Why Are Ethnic Home Décor Products so Hard to Find?

Housewares is a $79 billion a year industry and minorities buy home furnishings, appliances and the like at a much faster rate than white households. However, ethnic home decor items remain difficult to find in traditional retail outlets.

According to the American Housing Survey, nearly 44 million home purchases were made in the 1990s, of which 8 million, or 19 percent, were by minorities. In 1991, 54 percent of minority purchases were by first-time buyers, compared with 66 percent in 1999.

As home ownership continues to grow among minorities, the market for home decor that reflects their culture will grow as well. However, the products that hold appeal for this diverse customer base are still mostly found in small specialty or outlet stores.

I remember when I wanted to redecorate my bedroom a few years ago and went looking for an ethnic-themed throw. I went to several home decorating stores and could find nothing that appealed to me my sense of color, culture and style. And, this was in New York City, mind you. Finally I gave up, went to an African fabric store, selected fabrics and made my own.

Frustrated at trying to find what I thought were simple home decor items with ethnic themes, I started an online company producing these items. I reasoned that if I was having a hard time trying to find these items, others were as well. So, being an entrepreneur, I saw this as a major opportunity.

Although the company eventually folded, the satisfaction I got from producing these items gave me a beautifully decorated home.

So, where can you find ethnic décor products? My research taught me that most of it can be found online and are produced by small vendors. Hence, finding everything you need in one place is not likely to happen.

Also, according to the feedback I got from customers when I ran my online store, unless you live in a large city with many different ethnicities, you won't be able to find even the simplest items - eg, mudcloth
Results from the U.S. Census Bureau's 2000 report show that the nation's combined minority could eventually become its majority.

As we move toward this more diverse culture, many companies are taking steps now to capture their share of this emerging and profitable consumer base. In order to capture this audience, more companies need to realize that they must first market directly to these consumers.

Traditionally having been excluded from the majority of society, many minorities feel as if their wants, needs, and tastes are unimportant. Initially, the music industry made the same error with rap and hip-hop music. Now, it is the most popular form of music among American youth, of all races.

One day, I hope to be able to find pillows made of vivid African print fabrics as easily a I find floral-patterned pillows. What's ironic to me is retailers don't realize that these items have mass appeal. I have friends from many different races, and they are as likely to buy a mudcloth pillow as I am.