NPD: Housewares Poised For Holiday Season Sales Gains

The Future of Home report from The NPD Group looks ahead to 16% growth in small appliance sales and 13% growth in non-electric housewares for the 2020 holiday season, along with other ideas about how the end-of-year time frame will proceed.

In a blog post, Joe Derochowski, NPD vp/industry advisor, home, noted that some basic elements need consideration when looking ahead at the holidays. So, with no real overstatement, it’s fair to say everything that’s happening is happening at home including working and learning, which generates more household meals with various products benefiting from various meal occasions. Among those he noted were single-serve coffeemakers for use in the breakfast portion. But other products are benefiting for other reasons such as robotic vacuums that can do the domestic work while their purchasers take care of business even at home.

Consumers are also looking at creative ways to connect, concocting occasions such as virtual happy hours and generating a need for home cocktail-making accessories. They also are looking to give gifts that are practical but attractive. In the Great Recession, gifts given focused on merchandise that the giver recognized that recipients might need but, troubled by the uncertainty of the times, might not purchase. So products such as massaging appliances should get a second look for thoughtful gift-givers.