Gates became the most important feature for wood-alternative railing in 2020. Principia voice of customer research indicates 36% of homeowners buying a wood-alternative railing system for their porch, deck, or balcony, added a gate to their purchase in 2020, up from 28% in 2019. Safety became an impetus to install gates as families spent more time at home with their children and pets.
Most gate buyers were either Affluent Urban Homeowners or Young Suburban Buyers. Both clusters comprise a majority of Gen-X (35-50 years old) homeowners with home values greater than $400,000. These clusters reflect the prime period of family formation. Established Suburban Homeowners represent 19% of gate buyers: an over-65 group with the longest record of home ownership who are focused on protecting grandchildren and pets in new or remodeled outdoor living space.
Find out which railing features will be prized by homeowners this year. Contact Principia Consulting to learn more about our cluster analysis and homeowner decision-making on decking and railing in 2021.