NPD Reports Positive Gains For Q4 Small Appliance Sales

According to The NPD Group, Inc., small appliance sales posted positive dollar and unit sales figures in the fourth quarter 2009, compared to the same period in 2008.
Major appliance unit and dollar sales also showed positive gains for Q4.
Small appliances gained a 4% increase in dollar sales and a 6% increase in unit sales overall, versus Q4 2008, according to NPD’s consumer tracking service.

Small kitchen electrics posted dollar sales up 14% and unit sales up 20% in Q4 2009. Upright vacuums, drip coffeemakers and heaters were the top three small appliance categories (based on dollar sales) in Q4 2009, compared to Q4 2008.

Average selling prices were down 2% across small appliances with the largest declines in small kitchen electrics, which declined 5%, according to NPD. Home environment products stayed relatively flat, down 1% in average price overall, while personal care prices declined almost 3%.

Categories that saw selling price increases included coffee/espresso makers, with a 20% increase in average selling price; home hair clippers, up 17%; and canister vacuums, up 9%, the NPD report said.

“Overall, these results are indicators that the economy and appliance industry are moving back in a positive direction, but consumers are a bit slow to accept the idea that the recession is ending, if not over,” said Peter Goldman, president of NPD’s home division. “Consumers remain cautious in their spending, looking at lower price options, but the key is to provide them with products that ultimately give them a sense of value,” said Goldman.