Originally published in the September 2013 print issue of Kids Today
Six out of 10 moms try to plan ahead and buy at least some furniture pieces to grow with their child as she ages. Another 37% of buyers expect all the furniture to grow with the child without purchasing new products. Only 3% know they'll redesign the entire room as the child ages. That's one of the key findings from the 900 moms responding to Kids Today and Mom Central Consulting's 2013 Children's Furniture Survey. Eight out of 10 cribs bought within the last year were convertible cribs, a likely consequence of today's moms wanting some pieces to be transitional. Between 2008 and 2012, seven out of 10 cribs were convertible.
More than five years ago, only half of the cribs purchased were convertible. Kids Today partnered with Newton, Mass.-based Mom Central Consulting in May 2013 to ask moms about infant furniture, youth furniture and mattress products, as well as how they decorate their children's bedrooms. The online survey fielded to Mom Central's proprietary panel of moms and garnered 900 responses. The results presented within this report are for infant furniture only. Kids Today's October and November/December issue will present results on youth furniture and mattress products, respectively. Mom Central Consulting is a premier social media agency specializing in marketing to moms and maintains a core panel of more than 12,000 moms. The research was collected and analyzed by Kids Today's market research department.
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