Sales in Outdoor Living Areas are on the Rise with more Affluent Clients

Clients Are Investing More on Outdoor Living Areas of their Homes

New study from Unity Marketing reports on trend toward garden and outdoor interests among affluent consumers:


Stevens, PA July 7, 2009 -- Clients are spending more on their outdoor living spaces, giving a much needed boost to category retailers and marketers during this recession. Spending by affluents on outdoor living 'luxuries' rose 22.6 percent from 2007 to 2008. Continued strong demand for home improvements to outdoor living areas in the first quarter 2009 boosted affluent's spending by 33 percent from the same period last year. This makes outdoor living a particularly strong category in an otherwise dismal consumer market.

As the summer season heats up, prospects are good for continued growth in the outdoor living market, says Pam Danziger president of Unity Marketing and author of a new trend report on the outdoor living market, entitled Reaping the Fruits of the Recession -- A Trend Report on the Market for Outdoor Living Luxuries, Benefitting most from increased spending in outdoor living goods are big-box home improvement stores, Further affluents are turning more frequently to internet and other direct-to-consumer retailers, like TV and mail order, for outdoor products. Spending by affluents on outdoor living goods through the internet and other direct channels more than doubled from first quarter 2008 to same period 2009.

"In the current recession affluent consumers are investing more in luxuries for their homes and less on experiences, such as dining and travel," says Pam Danziger, president of Unity Marketing, commenting on the company's latest trend report on the market for outdoor living products.

"Opportunities abound for marketers and retailers that tap into the product categories where affluents are still willing to indulge, like the outdoor living areas of their homes. This new trend report summarizes the most important findings from Unity Marketing's research into the spending habits of the affluent consumer to provide guidance to marketers and retailers that want more insight into this promising marketplace."