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Exterior lighting, by the numbers

Channel analysis
Sales of exterior lighting products jumped 21.3% in the 12 months from March 2011 to February 2012, compared with the same period in the previous year, according to the market size estimate from NPD Group’s Consumer Tracking Service. Consumers lit up their yards to the tune of $789 million during that time, with most of the spend occurring at warehouse home centers.

Product attributes
Solar lighting options, which allow the consumer to easily install low-maintenance lighting outside their homes, represent the largest share of the exterior lighting market. The numbers also show an emphasis on darker finishes.

Demographic analysis
Consumers aged 35 to 44 have shown steady increases in purchase incidence over the past three years, as have wealthy consumers in the $100K to $150K income range.

Purchase motivators
Price continues to be the most important consideration for both selecting a retailer to shop, and also selecting the product once the customer is inside the store. Store recommendations and warranty each jumped more than a percentage point as reasons for purchase.

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

*2012 data reflect the period March 2011 through February 2012.

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

*** More than one answer accepted

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