By Tom Ryan
According to research from The NPD Group, eight in 10 consumers prefer outdoor entertaining over indoor, weather permitting.
The main reason (cited by 84 percent of those surveyed) is that they simply enjoy entertaining outdoors. Three quarters agreed, "It feels more laid back than formal entertaining."
Mark Delaney, NPD Group director, home improvement, pointed out, "This indicates that consumers like the more casual entertaining approach the outside has to offer, but they still want to make their outdoor space more formal by giving it an added sense of ambiance and comfort."
The survey comes as many households have been busy upgrading their outdoor living spaces not only to increase the value of their homes but also to serve as primary socializing places for the home. The cream of the crop feature built-in barbecues and fireplaces and ceiling-mounted heaters for year-round entertaining.
"The formal living room is an endangered species," said A.J. Riedel, senior partner of Riedel Marketing Group, in a home goods study prepared for the International Housewares Association.
According to the NPD survey of homeowners, 23 percent owned a fire pit or outdoor fireplace, with another 14 percent saying they plan to purchase one. Nearly one-third of consumers reported owning or planning to buy a gazebo or canopy, while another 14 percent either own or plan to buy an outdoor refrigerator.
Other popular outdoor items include umbrellas for privacy, wind chimes or trickling fountains, patio heaters, mosquito zappers, hot tubs, as well as a bevy of food and drink products accompany outdoor grilling.
Asked to rate retailer's efforts in providing a good selection of outdoor entertaining products, the majority of answers ranged from "good" to "fair." NPD believes this indicates retailers may be missing some opportunities.
"In order to appeal to consumers 'trendy outdoor living approach,' retailers need to carry more of the higher quality or 'trendy' items and re-examine how they push summer items out of their stores so early in the season," adds Mr. Delaney. "It seems by the Fourth of July most stores are clearing out their inventory and selection is limited, thereby frustrating the consumer. Keeping their shelves well stocked even after the Fourth of July weekend is crucial if they want to maximize on their return."
Discussion Question: Do you think retailers are not fully capitalizing on the shift towards outdoor eating and entertaining? What else could retailers be doing to capitalize on this trend??