Carpet and Rug Heading References Jump in February

From the Yellow Page Association today:

With winter in full swing, Americans are staying indoors and looking — to their floors and Yellow Pages — for a quick and inexpensive way to punch up their home decor. The Yellow Pages’ “Carpet and Rug Dealers” heading receives the highest usage levels in February and more than 43 million references annually(1).

Christopher Davis, president and chief executive officer of the World Floor Covering Association, said a major trade show in late January unveils new products to dealers, which generates a good deal of consumer press and interest at this time of year.

Carpet and rug consumers are most often women between the ages of 35 and 64 who have a postgraduate education and an income above $40,000(1).

“Our research shows that 90 percent of residential carpet replacement consumers are female,” Davis said. “They are well educated and have done their research — as every consumer should. Use the Yellow Pages to find your options and then get referrals from the Better Business Bureau, the World Floor Covering Association, or friends to find the best.”

After referencing the heading, 90 percent of users made a purchase at a place seen in the Yellow Pages(1). Fifty-six percent of the customers were new to the place of purchase, which was most often a locally-owned carpet dealer (81 percent)(1).

“Seventy percent of carpet sold at retail is from a ‘mom and pop’ shop,” said Davis. “No large chains have been able to overcome local dealers because every installation is a custom job, which larger retailers are unable to do.”

Larry Small, Director of Research for the Yellow Pages Association, said: “Local carpet and rug dealers recognize that Yellow Pages advertising influences local consumers, as well as achieves a superior return on investment. The average return on investment received from local display ads at the carpet/rug dealers heading is $45 of sales revenue for every $1 spent on advertising(2).”

For more information on Yellow Pages headings, visit http://www.ypassociation.org/.

(1) Knowledge Networks/SRI, May 2008

(2) CRM Associates 2007