The Direct Selling Association (DSA) has released new figures
showing a significant rise in the number of people turning to
direct selling as a way to earn additional income.
According to the DSA there are now 395,000 direct sellers in the
UK, some 20,000 more than in 2009. The rise in direct sellers
mirrors the recent unemployment figures, which saw
self-employment rise by 89,000 to a record high of 4.16 million.
In addition to an increase in sellers, DSA members-companies such
as Avon, Kleeneze and The Pampered Chef-have reported a 120
percent increase in revenues generated via party sales between
2009 and 2011. Home selling parties now account for 27.8 percent
of the DSA’s member companies’ £1.4 billion revenue, and are
worth £390 million to the UK economy annually. By comparison
in 2009, home selling parties accounted for 14 percent of the
£1.2 billion industry at the time.
Not only is direct selling an attractive additional income for
sellers, the parties themselves have become more popular, says
Paul Southworth, the DSA’s director general. “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. There’s no doubt that the
two trends are linked to broader economic factors and today’s
figures follow a similar pattern to that which we have seen
through previous recessions.”
The home selling party market has recently been bolstered by both
new direct selling companies, and established names setting up
new strands to their businesses. Kleeneze, one of the UK’s
longest-established direct selling companies, which has been in
operation since 1923, introduced a party arm to its business in
the UK in April. The EZE party concept is split into
“ezecook” for cookery and kitchen equipment and
“ezespa”, for cosmetics and body care products.
Meanwhile, newer DSA member Best in Glass, which specialises in
wines, cocktails and glassware, was set up in 2010 to capitalise
on the opportunity in this area of the industry.
Share