Retailers, or anyone else in contact with consumers, have an interest in the singles population because of their growing numbers. In 1960, when the marriage rate was particularly high, there were not quite 41 million singles in the U.S. Today there are almost 77 million, approximately 43.1 % of the population.

For purposes of this study, singles are defined as the never-married, the divorced, the widowed and everyone from age 15 who is not now married. While the total number of singles has nearly doubled since 1960, the number in the 25-39 age group has nearly tripled. In this same age group, four times as many singles maintained their own households in 1983 as in 1970.

The large number of singles between the ages of 25-39 are having a profound influence on society. At each stage of development, this baby boom generation has forced the age groups above it and those below it to adjust to its needs. Explained one study participant: "I think that economically our group has been one that has been sought after as far as our wants and needs are concerned. As time goes by, I suspect that will continue to be true. As we grow older, there'll probably be more facilities for older people. I think we probably have more concern because of our numbers."

Because of the large size and influence of the 25-39 year old singles population, the study was limited to this age group and further limited by income. For men, the income parameters were set at $25,000-50,000. For women they were set at $17,000-50,000. The parameters vary because statistically there is a verifiable disparity between the incomes of men and women. This income group controls a large portion of the discretionary income of singles.

Singles reside mainly in metropolitan areas so focus groups were conducted in or near five major cities across the country: Chicago, Denver, Houston, Los Angeles and Washington, D.C. Separate focus groups were...