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Appliances can be a significant investment, and early summer, thanks to Fourth of July sales events, is often an ideal time to buy. Labor Day also brings another wave of deals as the season ends. But this year, tariffs and broader economic uncertainty could throw a wrench into American appliance buying plans. So, where does appliance shopping stand today, and who’s planning to make a purchase? CivicScience has the most up-to-date view.
New CivicScience data finds roughly two in five Americans are planning to purchase at least one of the following appliances in the next six months. Air fryers are the most common among likely future purchases, followed by toasters, washers and/or dryers, and refrigerators. Those planning to purchase an appliance in the near future are most likely to be Gen Z (aged 18-29), Democrats, have an expected annual household income under $100K, and live in the southern U.S.
Take our Poll: Do you typically wait until a holiday weekend sale to purchase high-priced items like technology or appliances?
Replacement Looms for Many Appliance Owners
Additional CivicScience polling reveals that 38% of U.S. adults say they currently own at least one appliance they expect to have to replace within the next six months, including 12% who anticipate replacing more than one. Unsurprisingly, these percentages jump significantly among those who plan to purchase an appliance in the next six months — 73% of whom say they expect the need to replace at least one, and 26% expect they’ll have to replace more than one.
How Appliance Buying Intenders Stand Out
How do those who plan to purchase an appliance in the next six months differ from those not looking to buy? Additional CivicScience data reveals that those who are planning to purchase an appliance in the next six months are:
- Nearly 30 percentage points more likely than non-intenders to drink beer (among adults 21+).
- Nearly 5x as likely to say they are at least ‘somewhat’ likely to use Buy Now, Pay Later services to purchase groceries in the next six months compared to non-intenders (among those who purchase groceries).
- More than 3x as likely as those not planning a purchase to say they’re also likely to switch cable or satellite providers in the next 90 days.
- More than 5x as likely to be planning a kitchen remodel in the next 12 months.
Fewer Appliance Buyers Consider Brand and Smart Technology
As consumers evaluate appliance purchases, ‘price’ is unsurprisingly the leading factor considered by a wide margin. While most other considerations have seen little change since February 2024, the percentage of consumers who prioritize ‘brand’ and ‘smart technology’ has declined by six and four percentage points, respectively. Despite this drop, however, ‘brand’ still makes for the second most common consideration.
Use this Data: CivicScience clients use real-time data like this to identify changing purchase drivers, uncover conquest opportunities, and adapt messaging that builds loyalty and wins new customers.
Used and Rental Options Gain Appeal as Appliance Buyers Adjust Plans Amid Uncertainty
Economic uncertainty is weighing heavily on appliance buyers, with nearly three in four purchase intenders saying their plans have been impacted in some way by looming tariffs. More are delaying altogether (20%) than accelerating purchases to beat potential price hikes (14%). Additionally, slightly more than a quarter are turning to alternatives, such as looking for used models (16%) or renting rather than buying one (9%).
High-income households ($100K+) are the most likely to say their plans remain unchanged, but they also lead in delaying purchases. Lower-income households (earning under $50K) are the most open to used or refurbished models and are slightly more likely to accelerate their purchases. Middle-income households over-index in taking a “wait and see” approach.
Join the Conversation: How positive or negative do you feel overall about the idea of having everyday home appliances (refrigerator, washing machine, etc.) that connect to the internet?
With summer sales on the horizon, appliance brands and retailers may still see solid demand, but they’ll need to meet consumers where they are: price-conscious, uncertain, and open to alternatives. How they respond could shape not just this season’s sales, but longer-term shifts in how Americans shop for big-ticket home essentials.
