Outdoor entertaining still popular with consumers

PORT WASHINGTON, N.Y. Despite the sluggish economy, most consumers are engaging in some form of outdoor entertaining, with an average frequency of about four times per year, according to a new report from The NPD Group.

According to the report, roughly 45% of outdoor entertainers purchased some type of related product in the past 12 months.

 In addition, more than 40% of outdoor entertainers tell NPD they plan to purchase/add an item to their property in the next 12 months. Firepits/outdoor fireplaces, outdoor lighting, and water fountain/decor were among the top products outdoor entertainers said they plan to purchase within the next year.

Twenty-six percent of affluent entertainers, those earning $75,000 per year or more, were significantly more likely to say they use items meant for outdoor use only, compared to those earning under $35,000 (17%) or between $35,000 and  $74,900 (20%). Higher income consumers also tend to pay closer attention to style when purchasing outdoor entertaining items, such as outdoor furniture, water fountain/decor, fire pits/outdoor fireplaces, as well as items from the electronics categories like speakers.

Overall, retailers have done a good job marketing outdoor entertaining items, though consumers noted some areas for improvement. According to the report, consumers consistently ranked store personnel as a factor that matters little when they shop for outdoor entertaining products.

“Retailers may want to take a closer look at how they utilize their store associates, considering the value a knowledgeable staff can add. Initiating programs aimed at growing category expertise and customer service skills may appeal to some in the industry,” said Mark Delaney, director of The NPD Group’s home division.