NPD: Appliance sales up in Q4

PORT WASHINGTON, N.Y. In another sign that consumer confidence may be improving, The NPD Group reported that both major and small appliance sales posted positive dollar and unit sales figures in the fourth quarter (October to December) of 2009, compared with the fourth quarter 2008.

Both unit and dollar sales for major appliances were up 5.5% over Q4 2008, according to NPD’s consumer tracking service.  Dishwashers, microwaves, and washing machines all fared particularly well in terms of unit sales, with microwaves, dishwashers, and refrigerators (excluding compacts) each garnering double-digit dollar growth, NPD reported.

Refrigerators (excluding compacts), the largest of the major appliance categories, were up 10%, top mount models increased 21%, and French door and bottom mount refrigerators were up 33% and 37% respectively, generating the largest dollar growth among refrigerator types. Microwave sales posted an 18% increase in dollars, while dishwashers increased by 16% in Q4 2009.

“This clearly demonstrates the positive results achieved by many retailers featuring major appliances in their Black Friday ads,” said Mark Delaney, director of NPD’s home division. “In many cases appliances were used as ‘door buster specials’, something that has only started to happen in the past two years. Also, increases in sales of appliances that consumers report as being more replacement in nature, like dishwashers, bodes well for appliance, retailers, and manufacturers alike in the upcoming year,” said Delaney.

Small appliances did just as well as major appliances in the retail sector, garnering a 4% increase in dollar sales and a 6% increase in unit sales, versus Q4 2008, according to NPD’s consumer tracking service.

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

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