In this complex year for consumption, sales of household appliances were no exception: accumulate a drop of 21% in 2024. However, since October and November the sector has been experiencing some recovery, according to records from GfK, a NielsenIQ (NIQ) company that monitors the performance of these products.
November’s results are largely explained by the impact of Cyber Monday one of the online commercial events, which usually drives purchases. In November, 1,897,000 units were sold, which represented a year-on-year recovery of 6%. It is The event had a 35% impact on total sales and marked an increase of 3 percentage points compared to 2023.
The best-selling categories during November included smartphones (21%), fans (15%), air conditioners (10%), televisions (10%) and food preparation products (6%).
Another variable that had a favorable impact on November sales was the seasonal factor, with a high demand for air conditioning products such as fans and air conditioners.
In this way, breaking a streak of decline for almost the entire year, November stood out for reaching a new mark of positive growth (August was another month with year-on-year growth, although lower, as it reached 3.6%).
Since July, a recovery began, although the numbers are still negative. According to GfK statistics: the drop was 33% on average in the first semester and went to another 5% in the second semester.
Changes in consumers
According to the consulting firm’s information, the market oscillated in step with changes in consumer behavior, who, for example, They prioritized products based on cost/benefit ratio and innovation. In this sense:
- Notebooks were boosted by the introduction of more affordable brands.
- White goods, such as refrigerators and washing machines, with average prices that increased below inflation.
- Coffee makers were driven by capsule and barista-style models. And shavers and epilators were aligned with new social trends in personal aesthetics.
The relevance of electronic commerce
During Cyber, 60% of sales were made online. Thus, the digital platforms as the main purchasing channelin the case of household appliances and technological and computer products. · Promotions and purchase options interest-free installment financing They were decisive factors.
According to Daniela Martínez, from GfK, “November marks a very positive consumption recovery for the sector, with consolidation of online sales driven by Cyber, which was the best edition of the last three years,” he noted.