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Chain saws, by the numbers

Channel analysis

It’s been up and down three years for chain saw sales, which rose dramatically in the 12 months ended February 2012, according to consumer research from The NPD Group. The category saw a 15.9% gain in dollar volume, bringing it about even with sales levels two years ago. Specialty stores are steadily gaining market share, but everyone trails the warehouse home centers.

Product attributes

Chain saws measuring 22 ins. or longer have been gaining share over the past few years, but 16-in. models continue to represent the largest portion of the market.

Demographic analysis

Men make up 89% of sales in the high-testosterone chain saw category. Sales appear to be spread evenly among consumers ages 18 to 54, with most sales taking place in the South. 

Purchase motivators

Price slipped slightly as the motivation to shop a particular retailer, but it remains firmly ahead of selection, availability and proximity for chain saw buyers.

Methodology: NPD data are based on monthly tracking of more than 30 home improvement-related categories and 30,000 opt-in consumers.

*2012 data reflects the period March 2011 through Feb. 2012.

**Key: WHC: warehouse home center; MM: mass merchant; DS: department store; SS: specialty store; HS: hardware store

*** More than one answer accepted

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