Shipments and Sales Surge Total US unit shipments of major kitchen and laundry appliances in dollars will increase 16.1% from 2012’s $52.11 billion to a 2015 forecast of $60.52 billion. The forecast for 2016 is $62.29 billion and $64.61 billion for 2017. Total unit shipments of refrigerators and freezers for the first six months of 2015 were January, 696,300; February, 741,600; March, 1.579 million; April, 876,400; May, 985,200; and June, 1.296 million. The US small kitchen appliance market totaled $6.2 billion during 2014 and is forecast to increase at a compounded annual growth rate (CAGR) of 4% through 2019.

Independents Are Able to Compete with the Big Boys According to TWICE magazine, the top 50 white- goods retailers recorded a 5% increase in 2014 majap (major appliances) sales, compared to 9% for 2013. Lowe’s maintained its #1 ranking, followed by Sears, The Home Depot, Best Buy and Sears Hometown Stores. Costco entered the top 10 for the first time, with white-good sales increasing almost 18%. Although 60% of the more than 21,000 respondents to the Consumer Reports appliance retailer satisfaction survey said they purchased majaps from the major home improvement stores, independent retailers were ranked second.

Driven by Housing and Remodeling The housing market has been up and down during 2015, but 2015 new single-family home sales are forecast to reach 530,000 on an annualized rate, and 707,000 for 2016. Existing home sales are forecast to increase 3.3% from 2015 to 2016. Based on input from 220 US remodeling companies, more than one-third of them expect their 2015 revenues to increase by at least 10%; however, 43% expect their 2016 revenues to remain the same, primarily because of labor shortages. According to the National Association of the Remodeling Industry (NARI), its Q2 2015 Remodeling Business Pulse was 6.48 (any score greater than 5 indicates growth), with 69% of remodelers reporting growth.

It’s Time to Renovate Of the more than 150,000 responses to the 2015 Houzz & Home Survey, 58% of homeowners renovated their homes during 2014 and 55 percent during 2015, and 69% of the 2014 renovations were to interior spaces, which include kitchens. The kitchen was the #1 renovation project for 2014 at 29%, with 27% remodels and 2% additions. The laundry room was 9th on the list at 14%. Of all homeowners 60 years of age or older, 60% of them renovated their homes during 2014 and 52% planned renovation projects for 2015.

Tech-Smart Homeowners Want Smarter Home and Smarter Appliances Although the smart appliance market has experienced tepid growth to date, IHS forecasts that global shipment will increase from 1 million units during 2014 to 223 million for 2020. The factors driving this growth are consumers’ increasing adoption of new technology products, the energy-efficiency of smart appliances and appliance manufacturers producing more of these appliances because they carry larger price tags. China will account for approximately 48% of this growth, with the US second at 12%. During 2015, 1.9 million units were shipped in the Asia Pacific region, 888,000 in the Americas and 228,000 in Europe.

Advertising Strategies Independent appliance retailers will find television the best medium to build their brand and compete with the national chains by promoting their customer service, knowledgeable sales staffs and post-sales support, which consumers consider their greatest attributes. With homeowners planning more renovations and remodeling projects, independent appliance retailers would be wise to partner with a major local remodeling firm and co-promote special offers on TV when consumers purchase their products and services. Independent appliance retailers who become specialists in smart or connected-appliances and use TV to promote their expertise will be in a better position to grab a larger share of this growing market during the next 5 years and beyond.

Social Media Strategies Independent appliance retailers can emphasize their long-term commitment to the community by actively supporting one or more community or charitable projects/events and using social media to encourage individuals’ and families’ to become involved. Since women are the major decision makers of appliance purchases and remodeling projects, appliance retailers should make Pinterest part of their social media marketing mix, with pins that show how to match appliances with the latest kitchen décor styles. Women are also the largest audience for podcasts, providing appliance retailers with many opportunities to record and post interviews with manufacturers reps to discuss the latest and future technologies as well as local remodeling experts and interior designers.