EDITORIAL

It ain't the same old ballgame

Among the more interesting numbers dredged up in a recent lenders' survey is the fact that almost half of the first time home buyers last year chose homes that were at least 25 years old. Some see psychological trends: the baby boomers, buying their initial homes, are opting for the kinds of homes they grew up in. Less romantic types conclude they buy the older homes as they are the only kind they can afford. Either way, all those older homes with new owners mean greatly expanded opportunities for those involved in home improvements of all kinds.

The survey by the U.S. League of Savings Institutions also indicates that the former owners of all those homes have, in turn, moved upscale, buying newer homes for themselves. Again, an outstanding potential for improvement related sales.

One effect of this new generation of American homeowners has been a marked increase in the sales of housewares. The National Housewares Manufacturers Association reports sales in 1983 were up $2.3 billion over the previous year. we shlp to and from the 48 contlnental states and Into ontarlo and Quebec, canada wlthout Interllnlng. coast-to-coast forest products haullng ls our speclalty.

Early indications also show different tastes in these younger homeowners. Pastels and beige colors are shading out white as bathroom colors. But in kitchen appliances, white is gaining popularity over almond color, the recent favorite.

Each generation follows its own course and this new one will be no different. In manners and mores, this healthier, better educated 2540 year old group is already setting new standards as it increasingly makes its presence felt in the nation.

Whether you cater directly or indirectly to this dynamic new factor in the market, it is going to have an influence on whom and what you sell. And its impact is likely to grow, not diminish. The need for innovation, flefbility and creativity in marketing has never been greater.