Outdoor living category sees boost in recession

Affluent consumers are spending more on their outdoor living areas despite a worldwide recession, according to a report from Stevens, Pa.-based Unity Marketing.

The report shows a 22.6% increase in spending on outdoor living luxuries from 2007 to 2008, and a 33% increase in the first quarter of 2009 from the same quarter of 2008.

Home improvement stores lead the market in sales of the category with a surge of 24% in the first quarter of this year from the same quarter of last year.

Big-box stores in particular benefited in this category, with Lowe’s generating about $2.1 billion in seasonal living products in 2008. Home Depot, which lumps its seasonal living products with hardware, generated about $20.5 billion in the category. Internet and other direct-to-consumer retailer sales in the category more than doubled in the first quarter of 2009.

"In the current recession, affluent consumers are investing more in luxuries for their homes and less on experiences, such as dining and travel," said Pam Danziger, president of Unity Marketing, in a release. Unity Marketing is a market research firm specializing in consumer insights for marketers and retailers that sell luxury goods.

"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," she added. "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."