During 1984, average growth in sales was 18%, with the same results projected for this year. Department stores see some of their customers shopping for $300 gas grills in discount stores because the same brands are offered for less. Discount stores, recognizing that higher-end merchandise now fits in more comfortably with their lawn and garden mix, are moving up in price points, without having yet found the ceiling on how high they can go in quality and price.
Angelo Bianco, vp/hard lines for Jamesway, says the chain has been moving up in $40 to $50 increments to higher ticket items in barbecues for the past several years. Barbecue sales continue to be "sensational,' says Bianco, as are sales of wire chairs. Web furniture is more stable, and redwood has slowed, but the wisdom of the chain's decision to skew the department's mix toward lifestyle products and away from garden products has been proven. Despite less space for garden products, they continue to perform very well, as lawn mowers and garden tools post good gains.
The electronic bug killers that proved so popular last year are off to a slower start in 1985, but as Bianco points out, the buying season for that product arrives with Father's Day. Zayre continues to add higher ticket grills to its mix and is enjoying great success--particularly with gas grills. Patio furniture sales have been good, but some styles in the mix are "marginally off our sales plan,' says Nils Pederson, merchandise manager/lawn and garden. However, wire mesh furniture is producing significantly increased sales on top of similar increases from the previous year. Pederson says garden products have been strong, especially hoses and sprinklers. Electronic bug killers are posting moderate growth over last year. A spokesman for the Barbecue Industry Association says barbecue sales continue to post solid gains because of the value consumers place on the taste of barbecued food and their enjoyment of cooking outside.
This consumer group also wants the cooking experience to be convenient, thus the popularity of more upscale barbecues, easy-cleaning features, labor saving accessories, and greater use of the barbecue for everyday cooking. With the emphasis on taste, the industry is having trouble keeping up with the demand for wood chips and chunks that add flavoring to meat. The current favorite is mesquite.
