Sales of Party Supplies, Kitchenware and Cleaning Supplies on the Rise

New retail sales figures from Nielsen indicate consumers are spending more on party-related products, as well as kitchenware and cleaning accessories. The Global Market Development Center says this trend means retailers can bank on consumers’ renewed emphasis on enjoying home and social interaction.

When it comes to prepping for celebrations, while products for major holidays including Christmas still rule the general merchandise market, this year’s sales of miscellaneous seasonal items outside of major holidays rose 21 percent in grocery stores and 87 percent in drug stores. Party supplies as a category is becoming a destination aisle for shoppers in these channels. These sales, which exclude dishes and decorations, represent more than $227 million.

In a nod to proximity during social interaction, the sale of breath mints rose more than 18 percent, with drug stores being the hands-down destination of choice for breath fresheners. Chocolate candy sales rose, with food and drug store purchases each increasing approximately five percent. The research showed retailers saw an increase of 2.5 percent in sales of seasonal candy and a nearly three percent in non-chocolate candy.

“This data shows retailers there’s a lucrative sales opportunity wrapped up in products that celebrate occasions and help consumers better enjoy their time at home,” says Mark Mechelse, director of research, industry insights and communications for the Global Market Development Center.

What about after-party clean up? Consumers chose to purchase cleaning accessories from grocery stores, which saw a one percent increase ($336 million) instead of drug stores, where sales of cleaning suppliers shrank nearly nine percent.

In other trends, sales of kitchen gadgets rose nine percent across all channels of retail, including increases in specific subcategories of baking and pastry tools, graters and peelers, and mixing bowls and measuring cups. Disposable foil bakeware sales increased nearly 19 percent inside drug stores.

The data was drawn from the association’s proprietary GMDC/Nielsen General Merchandise Hierarchy tool. The GM Hierarchy reports data from more than 12,900 stores and includes 30 million SKUs and 190 food channel retailers. The data tracks 18 mega-categories representing all GM products throughout hundreds of sub-categories.