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NPD: Tabletop Online Sales Stack Up In 2013

Online sales of tabletop products reached $343 million in the 12 months ending February 2014, a 31% increase over the prior year. Dinnerware, beverageware and flatware sold online now represents 17% of total tabletop sales. Table linens are following similar online sales trends.

“The ‘touch and feel’ nature of tabletop categories could limit e-commerce growth among first-time purchasers, but the online vehicle naturally lends itself to the visual aspect. E-commerce adoption within the tabletop market is particularly valuable for brick and mortar retailers, allowing them to keep inventories otherwise limited in-store, and guide their customers to the option of placing an online order while in the store,” said Debra Mednick, executive director and home industry analyst. “This is an important shift for the tabletop market to monitor, indicating expanded exposure to a new kind of consumer.”

Online sales for segments of the tabletop category break down as follows: Online sales for dinnerware now make up 20% of category sales, a 40% change from last year. Online sales of beverageware now cover 13% of total sales, a 29% increase over last year. Flatware online sales have increased 5%, and now make up 13% of total sales for the category. Table linens have seen online sales increase 23% since last year, now making up 10% of total sales in the category.