Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Making It Their Own: What Women Purchase to Transform Their Houses into Homes

Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Making It Their Own: What Women Purchase to Transform Their Houses into Homes

Article excerpt

Raising children and purchasing a home are the biggest financial investments for most American families. A middle-income family will spend $226,920 to raise a child born in 2010 to the age of 18, according to the U.S. Department of Agriculture. And the median sales price for homes is $234,500 reports the U.S. Commerce Department.

Buying a home and starting a family often occur at the same time. One in 10 mothers say they purchased a new home while pregnant, while another 8% bought one when their child was a year old, and another 12% when the child was two years old, according to TheBump.com. Moms shopping for a new home consider the quality of the local school district almost as important as home size and price, according to BSM Media.

HOME-RELATED PURCHASES MADE BY MOMS,
ACCORDING TO AGE OF CHILD

              During       Age 1         Age 2
              pregnancy

Redecorate          45%       19%            6%
room in
home

Purchase            34%       24%            7%
home
improvement
products

Purchase,           19%       20%           14%
lease new
car

Move to new         11%       17%           17%
home

Purchase            13%       18%            9%
major home
appliance

Purchase new        11%        8%           12%
home

Remodel             11%        9%            5%
current
home

SOURCE: TheBump.com

Note: Table made from bar graph.

Moms with children ages 5-10 are most likely to consider school district important, since young children benefit most from better schools as they advance in levels of study, says BSM Media's Maria Bailey.

While women and men concentrate on similar factors when purchasing a home--i.e., price, size, location--the inside decor is primarily women's domain. Women tend to prefer homes with kitchen windows looking out over a yard, says Bailey.

The area of the house moms most frequently focus on when shopping for homes is the kitchen (40%) followed by the living room (21%), per BSM Media. When it comes to furnishing their homes, 42% of moms say they spend more money on home entertainment than on any other house-hold item. Decorative accents, such as pillows and paint, rank as the second highest household spending category (20%).

Although moms spend less annually on furniture than on other types of home furnishings and decor, 52% of moms say furniture is the most important element in turning a new house into a home, while 35% say decorative accents transform a house into a home.

Women become increasingly interested in landscaping and maintaining their homes' exterior as they age. No moms in their early 20s cite spending on the yard, garden, or home exterior as a top priority, compared to 8% of moms in their late 20s, 11% of moms in their 30s, and 17% of moms in their 40s. …

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