A Growing Market
Living Lighting believes new housing, residential real estate re-sales, renovation activity or even commercial upgrades are primary determinants in the sales performance of the lighting industry.
New housing activity generates not only immediate sales, but long term customers, as many homeowners will continue to re-decorate and upgrade their lighting over a period of years after moving into a new home. Homeowner surveys over the past few years indicate that on an annual basis, approximately 44% of homeowners are involved in home renovation projects.
Special interest publications such as Home and Garden magazine have recently documented that residential lighting jumped to #1 in the home décor category, up from #8. Lighting moved ahead of such items as home furnishings, wallpaper, and carpet. Recent results from Woman’s Day magazine reader research indicated that more consumers intended to purchase lighting than any other major home improvement category.