From the home office to the pantry, Americans are purchasing products to beautify and structure their lives
Port Washington, NY, November 19, 2020 – In a year where many American’s have had more time at home than usual, as a result of COVID restrictions, home projects and organization became a way to stay busy. Enter the aptly timed book and Netflix series, “The Home Edit Life,” igniting a home organization craze with tips for consumers to “edit, categorize and contain their clutter to create stunning spaces.” But authors and organizers Clea Shearer and Joanna Teplin are driving the sales of more than just their book, as consumers invest in home organization products to beautify and tidy up everything from their home office to their kitchen pantry inspired by the trend, according to The NPD Group.
Since its publication on September 15, 2020, “The Home Edit Life,” has sold more than 100,000 copies and is the top-selling book in the home cleaning, caretaking and organizing subject in 2020, followed by Marie Kondo’s “The Life-Changing Magic of Tidying Up.” According to BookScan®, book unit sales in the home cleaning, caretaking and organizing subject doubled on a unit basis in the third quarter of 2020 compared to the second quarter, driven by the success of “The Home Edit Life.”
Products tied to organization drove growth in the office supplies industry from April- September, as consumers took on home projects during lockdown and were later inspired by “The Home Edit Life.” The storage category was up 9% year-over-year for the 6 months ending September and 13% year-over-year for the month of September alone. Presentation boards, made up by dry erase boards, chalk boards, clip boards, tack boards and others, increased 19% in revenue from April- September and 36% in the month of September. Among the top growing subcategories in September were all other filing and storage such as storage boxes and totes (+20%); combo boards (+73%); and shredders (+34%)1.
“With many Americans foregoing their typical schedules, travel plans, and activities due to stay-at-home orders and other pandemic-related restrictions home organization became a hobby for some and a priority for others to get the most out of their space,” said Leen Nsouli, NPD’s office supplies industry analyst. “The Home Edit philosophy has refueled the trend we saw begin at the onset of the pandemic and likely inspired parents to better organize their home for remote working and remote learning, a trend we will likely continue to see as we head into the winter and lockdowns potentially return.”
In the kitchen, sales of food storage products increased by 27% year-over-year for the 6 months ending September 2020, and 17% year-over-year in September. All segments of food storage have been growing, with canisters/jars leading the way1.
“As a result of COVID, many consumers are eating more of their meals at home, taking up hobbies like cooking and canning, thus also wanting to better organize their kitchen and pantry areas,” said Joe Derochowski, NPD’s home industry advisor. “Being able to functionally – and beautifully – store the foods consumers are buying and preparing has become more important than ever since we are spending so much time in these areas of our homes.”
1Source: The NPD Group/ Retail Tracking Service