Demographics of Picture Frame Buyers, 2005
DEMOGRAPHICS OF WALL DECOR BUYERS
Figure 18: Wall Decor Buyer Demographics, 2005
ART & PICTURE BUYER DEMOGRAPHICS
Figure 19: Art & Picture Buyer Demographics, 2005
CUSTOM FRAMING BUYER DEMOGRAPHICS
SUMMARY OF DEMOGRAPHIC DISTINCTIVES AMONG PICTURE FRAME, WALL DECOR, ART AND PICTURE AND CUSTOM FRAMING BUYERS
HOME CHANGES INFLUENCED PURCHASES OF ART, WALL DECOR, CUSTOM FRAMING AND PICTURE FRAMES
Figure 21: Home Changes, Past Year and Plans for Next Year
FACTORS THAT INFLUENCE PURCHASE DECISION ABOUT THINGS TO HANG AND DISPLAY ON HOME'S WALLS
Figure 22: Factors that Influence Consumers' Purchase of Things to Hang and Display on Walls
EXTENT OF HOME'S WALL DECORATIONS
MOST CONSUMERS HAVE ABOUT 20 FRAMED PICTURES ON DISPLAY IN THEIR HOME
Figure 24: Number of Framed Pictures in the Home
SOME CONSUMERS ALSO BUY OTHER PRODUCTS WHERE ART IS FEATURED
Figure 25: Other Art-Related Items Purchased
TRENDS IN BUYING MORE DECORATIVE ITEMS FOR THE HOME'S WALLS
Figure 26: Trends in Buying More Decorative Items for the Home's Walls
RETAIL BRANDS THAT ART, WALL DECOR, CUSTOM FRAMING AND PICTURE FRAMING BUYERS ARE AWARE OF AND WHERE THEY MADE PURCHASES
Figure 27: Retail Brand Awareness & Usage for Art, Custom Framing, Wall Decor & Picture Frame
Purchases CHAPTER 4 - ABOUT ART AND PICTURE PURCHASES MORE ART BUYERS PURCHASED UNFRAMED ART REPRODUCTIONS AND ALREADY-FRAMED REPRODUCTIONS THAN ORIGINAL ART
Figure 28: Type of Art & Pictures Purchased in Past Year
ABOUT TYPES OF UNFRAMED ART REPRODUCTIONS BOUGHT
Figure 29: Type of Unframed Art Reproductions Bought in Past Year
ABOUT TYPES OF ALREADY-FRAMED ART REPRODUCTIONS BOUGHT
Figure 30: Type of Already-Framed Art Reproductions Bought in Past Year
ABOUT TYPES OF ORIGINAL ART BOUGHT
Figure 31: Types of Original Art Bought in Past Year
NUMBER OF ART PIECES BOUGHT IN PAST YEAR
Figure 32: Number of Individual Pieces of Art Bought in Past Year by Type
TOTAL SPENDING ON ART IN PAST YEAR
Figure 33: Total Spending on Art & Prints in Past Year
WHERE ART BUYERS SHOPPED IN PAST YEAR
Figure 34: Where Consumers Shopped for Art & Pictures in Past Year
ARTIST BRAND AWARENESS & PURCHASE
Figure 35: Art Brands, Awareness & Brand Purchase
ART THEMES & SUBJECTS WITH STRONGEST PERSONAL APPEAL
Figure 36: Art Themes that Have the Strongest Personal Appeal
ABOUT THE MOST RECENT ART PURCHASED
Figure 37: Type of Most Recent Art Item Purchased
Already-Framed Art under Glass
Displaying Unframed Art Reproduction
Figure 38: How Displayed Most Recent Unframed Art Reproduction
Average Amount Spent Buying the Most Recent Art Item
Figure 39: Average Amount Spent Buying Most Recent Art Item
Size of Most Recent Art Purchase
Figure 40: Size of Most Recent Art Purchased
Factors that Most Influenced Art Buyers In Making Their Most Recent Purchase
Figure 41: Factors that Most Influenced Buyer in Most Recent Art Purchase
Where Art Buyers Shopped Most Recently to Purchase Art
Factors that Most Influenced Art Buyers In Their Shopping Choice
ABOUT CONSUMERS' ATTITUDES IN BUYING ART
Figure 44: Art Buyers' Attitudes about Art
Shifts in Attitudes about Art
Figure 45: Shifts in Attitudes about Art, 2006 and 2003
Four Personalities Characterize the Art Market
Attitude Statements by Personality Types
Figure 46: Personalities Attitudes about Art
Conner the Art Connoisseur Seeks Emotional Connection with and through his Art
Ordinary Art Doesn't Go Over Board on Art
Homer the Home Decorator Is Most Interested in Decorating His Walls
Sylvia the Stylist Is Looking to Create a Style Statement through Art
FIELD GUIDE TO THE ART BUYING PERSONALITIES
Figure 47: Field Guide to the Art Buyer Personalities CHAPTER 5 - ABOUT CUSTOM FRAMING PURCHASES FAMILY PHOTOGRAPHS AND ORIGINAL ART ARE THE MOST FREQUENTLY CUSTOM FRAMED ITEMS
Figure 48: Type of Items Professionally Custom Framed in Past Year
Minority of custom framing customers had something shadow-box framed
Figure 49: Use of Shadow Box Framing in Past Year
NUMBER OF ITEMS AND SPENDING ON CUSTOM FRAMING IN PAST YEAR
Figure 50: Number of Items Custom Framed in Past Year
Average Amount Spent on All Custom Framing in Past Year
Figure 51: Total Amount Spent on Custom Framing in Past Year
WHERE CUSTOM FRAMING CUSTOMERS SHOPPED FOR CUSTOM FRAMING SERVICES IN PAST YEAR
Figure 52: Where Customers Shopped for Custom Framing Services in Past Year
CUSTOM FRAMING BRAND AWARENESS & USAGE
Figure 53: Custom Framing Brand Awareness & Purchase
ABOUT THE MOST RECENT CUSTOM FRAMING PURCHASED
Most Recent Item Custom Framed
Figure 54: Most Recent Item Custom Framed
Amount Spent on Most Recent Custom Framing
Figure 55: Most Recent Amount Spent on Custom Framing
Size of the Most Recent Piece Custom Framed
Figure 56: Size of Most Recent Item Custom Framed
Type of Frame Selected for Most Recent Custom Framing
Figure 57: Type of Material Selected for Most Recent Custom Framing
Added-Value Features Selected for Most Recent Custom Framing
Figure 58: Added-Value Features Selected for Most Recent Custom Framing
Factors Rated Very Important in Influencing the Decision to Custom Frame
Figure 59: Factors Rated Very Important in Influencing the Decision to Custom Frame
Where Custom Framing Customers Shopped Most Recently
Figure 60: Where Most Recent Item Was Custom Framed
Factors that Most Influenced Where Customer Shopped For Custom Framing Most Recently
Figure 61: Factors that Most Influenced Where Shopped for Custom Framing Most Recently
ABOUT CONSUMERS' ATTITUDES IN CUSTOM FRAMING
Figure 62: Custom Framing Customers Attitudes
Three Personalities Characterize the Custom Framing Market
The Curator Has a Passion for the Piece
The Occasional Framer Only Occasionally Frames
The Coupon Clipper Wants a Discount
Attitude Statements by Personality Types
Figure 63: Personalities Attitudes about Custom Framing
FIELD GUIDE TO THE CUSTOM FRAMING PERSONALITIES
Figure 64: Field Guide to the Custom Framing Customer Personality Types CHAPTER 6 - ABOUT PICTURE FRAME PURCHASES TABLETOP PICTURE FRAMES ARE THE MOST WIDELY PURCHASED
Figure 65: Type of Picture Frames Purchased in Past Year
NUMBER OF ITEMS AND SPENDING ON PICTURE FRAMES IN PAST YEAR
Figure 66: Number of Picture Frames Bought in Past Year
Average Amount Spent on All Picture Frames in Past Year
Figure 67: Total Amount Spent on Picture Frames in Past Year
WHERE PICTURE FRAME CUSTOMERS SHOPPED IN PAST YEAR
Figure 68: Where Customers Shopped for Picture Frames in Past Year
ABOUT THE MOST RECENT PICTURE FRAME PURCHASED
Most Recent Picture Frame Purchase
Figure 69: Type of Most Recently Purchased Picture Frame
Amount Spent on Most Recent Picture Frame
Figure 70: Most Recent Amount Spent on Picture Frame by Type
Type of Material Selected for Most Recent Picture Frame Purchased
Figure 71: Type of Material Selected for Most Recent Picture Frame Purchased
Factors Rated Very Important in Influencing the Choice of Picture Frame
Figure 72: Factors that Most Influenced Most Recent Picture Frame Purchase
Where Picture Framing Customers Shopped Most Recently
Figure 73: Where Most Recent Picture Frame Was Purchased
Factors that Most Influenced Where Customer Shopped For Picture Frames Most Recently
Figure 74: Factors that Most Influenced Where Shopped for Picture Frames Most Recently CHAPTER 7 - ABOUT WALL DECOR PURCHASES MIRRORS ARE THE MOST WIDELY WALL DECOR ITEM PURCHASED
Figure 75: Type of Wall Decor Items Purchased in Past Year
NUMBER OF ITEMS AND SPENDING ON WALL DECOR IN PAST YEAR
Figure 76: Number of Wall Decor Items Bought in Past Year
Average Amount Spent on Wall Decor in Past Year
Figure 77: Total Amount Spent on Wall Decor in Past Year
WHERE WALL DECOR CUSTOMERS SHOPPED IN PAST YEAR
Figure 78: Where Customers Shopped for Wall Decor Items in Past Year
ABOUT THE MOST RECENT WALL DECOR ITEM PURCHASED
Most Recent Wall Decor Purchase
Figure 79: Type of Most Recently Purchased Wall Decor
Amount Spent on Most Recent Wall Decor
Figure 80: Amount Spent on Most Recent Wall Decor Purchase
Factors Rated Very Important in Influencing the Choice of Wall Decor Item
Figure 81: Factors that Most Influenced Most Recent Wall Decor Purchase
Where Wall Decor Customers Shopped Most Recently
Figure 82: Where Most Recent Wall Decor Item Was Purchased
Factors that Most Influenced Where Customer Shopped For Wall Decor Items Most Recently
Figure 83: Factors that Most Influenced Where Shopped for Wall Decor Items Most Recently CHAPTER 8 - ABOUT THE LUXURY SEGMENT OF ART MARKET PURCHASE INCIDENCE OF ART & ANTIQUES BY LUXURY CONSUMERS
Figure 84: Luxury Consumer Purchase Incidence of Art & Antiques 2002-2005
TYPE OF ART AND ANTIQUES BOUGHT
Figure 85: Type of Luxury Art & Antiques Bought, 2005
SPENDING BY LUXURY CONSUMERS ON ART & ANTIQUES
• Figure 86: Luxury Art Spending by Demographic Segment
WHERE PEOPLE BUY LUXURY ART & ANTIQUES
• Figure 87: Luxury Art and Antiques Shopping Choices, 2005-2004
FAVORED LUXURY ART BRANDS
• Figure 88: Art and Antiques Luxury Brand Awareness and Usage
PURCHASE MOTIVATION FOR LUXURY ART BUYERS APPENDIX A - ART, WALL DECOR, CUSTOM FRAMING & PICTURE FRAME BUYERS SURVEY QUESTIONNAIRE BUYERS SURVEY QUESTIONNAIRE
Art, Wall Decor, Custom Framing & Picture Frame Consumer Insights Study |
