Fall and Q4 are right around the corner and we’re already less than 100 days away from Christmas. But before we get caught up in all the year-end holiday hustle, let’s pause for a moment and review everyone’s favorite end-of-summer promo: Labor Day.
The Nationwide Marketing Group (NMG) PriMetrix Labor Day recap just went live and we want to highlight a few key findings. This exclusive report details performance metrics for NMG appliance retailers compared to the total industry for the entire promo period of August 21 – September 10, 2025.
5 Key Takeaways from the NMG PriMetrix Labor Day Report
1. NMG Members Are Beating Industry Averages Year-Over-Year (YoY)
While the Labor Day period brought in relatively flat results for NMG appliance dealers (up 1.1 percent in dollars and up 0.8 percent in units), our members are seeing a double-digit increase in total promo period performance for 2025 so far.
- NMG members: +11.4 percent YoY
- Industry average: +0.1 percent YoY
2. Luxury and Mass-Premium Did Not Drive Performance
For the first time this year, holiday promo sales were not driven by luxury or mass-premium appliances. Instead, Labor Day saw these two categories down in units, even while average selling price for both were higher YoY.
3. Sales Were Down Over Labor Day Holiday Weekend
For the third consecutive holiday this year, performance was down during the actual holiday weekend. The first week of the promo period, August 21-27, showed the greatest YoY increase, aligning with the U.S. Census Bureau’s August retail report that appliance and electronic sales were up 2.6 percent YoY in August — the category’s best month so far this year. And while the last week of the Labor Day sales period saw a slight bump, time will tell how that impacts overall performance for the month of September.
4. Laundry Category Continues to Outperform YoY
Although laundry appliances only accounted for 11 percent of total category sales during the Labor Day period, it led in both dollars (+ 9.8 percent) and units (+7.0 percent) compared to kitchen appliances, beating out refrigeration, cooking, and dishwashers.
The laundry category even beat out its own July 4th performance of +8.3 percent (dollars) and +3.8 percent (units).
MISSED THE JULY 4th REPORT? Read it here.
5. Online Sales Continue to Drive Orders and Revenue
NMG dealers on our OneShop website and digital services platform saw Labor Day orders increase by 11.3 percent YoY, with revenue up at about the same rate (+11.7 percent).
CURIOUS ABOUT ONESHOP? Learn more here.
For a deeper dive into these and other performance metrics for the 2025 Labor Day promotional period, read the full PriMetrix report here. *Requires login to MemberNet.
