By
Daily Mail Reporter
11:05 EST, 27 May 2012
|
16:35 EST, 27 May 2012
They were once a regular feature of many a housewife’s social calendar, the hosts selling the latest goodies direct to their nearest and dearest.
Now home-shopping parties are making a comeback – thanks to the difficult economic climate.
Though the format may be largely unchanged, the wares on offer are increasingly upmarket, with Tupperware and risque lingerie swapped for products such as Jamie Oliver’s cookware range.
Home ‘party’ sales have surged by 120 per cent in the past two years to an annual total of £400 million, with the rise put down in part to friends seeking a cheaper alternative to going out for the evening.
Tupperware party time: Sales of products at home have rocketed thanks to the difficult economic climate
And, facing a tough job market, around 20,000 more have become ‘direct sellers’ in the past two years, taking the total to 400,000.
Last year saw a 26 per cent increase in men signing up, according to the Direct Sales Association.
Paul Southworth, DSA director general, said: ‘Whereas people might have gone out for dinner or drinks before the recession, direct-selling parties are a cheaper night in socialising with friends and family.’
On sale: Jamie Oliver’s pressure cooker
Jamie Oliver’s popular cookware range is now sold at home parties across the land. Women gather at a friend’s house over drinks and nibbles, watch a video of Jamie in action and then are asked to buy anything from a ceramic rice steamer to an olive oil drizzler.
Few can resist the unspoken pressure to help out the host and make a purchase.
Other new brands cashing-in on the home shopping circuit include Pampered Chef, US jewellery brand Silpada, Best in Glass, Barefoot Books and Forever Living aloe vera products.
In the current tough job market, with part-time employment on the increase, almost 400,000 people are attempting to make a living out of direct selling.
Despite the wide variety of new products Avon, which has global sales of £7billion, remains the biggest direct seller.
Bargains are unlikely to beat what is available over the internet, but the social aspect of home shopping parties has added to their appeal at a time when people don’t go out as often.
‘The reason people liked village shops was because of the friendship and gossiping,’ said Jeremy Baker, retail analyst and affiliate professor at ESCP Europe Business School.
‘Modern retail has become so efficient that it’s quite nice going back to the village shop idea where everyone is sitting around being friendly and using shopping as an excuse.’
-
Revealed: Hundreds of words to avoid using online if you… -
Sinister truth about Google spies: Web giant deliberately… -
Naked man shot dead by police as he chewed victim’s face off… -
Honour student who works two jobs to support her siblings… -
‘They’re bullies and they treat their women like crap’: One… -
House/Reckker, Rather/Grim and Partee/Moore: Hilarious… -
‘Customers who steal toppings will never find true love’:… -
Pregnant woman abducted, set on fire and shot ‘because of… -
How the Wild West REALLY looked: Gorgeous sepia-tinted… -
Remains found at remote Colorado campsite believed to be of… -
American dream rise of £12 billion Facebook bride: Father of… -
Meet Ridiculously Photogenic Girl! 28-year-old ICU patient…
Share this article:
Here’s what other readers have said. Why not add your thoughts,
or debate this issue live on our message boards.
The comments below have not been moderated.
-
Newest -
Oldest -
Best rated -
Worst rated
I’ve been invited to one of these parties and I’d like to go and catch up with friends but I’m worried about not wanting to seem rude and ending up buying something I don’t want just to be polite.
Seriously thinking of declining the invite, it seems a bit off to me, getting your mates round and then pressuring them into spending money!
Report abuse
I have no problem with Tupperware or Jamie Oliver home range, etc but I wouldn’t host one of these parties because people who attend feel obliged to buy things they might not want or be able to afford. An invite to such a party is just another expense 🙁
Report abuse
Tupperware is good – but not cheap.
Report abuse
The views expressed in the contents above are those of our users and do not necessarily reflect the views of MailOnline.