A new national study has found that gay couples plan to spend 50 percent more on home improvement projects than non-gay couples over the next 12 months.

These study was undertaken by the Chicago-based, online research agency, Socratic Technologies and Target 10, a gay and lesbian marketing agency based in New York.

“Gay couples planning home improvement projects lead the way when it comes to spending,” the study’s authors said in a statement.

LGBT homeowners intend to spend an average of $2,077 within the next 12 months while non-gay couples intend to spend only $1,384, according to the findings.

“With 63 percent of gay homeowners intending to start home improvement projects within the next 12 months, it’s not surprising that more than half also plan on purchasing more new home appliances or furnishings within a year’s time.”

The kitchen in particular is high on the “to do” list.  In the next 12 months, 34 percent of gay homeowners reported that they intend to replace a kitchen appliance vs. 27 percent of straight homeowners.

“Gay men and lesbians have a reputation of being major home improvement shoppers and this survey reaffirms that,” said Matt Tumminello, president of Target 10.  “Renovating and refurbishing homes is in many ways a part of gay culture.  Even in bad economic times, they are not stopping.” Over the last three years, 72 percent of gay homeowners had made home improvements.

The survey also uncovered some interesting findings on how consumers shop.

“We found that gay consumers are shopping in more places than straight consumers to find the items that they want.  This includes both at retail stores and online,” said Jeff Kerr, vice president of Socratic Technology.

Gay consumers reported higher rates of shopping and purchasing at Home Depot, Lowe’s, Sears, Best Buy and the warehouse shopping club, Costco.

“They are savvy shoppers who are determined to find exactly what they want and at the best price,” Kerr said.

The survey also found that gay consumers are looking for high-end products.

Homeowners were significantly more likely to seek out products from top-tier brands such as Viking, Sub Zero, Jenn-Air and Miele.  And while non-gay homeowners showed a willingness to use less expensive materials during the economic downturn, this is something most gay consumers are not willing to do.

But the survey discovered that most companies have been slow to go after gay consumers.

“In the last few years we’ve noticed very few household appliance and home improvement brands taking steps to court gay consumers and no one brand has emerged as a market leader,” said Tumminello.

“Gays and lesbians are famous for their brand loyalty and an opportunity exists to fill that void.  Those first in, win.”

This national online survey was conducted March 17-30 among members of the Socratic Forum and the Socratic/Regent Media Gay Consumer Panels.  Interviews were completed by 301 gay and 310 straight homeowners.

©365Gay.com 2009

The Human Rights Campaign on Monday released its 2009 “Buying for Equality” to help consumers identify hundreds of businesses and brands that support equality and fairness in the workplace for the LGBT community.

The guide includes listings from a record 260 companies that received a perfect 100 percent score on HRC’s 2009 Corporate Equality Index, an annual report on company policies related to diversity & inclusion training, non-discrimination policies and access to healthcare for LGBT employees and their families.

“With this year’s economy, we need to make sure every dollar we spend goes to businesses that have earned the right to call you a customer,” said Human Rights Campaign President Joe Solmonese.

“Every day, we make choices that send a powerful message about our values, our principles and our ideals.  We do it every time we make decisions on how to clothe and feed our families or what investments to make.  Where we spend and invest our dollars has remarkable potential to positively affect the LGBT community because it reinforces what many companies know: fairness is good business.”

The guide is broken down into sections including Apparel & Accessories; Banking & Finance; Eating Out; Home & Garden and Technology.

HRC also has a separate list of the businesses and organizations that supported California’s Proposition 8. The amendment passed on Election Day that eliminates the right for same-sex couples to marry in the state.  Although several Fortune 500 companies and organizations contributed to the No on 8 Campaign, no Fortune 500 companies were found to have contributed to the Yes on 8 Campaign.

This is the fourth year the Human Rights Campaign has published the “Buying for Equality” guide. This year, it included businesses that did not respond to survey request over the past three years.

According to a Witeck-Combs/Market Research.com study, the buying power of the LGBT community is estimated to be $759 billion in 2009.

“During difficult economic times, our nation’s businesses know that every dollar spent by consumers figures into the success of their organization,” said in a statement.