NPD: Online a Growth Engine for Floor-Care Sales
March 20, 2013,
PORT WASHINGTON, N.Y.-Web sales of floor-care products rose 31 percent in 2012, according to a study by The NPD Group.
In addition, according to the research firm, the average price point for a floor-care product sold online was 50 percent greater than average in-store prices last year. "This is rooted in consumers' interest in researching these higher-end products and their limited distribution in traditional brick-and-mortar stores," said Debra Mednick, NPD's executive director and home industry analyst.
Higher-priced floor-care products also fueled the category at brick-and-mortar stores, NPD said. "Products priced between $150 and $249.99, $250 and $349.99, and $500 and above all posted unit growth, outpacing the overall floor care market," the company said.
The specialty-store, warehouse-club and hardware/home-center retail channels benefited in particular from floor-care sales last year, with these channels expanding their market share in the category at the expense of mass merchants and national chains, NPD said.