Party on! Over 127,000 direct selling parties held last year
New figures released today have revealed nearly 900,000 people attended one of 127,000 direct selling parties in 2013. These parties, where products are demonstrated in a fun and relaxed environment are seeing a major surge in popularity according to the Direct Selling Association (DSA), the trade body for the industry.
Parties now account for 35% of total direct selling revenue in the UK, growing over 150% since 2009, when this kind of selling accounted for just 14% of all direct selling.
Direct selling is where goods are sold direct to consumers outside of a fixed shop. Direct selling parties allow sellers to showcase their products, from kitchen equipment and home accessories to clothes and jewellery in front of groups of people in a social setting.
Lynda Mills, director of the Direct Selling Association says: “Direct selling has been growing in popularity over the last few years, and it’s very positive to see so many more people joining the party. Parties provide a new way for people to try products, socialise and buy, and are becoming increasingly more mainstream.
“We’re seeing more and more companies entering the party market – whether it’s existing companies like Amway who have added party selling to their offering, or new entrants like Stella and Dot, which offer a new experience.”
The direct selling industry has seen a significant rise over recent years, with more people turning to work in the sector as an alternative to traditional employment, and more people buying this way as an alternative to the high street or buying online.
Direct selling allows anyone, regardless of age, background or prior experience to set up and run their own business. It is a flexible option with minimal outlay allowing people to work the hours they choose with no dependency on the traditional jobs market.
The Direct Selling Association is the trade body for the industry, responsible for promoting the sector and regulating member companies. All figures are based on the DSA’s survey of its 60 member companies including Avon, Pampered Chef, Neal’s Yard Organics and Amway.