Market Snapshot: Home Universe gets Downsized

The home products catalog market lost about 300,000 active names in the fourth quarter of 2009, according to New York-based list brokerage firm ParadysMatera.

The total 12-month active mailable universe for the segment of marketers that sell merchandise including floor covering, window treatments, lighting and outdoor decor was 14.5 million. That’s a drop of 2.2 million names from the fourth quarter of 2008.

Why a 13% drop in active names? One reason is attrition of 12-month buyers, a result of the recession, according to ParadyszMatera. Then there’s the demise of Smith & Hawken, which shut down in July, and meant those 140,000 names were eliminated.

Based on lists that were active in the past year, the average house file size dropped 12% between the fourth quarters of 2008 and 2009. Only 22% of the home products catalog files saw some sort of growth, while 73% saw a decline. More than one out of every three house files – 36% – saw a decline of 15% or more.

But the value of home catalogs is on the rise. In the fourth quarter of 2009, the average list CPM for the market was $119.16/M, up $7.08 from $111.08 the previous year.

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.