4. Why would IKEA continue to print millions of catalogs every year, while other retailers are eliminating printed catalogs in favor of online and in-store shopping? No matter where you live, no matter what kind of household you live in—married with children, samesex couple, single, single parent, or just roommates—

IKEA wants to be “your partner in better living.” The Swedish retailer rings up $33 billion in sales through 284 stores in 26 countries, offering stylishly designed furniture and quality housewares at affordable prices.

In fact, IKEA continues to lower prices year by year on popular items so it can both attract new customers and stimulate repeat business, even among consumers whose household incomes are stalled or falling.

Offering a range of good-better-best products widens the store’s appeal to consumers setting up new households, families getting ready for new babies, families where children regularly travel from one parent’s household to another, and households that are buying on a limited budget.