Food processors, glassware see gains Purchases of housewares were up significantly in the second half of 1985, with glassare, microwave cookware, metal bakeware, food processors and electric mixers showing the greatest gains from the 1985 period.
According to Consumer Track, HFD’s semi-annual survey of consumer purchases and purchase intentions, purchases of all but two of the 19 products tracked were ahead of or even with the levels recorded in the year-ago period.
More of the households surveyed bought housewares in the second half of 1985 than bought in the second half of 1984. In fact, 59 percent of the households responding to the survey said they made a housewares purchase in the six months, up from 53 percent the year before.
The survey confirmed the importance of Christmas gift giving as well. More than half of the households (59.6%) that bought housewares in the period said a purchase was made in December. And, when asked whether they purchased for themselves or someone than one-third (40.2 percent) said they made a gift purchase.
Consumer Track also found that:
— More than half of the purchasers (51.7 percent) bought just one of the 19 products tracked.
— Microwave cookware once again was the top purchase, followed by coffeemakers, metal cookware, curling irons/brushes and everyday glassware.
— The average price paid for the products declined in 10 categories and rose in the remaining nine.
— Discounters continued to dominate the business, with 51 percent of purchasers saying they patronized a discount store in the six months.
— Department store’s share of the business remained stable in the six months, but catalog showrooms lost ground.
There were 6,278 households responding to the purchase portion of the survey, and 3,705 of them, or 59 percent, said they made a purchase in the second half of 1985.
Coffeemakers were the top purchase in small appliances, followed by curling irons/brushes, hair dryers, irons and can openers. In non-electrics, microwave cookware came out on top, followed by metal cookware, everyday glassware, metal bakeware and knives.
Some of the biggest categories also saw the biggest gains in purchases. In small appliances, the categories that had the greatest percentage increases from the second half of 1984 were food processors (39.3 percent), mixers (37 percent), coffeemakers (19.6 percent), irons (19.4 percent), hair dryers (17.8 percent) and can openers (16 percent).
In non-electronics, the categories that had greatest percentage increases were everyday glassware (50.2 percent), microwave cookware (39.6 percent), metal bakeware (39.1 percent) and metal cookware (31.9 percent).
The only categories that showed a decline in purchases from the second half of 1984 were hand–held vacuum cleaners and full-sized vacuum cleaners.
Purchases held even with year-ago levels in two categories, curling irons/brushes and non-electric knives. Purchases were up in the remaining 15 categories.
The survey, confirming the impact Christmas gift-giving has on purchases of housewares, showed that more than one-third of purchasers said they bought a housewares product as a gift. The products that had especially high “gift profiles” included hand–held vacuum cleaners (46.6 percent purchased as a gift), wall clocks (39.8 percent), non-electric knives (38.7 percent), digital alarm clocks (35.5 percent), and electric can openers (35.2 percent).
The survey also showed that in every single category more products were purchased in December than any other single month. Indeed, more than half of the food processors (64.3 percent), hand–held vacuum cleaners (56.2 percent), and electric mixers (54.9 percent) were purchased in December.
The average price paid for housewares declined overall in the six months from $32.24 to $29.91. Looking at the categories, the average price declined for 10 of them and rose for the remaining nine.