New Unity Marketing Study Provides The Facts And Figures Marketers Need To Build Share In The Changing Market For Art, Wall Decor, Picture Frames And Custom Framing Markets 

If you want to know about the tastes and interests of the American consumer, you need only look at his or her walls.  In 2009 Americans invested over $42 billion decorating their walls, says the latest study on art and wall decor by Unity Marketing entitled Art, Wall Decor, Picture Frame and Custom Framing Report, 2010.  However, the research based upon a survey of over 1,300 recent buyers shows how they choose to spend their dollars to decorate their walls is changing, and savvy marketers will react to these changes in focus and taste.

The Changing Face of Personal Art Collections

Consumers have a wide range of options from which to choose in the art and wall decor categories. These include original art works, art reproductions, and wall decor items such as mirrors, wall hangings, shelves, decorative clocks, to name a few.  

To better display their array of original, reproduction, and self-made items, consumers also have a wide range of framing options from which to select, including a growing range of ready-made frames and custom framing services.  Understanding consumer preferences in these areas is the key to maintaining a competitive edge in the marketplace.

"Americans are paying more attention to decorating their walls, but traditional art reproductions, for example, are being purchased less frequently today than they were in previous years," says Pam Danziger, president of Unity Marketing and lead researcher for the new study.  "On the other hand, consumers are investing more in original art which is more widely available as working artists become market focused."

Another key shift noted in the latest survey of the consumer market for art and framing is a trend toward ready-made frames to display pictures as an alternative to custom-framing.  "In the shift from custom-framing to ready-made frames we see the economic forces of supply-and-demand at work.  Many consumers believe that custom-framing costs too much and marketers have responded with a widening array of styles and sizes of ready-made frames that will meet their needs."

"Those who serve the art and wall decor market need to understand how to compete in the most competitive segments of the market, and what segments are ripe for expansion.  The art and wall decor consumer wants to feel that she is heard and understood by those wishing to sell her these most personal forms of expression, or else she will walk out the door to someone who will."

Americans Want to See Their Own Lives on Their Walls

As the American consumer demands increased participation in other areas of her life, it is only natural that she wants to be an active participant in her art.  Unity Marketing's study found that consumers characterize potential pictures, art and wall hangings more broadly than ever before, requiring a wide range of framing and display options.  

"While it is true that most consumers view pictures on the wall as an important part of decorating their home, they express a more personal and emotional relationship to those treasured items they hang on their walls.  Over 70 percent of the consumers surveyed agreed with the statement, 'When choosing art for my home, the way the piece makes me feel is most important.'  Success in the art, wall decor and framing market will come to those marketers who know how to make that emotional connection."  

The trends impacting the art, wall decor, frame and custom framing market and an examination of this expanding consumer definition of art are all part of the report.

Information Included in the Art, Wall Decor, Custom Framing and Picture Frame Report

Unity Marketing's Art, Wall Decor, Custom Framing, and Picture Frame Report is designed to help art, wall decor, custom framing and picture frame manufacturers, marketers and retailers better understand the consumer market for their goods. Based upon research among 1,300+ recent product category purchasers (HHI $107k; age 45.8 yrs.; 36% male/64% female), this report focuses on market opportunities available to product manufacturers and retailers to help them deliver products and services that satisfy the consumers' desire for art, wall decor, custom framing and picture frames. A perspective on trends in the marketplace are provided by comparison with a survey conducted among consumers in 2006.  

Through an in-depth investigation of consumers, their buying behavior, needs, desires and preferences, this report includes research data and statistics about:

• Art, Wall Decor, Picture Frame and Custom Framing Market Size and Growth: What is the size of the overall art, wall decor, frame and custom framing markets? How rapidly is it growing? How is the market segmented by type of product purchased? How are sales by channel of distribution shifting?
• Demographics of the Market: What are the demographic characteristics of people who buy art, wall decor, frames and custom framing? What are the key demographic differences found among and between buyers of the different product segments (e.g., gender, age, generation, household income, size, composition, ethnicity/race, education, etc.)?
• Art, Wall Decor, Frame and Custom Framing Buying Behavior: What are the primary characteristics of the consumers' buying behavior related to these products in general and each product segment in particular (e.g. art, wall decor, frames, and custom framing)? Why do they buy these goods and how do consumers' motivations different by product category segment? Where do they shop for the different types of products; what factors influence their decision making; how much do they spend buying each of the products segments and across the entire category? What is the role of brand in product selection and shopping choices? How do different demographic segments differ in their shopping and buying behavior?
• Psychographic Profile and Segmentation of the Art and Custom Framing Markets:  Psychographic profiles of art buyers and custom framing customers is developed in this report. The personality profiles identify different types or personalities of consumers of art and custom framing. These profiles identify different drives and motivations found among consumers in purchasing these products; what factors are more or less important in driving their purchasing decisions; and how art and framing marketers and retailers can better understand the hearts and minds of their consumers. In essence, we will discover why people buy art and custom framing.

About  Pam Danziger and Unity Marketing