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December 14, 2022

NPD: Holiday Entertaining Rebound Uncorks Housewares Potential

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A recent consumer survey by The NPD Group, a leading market information and analytics company, points to a strong rebound in at-home holiday entertaining this season that could drive sales of home entertaining housewares.

Noting that COVID-19 put a damper on holiday entertaining the past two years, NPD reported results of a recent survey indicating 52% of consumers are less concerned about COVID-19 this year compared to a year ago, up 20 points from last year; and 55% said they plan to host or visit family/friends during the holiday season, up 8 points from a year ago.

“After two years of dealing with pandemic concerns, consumers are anxious and excited to entertain and attend parties this holiday season,” says Joe Derochowski, NPD’s home and home improvement industry advisor. “As a result, they are increasingly looking to socialize, shop, and gather with friends and family, which will naturally spur more retail growth opportunities during the holidays.”

Derochowski said entertaining-related subcategories that typically realize a sales bump during the holiday season include barware tools and sets; bottle openers; coasters; corkscrews; ice buckets; pie/cake/brownie server; tea tools; non-electric wine aerators; and wine tool sets. This season is also ripe for sales of wine glasses, highball glasses/tumblers, old-fashioned glasses, goblets, pilsner/pub, and martini glasses. Also, cheese/charcuterie boards, chip and dip servers, tiered serveware and platter trays also see a sales spike leading up to Thanksgiving and Christmas, according to NPD.

“Traditionally, holiday parties are held the two weekends before Christmas,” Derochowski said. “This year, with Christmas falling on a Sunday and Hannukah beginning on December 18 and ending on December 26, could mean more extended celebrations. Holiday guests may stay further into the next week, which means more opportunities for baking together, entertaining, or preparing extra food to have leftovers.”

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