Despite the reported downturn in the economy, American consumers are spending more and more of their disposable income on their homes. What are we buying? Everything.

Curtains, linens and domestics, major and small appliances, furniture, rugs and floor coverings come to mind. Then there's kitchenware, house wares and decorative accessories. And don't forget home improvement products such as hardware, tools, lawn and garden supplies, lumber and paint and wallpaper.

American consumers spent about $585 billion at retail in 2000 on all kinds of items for their homes, nearly 27 percent more than 1999 sales of $551 billion That's according to The Home Report, 2001: The Market, the Competitors, the Trends, a research report from Unity Marketing.

In Texas, the nursery industry alone accounts for nearly 9 percent of all agricultural production value. Total Texas nursery sales are $1.2 billion annually. But what accounts for this spending spree on the home?

"The home has become the most desired status symbol for Americans, and as such, a growing portion of the American family's discretionary spending is budgeted for the home," said Pam Danziger, president of Unity Marketing.

"Manufacturers and retailers of home products are responding to this trend by expanding their range of product and price offerings, from luxury, midrange to promotional," continued Danziger. "They are focusing on improving quality and applying technology and the latest manufacturing techniques to get new home products to market faster and to give consumers enhanced product features they demand.

"Finally, the home market has been transformed from a largely functional to a fashion business, thus allowing consumers to dress and decorate their houses like they dress and accessorize themselves. Today's consumers have so many more choices that they can truly surround themselves with home products which reflect their tastes, values and sensibilities," Danziger concluded.