The direct selling industry is booming in the UK with
over 4.8 million direct sales transitions in 2013, netting over £2bn for the UK
economy.
New figures released today from the Direct Selling
Association (DSA), the trade body that represents direct selling companies in
the UK also reveal the sector is appealing to increasingly broad demographic
groups, and more people are direct selling ‘full-time’.
Direct selling, where goods are sold direct to consumers
outside of a fixed retail shop, is facilitated by businesses like Avon,
Kleeneze and Herbalife. Research amongst 60 member companies of the DSA
discovered that on average 38 per cent of direct sellers are over 50,
representing a rise over 32,000 people since 2011. There are now 152,000
over-50 year old direct sellers in the UK, who are frequently attracted by the
flexibility and social aspects of direct selling.
Direct selling is also now appealing to a multi-cultural
audience. For the first time the DSA surveyed its members about this and
discovered 30 per cent of direct sellers (120,000 people) in the UK are
non-British. DSA member companies
attribute this to a rise in interest of people from places like Asia and
Eastern Europe, where direct selling has an even larger presence.
People are turning to direct selling as a real
alternative to traditional employment, with 68,000 direct sellers (17 per cent)
working full time hours (over 30 hours a week).
This is up 20,000 from 12 per cent in 2011.
The traditional direct selling demographic of
stay-at-home mums now accounts for 29 per cent of direct sellers, while men
account for 24 per cent of the sector.
Lynda Mills, director of the Direct Selling Association
said: “We’re seeing a broader audience involved in direct selling than
ever before.
These figures represent a move away from the traditional
perception of direct selling as a part time job for mums – this is a vibrant,
modern industry that appeals to a wide cross section of people of all ages and
backgrounds, and offers a real alternative to traditional employment for
many.”
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