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Market Trends

Based on past trends, consumer spending for window coverings soon will top $10 billion annually.

That consumers spend money on window coverings is a fact that keeps this industry going. Just how much is spent, on which products and in which markets is vital information for running a profitable business. Consumer expenditures on all window coverings totaled about $9.9 billion in 1995, as reported in "The U.S. Market for Window Coverings," a business information report prepared by Business Trend Analysts, Inc., Commack, NY. Roughly $1.4 billion, or 14.1 percent of these expenditures, went toward Venetian blinds and other window coverings; $7.5 billion, or 75.9 percent, was spent on curtains and draperies; and $990.9 million was spent on other drapery products. Consumer expenditures on all window coverings are expected to reach $12.2 billion in the year 2000. Blinds In 1995, residents of California spent the most on Venetian blinds and other window coverings, at about $175 million, or 12.6 percent of the total $1.4 billion. California also had the greatest number of households, totaling more than 11 million. In California, spending per household on Venetian blinds and other window coverings totaled $15.41 in 1995. Residents of New York spent about $104 million on Venetian blinds and other window coverings in 1995, representing 7.5 percent of total expenditures. Texas was next, accounting for 6.7 percent of total spending, followed by Florida with 5.5 percent of the total. Of all the metropolitan areas in the country, consumers in Anchorage, AK, spent the most per household, at $17.76; followed by shoppers in Washington, DC, who spent roughly $17.53 per household on Venetian blinds and other window coverings in 1995. Total U.S. expenditures for this product category are expected to hit $1.7 billion in 2000.   Within the big-market states, residents in Victoria, TX, and Elmira, NY, show the highest potential to purchase draperies.   Curtains and Draperies California emerged as the leader in spending on curtains and draperies as well, a direct result of the higher number of households. California's 11 million households represent 11.3 percent of total U.S. households. California's spending on curtains and draperies totaled $934 million, or 12.4 percent of the total. New York again was second spending $552 million, or 7.4 percent of the total, followed by Texas (6.7 percent) and Florida (5.6 percent). Once again, residents of Anchorage and Washington, DC, spent the highest dollar amounts per household on curtains and draperies in 1995. Expenditures in this category are projected to reach $9.2 billion by the year 2000. For other drapery products, the big states (California, New York, Texas and Florida) once again were the leading spenders. Residents of Wilmington, NC, spent $12.11 per household on such items followed by households in Anchorage, AK, which spent an average of $11.59. Expenditures for other drapery products are expected to hit $1.2 billion by 2000. In 1995, over 432 thousand households in California and 301 thousand households in New York were estimated to have purchased curtains. Buying Potential The propensity to consume index measures the potential of various regions in the United States to purchase window coverings, with an index of 100 being the average. States with the highest indexes (111) were Montana, Virginia and West Virginia. Cities showing the greatest potential to purchase curtains were Watertown, NY; Glendive, MT; and Zanesville, OH. In 1995, it was estimated that 269 thousand households in California, 173 thousand households in Texas, and 152 thousand households in New York purchased draperies. Lima, OH, and Bend, OR, showed the highest propensity to consume indexes, at 111. Within the big-market states, Victoria, TX, and Elmira, NY, had the highest potential to purchase draperies. Business Trend Analysts, Inc. is a Commack, NY-based research group serving business clients in the United States and abroad with a wide range of information services including on-shelf studies, multi-client projects and custom research reports. For more information on "The U.S. Market for Window Coverings," call (516) 462-5454.