| NPD: Auto Parts Stores in Heavy Snow Hit Areas Experienced Double-Digit Sale Increases of Products |
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11/03/2010 15:07 (703 Day 11:06 minutes ago) | |||||
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The FINANCIAL -- Houston, TX. In areas of the country that experienced cold and snowy weather this past winter, local auto parts stores experienced a 20 percent plus lift in sales of winter-related products, according to automotive aftermarket research conducted by The NPD Group, one of the leading market research companies.
NPD’s Aftermarket Industry Monitor, which tracks actual sales at more than 18,000 auto parts stores in the U.S., shows auto parts channel sales in December 2009 increased a modest 0.8 percent versus year-ago. Using Aftermarket Industry Monitor store level data, NPD analyzed auto parts store sales in the Baltimore, Philadelphia and Washington, D.C. markets, all three areas were hit with record snowfalls this past winter, and found sales in these markets significantly outperformed the total U.S. based on the strength of several weather-related categories.
Sales of automotive batteries in Philadelphia, Baltimore, and Washington, D.C. increased 21 percent, 23 percent, and 27 percent, respectively. Sales growth was also realized in several other categories. Heavy snowfall more than doubled sales of winter merchandise like ice scrapers and snow brushes. Both wiper components and wipers posted strong gains. In addition to categories obviously related to operating a vehicle in winter weather, consumers in these markets were much more likely to rely on auto parts stores for common needs like over-the-counter medications, flashlights, and non-automotive batteries.
“While it is not a surprise that winter weather can drive sales in certain categories, understanding the effect at a macro level is difficult,” says David Portalatin, industry analyst for NPD’s automotive aftermarket business unit. “Weather conditions vary greatly from day-to-day and market-to-market. The capability of looking at granular market level data enables manufacturers and retailers to collaborate on solutions to best serve consumers when they need it most. The firms that are best prepared to meet consumer needs in individual markets based on historical data will be best positioned to gain sales, whether rain or shine.”
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