Trimmers, by the numbers

Channel analysis

From May 2011 through April 2012, dollar volume of trimmer sales increased 8.9% to around $845 million, compared with a relatively weak prior-year period, according to consumer research from The NPD Group, based in Port Washington, N.Y. According to the channel breakdown, hardware stores and home centers appear to be gaining at the expense of mass retailers and department stores.            

Demographic analysis

The Midwest and West are steadily increasing their share of the market, but it is still a product that thrives best in the South. Consumers in the $45K to $75K income level appear to have regained their share of trimmer purchases, while men are significantly increasing theirs.

Purchase motivators

Price is the leading motivator when consumers decide where to shop for their trimmer. When selecting the actual trimmer, trusted brand runs neck-and-neck with price. Consumer rating and other recommendation-based factors appear to be growing in significance.

 

Methodology: NPD data are based on monthly tracking of more than 30 home improvement-related categories and 30,000 opt-in consumers.

*2012 data reflects the period May 2011 through April 2012.

**Key: WHC: warehouse home center; MM: mass merchant; DS: department store; SS: specialty store; HS: hardware store

*** More than one answer accepted