SOURCE: Yellow Pages Association

Yellow Pages Association

November 02, 2009 09:00 ET

Holiday Time Is "Peak Dry Cleaners Season," Americans to Make More Than 24 Million Yellow Pages Searches Annually

BERKELEY HEIGHTS, NJ--(Marketwire - November 2, 2009) - Holiday time calls for festive outfits, good food and cheer. Often times the cheer goes a little overboard and it's important to have your dry cleaner on speed dial.

Americans nationwide will turn to the Yellow Pages to help prepare and save garments from holiday festivities with more than 24 million searches annually(1). Sixty percent of shoppers flip to the Yellow Pages without a specific name in mind and 87 percent follow up with a purchase(2).

Most frequently dry cleaned items include coats, suits, jackets, formal gowns and tailoring or alteration requests. During the holiday season, many Americans look to their local dry cleaner for help saving their favorite table linens and holiday wear.

The Drycleaning & Laundry Institute (DLI) has provided tips on how to pre-treat common holiday stains in case things get a bit out of hand.

--  Wine and coffee - Lightly touch the stain with an absorbent towel to
    draw up liquid; blotting can spread the stain. After dinner, rinse with
    cool water and treat with a mild detergent and white vinegar.
--  Cranberry - Rinse with cool water and treat with a mild detergent and
    white vinegar before washing.
--  Salad oil - Cover a big spill at the table with absorbent powder and
    shake off after supper.  Apply a mild detergent mixed with household
    ammonia as soon as possible. Wait 5-10 minutes and wash in the hottest
    water safe for the fabric.
--  Candle wax - Gently lift off the larger pieces and treat with a
    solvent-based stain remover product. Wash in the hottest water that is safe
    for the fabric.
    

Time is of the essence according to Brian Johnson, director of technical services of the DLI. "It is always best to wash stained items or take them to your cleaner as soon as possible. If your table linens are colored or have colored embroidery check for colorfastness before using the various stain removal products. Anytime a stain is not washed out before drying it can become more difficult to remove."

Local Independent Dry Cleaners Drive Yellow Pages Usage

When referencing the "Dry Cleaners" Yellow Pages heading, 90 percent of consumers are looking for a local dry cleaner(1). There are approximately 30,000 dry cleaning stores in the U.S. DLI reports most of these businesses are single-facility, family-owned operations.

"The big chains are the most accessible," Johnson said. "They often send out flyers and purchase TV spots. There is less information on independently owned dry cleaners, which is probably why so many consumers turn to the Yellow Pages for local dry cleaners."

"Owners of independent dry cleaners know that Yellow Pages advertising will reach the local consumer, as well as achieve a superior return on investment," said Larry Small, director of research for the YPA. "The average return on investment received from local display ads at the dry cleaning heading is $8 of sales revenue for every $1 spent on advertising(2)."

Young Female Americans Most Often Reference "Dry Cleaners"

Those most likely to reference the "Dry Cleaners" heading are 25- to 34-year-old females with a college degree and household incomes between $60,000 and $100,000(2). They also tend to be mobile, having moved at least two times in the past five years.

For more information on Yellow Pages headings, visit http://www.ypassociation.org/.

(1) Knowledge Networks/SRI, July 2009
(2) CRM Associates 2008

About The Yellow Pages Association

The Yellow Pages Association (YPA) (http://www.ypassociation.org) is the largest trade organization of a print and digital media industry valued at more than $31 billion worldwide ($13 billion in the U.S.). Association members include Yellow Pages publishers, certified marketing representatives (CMRs), and associate members (a group of industry stakeholders that include Yellow Pages advertisers, vendors, and suppliers).

About The Drycleaning & Laundry Institute

The Drycleaning & Laundry Institute (DLI) has been the premier international trade association for garment care professionals since 1883. Representing over 10,000 retail dry cleaning facilities in the United States alone, DLI is the world's leading professional garment care organization.

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