The Great Indoors

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The cold winter months might seem like a good time to crawl under the covers and hibernate, especially in these uncertain times. But instead of hunkering down for a long winter's nap, some of us are finding comfort in indoor hobbies, games or food. Not surprisingly, sales of canned soup are highest during December and January. And increased flour and baking powder purchases during the winter suggest that Americans are baking more cupcakes, pies and bread when the weather outside is frightful. But the kitchen isn't the only room in the house where Americans are cooking. For many, the colder months are prime-time for snuggling and spawning the next generation. Women conceive at higher rates in October through January than they do in other months of the year. Whether consommé or consummation, it's all about keeping the chill out.

Sources: Information Resources Inc., 2001 National Center for Health Statistics, 2000

Home Sweet Home

Top five states where people prefer to spend a quiet evening at home:

INDEX*
Maine 172
Vermont 154
Tennessee 133
Wisconsin 129
District of Columbia 126
*An index of 100 is the national average. For example, people in Maine are 72 percent more likely than the average American to prefer a quiet evening at home.
Source: Simmons Research Market Bureau,2000

Comfort Foods

Top three states for oatmeal consumption:

  • Kansas
  • Rhode Island
  • Tennessee

Top three states for grits consumption:

  • Georgia
  • South Carolina
  • North Carolina

Source: Simmons Market Research Bureau, 2000

Patchwork Days

Profile of the hard-core quilter:

Percent female 99%
Average age 55
College educated 74%
Avg. household income $74,000
Percent who have a room dedicated to quilting 76%
Percent of U.S. households that include a quilter 15%
Source: International Quilt Festival, Quilters Newsletter Magazine, International Quilt Market, 2000

Burning Embers

Where the artificial firelogs are ablaze:

INDEX*
West 135
South 103
Northeast 87
North Central 74
*An index of 100 is the national average. For example, people in the West were 35 percent more likely than the average American to use an artificial firelog over the past year, while people in the Northeast were 13 percent less likely than average to kindle a phony flame.
Source: Mediamark Research Inc., 2000

Splish Splash

Unit sales of residential hot tubs:

1995 260,000
1996 235,000
1997 263,000
1998 275,000
1999 305,000
2000 365,000
Source: National Spa & Pool Institute

GLUED TO THE TUBE

LAST DECEMBER, MORE AMERICANS TUNED IN TO RUDOLPH AND FROSTY THAN TO MARTHA.

TV PROGRAM DATE SHARE OF U.S. HOUSEHOLDS WATCHING TV
Fox NFC Wildcard Game 12/31/00 34
Rudolph the Red-Nosed Reindeer 12/5/00 13
White House Tours 12/15/00 12
Frosty the Snowman 12/2/00 11
Martha Stewart's Christmas 12/6/00 10
Tiger Woods Challenge 12/3/00 8
Hershey's Figure Skating Challenge 12/16/00 6
Note: A 34 share means 34 percent of all U.S. households watching TV were tuned into the Fox NFC Wildcard Game.
Source: Nielsen Media Research analyzed by Horizon Media
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