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NPD: Tabletop sales boom online

Port Washington, N.Y. – Sales of dinnerware via e-commerce jumped 40% and online sales of table linens were up 23% for the 12 months ending February 2014, according to a new report by the NPD Group.

Total online sales of tabletop products – which NPD categorizes as dinnerware, beverageware, flatware and table linens – climbed 17% during the period to reach $343 million.

Twenty percent of dinnerware sales are now generated online, while 10% of table linen sales are, NPD reported.

Sales of beverageware rose 29% year-over-year. Flatware showed the slowest growth, with web sales rising a modest 5%. The online dollar share for both categories was 13%.

“The ‘touch and feel’ nature of tabletop categories could limit e-commerce growth among first-time purchasers, but the online vehicle naturally lends itself to the visual aspect,” said Debra Mednick, NPD’s executive director and home industry analyst.

She said brick-and-mortar retailers should take advantage of the opportunity to curate their in-store inventories by allowing shoppers to place online orders while they are still in the store.

“This is an important shift for the tabletop market to monitor, indicating expanded exposure to a new kind of consumer.”

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