Small Electrics Big for Holiday Gifts, Says NPD
December 1, 2011,
PORT WASHINGTON, N.Y.-Ten percent of the purchases of small kitchen electrics between November 2010 and October 2011 were as gifts for Christmas or Hanukkah, according to the results of a survey by The NPD Group.
The survey, whose results were released by the research firm's Consumer Tracking Service, also found that, in spite of promotions, the average selling price for small electrics is the highest in the month of December. In addition, consumers spent an average of 14 percent more on small electrics purchased as gifts than they did on items bought for themselves.
In other results, 10 percent of small kitchen electrics during the survey period were purchased online. Stand mixers represented 13 percent of online small-electrics sales.
The study is one of two the company conducted recently regarding what is happening in consumers' kitchens. In its Kitchen Audit 2011, a report the firm produces every three years on consumers' cooking skills and what ingredients and appliances they use to cook, 20 percent of the survey respondents said they own a pressure cooker.