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Appliance Gifts: Consumers Spend Top-Dollar on Wedding Occasions
Jul 11, 2013
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From June 2012 through May 2013, U.S. consumers bought $1.8 billion in small appliances to be given as gifts, according to NPD Group data.

The market researcher said that $112 million of gift purchases were wedding-related: gifts for engagements, bridal shower, and weddings. Average prices paid for these gifts were 39% higher than gifts for other occasions.

"While the holiday season accounts for more than half of the annual small appliance sales, weddings present a unique opportunity for recipients to request premium products at a special time in their lives when friends and families are likely to splurge on presents, regardless of available promotions," said Debra Mednick, NPD Group executive director and home industry analyst.

The top gifted small appliances for bridal occasions, NPD said:
* electric knives
* espresso makers
* stand mixers
* waffle makers
* garment steamers

The top gifted small appliances for all occasions, NPD said:
* massaging appliances
* snow-cone makers/ice shavers
* popcorn makers
* stand mixers
* waffle makers

The market research firm said that gifts made up 12% of total sales of small appliances in the United States. Consumers tend to spend 7% more on a gift appliance than they would spend on themselves.

NPD said 15% of total small appliance sales dollars were spent online during the period of June 2012 through May 2013. In that time period, 20% of dollars spent on small appliance gifts were spent online. Bridal occasion gifts commanded an even larger share of appliance gift dollars spent.

The average price of an online small appliance purchase was 56% higher than the price of a brick-and-mortar store purchase. The already higher-dollar bridal occasion gift purchases went up even more--14%--when the gifts were bought online.

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