At-Home Living Will Drive 15% Growth in U.S. Appliance and Housewares Sales This Holiday, Reports NPD

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“This year the holidays will be as much, if not more, about the time we spend at home than the time we spend with others,” said Joe Derochowski, home industry advisor at NPD.

U.S. sales of home products hit historic highs while much of the country was mandated to shelter-at-home, and as consumers continue to spend more time working, learning, and other aspects of living at home, sales are expected to continue to outpace 2019 results through this holiday season. The NPD Group’s Future of Home report predicts 15% year-over-year dollar growth for the industry during the fourth quarter of 2020.

“This year the holidays will be as much, if not more, about the time we spend at home than the time we spend with others,” said Joe Derochowski, home industry advisor at NPD. “In preparation for the holidays, and colder weather across many regions of the country, consumers will be looking to give and get products that both facilitate and enhance their altered celebrations and increased in-home activities.”

Growth Expectations by Home Super Category    
Q4 2020 YOY Growth Forecast

Kitchen Electrics: +19%
Non-Electric Housewares: +13%
Home Environment Appliances: +20%
Personal Care Appliances: +2%

Source: The NPD Group / The Future of Home, September 2020

While each segment of the home industry can anticipate growth through the holiday season, it is the gifts to help family and friends stay groomed and fed that top the list of anticipated home-related gifts to give for many consumers* – electric toothbrushes, food storage, cookware, air fryers, bakeware, facial hair shavers, fans, curling irons, hair dryers, and kitchen gadgets. This continued expansion of daily living needs will bring end-of-year growth that is stronger than most years, but it will also be tempered from what was seen since the start of the pandemic.

“There are three levers for growth that can be engaged during the holiday season – gifting, special occasions, and daily living,” added Derochowski. “In addition to simplifying everyday tasks, the home industry has an opportunity to help the consumer elevate this year’s holiday meals and celebrations in spite of today’s limitations, and create an in-home experience that goes beyond the ‘everyday’.”

Source: The NPD Group / The Future of Home, September 2020
*Source: The NPD Group/Future of COVID-19 Custom Survey, weeks of Aug. 24 – Sept. 14, 2020

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