‘Tis The Season To Be Shampooing The Carpet

The phrase “filthy rich” gains fresh resonance in a spring-cleaning poll by Opinion Research Corp. Most adults (79 percent) said they intend to do some sort of spring cleaning. However, people with household income under $50,000 planned to spend significantly more time tidying up (9.2 days) than those with income above that threshold (6.6 days). Predictably, women were more likely than men to say they’d engage in spring cleaning (82 percent vs. 75 percent). Those of you who’ve never waxed a piece of furniture in your life (and you know who you are) may be astonished to learn that half your compatriots view it as a regular chore. More broadly, the timing of all this work is a mystery. Wouldn’t it make more sense to clean the house prior to winter (when you’re stuck indoors) than prior to the warm months (when you spend lots of time outdoors)? Be that as it may, this flurry of activity must be a boon for marketers of household cleaners. What do consumers look for in such wares? Fifty percent chiefly seek a product that “does the job.” Twenty percent want a cleaner they “can use for multiple tasks”; 14 percent seek one that “doesn’t hurt the environment”; 8 percent care most that the “price is right.” Notwithstanding all those ads in which smiling housewives sniff their household cleaners, just 5 percent said they’re most keen on a product that “smells good.”