2. 2013
Home
Improvement
Forecast
Hurricane
Sandy
will
kick
the
forecast
higher!
• Forecast
is
for
greater
spend
on
exterior
building
products.
• HeaAng,
cooling
and
appliances
aren’t
expected
to
share
in
the
$14
billion
in
2013
growth.
11/6/12
2
3. Air
condiAon
trend
• Search
volume
conAnues
to
decline.
• 2012
peak
is
40%
of
2006
peak.
• Top
10
terms
did
not
include
any
brands.
• Window
air
condiAoner
peaked
in
July
in
2011
and
2012.
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3
4. Furnaces
• January
2012
search
is
26%
of
the
October
2006
peak.
• Search
for
“space
heaters”
peaked
in
12/2010.
• Mild
2011
winter
saw
a
decrease
in
“space
heaters”
and
“furnaces”.
11/6/12
4
5. Hot
Water
• Decrease
in
overall
search
volume
–
but
sAll
preVy
consistent.
11/6/12
5
6. Appliances
• Decrease
in
overall
search
volume.
• Search
interest
sAll
trending
downwards.
• Top
brand
name
is
GE.
• Big
box
retail,
Sears,
Lowes
and
Home
Depot
are
menAoned
5
of
the
top
10
related
search
terms.
11/6/12
6
7. Windows
• Trend
is
down
but
stronger
than
AC,
furnaces
and
appliances.
11/6/12
7
8. Doors
• 2012
was
a
significant
turnaround
year
for
the
Door
industry.
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8
9. Roofing
• Roofing
has
been
consistent
but
smaller
compared
to
the
other
categories.
• The
consistency
can’t
be
explained
enArely
by
weather
related
property
damage.
11/6/12
9
10. InsulaAon
• Search
has
shrunk
over
the
last
two
years.
• Decrease
may
be
the
result
of
diminished
state
and
local
government
weatherizaAon
funds.
11/6/12
10
11. Faucets
• Search
volume
remains
consistent.
• Trend
trying
to
flaVen.
• Supported
by
anecdotal
informaAon
from
plumbing
wholesalers.
11/6/12
11
12. Sinks
• Search
volume
remains
consistent.
• Flat
trend.
• Top
brands
include
Kohler
and
Franke.
• Top
rising
term
is
“Ikea
sinks”.
11/6/12
12
13. Contact
informaAon
• For
more
informaAon
on
how
we
can
drive
brand
specific
revenue,
please
contact
me
at
– tony@savebigbread.com
or
– 703.722.9122
x
1
• See
our
latest
white
paper
that
describes
the
growing
need
of
suppliers
to
introduce
their
brand
to
end
consumers.
– www2.savebigbread.com/whitepaper1/
11/6/12
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