Weddings Mean Small-Appliances Sales, Says NPD

NPD GroupPORT WASHINGTON, N.Y.-U.S. consumers spent $112 million on small appliances as gifts for engagements, bridal showers and weddings from June 2012 to May 2013, according to new research by The NPD Group.

The average price paid for these gifts was 39 percent higher than the average price for gifts for non-wedding-related occasions. NPD added that wedding and bridal-shower gifts topped the list in terms of average amount spent.

In that 12-month time frame, U.S. consumers spent $1.8 billion on small-appliances gifts for all occasions. Debra Mednick, NPD’s executive director and home industry analyst, said, “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.”

Electric knives were the number one gifted small appliance for bridal occasions during that 12-month time frame, according to the research, followed (in order) by espresso makers, stand mixers, waffle makers and garment steamers. For all gifting occasions, the top category was massaging appliances, followed (in order) by snow-cone makers/ice shavers, popcorn makers, stand mixers and waffle makers.