TOP TEN CONSUMER BEHAVIORAL TRENDS FOR 2005

by Cynthia R. Cohen

In the year twenty o’five what will consumers buy? Consumers are very clear about their preferences and I have walked the malls, listened in elevators, peeked in their bags and interviewed them to collect and interpolate what you can expect consumers to be interested in buying in this new year. Here they are, the new top ten behavior trends that will drive consumer purchases in 2005.

#1. Slim and Thin is In 
Not bodies, but electronics that are small and/or flat are all the rage. For the first time in this decade, design has created more demand than functionality when it comes to electronic products. Most consumers cannot tell the difference between LCD and plasma technology but they know they want a new flat screen television. The slimmer cell phone, thinner camera, smaller DVD player will all generate more interest just because slim and thin is in. 

#2. Girly Girls
No Governator, girly stands for this year’s fashionable woman. Girly men may be out, but the girly girl is back! Women of all ages have activated that Cinderella chip buried deep inside and they want anything soft, pastel and girly looking. Look for skirt wearing to be on the rise, more dress up for going out and back to the fifties style wear to work. And don’t forget…diamonds are a girl’s best friend and these girly girls are buying plenty of them for themselves.   

#3. Sixty is the New Cool 
Can you believe that Priscilla Presley graced the cover of vogue in 2004 and in 2005 turns 60. Just in time before the first Boomers begin turning sixty in 2006, this has become a cool sexy age. No more bad joke cards and black themed parties, look for this to be the age of champagne and parties. Happy parties of all kinds; girlfriend spa days, adventure trips, special themed dinners and whatever makes them smile because sixty has been declared cool by the BIGGEST generation.

 #4. Neon and Glitz, Oh My!  
Last year all this glitz would have been garish and over the top. In ’05 the more sparkly and glitzy the better. From head to toe, women have turned up the color lights and will shine their way through the year. That means hair, makeup, apparel, jewelry and accessories are getting a color makeover with a heavy dose of shinny metal or a glittering something. 

#5. Proud to Show Christianity  
Demand is spiking and there are a plethora of products. Books, music, magazines, bumper stickers, television shows, jewelry, accessories and home décor with Christian themes are popping up from coast to coast in all selling channels. Consumers have taken to more open displays of these Christian products in their homes, offices, cars and on themselves.

 #6. Itsy, Bitsy, Tiny Weeny… Dogs  
There is a final scene in the 1948 movie Easter Parade where all the ladies are parading down Fifth Avenue dressed in their finest and accessorized by a small dog. Look now, it is 2005 and the same thing is happening all over the country. These accessory companions (found in totes over the shoulder or on crystal studded leashes) need the same things as pampered young children; coats, jewelry, dishware, boots, beds, medicine, psychotherapy and on and on.

 #7. Base Model Standard, Enhancements and Options Extra
It is a new view toward the body you were born with, it is just the base model and you are in charge of the customization. Plastic surgery is just one of the options and the popularity of sandals now even raises the notion of toe reconstruction. Consumers are racing to do their own physical makeovers and gobble up products to change their physical appearance.

 #8. Goin’ to the Back Yard  
The new decorating frontier is the back yard. Green grass and a barbeque grill was nice but boring, now it is about turning the backyard into another living room complete with furniture, accessories, lighting and art work. Of course the quality of the nature stuff has to be improved as well so there is also more money spent on the trees, bushes and flowers. Can’t wait for you to get out Martha, we need you.

 #9. “I Always Start One on Monday”
Atkins is on the downhill slide but dieting is a major consumer focus and a major product opportunity. Problem is that Atkins provided a rally cry for all to “take out the carbs”. Now consumers have branched out and onto other things. No new deprivation item has emerged as the winner to replace “no carbs”, but nutritional supplements, organics, no sugar products along with the usual new set of diet books will all see growth.

 #10. Mixin’ It Up
Used to be a world of buying what matched. Now it is a world of mixin’ up the colors, styles, patterns and brands. Consumers are applying the new rules to their apparel and their homes. This new freedom allows them to mix mass and luxury everywhere. It is a good reason to push those matching suits to the back of the closet and shop for separates and new accessories. They are even adding a little zing to their table with jewel tone colored glasses mixed with their regular matching glassware.