4 minute read
Leana Salamah, vice president
Postcard from America
IHA vice president, marketing Leana Salamah discusses the findings of a new report which examines US consumers’ purchasing plans for celebrating life moments in 2023
Consumers are once again embracing key life moments after the pandemic - and plan to continue doing so this year and beyond, according to a survey published last month by the International Housewares Association (IHA) of the US.
The 2023 IHA Occasions Report suggest thats housewares retailers and suppliers should consider their role as gift-providers not only for major life events but for annual occasions, including birthdays and anniversaries, as well as ‘anytime moments’ when a person wants to turn ‘just another day’ into a time to celebrate.
The study, sponsored exclusively by Newell Brands, features exclusive research commissioned by IHA which updates the results of its 2022 Occasions Survey. This examined consumers’ gift preferences and shopping behaviour based on eight key life events expected to shape special occasions: Weddings & engagements: Covid and its economic aftermath ‘scrambled’ long-established occasion traditions, as consumers rescheduled and reimagined life events that were delayed by coronavirus-related fears and restrictions. Weddings, for example, were postponed. In the 2023 survey, just under a quarter of respondents were looking at attending a friend or family wedding in the next 12 months versus 29% in the year-prior survey. Those expecting to be involved in a family and friends engagement event in 2023 totalled 21% (6% very likely and 15% somewhat likely) versus 25% (9% very likely, 16% somewhat likely) a year earlier. Bridal showers: Bridal shower occasions slipped slightly, with 19% of respondents likely (7% very likely and 12% somewhat likely) to be involved in such a family and friends’ event in 2023, versus 2022’s 23% (9% very likely and 14% somewhat likely). Baby showers: There is a slight yearover-year difference for baby showers at 25% (11% very likely and 14% somewhat likely) versus 26% (11% very likely and 15% somewhat likely) in the 2022 survey. Housewarmings: At a time when the home market is in flux, housewarming occasions for family and friends slipped year-over-year at 28% in 2023 (10% very likely and 18% somewhat likely) versus 32% (12% very likely and 20% somewhat likely) a year before. The decline is no surprise, but the continued elevation versus prepandemic levels is important. Off to college: Fewer 2023 survey respondents expect to be involved in the family and friends leaving for college occasion this year, at 15% (7% very likely and 8% somewhat likely) compared with 17% (9% very likely, 8% somewhat likely) in the 2022 survey. However, what may be more revealing about the data is how the occasion seems to be made up of multiple events that stretch over several months, as friends and family interact with the college-bound from the period leading up to high school graduation, to the time when the newly-located collegians finish outfitting their dorms and apartments. New pets: New pet ownership is similar in that it may consist of multiple events as people pay visits to the household with a new pet. It continues as a gift-giving occasion and, in the aggregate, new pet occasions are up slightly in the 2023 study to 33% from 32%, although the certainty of having such an occasion is a bit less in the 2023 survey (10% very likely and 23% somewhat likely) versus the 2022 survey (12% very likely and 20% somewhat likely). Retirement: For retirement, fewer respondents in the 2023 survey said they anticipate a family and friend occasion, at 20% (8% very likely and 12% somewhat likely) compared with 22% (10% very likely and 12% somewhat likely) in last year’s survey. The depressed stock market and inflation are among the factors that could be convincing seniors to work a bit longer. In the nationally projectable survey of 2,200 adults across the United States, 20% represents more than 66 million potential customers.
The Occasions Report identifies opportunities for retailers and suppliers in terms of market parameters and dynamics. A key factor to consider, though, is the survey’s delineation of life events. As IHA vice president, marketing Leana Salamah points out, the opportunity isn’t necessarily confined to a given occasion, but often extends well beyond as consumers re-equip for their next life stage. After an event and its related occasion occur, a consumer’s lifestyle and needs evolve.
“These are inflection points,” Leana said. “They fundamentally change something about the consumer. We talk about retirement as an occasion, but after the occasion has passed, this is a different consumer. A retired consumer. What do they need moving forward?”.
• The 2023 IHA Occasions Report was conducted by Morning Consult in September 2022. More than 2,200 interviews were conducted online, and the data is weighted to approximate a target of adults based on gender, educational attainment, age, race and region proportionate with the general US population. It is published on HomePageNews.com at www.homepagenews.com/occasions23/
The International Housewares Association (IHA) is a not-forprofit, full-service association that sponsors The Inspired Home Show, IHA’s Global Home + Housewares Market (TheInspiredHomeShow.com).
