Posted 4/21/2009 - 3:56:23 PM

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What are these?

According to The NPD Group’s housewares consumer tracking service, from August 2008 until February 2009, dinnerware was the number one housewares category sold as giftware. NPD’s research concluded that three in 10 (32%) consumers purchased dinnerware as gifts. The second most popular gift category is beverageware at 20%. In both cases, 80% of these gift purchases come from casual segments.

When it comes to purchasing housewares gifts, consumers are motivated by good deals, appearance and easy-to-clean products. As a result, dinnerware, flatware and cutlery gift purchases are more likely to be made when these items are on sale.

NPD’s housewares consumer tracking service shows consumers ages 45 to 54 years old are the most likely age group to purchase housewares products as gifts. The data also reveals that this segment prefers to shop at stores, versus other shopping methods for gifts.

“We have learned that today’s consumers seek casual, affordable, and convenient solutions when shopping for housewares gifts, and when targeting the 45- to 54-year-old segment, brick and mortar stores are still the preferred shopping destination, said Peter Goldman,” president of NPD’s Home industry sector. “This may be seen as a small piece of good news for retailers who are vying for traffic in their stores,” Goldman added.