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Thanksgiving — The Overlooked Q4 Opportunity

The focus on Christmas and Hanukkah during the fourth quarter of the calendar year is understandable given the gift-giving nature around these holidays. In fact, November and December account for more than a quarter of annual housewares and small appliances sales. However, we often forget that there are other life moments during the all-important Q4 that are also terrific opportunities for the home industry. Back-to-school events, fall grilling and Halloween each have their own unique needs that our industry can support, and Thanksgiving is the most obvious of the overlooked Q4 opportunities.

About Housewares MarketWatch Housewares MarketWatch reports point-of-sale (POS), consumer survey, and Checkout SM consumer receipt-based data from NPD databases. The quarterly data covers various product categories within the divisions of Small Appliances, Non-electric Housewares, and Home Textiles. The information contained on the following pages is offered as a snapshot of a category’s performance, including perspective crossing each of the mentioned information sources. Each issue of Housewares MarketWatch will feature several categories from the Small Appliances, Housewares, and Kitchen and Dining Textiles divisions. Complete data on a category can be purchased by visiting NPD’s website atwww.npd.com.

Capitalize on social influence Given the social nature of Thanksgiving, this is a terrific time for innovative ways to market, merchandise and message our products. Embracing the social side of this holiday can help bring products to life for the consumer. As the influence of friends and family continues to increase with the growth of social media, the doors open for multiple purchases, and utilizing BOGO offerings.

Meal assistance, from prep to leftovers The top growing items in the November weeks leading up to Thanksgiving clearly display that consumers are buying items to help make the meal, cook a variety of foods, serve the meal and store the leftovers. Today, consumers are either baking less in an effort to embrace a high protein/low