Unity Marketing : Consumer Insights for Competitive Advantage : Art Insights Study Major Findings

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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 a smaller share of Americans buying art and custom framing in the past year.

"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). "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 dramatically from 2002 to 2005. 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, 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
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.)?
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?
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."

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, Remy 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.

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