More U.S. Consumers Are Purchasing Home Products Online, Reports NPD

Port Washington, NY, July 17, 2018 — More U.S. consumers are purchasing home-products online, according to The NPD Group, a leading global information company. While in-store sales still dominate with approximately two-thirds of dollar sales across the primary home-products industries*, the percentage of the online buyers who are purchasing small home appliances, housewares, home textiles, and major home appliances is on the rise.  

Between 17 and 20 percent of the U.S. online buying population purchased home textiles, housewares, and small appliances online in 2017, and approximately 2 percent bought higher priced major home appliances through e-commerce. NPD’s Checkout E-Commerce Tracking, which is based on information collected from more than three million consumers through data provided by our partner Slice Intelligence, reveals that each of these segments grew when compared to 2016. 

“E-commerce is an increasingly important part of the home industry’s channel strategy,“ said Joe Derochowski, executive director and home industry analyst at NPD.“As consumer expectations around convenience, product assortment, and value elevate, so will our industry’s online opportunities.”

Although people are buying more for their homes online, products for the home are not ones purchased as frequently through e-commerce as compared to other industries. Online buyers only purchased small appliances, housewares, and home textiles products online an average of two times in 2017, and major appliances once – leaving room for growth for both manufacturers and retailers to get shoppers to purchase more frequently. 

“The equation for success goes beyond a traditional view of brick vs. click – it’s about understanding how to reach more buyers, get them to buy with more frequency, and give them a reason to spend more on what they purchase,“ added Derochowski.“Regardless of channel, we need to focus on innovative products, and innovative approaches.”

Source: The NPD Group / Checkout E-commerce Tracking 

*Source: The NPD Group / Consumer Tracking Service, small home appliances and housewares

Checkout delivers the most comprehensive view of consumer purchase behavior for general merchandise categories, across all retailers over time, to help you understand how to adjust your marketing to fuel growth. Checkout E-commerce offers the most complete and accurate view of the online channel – 600+ e-commerce retailers including Amazon, Walmart, top industry specific retailers, direct-to-consumer and emerging players. Information is collected from more than 3 million consumers, through data provided by our partner Slice Intelligence and NPD’s own proprietary receipt-harvesting mobile phone app.


Related Press Releases

Blended Retail Shopping is Heating Up the Holidays, NPD Says
Blended Retail Shopping is Heating Up the Holidays, NPD Says

Three-quarters of consumers plan to do at least some of their holiday shopping online this year, making the blending of online and in-store a retail focus.

Nearly Half of U.S. Smartphone Owners Report Shopping on Their Device
Nearly Half of U.S. Smartphone Owners Report Shopping on Their Device

The role of the consumer device is evolving, as content that was once the domain of the computer continues to migrate to smartphones. In fact, 45 percent of smartphone users now report they shop online via their device.

Traditional Retailers Are Gaining Ground in Online Sales of High Ticket Tech Items, Reports NPD’s Checkout
Traditional Retailers Are Gaining Ground in Online Sales of High Ticket Tech Items, Reports NPD’s Checkout

According to NPD’s Checkout, 29 percent of U.S. online CE dollar sales were made through traditional retailer websites for the 12 months ending June 2018. During this timeframe, they gained online dollar share primarily in high average sales price segments, spanning products such as TVs, PCs, tablets, and printers.

Women’s Jeans Sales Are Up in the U.S. Proving That Athleisure Wear and Denim Do Co-Exist in the Same Wardrobe
Women’s Jeans Sales Are Up in the U.S. Proving That Athleisure Wear and Denim Do Co-Exist in the Same Wardrobe

Denim manufacturers took note that U.S. consumers — even the most fashionable ones — like the comfort of activewear and followed suit. Their efforts have paid off with a 9 percent increase in sales of women’s jeans in the year ending July 2018 compared to year ago, according to The NPD Group.


Press Contact

Janine Marshall
516-625-2356
janine.marshall@npd.com

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

Want more?

Complete this form to hear from NPD.


npd.com | © 2018. The NPD Group, Inc.

Follow Us on