You are here
According to the NPD Group, Inc., a market research company based in Port Washington, N.Y., three in 10 (32 percent) of housewares consumers are buying dinnerware as gifts, making it the No. 1 category for gifting in this industry. The second most popular category gift category is beverageware, at 20 percent. In both cases, 80 percent of these gift purchases are coming from casual segments. This is according to data from August 2008 through February 2009 from NPD’s newly launched housewares consumer tracking service.
When it comes to purchasing housewares gifts, consumers are motivated by good deals, overall appearance and products that are easy to clean. Of note, dinnerware, flatware, and cutlery gift purchases are also more likely to be made when these items are on sale.
More specifically, this new service shows that consumers ages 45 to 54 years old are the most likely age group to purchase housewares products as gifts. The products they are most likely to spend their money on are cookware (35 percent), dinnerware (32 percent) and bakeware (21 percent). The data also reveals that this segment prefers to shop at stores, vs. other shopping methods for gifts.
“We have learned that today’s consumers seek casual, affordable, and convenient solutions when shopping for housewares gifts, and when targeting the 45-to-54-year-old segment, brick-and-mortar stores are still the preferred shopping destination,” said Peter Goldman, president of NPD’s Home industry sector. “This may be seen as a small piece of good news for retailers who are vying for traffic in their stores.”
The NPD Group provides comprehensive consumer and retail information for a wide range of industries, including automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, visit www.npd.com.