27 October 2010

Pent-Up Demand for Custom and Ready-Made Picture Frames

New Unity Marketing report on the picture framing market finds customers have between 6 and 7 items waiting to be framed -- the makings of a framing boom!


Stevens, PA  October 20, 2010 --  Although the art market has been hit hard by the one-two punch of the recession and a product category that has become increasingly irrelevant to consumers, there is one bright spot on the horizon:  Consumers love to frame photos and personal mementos, and they have a number of items waiting in the wings for just the right frame.

"The increase in demand for framing, both custom and ready-made, is being driven by a boom in digital photography," says Pam Danziger, president of Unity Marketing and lead researcher on the latest Art, Wall Decor, Custom Framing, and Picture Frame Report.  A new survey among 1,300+ category buyers showed that nearly everyone has a digital camera, and almost two-thirds of them printed and framed a photo in the past year, likely to go on a photo wall or in-home gallery.

"Digital photos are prime examples of the types of items consumers want to frame -- items that have a significant emotional value, as well as perhaps a monetary value.  In our recent survey, we found that consumers are collecting items to frame faster than they can frame them, creating a backlog of pent-up demand."

For example, the survey found that people had an average of 6.3 items waiting to be framed.  This number was even higher for those who had purchased framing in the past.  Those who had purchased ready-made picture frames in the past reported an average of 6.6 items waiting to be framed, while those who purchased custom framing in the past had 6.9 items in the queue.

"This backlog of items waiting to be framed is a golden opportunity for makers and marketers of ready-made frames and custom framing services," says Danziger.  "Marketers can entice consumers to frame some of these items waiting for attention by offering sales and specials on ready-made frames, perhaps giving a buy-two-get-one special on purchases of frames in a certain style.  This will play in nicely to the trend of consumers having an in-house gallery or photo wall displaying their prized memories."

"Custom framers can do likewise, but our survey also found that these marketers have an opportunity to attract customers by creating an atmosphere of respect for a customer's cherished item.  Simply keeping the store neat and clean and taking great care in handling the item are ways of reassuring the consumer that they can trust their treasure with the framer.  Whether it is a vintage baseball card worth thousands of dollars or a son's Little League photo, these are irreplaceable items.  The framer who treats them as such will get the business.

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