NMG’s latest PriMetrix report reveals key shifts in shopping behavior and how Members are adapting with smarter, full-promo strategies
Memorial Day has long stood as a marquee sales moment for the appliance industry; however, in 2025, broader market performance was more subdued than expected. Still, NMG Members stood out — outperforming peers by leaning into timely, data-backed strategies.
Source: NMG PriMetrix Data
Insights from NMG’s proprietary PriMetrix platform, supported by direct Member feedback, reflected a softer sales window overall, despite early optimism and speculation that tariff concerns might drive consumers to shop sooner.
While tariff-related anxieties did contribute to a spike in sales activity earlier in the year — particularly during the month of March and Spring Savings promotional window — that momentum didn’t carry into Memorial Day. Instead, duress-driven appliance purchases remained the primary sales driver, reinforcing the importance of meeting urgent consumer needs. NMG continues to be the only group offering a single unit rebate strategy — a key differentiator that mirrors how customers shop and helped NMG Members stay competitive in a cautious retail environment.
This contrast underscores the evolving complexity of consumer sentiment in 2025. As shared in the 2025 eMarketer Memorial Day Outlook, retailers across all categories are increasingly pulling promotions forward and extending campaign windows to connect with shoppers whose buying behavior has grown more deliberate and unpredictable. In this environment, sustained promotion — not just holiday hype — is essential.
Digital + Strategy = Results
Despite increased competition driving slightly higher ad costs, Independent retailers with OneShop-enabled e-commerce sites saw standout results — with Memorial Day revenue up 65 percent year-over-year, orders up by over 50 percent, average ticket up 14 percent, and click through rates nearly doubling versus 2024.
These outcomes highlight the impact of strong targeting, creative relevance, and the continued digital momentum behind NMG’s OneShop platform.
Smart Rebates, Stronger Positioning
NMG also remains the only group offering a single-unit duress rebate — a strategy first tested during the 2025 Presidents’ Day period, when Members saw a 5.4 percent volume lift and a notable increase in average selling prices. That same approach continues to deliver, especially in high-replacement categories like laundry and refrigeration.
Selling Up, Not Down
Despite heavy Big Box discounting, NMG Members continue to thrive in premium and luxury appliance segments — confirming sustained demand for high-end home goods even amid mixed consumer sentiment. NMG Members are meeting that demand with exceptional service, curated assortments, and attractive financing options that resonate with today’s premium-minded shopper.
Stay Active Throughout the Promo
As overall foot traffic across all brick-and-mortar retail remained flat year-over-year, according to Placer.ai, and with consumer sentiment uncertain, retailers must go beyond relying on a single weekend. Building awareness early, extending promotional efforts, and maintaining visibility throughout the period is more essential than ever.
Turning Insight into Action
As the market continues to shift, NMG and PriMetrix are here to help you stay ahead of the curve. With access to exclusive insights, benchmarking tools, and performance data from across the Independent channel, you can make smarter decisions, spot emerging trends, and take action with confidence. It’s how you compete with the scale of Big Box — while delivering the service, differentiation, and value that let you thrive on your own terms.
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