Housewares Plays Key Role In Black Friday, Cyber Monday Promotions

With initial reports indicating that holiday shopping over the Thanksgiving holiday weekend into Cyber Monday was strong, it appears that housewares played a key role in the positive sales momentum in stores and online.

Although specifics on sales figures are not yet available, a host of retailers at the start of the holiday shopping season featured various housewares in their television, digital and print advertising efforts. Products such as multi-cookers, air fryers, stand mixers, robotic vacuums and cookware were prominently featured.

“Retailers understood how huge a product like Instant Pot was last year and that housewares overall is the industry that grew the fastest,” said Joe Derochowski, executive director, home & appliances, with The NPD Group.

When looking at the overall promotional efforts of retailers beginning with Black Friday promotions and into Cyber Monday, Derochowski said he feels chains did a better job of using their stores, websites and sales circulars to highlight key sale items and get the word out to consumers.

He also noticed a shift in when retailers promoted key housewares items. For example, Derochowski said this year products traditionally seen in Black Friday promotions such as KitchenAid stand mixers and Keurig coffeemakers were shifted to Cyber Monday sales.

In addition, Derochowski also noted the continued expansion of Black Friday and Cyber Monday sales. No longer are sales tied to the days of the week for which both are named. Now, both monikers are used to highlight key holiday promotions.

“Black Friday used to be a single day filled with early morning shopping frenzy and busy traffic all day where consumers were pining to purchase items at bargain prices,” he said. “Today, Black Friday is about something bigger. It’s about bargain shopping spread over multiple days and shopping platforms.”