Study Points to Greater Optimism Among U.S. Consumers by ProQuest


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									           Consumer Buying Trends                          Demographics & buying patterns for the home

   Study Points to Greater Optimism Among U.S. Consumers
                                                                                                                                           A CYGNUS BUSINESS MEDIA PUBLICATION
                     CHARLOTTE, NC —        spending on all major purchases                  economy rebounds. Half of women
   Consumers are expressing growing         until the economy improves, while                in the study (53%) now say they will
   optimism over the state of the U.S.      around half have reduced their daily             likely increase their spending when
                                                                                                                                           SALES OFFICES
   economy, and are more bullish about      spending but not dramatically,” Kirby            the economy improves compared                 Chris Kirkby, Associate Publisher/
   their personal spending plans than       observes (see Table 1).                          with almost two-thirds of men (63%),          National Ad Sales Director
                                                                                                                                           2 University Plaza, Suite 310
   they were 12 months ago.                     People who had either                        according to RICKI.                           Hackensack, NJ 07601
       That is the key finding of           eliminated or reduced their                          Looking at the survey results by          Phone: 201/487-7800, ext. 6137; Fax: 201/487-1061
   new research conducted by the            spending were asked if they are                  age reveals that younger consumers            E-mail:

   Research Institute for Cooking &         likely to increase their spending                are significantly more upbeat than            Joanne Naylor
                                                                                                                                           540 Lee Court
   Kitchen Intelligence (RICKI), which      when the economy improves, or if                 their older counterparts, Kirby               Wyckoff, NJ 07481
   interviewed 1,510 consumers across       they think they will never spend as              points out. As age increases, the             Phone: 201/891-9170; Fax: 201/839-9161
   the country last spring and another      much as they once did.                           inclination to say they’ll increase           E-mail:
   2,906 consumers recently to assess           Comparing the responses year                 their spending when the economy               MIDWEST
   opinions about the economy.              to year indicates a shift toward                 improves declines. Still, half of those       Rick Dahl
                                                                                                                                           7212 Flagg Creek Drive
       Research findings were made          significantly more people saying                 aged 45 and older (50%) plan to               Indian Head Park, IL 60525
   available exclusively to Kitchen &       they’ll increase their spending when             increase spending when they feel the          Phone: 708/784-9830; Fax: 708/416-0934
   Bath Design News by the Charlotte,       the economy rebounds (see Table 2).              economy has improved sufficiently,            E-mail:
   NC-based RICKI, an independent,          Three out of five of those who had               Kirby adds.                                   WEST/SOUTHWEST
   membership-based organization of         cut back say they will likely increase               This optimism about increasing            Kim Carroll
                                                                                                                                           7355 19th Avenue NW
   manufacturers, retailers, wholesalers    their spending when the economy                  spending when the economy                     Seattle, WA 98117
   and publications whose revenues          improves, compared to only two out               improves also is evidenced even               Phone: 206/781-0714; Fax: 206/781-0724
   come from sales related to activities    of five who said so last year.                   more in upper-income households.              E-mail:

   that take place in the kitchen,                                                           Almost two-thirds (65%) of those in           PRODUCT & LITERATURE
   including kitchen remodeling.            DEMOGRAPHIC DIFFERENCES                          households with incomes of $100,000           SHOWCASE/CLASSIFIED ADS
                                                                                                                                           Nancy Campoli
       “Consumers have clearly become       The impact of the economic                       or more who cut spending say they             2 University Plaza, Suite 310
   increasingly more optimistic about       downturn is also viewed differently              will increase spending when the               Hackensack, NJ 07601
                                                                                                                                           Phone: 201/487-7800, Ext. 6127; Fax: 201/487-1061
   the country’s overall economic health    by certain demographic segments,                 economy improves compared to                  E-mail:
   over the course of the year,” says       according to RICKI. Comparing the                around half (52%) of those with
                                                                                                                                           INTERNET SALES
   N. Riley Kirby, RICKI’s chief of         findings from the two RICKI studies              incomes of less than $50,000.                 Tim Steingraber, Director, Interactive Services
   research. “For example, there are                                                                                                       3030 Salt Creek Lane, Suite 200
   now twice as many people describing                                                                                                     Arlington Heights, IL 60005
                                                                                                                                           Phone: 847/454-2723; Fax: 847/454-2759
   the economy as ‘good’ or ‘excellent’         1. Consumer Spending Patterns Now
                                                                                                                    2010       2009        E-mail:
   as there were this time last year. And          Compared to 12 Months Ago
                                                                                                                                           CYGNUS CONTENT LICENSING
   the number of people who feel the                                                                                                       Patrick Nadler, V.P./Business Development
                                                    Have Eliminated All Major Purchases Until
   state of the economy
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