Survey Exposes America's Dirty Cleaning Secrets: Infrequent Vacuuming And Shortcuts Leave Dirt And Dust Behind

Homekeeping Expert and Author Julie Edelman Partners with Kenmore Brand to Offer Time-Saving Tips to Clean Homes Right

HOFFMAN ESTATES, Ill., Oct. 22, 2012 /PRNewswire/ -- America has a dirty secret – and it's lurking in our homes. A recent Kenmore brand survey found nearly half of Americans (49 percent) say that when it comes to vacuuming they cut corners by skipping areas underneath or behind furniture. Some clean only when they see visible dirt on the floor. That means they might be missing the 100,000 dust mites on the average square yard of carpet[i]. With fall allergy season upon us and holidays just around the corner, renowned homekeeping expert and author of The Accidental Housewife Julie Edelman says now is the perfect time to bring these dirty secrets out into the light of day and tackle dirt and dust in our homes.

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Edelman suggests that when it comes to keeping your home clean it really starts at the ground floor. According to the Kenmore survey, 50 percent of Americans occasionally or never take off their shoes before entering the house. To combat dust, dirt and allergens from being tracked through the house, create a no shoes rule in your home and place a mat at all entryways. Also, use a vacuum certified "asthma and allergy friendly" by the Asthma and Allergy Foundation of America (AAFA). As the first vacuum brand to receive this AAFA recognition, the Kenmore® Intuition Upright Vacuum uses both bags and filters that are HEPA certified to assist with better air quality. HEPA cloth bags capture 99.97 percent of all dirt, dust and allergens to meet the HEPA standard.

"I'm all about making housework a pleasant experience but it seems most of today's vacuums care more about looks versus getting the job done," said Edelman. "Having clean floors not only looks great, but it also prevents the spread of dust mites that cause allergies. Selecting the right vacuum can lead to a healthier, cleaner home, and give you more time to do the activities you enjoy, rather than doing chores."

The latest data indicates upright vacuums are most popular – they're found in 67 percent of American homes. 45 percent of those upright vacuums are bagless; however, bagged vacuums have major advantages. For instance, when bagless dust containers are emptied into the trash they cause dirt, dust and allergens to escape into the air, and ultimately back on the floor you've just cleaned. In addition, bagged vacuums typically cost a few hundred dollars less than bagless vacuums that may offer less power.

Entertaining guests and the changing seasons drive cleaning regimens. A quarter of Americans describe their cleaning style as minimalist, only cleaning for company or seasonally in the spring or around holidays. However, when it comes to cleaning floors, vacuuming should be done once a week with a powerful vacuum. More power, at least 200 airwatts, means more airflow and ultimately greater suction. Also opt for vacuums with a motorized agitating head. The Kenmore Intuition Upright Vacuum combines these two features offering a one-two punch combination for the most airflow and making it the most powerful upright vacuum among leading brands of upright vacuum cleaners[ii], with 300 average airwatts.

"Kenmore vacuums are all about being tough on dirt whether through a powerful motorized head, HEPA certified bags and filters, or simply keeping dirt in a bag during dust disposal," said Michael Castleman, president, Kenmore, Craftsman and DieHard and SVP Sears Holdings. "We're offering powerful and efficient cleaning solutions so our customers have optimal home experiences. In other words, we're treating dirt like dirt."

Product highlights for the Kenmore Intuition Upright Vacuum include:

  • 3D inducer motor is the most powerful Kenmore® vacuum motor with 20 percent more air power than other Kenmore models
  • Beltless Direct Drive® three motor provides superb cleaning performance, while eliminating the need to purchase replacement belts, which saves you money
  • Electronic dirt sensor alerts you to the dirt you can't see
  • Power-flow dual-chamber bag system sustains the vacuum's performance as the bag fills with dirt
  • HEPA filtration not only captures 99.97 percent of all particles down to 0.3 microns in size but also cleans exhaust air
  • MSRP: $299.99

Additional Kenmore Survey Findings:

  • Nearly half of Americans (49 percent) say they cut corners by skipping areas underneath or behind furniture and clean only when they see visible dirt on the floor. Actually, more women (36 percent) report cutting corners than men (29 percent).
  • One in 10 Americans says it takes an expected guest to prompt them to vacuum.
  • The older you are, the more likely your kitchen floor is the dirtiest floor in your house. As age increases, so too does the percentage of Americans who report that their kitchen floor is the dirtiest in the house (41 percent of 18-34 year olds vs. 53 percent of 55+).
  • One-third of women age 18-54 say every day is cleaning day, while half of women 35 and older call themselves weekly cleaning warriors.
  • More than a quarter of Americans dislike emptying a bagless vacuum dust canister.

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Methodology: The Russell Omnibus was conducted online from September 21 – September 24, 2012 among 1,029 online adults across the United States.  Figures for gender, age, and geography were weighted where necessary to match their actual proportions in the population.


About Sears Holdings Corporation

Sears Holdings Corporation is a leading integrated retailer with over 2,600 full-line and specialty retail stores in the United States and Canada and the home of ShopYourWay, a social shopping experience where members have the ability to earn points and receive benefits across a wide variety of physical and digital formats through  Sears Holdings is the leading home appliance retailer as well as a leader in tools, lawn and garden, fitness equipment and automotive repair and maintenance. Key proprietary brands include Kenmore, Craftsman and DieHard, with a broad apparel offering, including such well-known labels as Lands' End, the Kardashian Kollection, Jaclyn Smith and Joe Boxer, as well as Sofia by Sofia Vergara and The Country Living Home Collection. We are the nation's largest provider of home services, with more than 15 million service and installation calls made annually and have a long-established commitment to those who serve in the military through initiatives like the Heroes at Home program. We have been named the 2011 Mobile Retailer of the Year, Recipient of the 2012 ENERGY STAR® "Corporate Commitment Award" for Product Retailing and Energy Management and one of the Top 20 Best Places to Work for Recent Grads. Sears Holdings Corporation operates through its subsidiaries, including Sears, Roebuck and Co. and Kmart Corporation.  For more information, visit Sears Holdings' website at Twitter: @searsholdings | Facebook:

About the Kenmore brand

The Kenmore Brand is an industry leader in delivering trusted performance in the home with smart and stylish appliance innovations that help consumers do things quicker, easier and better. Recognized as a top appliance brand for nearly 100 years, the Kenmore Brand continues to give consumers more time, efficiency and better results for better living with industry-leading products across small and large appliance categories. The brand recently took on a major overhaul re-launching and revamping packaging, product, marketing and social media efforts with the promise of consistently delivering more.  The brand also introduced the Kenmore Craftsman Live Brand Experience is an interactive space in the heart of Chicago equipped to stream innovative experiences and events live online via the Kenmore brand's Facebook page.  For more information, log on to or



[ii] Among the leading brands of upright vacuum cleaners rated based on ASTM F558


Media Contacts:

Larry Costello

Sears Holdings Corp.

(847) 286-9036

Leah Eisenstein

Zeno Group for Sears

(312) 396-9766


SOURCE Sears Holdings Corporation

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