Online Purchasing: Kitchen and Laundry Major Appliances

  • Categories:

    Industry Trends, Marketing Insights

  • Date:

    August 27, 2014

Online Purchasing: Kitchen and Laundry Major Appliances

Industry Trends, Marketing Insights

We recently shared insights about a new study from one of our research partners, The Farnsworth Group. The study, which examines online purchasing behaviors among more than 1,000 homeowners across a variety of categories, indicates that more than 70 percent of homeowners are purchasing home improvement products online.

This week, we’re highlighting results on kitchen and laundry major appliances.

A great kitchen can do wonders for the resale value of a home, and beautiful, updated appliances have a major impact on the function of a space. Nearly 20 percent of homeowners say they purchased kitchen and laundry major appliances in the last year, with 64 percent purchasing exclusively in-store. However, one in five homeowners purchased both in-store and online, and 17 percent purchased online exclusively. Notably, the kitchen and laundry major appliances category has the highest number of homeowners that purchased online only.

Where do homeowners buy kitchen and laundry major appliances online?

More than half of online shoppers used a home improvement store website, such as Home Depot or Lowe’s, to purchase their refrigerators, dryers and other appliances. Only 29 percent of homeowners said they used a manufacturer’s website; of those, the majority were provided a link to an online retailer selling the product and 45 percent were provided information for a local store that carries the product.

Why did homeowners buy in-store or online?

In-store shoppers wanted to touch the products before making their purchases, while online shoppers were enticed by better pricing options and the convenience of shopping online. Thirty-six percent also chose to shop online in order to have their appliance delivered to their door.

farnsworth study kent panther kitchen and laundry appliances wray ward

This data provides companies and brands valuable insight into online home improvement product purchasing and homeowners’ purchasing motivations, helping them make more strategic and calculated marketing decisions.

Next week, we’ll take an in-depth look at kitchen cabinets and countertops. In the meantime, feel free to contact me at for more information on any aspect of this study and be sure to check out our previous entries on fashion lighting and ceiling fans, and fashion plumbing.

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